Designing services around real customer needs
September 14, 2026
Designing services around real customer needs Designing services around real customer needs Designing services around real customer needs
Strategy · Business · Product · Transformation
I turn complex challenges into executable initiatives.
I help organizations identify opportunities, create value and turn complex challenges into initiatives that actually move.
01 — What I do
Four capabilities
01
Business Opportunity
I help organizations identify growth, efficiency, new revenue and value-creation opportunities — and turn them into a defensible business case.
03
Services & Experiences
I design and evolve services considering customer needs, operation, commercial model, technology and sustainability at the same time.
02
Strategic Initiatives
I structure, prioritize and govern strategic initiatives that need to move forward but don't always have an internal owner.
04
Asset & Commercial Development
I identify how assets, spaces, capabilities and ecosystems can become new sources of revenue or value.
18+
Years across LAC
60+
Teams led
COP 8B+
New business created
LAC
Regional footprint
02 — Selected experience
Aerocivil
Airport Commercialization
Problem
Non-aeronautical revenue underdeveloped across regional airports.
Impact
Commercial and passenger experience framework scaled region-wide.
VASS
Regional service & Business
Problem
Regional service portfolio lacked a coherent commercial model.
Impact
COP 8B+ in new revenue generated.
IATAI
Product & Portfolio
Problem
Product portfolio decisions were inconsistent and slow.
Impact
Revenue Ladder decision model, PMO and product practice delivered.
Markablanka
Digital Business
Problem
Digital agency needed global clients and a repeatable model.
Impact
Built and scaled an agency serving international accounts.
Independent
Digital Products & New Business
Problem
Digital products and ventures lacked structured execution.
Impact
Launched products and transformation initiatives end to end.
03 — How I work
Methodology
Ambiguity
Understand
Understand the problem, context and stakeholders.
Discover
Identify opportunities and sources of value.
Evaluate
Assess potential, feasibility, investment and risk.
Prioritize
Decide what is worth pursuing.
Design
Build the business model, product or service.
Execute
Turn the strategy into an executable initiative.
Measure
Track value, adoption, performance and learning.
04— Insights
Why companies miss opportunities
September 11, 2026
Welcome to WordPress. This is your first post. Edit or delete it, then start writing!
05 — About
My advantage is not expertise in one discipline. It is the ability to connect them.
I have spent my career moving between business, technology, product and customer experience. Across very different industries, I keep solving the same problem: turning ambiguity into structured opportunities and executable initiatives.
