SEO & AI Initiative
Brainly — Product Manager
Faced with Google’s SGE update threatening organic traffic, Brainly needed a scalable strategy to defend SEO rankings and maintain traffic acquisition.
Brainly’s organic search traffic was at serious risk due to Google’s new AI search features surfacing direct answers instead of traditional search listings.
The goal was to generate SEO-optimized topical content at scale to defend and grow Brainly’s visibility while minimizing development and operational costs.
- Led the exploration of scalable SEO content generation strategies using AI and scraping tools.
- Designed a Python-based system to orchestrate topical content creation across up to 1 million subjects.
- Built AI prompting frameworks for content generation aligned with educational standards and SEO best practices.
- Negotiated and aligned cross-functional teams (AI, Content, Product, Engineering) around a lean MVP plan, cutting proposed costs drastically.
- Supervised the web scraping and QA process to ensure topical accuracy and coverage.
- Reduced projected project costs from $300K to $15K by designing in-house MVP approach.
- Achieved 93% topical coverage and 70% QA accuracy across generated content.
- Delivered full MVP framework and initial data generation plan ahead of stakeholder deadlines.
Offline-First Django CRM Development
Freelancer — Systems Architect
The Service of Applied Psychology at UNED needed a CRM system to manage patient cases and session schedules while complying with strict university regulations: no internet connection, full local data control, and access restricted to authorized administrative personnel only.
Commercial CRM solutions could not meet the university’s data sovereignty and security requirements.
The opportunity was to design and deliver a fully offline, GDPR-compliant CRM system capable of managing patient data, therapist schedules, supervisions, and administrative reporting, all from a single secured local machine.
- Designed and built an offline-capable CRM platform using Django, deployed locally on a dedicated Windows machine.
- Developed models and workflows for patient management, case tracking, session scheduling, therapist coordination, payment recording, and supervision logs.
- Implemented user authentication, access controls, and local backup procedures to secure sensitive data without cloud reliance.
- Built the system modularly to allow administrative users to operate independently with minimal technical intervention.
- Conducted full training for the administrative team on platform operation, basic maintenance, and data protection best practices.
- Documented all system procedures and provided a localized offline user manual.
- Delivered a fully functional, offline-first CRM that met all UNED’s data protection, access control, and operational requirements.
- Enabled efficient patient intake, scheduling, and case management without external software dependencies.
- Reduced administrative overhead by centralizing previously fragmented workflows into one streamlined system.
- Achieved full GDPR compliance for patient data storage and management within a university context.
Digital Transformation of Educational Product Portfolio
Instituto Europeo De Salud Y Bienestar Social — Product Owner
Instituto Europeo’s educational programs were originally delivered through static PDFs with minimal interaction, making them outdated and uncompetitive in the growing online education market.
The organization’s reliance on PDF-based courses severely limited student engagement, learning outcomes, and program scalability.
The opportunity was to modernize the entire program offering into dynamic, interactive, LMS-driven online experiences, dramatically improving student satisfaction and positioning the institution competitively in the digital education market.
- Led the full transformation of educational products from static PDF materials to interactive, dynamic online programs.
- Designed and launched a proprietary LMS platform customized for streaming classes, professor-led student support, interactive activities, and assessments.
- Defined and implemented structured workflows for course creation, professor training, and student onboarding within the new LMS environment.
- Managed cross-functional teams (engineering, education, communications, marketing) to ensure alignment and timely delivery.
- Built feedback loops to continuously gather student input and iterate course structures for improved engagement and completion rates.
- Integrated marketing strategies to reposition Instituto Europeo as a modern, high-quality online education provider.
- Successfully launched a new LMS platform supporting multiple Masters, Expert Degrees, and specialized courses.
- Increased student engagement and course completion rates significantly compared to the legacy PDF-based model.
- Expanded enrollment numbers through improved digital marketing aligned with the new interactive product offering.
- Strengthened student satisfaction scores and program reputation in partner university evaluations.
- Established a scalable and repeatable model for future program launches and updates.
End-to-End SaaS Product Management for B2B and Government Clients
The Cloud Group — Product Manager
The Cloud Group delivered SaaS solutions to medium and large private companies and public sector organizations. Products often required tailored development, strict compliance, and high client-facing coordination to meet complex operational needs.
Client organizations needed custom SaaS solutions for internal workflows and data management, but existing offerings lacked flexibility, compliance assurance, or scalable onboarding.
The opportunity was to strengthen product delivery pipelines, improve solution customization processes, and professionalize internal team operations to serve demanding B2B and government clients.
- Led end-to-end product management: requirement gathering (Toma de Requisitos), solution presentation, project scoping, development management, and launch.
- Acted as direct point of contact for high-profile clients, including Royal Emirates Group, TVE (Spanish Public Television), and Fundación Botín.
- Built and led the internal technical and operational team (hiring, training, upskilling) to ensure delivery excellence.
- Developed modular SaaS solutions tailored to specific client workflows, balancing scalability with customization.
- Established standardized processes for client onboarding, feedback cycles, and agile iteration.
- Supported integration with existing client infrastructures where required, ensuring interoperability and minimizing disruption.
- Successfully delivered customized SaaS platforms for private and government clients, increasing client satisfaction and renewal rates.
- Professionalized internal team operations, improving delivery timelines and product quality.
- Strengthened The Cloud Group’s reputation as a reliable SaaS provider for complex B2B and public sector needs.
