Product Manager, UX Specialist and Business Strategist Analog by birth, digital by choice
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Hello! Thanks for stopping by. I'm Guido Villar, from Argentina. This is a summary of my business journey.
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These projects represent a fraction of my career, where I have contributed to the success of each endeavor.
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I'm looking for new challenges in Digital Transformation, Product Management and Business Strategy.
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GoJiraf, Head of Analytics
Period: Jul 2022 - Current Role: Digital Transformation, Product Manager
Implemented OKRs and KPIs across the company to drive data-driven decision making.
Analyzed data within the company framework from various platforms (Google DataStudio, Google Analytics, Firebase, Elasticsearch, Kibana, MongoDB, Mailchimp) to generate insights for live events, website traffic, and CRM pipelines.
Tracked KPIs and reported updated metrics to the team.
Identified business development opportunities and focused on new markets, including Mexico, Brazil, and LATAM.
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Dólar Libre, Mobile App
Period: May 2013 - Current Role: Product Management, UX Specialist
Since 2013, our team is developing Dólar Libre with the aim of consolidating all foreign currency, commodity, and metal rates into a single app. This initiative was driven by the lack of clear information regarding the currency exchange market in Argentina.
Dólar Libre offers users the ability to access historical values spanning up to 10 years for currencies such as the dollar, blue dollar, euro, British pound, real, yen, Uruguayan peso, Chilean peso, Colombian peso, Mexican peso, as well as commodity rates for corn, soybean, wheat, oil, gold, silver, bronze, platinum, palladium, and many others.
Additionally, the app features a real-time currency conversion calculator, enabling users to perform quick and accurate conversions.
Key milestones:
Over 45,000 users registered.
250 monthly paying subscribers.
More than 15 years of data in our systems.
Currently, Dólar Libre boasts approximately 45,000 registered users, with an active user base of 2,000 per week. It is available in Spanish, Portuguese, and Chinese translations, catering to a diverse range of users.
I had the responsibility of managing User Experience Research and product management, which involved conducting interviews and conducting comparative analyses of similar products and competitors in order to provide an outstanding experience.
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GoJiraf, Service and Support
Period: Nov 2021, Jul 2022 Role: Service and Support Lead, Digital Transformation
After a successful business development phase, I started helping all these brands that trusted their Live Shopping efforts by assisting a Customer Success team of 3 people. In these period I have helped over 100 brands with platform onboarding, support and customer success.
I also oversaw a Support team of 3 people, ensuring quality and overall satisfaction of active stores pre, during and post live shopping events.
Moreover, I have led the documentation and process systematization in collaboration with IT and DevOps teams, fostering an easy ramp-up for all new employees.
Key Milestones:
Established a full cycle customer center from onboarding to post event support and reporting.
Assisted over 20,000 active stores in their digital transformation process from offline to online.
More than 35 processes were implemented in a cross-company effort to improve service.
As part of my responsibilities, I oversaw User Experience Research and Customer Success. This required conducting interviews and benchmarking similar products and competitors, developing strategies to empower end users and to mentor fellow associates.
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GoJiraf, Business Development
Period: Jun 2020 - Nov 2021 Role: Business Strategy Manager, Marketing
Following a successful transition from the media industry to e-commerce, I assumed the role of business development owner, leveraging my expanding expertise in Live Shopping and client relationships.
Collaborating closely with C-Level management, I actively contributed to achieving business objectives aligned with stakeholder and early funder requirements. This involved securing partnerships with multiple brands and providing guidance and mentorship to the newly formed marketing team, supporting various marketing initiatives.
Through strategic efforts and proof-of-concept experiments, my work played a pivotal role in diversifying the company's core business. We successfully expanded into 12 new verticals, in addition to fashion apparel and beauty.
Key Milestones:
Held over 100 live events.
Implemented digital strategies with Marketing and Sales teams.
Generated campaigns with over 450,000 users engaged.
