I build companies that help other companies grow.

I grew up in Vales, the advertising agency my father founded. I ran it for more than twenty years and we became the leading creative agency in southeastern Mexico, working with Bepensa, Kekén, La Gas, La Anita and many more.

Along the way the market changed, and so did the question clients asked me. It was no longer "what campaign should we run?"; it was "how do I sell more?". I spent years looking for someone who understood business and marketing at the same time. I didn't find them.

So I trained in business consulting and commercial strategy, and over ten years I accompanied more than thirty companies in the region through that change. Out of it came a conviction: a small business doesn't need more advertising; it needs a system that turns attention into customers, and someone who takes charge of making it work.

From that conviction came STAC, the commercial accelerator; CWM, the platform that connects; and Creer.vc, the fund that invests in what's just getting started.

I give talks and classes on commercial strategy, marketing that sells, entrepreneurship and family business. I mentor at the TecniA Park accelerator (Anáhuac Mayab) and the Centro de Innovación Modelo, and teach the commercial strategy module at CEO71.

Alumnus of MassChallenge and Miami Ad School, part of the Amazon Web Services Revenue Accelerator Program, three-time Effie Awards finalist and first president of AVE, southeast chapter.