I started writing to understand the world. Then I spent more than 13 years building things inside it.

In 2009, I started writing online. I did not have a grand career plan; I simply wanted to understand what I was seeing and share what I was learning. Writing led me into journalism, journalism led me into leadership, then into technology, products and digital experiences.

From the newsroom to building systems.

At Soltana, I found myself leading a young team in a market dominated by older, more established institutions. The real challenge was turning raw energy into a system: editorial identity, working rhythm, clear ownership and continuous publishing.

At Hespress, I moved from editorial leadership into building a full video function inside a major media institution, with a team of about 30 people. I learned that every kind of growth quickly exposes weaknesses in operations, communication and leadership.

When I entered technology, I did not leave journalism behind.

At YouCan, I discovered that the journalist’s mindset — asking the right question, simplifying complexity, understanding the audience — can become a powerful advantage inside a technology company. I helped build teams, functions and content-related initiatives during a period in which the platform reached $753M GMV in 2023.

At Done, I worked on a digital experience spread across multiple services, cities, teams and partners. The challenge became even clearer: how do you turn internal complexity into a simple, understandable external experience?

But job titles were never the whole journey.

At almost every stage, I also looked for independent projects and companies to work with. Not only for additional income, but to create new laboratories where I could apply my experience to different problems and learn faster.

What do I know today?

I know how to look for the problem before the solution. How to turn expertise into positioning. How to build a content system instead of relying on inspiration. How to help teams move from individual effort to repeatable operations. And how to review a project experience from first impression to conversion and execution.

I do not claim to have an answer for everything. But I have become very good at entering unclear situations, asking the questions others avoid, and turning talk into a system that can be tested and improved.