PPAEC Director

What began as a fledgling venture in 2012 between Santiago Zabala from Uruguay and his Argentine partner, Lucas Vera, has blossomed into the global e-commerce powerhouse known as Trafilea. The journey started within a digital creative agency, EMB Partner, where they focused on affiliate marketing. Their path took a pivotal turn in 2013 with the arrival of Massimiliano Tirocchi, an Italian intern with a shared passion for performance marketing. This new synergy led to the decision to spin off Trafilea into its own entity, a move that would set the stage for explosive growth. The founders, a dynamic trio of a Uruguayan, an Argentine, and an Italian, steered the company through various business models, ultimately finding their stride in 2018. They pivoted to building their own direct-to-consumer brands, with a sharp focus on intimate apparel and shapewear for women, primarily targeting the U.S. market.

This strategic shift proved to be a masterstroke. Trafilea's success is not just in the products it sells, but in its core philosophy: being a data-driven, tech-centric enterprise. The company prides itself on its proprietary technology, which includes an advanced, AI-powered ad management system that optimizes millions in annual advertising spend. This commitment to technology and data analysis allows them to understand their customers on a profound level, creating and marketing products that resonate deeply. Their flagship brand, Shapermint, quickly became one of the fastest-growing apparel companies in the United States, a testament to their effective model. Now a fully remote company with over 400 employees spread across more than 20 countries, Trafilea continues to build and acquire transformative brands, driven by a mission to change lives and a vision to become one of the most impactful technology companies in the world. Their story is a powerful example of how a small, international team with a bold vision can leverage technology to create a global leader in the e-commerce space.