About

I'm from Peru, spent six years building my career in Spain, and now live in Utrecht, Netherlands.

I started in web analytics and digital marketing — email, CRM, ads, SEO — before moving fully into conversion rate optimization and experimentation about five years ago. What kept me there is simple: it's the part of marketing where you don't have to guess. You run the test, you get the answer.

I care about three things in how I work: honest data (if the tracking's wrong, nothing built on top of it matters), curiosity (the best hypotheses come from actually talking to users, not just staring at a dashboard), and customer empathy (a conversion is a person deciding to trust you — that's worth taking seriously).