My job was to generate comprehensive business decks for prospects, employing market research and fostering seamless brand discovery and client onboarding in close partnership with the Sales and Marketing departments. Also, to implement digital strategies in collaboration with the Marketing and Sales teams, optimizing customer acquisition and retention.
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Jiraf
Period: Jan 2018 - Oct 2019 Role: Product Owner
During this period, I worked as a Product Owner for a project that began as a geolocated marketplace for video on-demand, catering to a wide range of users.
As the project progressed, its focus shifted towards assisting media companies in obtaining live media coverage through a transactional model, utilizing user-generated content.
Our product efforts contributed in lowering cost per generated news for 12 media companies by 64% QoQ by connecting gig economy players to newsrooms as solutions to their business goals.
Key Milestones:
10.000+ contributors active in the ecosystem.
12 Media Companies as partners.
Over 150 hours of live and pre-recorded content generated.
My responsibilities encompassed various aspects of product management, including backlog management, creating epics, defining milestones and features, conducting UX research, and overseeing a team consisting of three developers and a UI designer.
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From Jiraf to GoJiraf
Period: Oct 2019 - Jun 2020 Role: Product Owner
GoJiraf is a live shopping platform that connects customers with store associates in a live, highly engaging interactive video experience. Live Shopping puts together the best from the physical store experience and the best of digital commerce.
I successfully managed a hard pivot in the platform from a geolocated marketplace for videos on-demand to a Live Shopping platform leveraging existing resources and technology.
These efforts contributed in setting the foundational stone in Latin America for Live Shopping, making GoJiraf the first company that has hosted a Live Shopping Event.
Key Milestones:
Shaped the app from a media oriented SaaS to a sales-oriented SaaS in 4 months.
Cut development costs by 74% by reusing current code.
Managed to validate a PMF after signing the first fashion apparel contract.
As a result, my job was to establish and manage the development and UX/UI team, increasing production speed by tenfold. Also, to help in the transition from an outsourced contractor to the newly created in-house team.
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Medek Health Systems
Period: May 2018 - December 2018 Role: UX Specialist, Onboarding
Healthcare Simplified: Medek Healthcare gives you access to a network of board certified healthcare providers that can treat and provide prescriptions for hundreds of ailments over the phone.
At its peak, it had over 4 million active members in which urgent care, consultations, and prescriptions were solved in 30 minutes or less. The platform had over 90% of issues resolved in just one visit. Also, it was easily accessible, on your schedule 24/7/365 anytime, anywhere.
I was in charge of User Experience and Product Research. My duties encompassed conducting interviews and developing benchmarks, set new features regarding Onboarding for new users, both patients and associates. Also, worked on exploring different approaches in starting a consultation based on the app most common usage.
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Gondolear
Period: Sep 2016 - Feb 2019 Role: Chief Marketing Officer
Led communication and user acquisition strategy for a mobile app providing centralized access to Argentinian supermarkets' catalogs.
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audiLAS
Period: Aug 2016 - Dec 2017 Role: Product Owner, Digital Transformation
With a sprawling presence of 25 plants across 7 countries and a workforce exceeding 10,000 employees in South America, the task of gathering and analyzing information at AB-InBev was substantial. To streamline the auditing process across all plants and consolidate efforts onto a single platform, we were entrusted with the development of audiLAS — a comprehensive platform designed to support auditors in their daily tasks.
Currently operational, audiLAS is capable of handling nine different audit types, encompassing over 700 questions. Each audit type has its own control and scoring mechanisms, with specific sections tailored to the tasks being audited.
This solution speeded up the process of full audits in a staggering 96%, from 27.1 days average to 1.3 days, providing a better outlook in the full chain of production.
Key milestones:
73 active audit managers and 25 plant managers involved.
Over 400 dashboards generated showcasing in a single snapshot the health of all 25 plants in Latin America South.
1,007 audits collected on average per month.
