Journey

Shortly after graduating from university, I began building TurismoAlternativo: a platform designed to help adventure travel and ecotourism operators in Mexico showcase their experiences and find customers online.

The ambition was far greater than my tools. We wanted someone to be able to discover where to go rafting, find an operator, check prices, book a spot, and pay. Today, it could be prototyped in an afternoon. Back then, it meant learning about domains, DNS, hosting, HTML, CSS, JavaScript, and backend development while the web itself was only beginning to behave like software.

I returned to my university to join its business incubator and found an advisor. I also attended tourism trade shows to pitch the platform to operators who almost always said no. I thought the challenge was building it. It took me a while to understand that we also had to sell it, operate it, and give people a reason to use it.

I learned almost everything—except how to code.

What stayed with me: building technology and building a business are two different jobs.

At ReachLocal—now LocaliQ—I worked with small businesses that wanted to use the internet to find customers, not simply to be online.

We sold advertising technology, but what we were really doing was helping prove an idea that was still new to many businesses: a Google search could become a phone call, an appointment, or a sale. That is where I learned Google Ads, search intent, budgets, campaigns, and measurement.

I also learned how to sit across from a business owner and translate clicks, platforms, and reports into results they could recognize in their business. After TurismoAlternativo, it was the shift in perspective I needed: the internet stopped being a place where I built websites and became a system for generating demand.

What stayed with me: a click is not the outcome. The outcome begins when the customer reaches the business.

ReachLocal taught me how to produce results. Ideograma taught me that results are not enough: a company also needs an idea capable of guiding what it does and how it tells its story.

For nearly four years, I worked on corporate identity projects. It became my hands-on MBA in branding. I learned that a brand is not a logo or a layer added at the end. It is a system of decisions connecting strategy, culture, language, design, and experience.

That way of thinking became one of the most useful assets of my career. I later applied it to the way I built Desansiedad, conceived Voy Bien, and now think about products, audiences, and companies.

What stayed with me: a brand is not designed before or after the business. Brand and business are built together.

I co-founded Desansiedad and led its digital growth for six years. We built a mental health media company with YouTube as its primary engine of attention and trust.

My work was to connect pieces that are usually treated separately: audience, content, products, technology, customer acquisition, and operations. I learned how to turn attention into trust, trust into an offer, and that offer into a business capable of growing.

It was not simply a content project or a marketing operation. It meant building the infrastructure behind an expert voice so that its knowledge could reach farther without losing rigor or humanity. After six years, my chapter ended and the company continued on its own path.

What stayed with me: attention can become a business when there is trust, a clear offer, and a system behind it.

Voy Bien grew out of Desansiedad’s therapy services. For me, it also opened a door I had been looking at from a distance for years: building a software product capable of supporting the complete experience of finding a therapist, booking and paying for a session, and attending therapy.

At Desansiedad, I learned how to build content, community, brand, teams, and a business around an expert voice. With Voy Bien, I am turning that experience into product, connecting customer experience, operations, and technology within a single system.

I am building it with coding agents, APIs, and specialized services—a new way of developing software that allows me to understand and connect every layer without needing a large organization. Voy Bien is an active mental health business, with all the responsibility and complexity that entails. For me, it is the project that finally allows me to step fully into software.

What I’m learning: building software is not about creating everything from scratch. It is about designing a system where product, services, and operations work together.

I work alongside Eloisa Wolf, formerly at Google and YouTube, helping experts and business leaders turn their channels into assets for authority, demand, and growth.

We do not see YouTube as a social network or a content factory. We see it as the new television: a space where experts can create programming, build an audience, and develop a long-term relationship with their market.

My role is to turn that opportunity into a system. I connect strategy, content, brand, products, web, CRM, email, data, advertising, and automation. I also participate in the consulting work and help teams learn how to operate their channels around business objectives.

This collaboration brings together two complementary paths: Eloisa’s experience inside Google and YouTube, and mine building digital businesses. For me, it is where twenty years of lessons are beginning to become a new specialty.

The opportunity: experts can build their own television. The challenge is turning their voice into programming, an audience, and a business.

It all begins with expertise. The challenge is building everything around it.