I've led product and experience work through every major shift of the last twenty years, from the early web to mobile, cloud and SaaS, and now AI. One discipline carried across all of them: align strategy, product and execution around clear goals, and decide on well-informed metrics rather than noise. That is how technology turns into real business value, and it is the through-line of how I lead.
I'm a Sr. Director level Product and Experience leader with more than 20 years across Telecom, Financial Services, Healthcare, Retail, Luxury, Education and Enterprise SaaS, in Enterprise, B2B, B2C and SMB environments across LatAm, the Caribbean and North America.
My work sits where AI, product and business strategy meet. I don't focus only on interfaces. I shape how digital solutions are conceived, built and scaled, and how decisions get made along the way. Today I lead AI-driven product and transformation strategy, focused on how AI improves decision-making, adoption and performance across enterprise platforms.
Hitting objectives and the metrics that matter is a priority for me, and so is making decisions on well-informed data rather than gut feel. I set clear targets for my teams and give them the evidence to reach them.
Beyond the numbers, what I enjoy most is building teams and lifting their craft. I mentor and coach, and I have led many Design Thinking and Discovery workshops, along with training programs in UX process and Design Thinking.
I work in native Spanish, advanced English (C1) and intermediate Portuguese (Brazil).
A selection of recommendations from leaders and peers I've worked with, across Liberty Latin America, Kimberly-Clark, Dow Jones, aDocDay and more.
"Natalia is brilliant. She leads with ethics, responsibility and professionalism, and she turns the uncertainty of innovation into consistent, strategic wins in UX and design."
Santiago HornosCEO, aDocDay
"Innovation, creativity and leadership are an intrinsic part of Natalia. I recommend her for any leadership role in digital transformation. She is used to working in global organizations and will improve anything she takes on."
Wilmer Silva VargasIT Service Delivery & Operations, Kimberly-Clark
"Natalia holds rich conversations at every level of the organization, capturing business value and turning it into deliverables. She made a difference in every product we built."
Javier SantoliaDATA & ANALYTICS MANAGER, Kimberly-Clark
"Carolina stands out for the discovery and validation work she does before development, and for explaining the reasoning behind each option on objective grounds, which makes decisions easier for stakeholders."
Cesar Reyes RivasChief Digital Officer, Banking & Fintech LATAM
"Her methodology, organization and creativity make Nata one of the best professionals I have ever seen. She understands the UX and design concept like few others."
Maria Carolina Ramirez PinillaSalesforce Director, Liberty Latin America
"Natalia brings an unparalleled level of creativity and passion to the craft of UX. She is a brand in and of herself, a true asset, and comes highly recommended."
Andy FordAI Product Design Director
Recent professional certifications from the Interaction Design Foundation (IxDF), focused on measurement, research and responsible AI.
I design and lead Design Thinking and Discovery workshops, and I train teams in UX process. The goal is always the same: get people aligned on the real problem, and leave them with a way of working they can repeat.
One example: I co-led a multi-day workshop in Peru to rethink a national channel-loyalty platform for a global consumer-goods company, working with the trade-marketing leadership to define a simpler, more relevant model and the KPIs to steer it.
Across companies I have run discovery sessions, led design-thinking trainings, and coached designers and cross-functional partners through the messy early stages of a product, where asking the right questions matters more than the first solution.
