Mercado Ads
Product Experience | Growth | Product-Led Growth
I design growth strategies, product experiences, and experiments for complex digital products.
Senior Product Experience Designer with a hybrid background in UX, product strategy, experimentation, and creative problem solving. Based in Santiago, working with product and technology teams across digital businesses.
Profile
From creative entrepreneurship to product strategy and growth.
I began my career in advertising and creative agencies before founding a digital product that brought me into San Francisco’s startup ecosystem. Since then, I have worked with product and technology teams in Chile to turn user problems and business goals into clear strategies, experiments, and scalable experiences.
I connect unexpected ideas with practical execution: clarifying ambiguous problems, identifying growth opportunities, designing product-led initiatives, and aligning teams around outcomes that serve both users and the business.
4+
years shaping Product at Mercado Libre
2
startup founder experiences
UX
strategy, product flows, and experience design
AI
applied to data, automation, and product prototypes
Portfolio
Creative thinking. Real product stories.
These case studies span startups, retail, financial services, data exploration, and growth. Each focuses on the context, my role, the approach, what we learned, and why it mattered to the business.
WIP · Under construction
Mercado Libre · March 2022 - Present
Product experience and growth at Mercado Ads.
Senior UX Designer, Growth
I connect user needs with business growth objectives through product-led growth initiatives, experimentation, and collaboration across UX, product, business, and technical teams.
Mercado Ads
Follow Ads
WIP · Under construction
Co-founder · July 2026 - Present
Don Alfred
An agent-native assistant for condominiums.
www.donalfred.cl ↗Walmart Chile | Growth Hacking
Turning grocery growth into a repeatable experimentation system.
I joined the first Growth Hacking team for grocery, adapting agile practices into growth loops and bringing cross-functional partners into structured ideation sessions.
- Designed experiments around AAARRR metrics and clear hypotheses.
- Worked on referral, awareness, and engagement experiments including cart sharing and a TikTok challenge.
- Helped spread data-informed decision-making across product teams.
Walmart Chile | Service Design
Designing a general merchandise pickup service during a critical retail moment.
I facilitated in-store role-playing sessions with the teams involved in the service to identify gaps, touchpoints, storage decisions, and customer handoff issues before launch.
- Mapped insights through event storming and weekly follow-up.
- Helped align store, customer service, product, and operations teams.
- The company later created a dedicated team for the service.
Walmart Chile | Data Value Exploration
Helping product teams discover opportunities with data models.
I worked with advanced analytics teams to turn the possibilities of machine learning and data models into user-centered hypotheses, experiments, and product decisions.
- Developed approaches to assess desirability before models were fully developed.
- Brought data scientists, product teams, and UX together around continuous discovery.
Praiseworthy | Lead Product Designer, On-site San Francisco
From dashboard alerts to a social feedback platform for frontline teams.
As the startup’s only designer, I interviewed stakeholders and users, analyzed usage patterns, and redesigned the platform around positive reinforcement and workflows that helped managers act on feedback.
- Discovered that employees were reading feedback outside the platform, while managers still relied on NPS and alerts.
- Shifted the product from a static dashboard into a feed-like experience for praise, recognition, and individual feedback.
- Designed the product experience, marketing materials, customer-facing materials, and supporting communications.
Principal Financial Group | Financial UX
Making Chilean retirement and savings products easier to understand.
I contributed to discovery, inception workshops, design sprints, testing, and interactive prototypes for retirement planning and savings journeys in a complex financial context.
- Researched people’s understanding of AFPs, APV, and pension returns, along with their motivations for saving.
- Contributed to a retirement calculator and Salesforce Marketing Cloud journeys.
Stories | Founder
Creating a social app for short literary storytelling.
I founded and designed an iOS app for 101-word stories, recruiting early adopters, learning from frequent users, and exploring unconventional acquisition tactics.
- Reached 5,983 shared stories in the first year.
- 28% of users wrote at least one story.
- Participated in Google Startup Program, Venture Hive, IncubaUC, and startup competitions.
TodosX | Product Growth and UX Advisor
Helping dance studios become professionally managed businesses.
TodosX helps dance studios manage offerings, class rosters, attendance, recurring payments, payment reminders, and business data. It helps studios move beyond Venmo, spreadsheets, and WhatsApp coordination toward more professional business management.
