Portfolio
Twelve years between art direction and data governance. The work is grouped by discipline, because the whole sequence says more than any single piece.
Data
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Where the margin goes when sales grow
A year-end report for a leadership team that answers one question: are we growing healthily? And if not, is the margin leaking through price, customers or channel? Rebuilt on synthetic data, with the code.
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The segment that buys the most can afford the smallest discount
A distributor gave every B2B customer the same promotion without knowing how much margin each one cost. I segmented the customer base, worked out a discount ceiling for each segment, and the one with the most volume could afford the least.
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How many units to order of a product nobody has sold yet
To launch a range of Wi-Fi cameras, we had to decide how many of each model to order without a single sale of our own. I estimated demand per segment from a retail panel and a marketplace, and cleaned a survey that brought in more junk than answers. Rebuilt on synthetic data, with the code.
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From 9,300 SAP materials to one product page
At Imprex, which products appeared in each catalogue was down to whoever did it. I wrote those rules down, turned them into a process that runs by itself every night from SAP to the PIM, and set out who decides what.
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Did the left say it, or the right?
A mobile game built on real quotes from the Spanish parliament: you guess which side said each one, and the card shows who it was, with a link to the official record. The interesting part is behind it: no quote is picked by a person, and I measured the model that filters them against my own blind review. It's live at escanometro.com, in Spanish.
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A RAG that can say "I don't know"
I built an AI assistant over Vertienza's internal documents, and a twelve-question test bank that checks it after every change. Two of those questions have no answer, and the only correct reply is "I don't know".
Brand
In progress
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The category that didn't exist
How I combined panel data, marketplace data, buyer reviews and our own sales to open a product category Spanish retail didn't have yet, which grew to 10% of the brand's revenue.