Over the past 8 years, I’ve worked at the intersection of product strategy, behavioral design, and execution, helping digital platforms evolve from early concepts into structured, scalable systems.

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At Upfort, I grew into end-to-end ownership of core product initiatives, working closely with the Head of Product and CEO to align roadmap priorities with long-term business direction. My scope expanded from feature execution to defining onboarding strategy, engagement systems, and platform-level improvements that shaped how users experienced value.

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One of my key focus areas has been activation and onboarding. I led the product strategy behind a full redesign of the platform’s onboarding experience, defining milestones, simplifying the funnel, and prioritizing default-state configurations to reduce friction. While partnering closely with design on UX execution, I owned the product direction, tradeoffs, and success metrics behind the initiative. The result was a significant reduction in onboarding complexity and measurable increases in feature activation.

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Earlier in my career, I supported the launch of a consumer-facing mobile delivery app for Heineken Mexico, collaborating with other PMs, engineering, and UX to bring a mobile product to market. That experience strengthened my understanding of mobile user journeys, release coordination, and cross-functional execution in fast-moving environments.

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Although much of my recent experience has been in B2B SaaS, the systems I’ve built have progression mechanics, activation loops, default-driven configuration, and feedback visibility, which are grounded in principles widely used in consumer and gaming products. My participation in game jams and early collaboration with a video game startup further reinforced my interest in interactive systems and long-term engagement design.

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My background in Business, complemented by a Minor in Design, allows me to balance strategic prioritization with a strong understanding of user flows and experience clarity.