From Marketing to Product Management: A 12-Year Journey in Tech
I’ve worn almost all hats in IT product teams over the past 12 years: product manager, Agile coach, project manager, growth marketer, UX designer, customer support, content creator… It’s been quite a ride. What started as a dream to help build innovative technology has become a multifaceted career, shaped by opportunities across diverse roles in the tech ecosystem.
Bringing Latin American Perspectives to Global Tech Development
As a Latin American interested in technology, my dream was to be part of a team creating software used daily by people “like me.” Not just corporate websites or e-commerce, but revolutionary technology that would redefine industries, bring creative digital solutions to developing countries, and integrate the Latin American perspective into global tech.
Bridging the Gap: How My Marketing Background Led Me to Product Management
When I began my career in journalism and marketing, I didn’t yet know about product management. But I noticed a recurring need for a bridge between technical teams (developers) and business areas (operations, sales, marketing). This experience, spanning projects from digital transformation in media to multinational social media strategy in Central America, became my foundation for product management, it brought me closer to understanding what I really wanted.
The Reality Check: My Initial Setbacks and Insights
My journey to find the right fit was not without its challenges. I took a leap and invested most of my savings into a two-year master’s in Information Architecture in Denmark. Yet, after months of job searching and hundreds of applications sent after my graduation, I returned to Central America, where I realized that the concept of user-centered design and Agile methodology was still unfamiliar. Two years after I had left, still many companies saw these as unnecessary—costly steps rather than integral to building user-friendly products. It was eye-opening.
A New Chapter in Estonia: Finding My Place in a Thriving Startup Ecosystem
I knew I had to try again. After hearing about Estonia, I applied for a master’s in Human-Computer Interaction there and moved once more. My first role in Estonia was at a startup developing machine learning solutions for the forestry sector. This company worked on projects with large Latin American clients and piloted technology with Costa Rica’s government. Contributing to this mission—enhancing sustainability and supporting legal forestry practices—was exactly the meaningful impact I had been seeking, but I was still working in marketing.
Finally Becoming a Product Manager: A Journey of Persistence and Growth
After years of persistence, I finally discovered my ideal role as a Product Manager somewhere else. The role demands versatility, balancing user needs with business goals, and technical feasibility, all while guiding cross-functional teams.
On the way there, I learned and put into practice User-Centered Design principles, processes and tools, got a certification as a Scrum Master and later on as Scrum Product Owner, and helped early startups start their Agile journey.
Today, as a Product Manager, I get to shape products that reflect real customer needs—both as an external consultant for U.S. startups and as the founder of a tech startup working in Latin America.
Empowering Small Hotels Through Automation: The Vision Behind Amiqa
Amiqa, the startup I co-founded, is dedicated to building automation solutions for small hotels, many of them in Latin America. This company grew from a vision to empower small hotel owners by developing technology that reflects their unique business needs. Led by a Latin American founder with firsthand hospitality experience, Amiqa emphasizes affordability, ease of use, and customization to support these small businesses in a competitive landscape.
Advice for Latin American Startups and Aspiring Product Managers
For anyone building a tech career, especially in Latin America, my advice is simple: stay adaptable, be persistent, and never lose sight of the impact you want to make. Product management can seem elusive, but for those interested in the crossroads of technology and user experience, it’s an invaluable career. There’s a growing demand for Latin American perspectives in global tech, and companies are increasingly recognizing the value of diverse insights.
Continuing the Journey: Shaping the Future of Tech for Latin America
Looking forward, my focus is on Amiqa and continuing to advise startups in the U.S. I’m driven by the mission to bring user-centered, innovative technology to Latin America. There is so much potential in the region, and I hope to inspire others to pursue their dreams in tech, even if the path requires taking some leaps into the unknown.