Work

Co-founder & CEO of Growketing alongside Matías Carrillat and Federico Buciak.

We built a growth marketing agency of +60 people and +60 active clients, specializing in growth, data, creativity and technology applied to business. We help LATAM companies grow with strategies backed by data, creativity, technology and AI, always focused on concrete, measurable results.

We work with over 100 companies — from regional startups like Deel, Crehana and Zenvia to corporates like Banco Hipotecario, Hertz, Clarín and Virgin Mobile — across growth, automation and digital transformation.

Since 2025 I’ve been teaching marketing and entrepreneurship at the School of Engineering, Universidad Austral.

I do it because I enjoy teaching — being around young people who consistently bring new ideas keeps me current.

Entrepreneurs’ Organization (EO) is the largest global network of founders in the world: more than 20,000 members across chapters worldwide.

I joined the Argentina chapter in 2025 — a chapter of +150 members. Today I’m part of the Board of Engagements of the local chapter.

I use it for everything: networking, peer-to-peer learning and events. The most valuable part is the group itself — a very strong network of entrepreneurs where we build incredible things together.

I founded SPICE in January 2018, after leaving Pow. The name comes from the idea of spices: the combinatorial mix that makes something special.

Model: an e-commerce consultancy that designs and develops the client’s digital channel and builds the in-house team that runs it autonomously. We stay on as advisors with a monthly retainer.

It’s the natural evolution of Pow: instead of operating as an external extension, the team ends up belonging to the client. Small team (4 people), we got to +10 active clients simultaneously at peak.

Cases:

• WOLKE — branding and brand creation. Today the leader in premium massagers and massage chairs in Argentina.
• Fernet Branca (Arte Único) — art contest. Led for several consecutive editions with record signups.
• Yuhmak — digital channel and team from scratch in 2019. The team is still running today.
• Alparamis — among others.

SPICE is still active today in parallel with Growketing.

I founded Pow in 2013, after leaving Cuko. The name comes from the programming function pow() — the one that exponentiates.

It started as a digital production company but didn’t stay that way for long. In less than a year we pivoted to the full commerce model: running the entire e-commerce of the brands as the client’s digital extension — technology, sales, customer service, marketing and logistics.

Across five years we launched +15 e-commerce stores in Argentina with leading apparel and technology brands:

• El Burgués — we participated in creating the brand and in launching its online channel.
• Bowen — we built the entire online channel from scratch.
• Markova — we set up the full digital business.
• Jazmín Chebar — digital agency + campaign execution.
• Prune — site UX design.
• Paula Cahen D’Anvers — online channel relaunch.
• Ay Not Dead, Pasotti, Kodak — among others.

In 2018 I sold my Pow shares and started SPICE — same model, but in-house inside the client.

El Burgués — read the story

El Burgués is a menswear brand created in 2010 by David Matalon, blending the nobility of the classics with the needs of the modern man. From its inception I led the marketing area together with Pablo Suárez Martínez.

We defined brand identity and positioning, campaign aesthetics and marketing activations, and the customer service channels outside the store. Communicating mostly through non-traditional media, El Burgués grew exponentially — today it has more than 7 stores in Argentina’s top retail spots, including Paseo Alcorta and Patio Bullrich.

In 2014 we developed the e-commerce business unit. We did the commercial analysis and coordinated the digital production of the new site. Today through POW we operate that entire unit.

After New Zealand, settled back in Buenos Aires, I joined Cuko, the digital startup of BBDO Argentina led by Pablo Caparra and Javier Guía. A boutique experiment built to do what traditional agencies still couldn’t: digital campaigns + platforms + digital product.

I took the role of Technology Director, leading in-house and external teams. We did campaigns for Casancrem (Danone), Bon o Bon (Arcor), Clear (Unilever), Alto Palermo, Moni and Nosotras, platforms with real-time videocalls and chat (Casanhelp reached over 300k unique users), and experiments like packaging QR codes back when phones didn’t read them natively.

A brutal learning curve with Pablo Caparra — that’s where I learned to think integrated campaigns and to cross creativity with technology for the first time. This was the era when “creative technologist” still sounded weird — now it’s an industry.

From there, I left with the Cuko partners to found Pow.