- Reduced project delivery friction by standardizing requirement gathering and agile iteration processes.
Web Development and Digital Infrastructure Launch
Centro de Psicología Sandra Ribeiro — Web designer
A professional, scalable web presence was critical for credibility, acquisition, and operational communication as the clinic launched into a competitive health services market.
The clinic had no digital presence.
Building a fully functional, SEO-optimized, and conversion-oriented website was critical for marketing effectiveness, brand trust, and patient communications.
- Designed and launched the clinic’s full website, including service descriptions, therapist bios, FAQ sections, and direct appointment request integration.
- Implemented SEO best practices to support organic traffic acquisition strategies.
- Integrated operational systems such as Google Calendar, Slack notifications, and CRM syncing into the web architecture.
- Designed site UX to optimize patient trust-building and easy contact initiation.
- Launched a high-converting, SEO-optimized web presence fully integrated with operational tools.
- Enhanced clinic credibility and enabled organic and paid acquisition campaigns to scale.
- Reduced administrative friction by automating appointment requests and initial patient contact processes.
Braze Integration and Cross-Platform Engagement Strategy
Brainly — Product Owner
Brainly needed a robust engagement automation platform to support scalable user communication across push notifications, in-app messaging, and email — all localized and behavior-triggered across platforms.
The engagement stack was outdated, non-personalized, and inefficient to scale across Brainly’s 350M+ user base.
The opportunity was to integrate Braze and establish a modern, fully owned user engagement pipeline — covering push notifications, in-app messaging, and lifecycle automation with high segmentation precision.
- Led vendor research, evaluation, and contract negotiation, aligning stakeholders across Product, Marketing, and Legal.
- PMed the full integration across Android, iOS, and Web, managing cross-functional dependencies (backend, localization, frontend, analytics).
- Designed scalable user journeys for push and in-app, mapped to behavioral triggers across the user lifecycle (onboarding, activation, re-engagement, upsell).
- Post-integration, assumed full ownership of the Braze channel: campaign strategy, message design, testing, and performance optimization.
- Implemented A/B and multivariate testing for timing, messaging tone, and feature prompts.
- Trained internal teams on Braze usage, permissions, segmentation logic, and lifecycle program structure.
- Completed Braze integration across all platforms under time and scope constraints.
- Decreased campaign creation time by over 80%, from multi-week engineering cycles to self-service execution.
- Boosted push and in-app engagement metrics through highly targeted journeys tied to user behavior.
- Enabled market- and language-specific personalization at scale.
- Maintained full product-side ownership of the channel post-launch, aligning messaging strategy with product and monetization goals.
Crowdin Integration and Localization Pipeline Ownership
Brainly — Product Owner
Brainly’s localization process was inefficient and error-prone, relying on outdated tooling (OneSky), manual developer requests, and inconsistent translation quality across platforms and markets.
With a global user base and content-driven platform, localization bottlenecks were delaying releases and creating UX inconsistencies.
The opportunity was to fully modernize the localization pipeline by selecting a better tool, automating developer workflows, and building a scalable internal localization operation.
- Researched and compared localization platforms; selected Crowdin based on automation potential, scalability, and platform compatibility.
- Led vendor negotiation, internal approval, and integration project across Android, iOS, and Web platforms.
- Owned post-integration management of the localization channel and acted as the single point of contact across development, product, and content teams.
- Selected, hired, and managed the internal localization team (translators, reviewers, language leads).
- Built automated workflows for developers to push and pull localization updates directly through Crowdin pipelines, removing manual steps.
- Designed process governance: versioning, priority setting, fallback handling, and communication protocols.
- Trained internal teams (engineering, content, product) on Crowdin workflows and access management.
- Replaced OneSky with Crowdin, enabling real-time, version-controlled localization across all platforms.
- Reduced localization turnaround time by eliminating manual developer steps and content handoffs.
- Improved translation consistency and quality across languages and product experiences.
- Established a repeatable, scalable localization framework adaptable to new products and markets.
- Increased engineering satisfaction by eliminating friction in the translation flow.
Redesign of the User Ban Experience for Fairness and Trust
Brainly — Product Manager
Brainly’s automated moderation and ban systems were functionally effective but often perceived by users as opaque, arbitrary, or unfair — undermining platform trust and increasing support ticket volume.
Users who were banned (often for violating content or behavior policies) received minimal context or guidance, resulting in confusion, frustration, and unnecessary churn.
The opportunity was to redesign the entire ban experience — from messaging to appeals — to increase clarity, reduce repeat violations, and preserve user trust even during enforcement.
- Audited the existing ban triggers, messaging flow, and user-facing touchpoints across platforms.
- Proposed and implemented a tiered penalty system with escalating consequences tied to user behavior history.
- Designed new UX patterns including clear messaging on cause, ban duration, and user recourse options.
- Integrated the system with Zendesk to generate automatic tickets for review, reducing response latency and support overhead.
- Added educational content and community guideline links to all ban-related communications.
- Aligned enforcement flows with user sentiment data and legal/privacy guidelines.
- Reduced repeat ban rates through clearer warnings and educational interventions.
- Improved user perception of fairness in platform enforcement — confirmed via support feedback and user interviews.
- Lowered support team workload by automating ban-related ticketing and triage.
- Strengthened Brainly’s moderation framework without alienating borderline users.