About Me

Founder · Entrepreneur · Engineer · Author · Host · Educator · Speaker · Storyteller · Son · Husband

I work at the intersection of brand and go-to-market strategy, usually with growth-stage companies right before something important happens. A new category. A new audience. A moment where creative direction, positioning, and execution have to finally agree on what the business is becoming.

I design, market, sell, and build brands from the ground up. I’ve founded companies, held corporate roles, raised capital, and sold more than $15M across enterprise SaaS, consulting, retail and real estate. The throughline has always been the same: translating ideas into things people actually want to buy.

I grew up in Puerto Rico in a house where work was never abstract. My father ran home improvement and real estate projects. My mother built a destination wedding business and later became a florist, a practice she’s sustained for more than fifteen years. My brother is a restaurant owner. There was always something under construction, something being negotiated, something being fixed. I was usually in the middle of it, whether I meant to be or not.

I gravitated early toward the digital side of that ecosystem. Websites. Social media. Marketing systems. I was building on Wix before it was respectable, making money while still in school, and slowly realizing I had a talent for turning loose ideas into structured offers.

In 2017, Hurricane Maria forced that instinct into focus. From my bedroom at my mother’s house, I started selling creative services to businesses trying to survive. Websites. Instagram accounts. Whatever moved the needle. I didn’t have the language for it then, but I was acting as a creative director. I named the company Grupo Banana for no real reason, other than an ill-timed obsession with bananas.

That bedroom operation grew into collaborations with global agencies like DDB and AdVice, and work with brands large enough that NDAs make specificity unnecessary.

What still matters most to me is the work itself. The people behind it. The ideas worth protecting. I’m interested in building things that feel alive. If you know why certain movies undo you or why a song can feel like a private anthem, we’ll probably get along.