In addition to developing the Android and iOS frontends, we also created a Web App that not only enables users to conduct audits similar to the mobile apps but also generates statistical reports and interactive charts. These reports and charts can be drilled down by plant, sector, and subsectors, with user access levels configured accordingly.
Within my role as a Digital Transformation Manager and Product Owner, I took on the responsibility of analyzing business and technological barriers to create a seamless and fulfilling experience. Furthermore, I successfully managed a team of three developers and a UI designer, fostering collaboration and ensuring project milestones were met. In addition, I had the role of handling User Experience Research. This encompassed conducting interviews and analyzing similar products and competition to benchmark our progress.
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exeQtor
Period: Jun 2016 - Sep 2017 Role: Product Owner, Digital Transformation
AB-InBev approached my team with the objective of enhancing the customer purchasing experience, and in response, we developed a collaborative tool called exeQtor. This tool enables users and supervisors to share their experiences in real-time while visiting convenience stores and supermarkets, providing a seamless and efficient means of communication between consumers and the AB-InBev selling team.
By leveraging geolocation data from numerous points of sale across Argentina and Brazil, exeQtor allows users in close proximity to these locations to answer specific questions pertaining to the type of venue, such as on-premise or off-premise, and rate their overall consumer experience.
To further enhance the functionality of the tool, we also implemented a comprehensive dashboard. This dashboard showcases the highest-rated places for consuming AB-InBev products, identifies top and bottom performers, evaluates supervisor efficiency, and facilitates the organization of the company's general point of sale database.
The digital transformation plan generated an overall impact in better brand product placement in all Points of Sale involved from 3.74/5 to 4.33/5 from Q3-2016 to Q3-2017.
Key Milestones:
25,000+ stores monitored in Argentina and Brazil.
3,000+ collaborators collecting geolocated data.
Over 50,000 reports generated.
In my role as a Digital Transformation Manager and Product Owner, I had the opportunity to analyze both the business and technological barriers in order to cultivate a truly enriching experience. This involved identifying areas of improvement and implementing strategies to drive digital transformation within the organization. Moreover, I was responsible for User Experience Research. This entailed conducting interviews and performing in-depth analyses of similar products and competition.
Additionally, I had the responsibility of overseeing a talented team consisting of three developers and a UI designer. Through effective management and collaboration, we worked together to bring innovative solutions to fruition and ensure the successful execution of projects.
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DriveMode
Period: Jan 2016 - Feb 2017 Role: UX Specialist, Rewards (Mobile App)
DriveMode was developed to address the critical issue of distracted driving while simultaneously enhancing team performance. This mobile app is designed to detect vehicle movement and automatically restrict device usage when the vehicle exceeds 15 miles per hour. Presently, the app is utilized by multiple companies, with AT&T being the primary adopter.
A standout feature of DriveMode is its Manager Portal, which empowers fleet managers to configure various alerts tailored to their specific fleet requirements. The portal offers a comprehensive overview of the fleet's performance while providing detailed insights into individual driver activities.
Furthermore, DriveMode incorporates a driving ranking system that enables comparison and evaluation of fleet members. Managers can form teams and assign distinct access roles, granting them access to on-screen events, interactive dashboards, real-time fleet messaging, and rewards in affiliate stores and brands.
I was able to upscale the growth rate in connected associates from 8% to 21% YoY by delivering rewards due to good behavior while driving.
Key Milestones
20,000+ associated involved and 32,900 rewards redeemed.
Over 2 million miles logged in the system.
99.6% of associates drove hands free and focused on the road in 2016
I assumed the position of leading User Experience Research and product management. This encompassed conducting interviews and conducting comprehensive evaluations of similar products and competition. Also to conduct benchmarks, set new features regarding Rewards for associates and explore different approaches in the UI to maximize usage having in mind the premise “Don’t Text and Drive”.
