I sold for P&G. I ran my own company for five years and sold it. I led product at three others.

Leaving

2004 · Buenos Aires → Barcelona

I studied business and marketing at Universidad Nacional de Luján, in Buenos Aires. In 2004 I left for Barcelona.

I thought it was temporary.

Selling

2008 — 2013 · Barcelona · Procter & Gamble

Six years managing 200+ wholesaler accounts across 20 consumer brands — about $15M in annual revenue.

This is where I learned the part of business no software replaces: distribution. A great product with no route to the customer is a hobby. I watched brands everyone knows live or die on whether the shelf space was there.

I still think this way. Before I ask what something does, I ask who's going to sell it and how.

Owning

2013 — 2019 · Miami · Linsaro Hospitality & Retail

I moved to Miami in 2013 and built my own company: cafés and convenience stores. Ten people on payroll. Fifteen percent revenue growth a year. I automated the POS and cut operating costs by a third.

Five years later I sold it, profitably.

Running a business with staff, inventory and rent teaches you something no strategy deck can: every process you don't fix, you pay for in cash, every month. That's why I'm impatient with operations problems now. I've paid for them personally.

Starting

2018 — 2022 · Miami · Cookinat, Wruuf, PAV Labs

While Linsaro was still running, I started building my own products. Cookinat and Wruuf were the first two. Neither became what I wanted, and I'd make both of them again — the second was a much better company than the first, and everything after it is better still.

PAV Labs came out of the same period and is still going: product and operations consulting, plus the umbrella for everything I build.

Leading

2021 — 2025 · Miami · Intervene K12, LifeWallet, Kaseya

For four years I did the same job inside three very different companies, while still building my own on the side.

At Intervene K12 I led a 15-person cross-functional team across four edtech products and rolled out agile practices that saved $150K a year. At LifeWallet I shipped HIPAA-compliant health products on a Medicare claims recovery platform. At Kaseya I ran agile transformation across Professional Services — +30% productivity — and learned the MSP channel from the inside.

Different products, same problem every time. The technology was rarely the thing that was broken.

Building

2025 — now · Miami and Argentina

I work between Miami and Argentina now. Not a move — an arrangement. My daughters are in Miami. Argentina is where Rutazo is, and it's a market on the way up. I go back and forth, and at this point it's the only way I know how to work.

The distance turned out to be useful. Looking at a market from outside it, you see what the people inside stopped seeing: entire industries running on WhatsApp and paper, with no software built for them because they were never big enough to interest anyone.

So I build it.