- Frame product opportunities around dancer LTV, subscriptions, attendance, cash management, and retention.
- Support workflows for managing capacity, payments, dancers with outstanding payments, and class and team offerings.
- Turn studio operational data into reports that help owners make informed decisions and grow their businesses.
Resume
The quick version.
Current focus
Growth strategy, product experience, stakeholder alignment, team coordination, and preparation for leadership responsibilities at Mercado Libre.
Signature mix
Creative strategy, UX, experimentation, product-led growth, service design, and AI-enabled execution.
Download
Experience
From interface design to product-led growth strategy.
Senior UX Designer, Growth
In my Product Experience and Growth role within Mercado Ads, I focus on product-led growth initiatives, strengthening the experimentation culture, and connecting user needs with business growth objectives.
- Help lead a new product within the Growth track, supporting product direction, problem framing, opportunity sizing, and strategic decision-making.
- Partner with the team lead to coordinate UX work, prioritize initiatives, and improve communication across UX, product, business, and technical teams.
- Develop strategies to address product and growth challenges, balancing user experience, experimentation, data-informed decisions, and business impact.
- Prepare for greater leadership responsibilities by owning initiatives, supporting team rituals, aligning stakeholders, and shaping clear narratives.
Online store for stickers and prints
I created Stickoolab, my online store for stickers and prints, out of a desire to learn how to sell physical products.
Co-founder
The assistant for condominiums · Agent native
Product Growth and UX Advisor
Advise on product direction and user experience, shaping digital product opportunities through UX strategy, product thinking, and practical execution.
Founder
I co-founded a platform for scheduling pet services and designed the full service and product experience. Although the product did not gain traction, it deepened my understanding of marketplace behavior, service flows, and early-stage product validation.
Senior UX Designer
I worked across Advanced Analytics, Growth Hacking, and Store Kiosk products, designing customer-facing and internal experiences involving data models, A/B testing, discovery, and in-store digital services.
UX Designer
I participated in discovery and inception for new pension and retirement products, including the Retirement Calculator and Marketing Cloud initiatives.
Lead Product Designer
As the sole product designer at an early-stage startup, I led research and the evolution of a worker feedback platform’s product experience.
Startup Founder
Founded and designed a social media app for sharing 101-word stories. Within the first year, the community reached 5,983 shared stories, with 28% of users writing at least one story. Recognized by Geekcamp, IncubaUC, Corfo SSAF, Google Startup Program, Venture Hive, AVONNI Awards, and QUEVEO Awards.
Strengths
The mix I bring to product teams.
Growth Strategy
Product-led growth, experimentation, opportunity framing, A/B testing, and business impact.
Product Experience
UX strategy, discovery, user-centered strategy, customer feedback, experience algorithms.
Team Alignment
Stakeholder communication, team coordination, workshops, rituals, narratives, prioritization.
Creative Problem Solving
Design thinking, creative strategy, outside-the-box solutions, founder mindset.
Education & Community
Learning, teaching, and staying close to the UX community.
Education
McKinsey Forward Program
McKinsey & Company · June 2026
- UX Management - HEC MontrealX / edX.org
- Human Centered Service Design - IDEO Online
- Bachelor’s degree in Advertising - UNIACC, Chile
Community
- Mentor - Mas Mujeres en UX
- Growth Hacking Talk - Design School PUC
- UX Sprint Instructor - Despega Academy, Walmart Chile
Working Knowledge
- Product strategy, UX strategy, design flows, presentations, and storytelling using tools such as Figma, FigJam, Miro, and presentation builders.
- Data analysis, automation, web development, applications, widgets, and artifacts using Claude Code, MCPs and Skills, Gemini, and ChatGPT.
Languages
- Spanish - Native
- English - Bilingual
- Portuguese - Advanced
- Norwegian - Beginner
- Chinese - Starting to learn
Ideas beyond the screen
Sharing what I’ve learned.
Conversations about technology, culture, and the people behind digital products.
Walmart podcast: designing with data
I joined Walmart Chile’s podcast to talk about designing with data, technology, and cultural challenges.
Listen on Spotify ↗