Five projects. The exact scope of each one, not a wall of logos.

When I came into Eternimax there was no CRM, no integrated phone system, nothing connecting the sales team to the customer beyond scattered calendars and unlogged calls — a serious problem for a funeral home with international operations (Washington D.C.), where every lost contact is a customer who won’t call a second time.

I designed and built the entire sales infrastructure from scratch on Zoho One: a sales pipeline, automated follow-up, and Zoho Voice as a phone system integrated directly into the CRM, so every call is logged against the right customer without anyone doing it by hand.

It wasn’t a software implementation. It was building, from day one, the system the business was missing to operate like a modern company — and keeping it running.

Train to Coach trains leaders at manufacturing and heavy-industry companies in northern Mexico — a client that needed a website able to grow with new programs without depending on a developer every time it wanted to launch one.

Instead of building three service pages as three separate projects, I designed a single reusable template: changing the copy and the accent color is all it takes to launch a new program. On that foundation I built the three full service pages — LEAD Experiences, Sistema LEAD and LEAD Academy — each with its own color identity within the same system.

I also solved what was slowing the team down internally: the site’s theme didn’t allow editing the blog page from the visual editor, so I built the fix with WordPress hooks, letting the client publish their own case studies and link them to the matching service — without touching code.

Dr. Fernando Villarreal needed more than a pretty website: he needed his patients (parents of children, looking for trust before aesthetics) to find real evidence of why to choose him, and he needed to update the content without depending on me every time he wanted to change a line.

I built the full site in WordPress with Oxygen Builder and, on top of it, a custom admin panel — “Site Content” — so the doctor can edit the front-end copy without touching a single line of code. Most sites a business owner “can’t edit” are that way because of a developer’s choice, not a technical limit; here I chose to solve it at the design stage.

The decision that matters most, though, is one you can’t see at a glance: instead of using a third-party widget to display Google reviews — the quick option, and the one almost everyone uses — I built the integration directly against the Google Places API. Real, up-to-date reviews, with no middleman and no one else’s watermark.

Da Jappy Bars isn’t a contract — it’s my own operation, set up together with my partner. I include it here not as someone else’s testimonial, but as proof that what I sell, I execute on myself first.

I defined the full business model before touching a single line of design: four packages by size, three experience tiers with different pricing, a non-negotiable profit floor per event, and a fixed deposit as a conversion hook. Then I built, from scratch, a complete reference site in PHP/HTML/CSS — seven pages validated with structured schema — as the base for the final version I’m now migrating to WordPress + Oxygen through an MCP connection with Claude Code.

The strategic decision behind all of this: compete against the “llena tu loco” (build-your-own snack bar) segment not on price, but on professionalism — B2B packages with SLAs, agreements in progress with event venues and wedding planners, and a commercial section separate from the consumer site, designed to close deals, not to generate cold leads.

Tu Amigo el Mercadólogo was an abandoned personal brand — an old website, no clear offer, no system behind it. It isn’t a client I had to convince of anything: it’s my own case of starting from zero, without the excuse of someone else’s budget or a client holding up decisions.

I rebuilt the entire site on WordPress and Oxygen with its own editorial identity, and designed and launched a full product line — from focused guides to $697 playbooks — with its own branded email system, abandoned-cart recovery, and an AI chat trained on my judgment. On top of that I set up a B2B Intelligence Center with prospect research and AI-generated proposals, and a content studio that schedules daily posts across several social networks.

I applied the same rule I use on any retainer: nothing launches without a follow-up system behind it — every product has its email sequence, its way of being measured, and its cross-sell plan. Today Tu Amigo el Mercadólogo is no longer a dormant brand: it’s an operation with more than a dozen published products and active sales — proof that what I sell, I test on myself first.