I used to think my career was a mess.

I studied Marketing, but I've worked in tech since I was 19 — too curious for my own good, spending my first paychecks on courses while trying to survive at the beginning of my independence. Somewhere along the way, the marketer started modeling data. Then she drifted into a technical role. I became a monster — the kind people now politely call "a hybrid at the intersection of..."

But before any of that, I was working with Airbnb, tailoring experiences for guests from all over the world. It went well enough that I ended up running my own version of it — and it remains one of the best chapters of my career. I was in person, juggling people, problems and logistics in real time, having no idea I was building the soft skills that would matter most later. I wasn't glued to a laptop. For once.

That chapter had to end, though — thanks, pandemic.

So I went back to corporate life with one goal: specialize in Analytics. Spoiler: I didn't. I ended up spending my last few years in MarTech Consulting instead, where everything finally clicked — the analytical brain, the strategist instincts, the creative streak, the big personality — all of it found one place to actually live and be useful. They hired me for being the monster.

That's when things shifted. After 8 years of working, studying, switching industries, and getting rejected for not being "specialized enough" in any one thing, companies started reaching out to me instead. Turns out a transversal perspective became more needed nowadays.

Long story short: after years inside complex MarTech implementations, this monster developed a soft spot for the human side of it all — especially while helping companies implement AI agents and seeing, up close, where that can go right and where it can go very wrong.

These days, I help experience-led brands figure out where technology should step in — and where it very much shouldn't. Strategically, yes. But mostly, humanly. Because when the experience is the product, it needs more than a smart stack. It needs sensitivity.