I’m an obsessive project maker based in Benito Juárez, Mexico City.
For more than a decade I’ve moved between digital marketing and full-stack development, helping brands, authors, and teams in Mexico, Canada, the US, and Israel ship products that are fast, understandable, and hard to kill.
Now my focus is on my own long-lived projects — opinionated tools that start as personal experiments and grow into systems others can rely on, usually somewhere between engineering, product, and technical marketing.
315 Mexican federal laws converted from official PDFs to structured Markdown and a canonical JSON AST — ready for AI agents, RAG pipelines, semantic search, and legal APIs. 37,939 articles, 58,310 fracciones, 35,176 reform notes.
An open-source CLI and library to preview Contentful content models entirely offline — zero API calls during simulation. Pull your schemas, modify them locally, validate, and only push when ready. Used it to build this very update.
I’m not interested in shipping features for the sake of it.
I care about systems that stay alive, about stories that turn into products, and about building things that make life a little less heavy for the people who touch them.
I carry scars, stubborn dreams, and a patience forged in debt, doubt, and starting over more times than I’d like to admit.
Some of that leaks into the projects I build.
"I want freedom, and I’m willing to accept every consequence that comes with it."
I don’t want a life organized around other people’s calendars.
I want time to build, to learn, to walk, to read, to enjoy the people I love — and room to have fun in the process.
Work, for me, is a tool to buy that kind of freedom, not a stage to perform on.
Every decision has a cost. I prefer to pay mine consciously: if something fails, I’d rather it be the result of my own choices than of drifting along.
I try to follow a few simple lines:
Build assets, not only hours sold.
Protect time and health as seriously as money.
Create things that are useful, but also genuinely enjoyable to make.
Accept consequences without excuses.
All of this points to a long-term, quiet project I call Arcadia:
a future where life is lighter for the people around me.
Arcadia Shall Flourish.
I like projects where:
- There's a clear purpose beyond "we need a website".
- People respect time — their own and everyone else's.
- We can write things down, not just talk about them.
- We're allowed to iterate instead of pretending to get it perfect on day one.
I enjoy simplifying complexity without dumbing it down, and I care a lot about performance, accessibility, and clear content.
- Migrating components and content structures from Bloomreach CMS to Contentful CMS, ensuring functional consistency, reusability, and scalable content architecture.
- Designing and building Content Types in Contentful, defining editorial structures focused on maintainability, flexibility, and content governance.
- Implementing experiences and sections in Contentful Studio, enabling more efficient visual composition workflows for editorial and business teams.
- Developing custom Contentful apps to extend native CMS capabilities and address specific editorial and operational requirements.
- Contributing to the evolution of content architecture and editorial experience, aligning technical implementation with business needs.
Led the migration of WordPress sites to modern architectures using Gatsby/Next.js and headless CMS solutions such as Contentful and Sanity, significantly improving site performance and scalability.
Developed advanced user interfaces with React.js, Next.js, Gatsby, and Astro, focusing on user experience, accessibility, and maintainability.
Implemented automated UI testing with Cypress, ensuring high-quality releases and reducing manual QA efforts.
Designed and built a custom backoffice platform for managing and reviewing potential clients collected from web forms, streamlining lead management for sales and marketing teams.
Maintained and refactored legacy code for platforms built on WordPress, ensuring stability, resolving bugs, and supporting ongoing business operations.
Created multiple websites by translating Figma designs into high-quality Next.js code, building reusable section components and designing custom schemas in Sanity CMS. Enabled users to easily create new pages, select which section components to use, and define their display order, making sites highly customizable and user-friendly.
Developed internationalized websites using Next.js and next-intl, implementing i18n best practices on the frontend and designing Sanity CMS schemas that allow users to add and manage content in both English and Spanish.
Engineered an AWS S3 migration pipeline for WordPress media libraries: authored server-side scripts that (1) audit existing assets, (2) upload only missing files to the S3 bucket, (3) rewrite database URLs to point at the new CDN paths, and (4) remove migrated files from the local server—slashing storage costs and accelerating page-load times.
