hi, i'm Rafael.
founded and exited a consumer brand — i've owned a P&L, not just a backlog. so i build technology for the business, not for the stack.
now i run technology for an 9-figure amazon portfolio company, used daily by 100+ people. i took a tech function built on five years of organic chaos and turned it into a system that creates value instead of fighting fires.
who i help
businesses that grew faster than their tech could keep up — in e-commerce or far outside it. you don't need a $300k full-time CTO. you need someone to take the chaos and turn it into a system.
Founders & owners
you built the business — not a tech org. now infrastructure, tools and data are a tangle you can't see into, draining money and your attention.
Non-tech companies
retail, services, logistics, manufacturing, e-commerce — operations-heavy businesses where software crept in tool by tool, and nobody owns the whole picture.
Scaled past the chaos line
real revenue, a team that outgrew its systems, no full-time CTO — and the gap between what tech could do and what it actually does keeps widening.
you probably know it's time when
spend on servers & SaaS nobody can fully explain
passwords and access held together by spreadsheets
data scattered across tools, reports built by hand
key knowledge living in one person's head
passwords in spreadsheets
secrets in a vault, 2FA everywhere
costs nobody can explain
every dollar mapped, ~$96k/yr cut
reports built by hand
AI brains query live data
tools, chat & files disconnected
one connected system
knowledge in one person's head
documented, owned, resilient
stop firefighting your tech.
i turn it into a system that creates value.
from chaos to system
four parts of one transformation — taking a tech function from five years of firefighting to something that creates value.
inherited 100+ servers across dozens of providers and a stack of SaaS nobody owned. spend leaking every month, costs no one could explain.
full inventory and owner map, scream-tested dead servers, consolidated providers, killed ghost subscriptions, moved billing to one source of truth.
−$80k/yr on server infrastructure, −$16k/yr on subscriptions. ~$96k a year out, zero outages.
teams assembled amazon reports by hand, copy-pasting between tools. data scattered, no clean source, answers took days.
an MCP + data pipeline pulling clean amazon SP-API & ads data, wired into clickup, files and slack, with a per-department AI brain on top.
people ask their data questions in plain language instead of building reports. firefighting → answers in seconds.
secrets living in spreadsheets, files shared far too widely, off-boarded staff still holding access. five years of accumulated risk.
migrated secrets to a managed vault, enforced 2FA, revoked external file shares at scale, tied access to a clean off-boarding process.
the attack surface that took years to pile up — closed. access is owned, not improvised.
tens of thousands of company files scattered across personal accounts. no structure people — or AI — could navigate.
migrated everything into governed shared drives, split by business unit, with ownership and a structure built for both people and AI.
a clean foundation the AI brains actually run on. knowledge stopped living in one person's head.
how i work
fractional and embedded — a repeatable path from chaos to a system. usually 3–6 months to turn it around, ongoing if you want me to keep building.
Diagnose
first few weeks
i map what you actually have — every server, subscription, access, data source and dollar. you get a clear read on cost, risk and ownership, fast.
Plan
a prioritized roadmap
what to stop, what to fix, what to build — sequenced by impact and risk, costed, and tied to the business. not a tech wishlist.
Execute
i run it, not just advise
cut the bleeding, close the risks, clean the data — then build the leverage: automation and AI on a foundation that finally holds.