Built one. Backing the next.
I learned business inside the family company, where I did every job the place had and ended up running its entire digital and technology operation. Then I built my own. Diezo Menswear in 2015. Its younger sister Norfolk a year later. Jetlab, a software company. Farmi, a tech platform connecting food distributors to restaurants that grew into grocery delivery. In 2018 I closed that chapter by choice, to go back to what I actually love: technology. The companies stayed behind. The learnings walked with me.
Then I picked the biggest machine I could find. VTEX, the platform behind Latin America's e-commerce boom, with a stop at EBANX, the unicorn moving its payments. My first mission back set the tone: fold an entire acquired platform into VTEX. Strategy, negotiation, execution. 80% of its GMV made the crossing.
The rooms got bigger. Samsung, Sony, McDonald's, Coca-Cola, Carrefour, Whirlpool, Nike. Their digital revenue running on architectures we designed and I stood behind. Together we turned a blank page into the function some of the biggest brands on the planet relied on, and we did it the unglamorous way: playbooks over heroics. Charter, methods, standards, written down, so the function could outgrow any one of us. Behind every hard call, a team that was all in. Of everything on this page, that trust is the thing I'd rebuild first.
Now the work is AI, and the arc bends back on itself. I spent years making commerce implementations faster through people. Today I'm building for the platform's next era, where stores are implemented by agents, not just developers. The playbook we wrote for people is becoming one machines can run. At Petbee, which I co-founded and where I sit on the board, the same thesis holds: we closed our developer gap by going AI-native, with agent-driven development at the core.
Every chapter before this one was foundation. This one is being written. The future isn't predicted. It's built by the ones already living there.