At Retina Media, I’m the technical lead for causal measurement and advanced analytics in OXXO’s retail media network. I own the incrementality methodology used across campaigns, including matched controls, difference-in-differences, and placebo tests.
I turn business questions into study designs, agreeing on randomized holdouts, power calculations, and eligibility rules before launch. I also mentor data scientists and set modeling and code standards.
I helped build DECKO, Retina Media’s data and AI platform, with my main contribution being its Reporting Generator. The Streamlit-in-Snowflake app uses deterministic queries for figures and bounded LLM-drafted insights, with a rule-based fallback; estimated effort per report fell from 1.5–5 hours to 5–10 minutes.
Previously, at Holanda / Unilever, I built and deployed a delivery-rejection classification model that reduced rejections by 30% and had a +$30M MXN impact. I also worked on forecasting, customer segmentation, and targeted promotions, including models that saved 360+ person-hours.