Deliver ongoing maintenance and feature enhancements for Webflow sites, building pixel-perfect updates and custom API integrations (e.g., Zapier webhooks, Zoom scheduling, bespoke REST endpoints) that extend functionality without sacrificing performance or SEO.
Developing a multi-tenant SaaS platform with Laravel, Inertia.js, and React: separating a global "master" database from client-specific databases, enforcing tenant isolation, and laying the groundwork for scalable and secure growth.
Developed high-performance websites using React.js and Next.js, applying JAMstack principles to enhance speed, security, and SEO.
Built a custom CRM with Next.js, GraphQL, and MongoDB Atlas, integrating Mailchimp API for automated marketing campaigns and lead management.
Implemented an ecommerce solution in Next.js, with a Firebase-based CMS and Stripe payment gateway, enabling efficient product management and secure transactions.
Management and optimization of campaigns in Facebook Ads.
Management and optimization of campaigns in Google Ads.
Fix and help with Magento issues and Facebook Pixel event integration.
Fix Doppler problems with emails.
Improvements in the SEO of different ecommerce.
Developed an insurance quote website in Next.js, integrating a lead management system with Firebase to improve client tracking and conversion.
Integrated Mailgun for automated email notifications and communications, enhancing user engagement and operational efficiency.
Facebook Ads campaign management and optimization.
Brand awareness campaigns.
Traffic campaigns.
Engagement campaigns.
Event attendance campaigns.
Lead generation campaigns.
Google Ads campaign management and optimization.
Search Network campaigns.
Display Network campaigns.
Remarketing campaigns.
Local marketing management and optimization.
Google My Business account creation and setup.
Keyword research based on local search intent.
Marketing tools.
Installation and setup of Google Tag Manager.
Installation and setup of Google Analytics.
Installation and setup of Hotjar.
Installation and setup of Facebook chatbots.
Installation and setup of Facebook Pixel.
Connection with Google Merchant Center.
Creation of dashboards in Google Data Studio.
Google My Business setup and management.
Developed a web application in Next.js for energy operations management, optimizing data visualization and user workflows.
Maintained and enhanced a mobile application built with React Native, improving stability and user experience for end users.
Developed websites and web applications with Next.js, implementing user authentication with Firebase to ensure data security.
Built a backend payment processor in Express, integrating Stripe API for secure and reliable transactions.
Implemented headless CMS solutions, using Next.js for the frontend and WordPress as the backend, enabling flexible and efficient content management.
LinkedIn Ads campaign management and optimization.
Sponsored content campaigns
Lead generation campaigns
Facebook Ads campaign management and optimization.
Brand awareness campaigns
Traffic campaigns
Engagement campaigns
Event attendance campaigns
Lead generation campaigns
Google Ads campaign management and optimization.
Search Network campaigns
Display Network campaigns
Remarketing campaigns
Local marketing management and optimization.
Google My Business account creation and setup
Local search intent keyword research
Marketing tools. Google Tag Manager installation and configuration
Google Analytics installation and configuration
Hotjar installation and configuration
Facebook chatbot installation and configuration
Facebook Pixel installation and configuration
Connection to Google Merchant Center
Dashboard creation in Google Data Studio
Google My Business setup and management
Developed responsive websites using the Bootstrap framework and WordPress, ensuring cross-platform compatibility and consistent user experience.
Collaborated on the development of web application views in Laravel, optimizing data presentation and user interaction.
Implemented ecommerce solutions in Next.js, with a Firebase CMS and Stripe payment gateway, facilitating product management and online sales.
Management and optimization of campaigns in Facebook Ads.
Brand Awareness Campaigns
Engagement Campaigns
Lead Generation Campaigns
Management and optimization of campaigns in Google Ads.
Search Network Campaigns
Display Network Campaigns
Shopping Campaigns
Remarketing Campaigns
Marketing Tools.
Installation and configuration of Google Tag Manager
Installation and configuration of Google Analytics
Hotjar installation and configuration
Facebook Pixel installation and configuration
Connection with Google Merchant Center
Dashboard configuration with Google DataStudio
Campaign management in Google AdWords.
Campaign management in Facebook Ads.
Web behavior analytics (Analytics, Hotjar).
SEO OnPage Strategies.
Website AdSense Ads Optimization.
