Publications
Writing on growth, martech and building teams
Articles I've published on other sites. Each title links to the original.
Growth & Martech
Growth, data and AI in marketing
Customer data platforms, AI agents and the standards that are changing how customers reach brands.
Paradigma Digital · TechBiz · Oct 2026 · Spanish
AI agents in ecommerce don’t fall short for lack of capability but because they work in isolation. The case for a cognitive layer that coordinates them — and for governance and trust over full autonomy.
Paradigma Digital · TechBiz · Jul 2026 · Spanish
Why WebMCP, the standard that lets websites expose tools to AI agents, is likely to go from optional to essential like HTTPS or Core Web Vitals — and what marketing leaders should do now.
Paradigma Digital · TechBiz · Jul 2025 · Spanish
Ten lessons from real Customer Data Platform projects: sponsorship, clear success metrics and change management matter more than the technology itself.
Team development
Building and leading teams
Practical exercises and rituals to align multidisciplinary teams around shared goals.
Medium · Bootcamp · Feb 2021 · English
Why people picture the same goal differently, and a short co-creation exercise to kick off a project with a vision the whole team shares.
Medium · Nov 2020 · English
How a 27-person multidisciplinary team built a shared identity by having each member own and report on a metric outside their own speciality.