eCommerce & Marketplaces · Mobile & Connected Devices · AI-Driven Products
I lead digital products at global scale.
Eight years leading eCommerce, DTC and IoT products at Nestlé Nespresso, Danone and JTI — from composable commerce platforms to the Bluetooth pairing flow on a connected device. Teams of 20+, four squads in parallel.
- 46+
- markets, 72 storefronts
Nespresso global eCommerce - +20%
- faster time-to-market
Nespresso web & mobile - −30%
- pairing friction
Nespresso connected machines - −70%
- manual operations
Danone composable commerce - 20+
- engineers & designers led
across 4 squads
Worked with
- Nestlé Nespresso
- Danone
- JTI
- UIC Barcelona
Selected work
Three problems, three numbers.
Ploom App: making a connected device pair the first time
Re-architected BLE pairing, OTA firmware and in-app diagnostics across iOS and Android.
+20% pairing success & stability
Connected machines people actually finished setting up
Owned the IoT roadmap, launched new connected machines, led 4 Agile squads.
−30% pairing-flow friction
Moving a global DTC estate to composable commerce
MACH, API-first, headless across brands and markets; institutionalised experimentation and CRO.
−70% manual operations
Experience
Eight years, three companies, one thread: products at global scale.
-
Nov 2024 — PresentMadrid
JTI
Global Digital Product Manager — Mobile App & Connected Devices
- Own the global Ploom App (iOS/Android/PWA) for Ploom Aura devices end-to-end: strategy, roadmap, pairing to engagement to regulatory compliance.
- Delivered BLE pairing, device management, OTA firmware and diagnostics; pairing success and connection stability up 20%.
- Lead cross-functional squads (Mobile, Firmware, QA, Design, Data, CRM); release trains, phased rollouts, feature flags, mobile CI/CD.
- iOS / Android / PWA
- BLE · OTA
- RICE / WSJF
- App Store governance
+20%pairing success
-
Aug 2023 — Oct 2024Barcelona
Danone
Global Digital DTC Solution Manager
- Spearheaded composable commerce (MACH) adoption: Commercetools/Magento, Salesforce Marketing Cloud, SAP Gigya, PIM/DAM across brands and markets.
- Set the 2-year platform vision and roadmap; led a team of PMs and cross-functional stakeholders.
- Institutionalised A/B testing, personalisation and a standard analytics stack (GA4, GTM, Looker Studio); cut manual operations by 70%.
- MACH
- Commercetools
- Experimentation & CRO
- Vendor strategy
−70%manual ops
-
Feb 2017 — Jul 2023Lisbon · Barcelona
Nestlé Nespresso
Four roles in six years: B2B eCommerce Ops → Global eCommerce Ops → Product Owner Web & Mobile → Product Manager IoT, Tribe Lead
- IoT Tribe Lead · Product Owner Web & Mobile (2021–23): owned the connected-machine roadmap across agile squads; pairing friction down 30%; CS adoption up 30%; reworked the rollout and activation model for a double-digit revenue uplift and 20% faster time-to-market.
- Global & B2B eCommerce Operations (2017–21): 72 websites, 46+ markets; launches, migrations, PCI/GDPR, PSP onboarding; checkout errors down 10% YoY.
- New B2B digital channel: launched from scratch; +40% sales and +90% traffic in 6 months.
- IoT
- B2C & B2B eCommerce
- Checkout & payments
- Optimizely
- 46+ markets
46+markets
What I bring
Strategy that survives contact with engineering.
Leadership & strategy
- Product vision & roadmaps
- OKRs / KPIs, QBRs
- Team building & hiring
- Stakeholder management
- Vendor strategy & governance
Product craft
- Discovery & user research
- RICE / WSJF prioritisation
- A/B testing & CRO
- Personalisation
- GTM & release governance
Commerce & platforms
- Composable / headless (MACH)
- Commercetools, Magento, SFMC
- Checkout, payments, 3-D Secure
- B2C & B2B, POS/OMS
- GDPR, i18n across 46+ markets
Mobile, IoT & data
- iOS / Android / PWA
- BLE pairing, OTA firmware
- Crashlytics, feature flags, CI/CD
- GA4 / GTM / Looker Studio
- GenAI in PM workflows
Beyond the day job
I teach what I do, write it down, and build things on the side.
Adjunct Professor of Advanced & Digital Marketing at UIC Barcelona (graduate level, 2023–2024). I write on ProductPulse about product, AI and teams. Founder of urbanrace.io. Before product I studied cinema and shipped front-end code — it still shapes how I think about narrative and craft.
Education
- 2026
- Executive MBAEAE — Universidad de Barcelona
- 2022
- Master in Digital MarketingLa Salle BCN
- 2018
- BA Cinema, Video & MultimediaUniversidade Lusófona, Lisbon
Certifications
- 2023
- PSPO I & IIScrum.org
- 2018
- Google Analytics, Mobile & Digital SalesGoogle Academy
Languages & location
- Portuguese
- Native
- Spanish
- Fluent
- English
- Fluent
- Based in
- Madrid, Spain · EU work rights
Contact
Email or LinkedIn.
I read everything. LinkedIn is where I answer fastest.