Chief AI, DTC & Innovation Officer| UChicago Booth
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Digital transformation and AI executive with 22 years of experience leading DTC, e-commerce, and marketplace businesses through growth, profitability, and platform scale. Repeated track record aligning business strategy, data, and technology to drive measurable revenue, margin, and customer impact across global retail ecosystems.
Founder of DAISI, the proprietary data and ETL platform behind a B2B2C fashion marketplace scaled to a $98.7M valuation through real-time personalization and merchandising optimization. At Backcountry.com, a $500M online retailer, helped lead Agile transformation, CRO, and data science initiatives that produced 8-figure incremental revenue, 7-figure annual EBITDA lift, and restored double-digit margins. Earlier, helped pioneer one of the first machine learning applications in e-commerce in 2003, delivering an average 31% conversion lift and contributing to WebSideStory’s IPO, now Adobe Analytics.
Completed the year-long Chief AI Officer Executive Program at the University of Chicago Booth School of Business. Trilingual with leadership experience across North America, South America, and Europe.
2023-Current: Fractional / Interim C-suite Executive: AI Strategy, DTC E-commerce, GTM Strategy, & Operations, Product Mgmt & Data Innovation
2012-2016: Chief Data & Digital Officer / Founder, Fridom com.br - first Action Sports e-commerce site in the Brazilian market.
2008-2011: Sr Product Manager, CRO, Testing, & Innovation, Backcountry com. CRO / Testing strategy drove 7-figure annual EBITDA lift.
2002-2008: Analytics & Conversion Optimization Associate, Adobe (fka WebSideStory). Pioneer of modern day web analytics and CRO practices.
2025: Completed the 11-month Chief AI Officer Executive Certificate program at the University of Chicago's Booth School of Business, a program consisting of seven certificate modules including AI Governance, Deploying and Scaling AI, & AI Infrastructure and Technologies.
2023: Professional Program Certification in Data Science (R Programming, Regression Modeling, Data Inference, Data Visualization), Harvard University.
2010: Executive Certificate in Global Management, World Trade Center Utah
1998: Bachelors' in International Business & Spanish, Castleton University