Dominios Dominadores — read the story

Dominios Dominadores (2013) was an acclaimed digital campaign we built at Cuko for Casancrem (Danone). The strategy: rank 10 unbranded sites (no brand visible) on Google’s first page to dominate search results around category-related queries.

Goal: generate organic presence through multiple coordinated sites — a tactic recognized for its high effectiveness in search engines.

Awards:

• Lápiz de Oro & Platino Interactivo (Editorial Dossier).
• Recognition at Premios Diente.

Casanhelp — read the story

Casanhelp was the first cloud-based collaborative cooking platform, launched by Casancrem (Danone) and built by Cuko. It let users help each other in real time via videocalls and chat to solve cooking questions while they cooked.

Beyond recipes, the site was built on collaboration and recognition — two pillars of cooking and the digital world. Users created profiles, declared which dishes they could cook, and uploaded their recipes. By helping others, they could become “Casanchefs” of the dishes they cooked best. If a recipe used Casancrem as an ingredient, they earned bonus points.

Results 6 months after launch:

• More than 300,000 unique visitors.
• 40,000 registered users.
• 800+ recipes uploaded by the community.
• 20,000+ recipes saved to personal cookbooks.

Awards: Lápiz de Oro Ciber 2013 · Wave Festival Rio 2013.

Bon o Bon — Besos Conectados — read the story

In 2014, agency Leo Burnett brought us in to design the creative and produce the flagship campaign “Semana de la Dulzura” for Bon o Bon.

We created Besos Conectados, a platform that let users generate chains of kisses through Facebook. A user would send a Bon o Bon to a friend, starting a chain. Via Facebook, the invitee would get a notification letting them join and continue the chain by sending a kiss back to the previous user and a Bon o Bon to another user, growing the sequence of kisses and messages.

Results:

• Over 6,500 chains were created.
• Over 10,000 people participated.

In 2012 I set off on a one-year overland journey with three journalist friends: Joaquín Sánchez Mariño, Gastón Bourdieu and Ignacio Antelo.

The route: Germany, Poland, the Baltic states, the Trans-Siberian crossing all of Russia, Mongolia, China, Thailand, Malaysia, Sri Lanka, India, Israel and Egypt in the middle of the Arab Spring — before returning to Europe.

We documented everything on expresoaoriente.com in real time: chronicles, essays, photography and video. It was 2012, Instagram was just launching, and a blog like this was pretty ahead of its time (today they’d call it a vlog). GENTE magazine ran it as a feature throughout an entire summer, and it spread across the print press.

For the four of us it was a coming-of-age trip that marked us. Today Joaquín is a war correspondent; the others also took paths tied to journalism and travel. The site is still accessible — a living archive of that year.

In 2010 I went to New Zealand to pursue my advertising career and ended up picking apples. I decided to tell that story.

I built a site with a self-shot video narrating the journey and, in parallel, researched every creative director and agency owner in Auckland one by one. Then I went agency by agency handing out apples with a sticker pointing to theappleboy.com.

Organic distribution did the rest. Personal blogs covering what it felt like to receive the Apple Boy, then New Zealand advertising press, and finally Clarín in Argentina. The video crossed 25,000 views — a meaningful number for the time.

Interviews followed with Y&R, Tribal, BBDO and other major agencies. I landed a job in Auckland. And when I came back, that same campaign was what opened the door to Cuko/BBDO in Buenos Aires.

In hindsight: account-based marketing and personal branding before either term existed. No agency, no budget — just research, a good story, and apples.

I worked at Wunderman on big brands like Microsoft, Nokia, Coca-Cola, Fanta, Johnson & Johnson, and Sadesa. Learned how to combine technology and creativity always thinking about business outcomes. This is where I transitioned from developer to Project Manager, leading projects for Microsoft’s SMB segment across Latin America.

In 2005 I joined Cuatro Cabezas as a developer on Datafull.com, while studying Business Administration at University of Buenos Aires. First serious job at a production company with scale — that’s where I learned what it meant to ship to millions of users.

Started at 12, well before any formal job.

I launched PeruEmulation.com, a community dedicated to emulators, and later EdonkeyArgentina.com.ar, a P2P community around eDonkey2000 that grew to 25,000 users, with active forums, our own tutorials and 24/7 moderation. For the early 2000s, that was pretty revolutionary.

At 13 I was already designing websites as a freelancer, helping companies and individuals get online.