About me

Chapter 01 — Age 13

It started with an Xbox.

When I was 13, I got my first computer. I immediately started looking for ways to make enough money online to buy an Xbox.

That search introduced me to something that would eventually shape my career: internet monetization. I created my first YouTube channel around sports and gaming content, back when building an audience online was much harder than it is today.

I learned my first lesson: attention has value.

Chapter 02 — Facebook

Then I realized something.

There was money sitting around my house. Literally. Things I did not use anymore had value to somebody else.

I started selling them through local Facebook groups. Then people from other cities and other states started messaging me.

The internet was not just a place to post content. It was a marketplace.

Chapter 03 — eBay

That is when I discovered e-commerce.

eBay changed the way I thought about selling.

• I did not need to drive somewhere to find a buyer.
• I did not need to live in the same city.
• I could list something, find the right customer and ship it anywhere.
• That was the beginning.

Chapter 04 — Age 15

Then I found the opportunity I actually cared about.

I have always loved soccer. And I noticed something that seemed obvious to me: Mexican soccer merchandise was incredibly difficult to find in the United States.

So I started selling official jerseys from Mexican clubs. Then the questions started coming in: “Do you have jackets?” “What about pants?” “Do you have balls?” “Do you have more from this team?”

The customers were telling me what the business should become. I listened. I expanded the catalog, built a community, taught myself SEO and SEM, learned how to compete for attention, and started selling direct instead of depending entirely on marketplaces.

Chapter 05 — Marketing

I realized this was not a hobby.

I liked the process.

• Finding an opportunity.
• Understanding customers.
• Creating something.
• Getting people to notice it.
• Getting them to trust it.
• And getting them to buy.

So I studied Marketing at university.

Chapter 06 — Age 18

Then I started doing it for other people.

Six months into university, I joined my first digital marketing agency internship. For the first time I was not only building things for myself — I was working with real clients.

That experience taught me how to take an idea that belonged to somebody else and turn it into something that could actually work.

• Websites
• E-commerce
• SEO
• SEM
• Social media advertising
• Digital campaigns
• Online strategy

Chapter 07 — Age 20 · Liga MX

My first professional soccer club.

At 20 I joined Club Tijuana Xoloitzcuintles as E-Commerce Coordinator, and the timing could not have been more interesting. COVID was changing the way people bought everything. E-commerce had already exploded in the United States; Mexico was going through a massive acceleration.

During my time there the club launched XoloShop, its official online store, along with its official iOS and Android app. The app became another way to connect content, fans, digital and commerce in the same place.

This is when I realized how powerful sports commerce could be.

Chapter 08 — US Sportswear

Then I came back to San Diego.

And found another business that needed to make the jump to digital.

After COVID, US Sportswear — a local San Diego sports retailer — was facing a real problem. Customers were not walking into the store the way they used to. And digitally? There was almost nothing. No established social presence. No real e-commerce operation. No meaningful Google Maps presence.

The business was essentially invisible online. So I joined as Marketing Director. And we built it: one physical store turned into a digital ecosystem, working directly with the owners.

• Shopify
• Product catalog
• Product pages
• Collections
• SEO
• SEM
• Google Ads
• Social campaigns
• Google Maps
• Branding
• Packaging
• Promotions
• Shipping
• Inventory
• Customer experience

Selling online only works if people can find you. At times we outranked names like Lids for relevant searches in South San Diego — and New Era, then Mitchell & Ness, came on as suppliers.

Chapter 09 — Consulting

And I never stopped building.

Along the way I have consulted for small and medium businesses in San Diego and Mexico: e-commerce builds, traditional-to-digital moves, online visibility, product catalogs, customer journeys, SEO and SEM, digital brands.

Do not just give a business a website. Give it a reason for customers to use it.

Chapter 10 — Today

Now I am learning the other side of the business.

Today I am the Purchasing & Receiving Manager at DoubleTree by Hilton San Diego Mission Valley. It is a different side of commerce. Instead of only asking “what do customers see?”, I am also asking:

• What do we need?
• When do we need it?
• How much should we pay?
• How do we keep inventory accurate?
• How do we organize the operation?
• How do we cut costs that are not doing anything for us?

Great e-commerce does not end at checkout. It has to work behind the scenes too.