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Club de la Cerveza
Period: Feb 2015 - Dec 2015 Role: Product Owner, Digital Transformation
AB-InBev approached us with the objective of positioning beer as a product with diverse nuances for the mass consumer. To achieve this, we were tasked with creating an app from scratch that would harness the power of multiple layers of information. The app would allow users to scan bottle labels of over 150 beers available in the Argentinian market.
My responsibilities encompassed User Experience Research, Business Bevelopment, and Product Management. This involved conducting interviews and benchmarking comparable products and competitors.
Leveraging image recognition software, users can simply take a picture of any beer label and instantly access detailed product descriptions, alcoholic content, beer type, suggested food pairings, and related beers. Additionally, the app incorporates peer user reviews, providing valuable insights and recommendations through the platform.
Furthermore, the app functions as a data collection tool, gathering various information for the client. This includes data such as the time and location of the scanning, frequency of scans, and the most frequently scanned products. This data enables behavior tracking and analysis, providing valuable insights into consumer preferences and trends.
Key Milestones:
Generated 244 beer profiles with their pairing foods.
Over 211,000 beer tags scanned.
16,000+ active users throughout the campaign.
In summary, the app we developed for AB-InBev not only enhances the consumer experience by delivering comprehensive beer information but also provides the client with valuable data for market analysis and tracking consumer behavior.
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Scan4Beer > HappyTapp
Period: Oct 2013 - Nov 2015 Role: Product Manager, Digital Transformation
HappyTapp, originally known as Scan4Beer, was founded in 2013 with the aim of forging direct connections between consumers and venues. Acting as a mobile Point of Sale (mPOS) assistant, HappyTapp enables users to place orders and have them delivered to their location within the venue.
The solution was initially tailored for golf courses, assisting over 25 venues across Florida. The brand underwent a redesign in mid 2014, expanding its focus to encompass larger and faster-paced venues such as resorts, stadiums, and gas stations.
HappyTapp offers both an end user mobile app and an attendant app, providing seamless transaction capabilities with credit cards and Apple Pay. This dual-app approach ensures convenience and flexibility for both customers and venue staff, facilitating efficient and secure transactions.
Since its inception, HappyTapp has successfully established itself as a reliable platform, fostering direct interaction between consumers and venues in various hospitality and entertainment settings.
My work has helped achieve a growth QoQ of orders from 5% to 32% when the company was sold.
Key Milestones:
Assisted more than 80 venues across the US.
Over 54,000 orders delivered within venues.
Venues including stadiums, gas stations, golf courses and shopping malls.
As a Digital Transformation Manager and Product Owner, I had to assess both business and technological obstacles to foster a rewarding experience for end users and venues. This entailed identifying areas for enhancement and implementing strategies to propel digital transformation within the organizations that trusted our service. Also, I took charge of User Experience Research, including tasks such as conducting interviews and evaluating similar products and competitors.
Furthermore, I held the crucial role of supervising a skilled team comprising three developers and a UI designer. By employing effective management techniques and promoting collaboration, we collectively realized innovative solutions and ensured the seamless execution of projects.
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Guess! Virtual Try-On
Period: Oct 2013 - May 2014 Role: Business Development, Product Manager
For one of my most significant campaigns, Guess! and Path Interactive engaged our team to create an innovative product utilizing face detection and 3D modeling. The objective was to develop a virtual try-on experience for sunglasses as part of their spring-summer campaign.
We successfully executed a comprehensive 360º omnichannel campaign, leveraging media channels, paid advertisements, and organic growth through social media. The highlight was the implementation of a state-of-the-art technology tool that enabled users to accurately try on sunglasses.
Key Milestones:
Created 37 3D glasses and a state of the art web experience both for mobile and web.
An organic reach of 856,000 impressions.
Over 4,500 generated images.
Our team handled the design, technical development, and media concepts for the brand. In my role, I ensured the timely completion of the technical product and aligned it with the overall business strategy, meeting the requirements of the digital campaign.
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