Designing and operating scalable digital business systems

B2B marketplace for Banco Nación – BNA Conecta

Design, engineering and launch of the first operational B2B marketplace for Argentina’s largest public bank group.
A full platform built under institutional, regulatory and political pressure, inaugurated at national level.

Peugeot — Dealer Network Optimization

Digital Distribution System. Structured demand for dealer networks. Design and implementation of a system to convert dealer overstock into controlled online demand, aligning inventory, pricing and upselling.

Direct-to-Consumer Digital Sales 

Volkswagen — Digital Sales Platform. Direct-to-consumer architecture. Design and operation of a national digital sales platform giving the manufacturer control over pricing, inventory and dealer participation.

Controlling digital distribution at scale

System-level redesign of online distribution to prevent price erosion and channel conflict. The architecture restored control over digital sales while supporting multi-location competition. 

Direct-to-consumer digital sales architecture

Redesign and development of IDT’s online business model to sell directly to end users. The system aligned pricing, distribution and margins across digital and offline channels.

Building a full digital business unit for a large retail operation.

Design and launch of a complete e-commerce business unit for a large
home appliance retailer with national physical operations. The engagement covered system architecture, process mapping,
team hiring and training, go-to-market strategy and stabilization
until handover to internal management.

Competitive  growth system for large-scale classified platforms

Redesignand operation of the acquisition and monetization system for one of the largest automotive classified platforms in Latin America. The architecture aligned traffic acquisition, pricing, conversion and cost structure to compete profitably at national scale.

We radically transformed the business performance, reducing costs, and increasing traffic and conversion more than 200%. 

Market-leading acquisition system for real estate classifieds

Replication and adaptation and operation of a high-performance growth system for a second large-scale classified market. The structure enabled sustained leadership through systemic optimization of traffic,
product structure and monetization.

Revamping a legacy classifieds business model

Redesign of a large-scale online classifieds platform, aligning traffic acquisition, monetization and operational structure. The system was rebuilt to sustain 30K+ SMB demand across multiple Latin American markets.

Performance for Classified Ad Jobs web site  

Replication and adaptation and operation of a high-performance growth system for the largest job classified platform in Argentina.  Systemic optimization of traffic,
product structure and monetization.

Large-scale multi-country campaign architecture

Design and execution of a multi-country digital campaign across
17 Latin American markets. The campaign became the primary traffic source worldwide during the period, demonstrating how coordinated system-level execution can outperform traditional global campaigns.

System Resilience Under Extreme Load

Design and execution of a digital distribution strategy for a high-impact media event that exceeded infrastructure limits. The campaign revealed critical scalability constraints and required rapid system-level decisions under real-world load conditions.

Developer acquisition and activation system at regional scale 

Optimization of acquisition flows and campaign architecture for a regional developer competition. The engagement focused on improving conversion, participation and activation through better system design.

 Business model redesign for a large consumer loyalty platform

Design of a viral acquisition system and subsequent repositioning of a major consumer loyalty platform.

The work evolved from campaign execution into a full conceptual shift — from discount card to savings platform — later adopted
as the brand’s core positioning.

Fibertel — First large-scale social media viral campaign

In 2009, Fibertel — Argentina’s largest ISP — trusted us to design and execute its first viral social media campaign. We developed a Facebook-based viral application to promote The Killers, combining content, sharing mechanics and audience amplification at scale. The campaign became a major success and marked Fibertel’s entry into social-driven distribution models.

Laser clinics network

Transition of a nationwide laser depilation clinic network from
offline acquisition to digital-first customer generation.

The engagement included website redesign and performance campaigns,
resulting in a sustained flow of qualified clients across locations

Fibercorp — Corporate services digital transition

In 2014, Fibercorp — the corporate business unit of Fibertel, Argentina’s largest ISP — faced a structural shift as its core offerings moved entirely to cloud-based services. We redesigned its UI/UX, landing pages and digital sales flows to support a new generation of SMB customers, enabling the online acquisition and sale of corporate internet and connectivity services.

Citroën Car Dealer 

End-to-end design of an online car sales system for a new Citroën dealer. Within three months, the dealership became the top online seller of the brand in Argentina, sustaining performance over six years.

Digital distribution system for pharmaceutical logistics

Design and operation of a digital system connecting laboratories, distributors and pharmacies. The platform structured ordering, availability and delivery flows at national scale.

CEMIC – Medical University

Design and execution of a digital acquisition system for a medical university (CEMIC). Online campaigns and a new website successfully filled all available
student capacity within months.

Digital demand and brand architecture for OTC pharmaceutical products 

Design of digital presence and demand-generation systems for multiple OTC pharmaceutical brands in a regulated market.

The work aligned content, communication and channels to support long-term brand positioning and product adoption.

Sertal, Athos B , Eximia, Vimax and many others. 

Scholas Labs — Vatican-backed innovation & inclusion initiative

Early strategic contributor to the conceptual design and initial blueprint of Scholas Labs, a technology, education and social inclusion initiative backed by Pope Francis. We ideated and designed the original platform concept and organizational model of a Vatican-led technology accelerator, supported by global technology partners including Globant, Google, Microsoft, Telecom Argentina Group, Line64 and The Papaya Group.

San isidro Municipality –  Designing and scaling a digital citizen communication system

Design, development and long-term operation of a digital communication
system for a municipality of over 300,000 citizens.

The engagement included website development, social media growth and
the design of scalable communication processes. Over seven years,
internal teams were trained and gradually assumed full ownership
of operations.

San Martin Municipality – Digital Presence & Capability Transfer

Design and implementation of a digital communication strategy for a municipality serving more than 400,000 citizens. The work included website development, manager training, social media growth and the creation of sustainable internal processes. Operations were later transferred to trained internal teams.