For more than 20 years I’ve helped brands thrive in the digital marketplace while telling the stories — through data, words, and images — that bring transformation to life.

But the story starts earlier than most people know.

At 17, I left Bolivia for South Africa with little more than curiosity and the need to figure out the world on my own terms. That instinct — to move toward the unknown rather than away from it — has defined every chapter since. Back in Bolivia, I studied Telecommunications Engineering at the UCB and built a career in telecoms, becoming NOC Manager at 24. But I was never just an employee. On the side I was already an entrepreneur — buying car radios at online auctions, reselling tablets, teaching myself the mechanics of e-commerce before the concept existed in Bolivia.

England came next. In Manchester I joined Direct Linen and spent two years learning what e-commerce looks like at scale — not from a textbook, but from inside the operation. I left with a Master’s in Managing Information Technology from the University of Salford, and everything I needed to build something of my own.

In 2010 I joined GOJA, helping found the GOJA Bolivia office and becoming its President from the start. Those early years were shaped as much by my passion for photography as by technology. We became one of the largest Canon, Sigma and Tamron sellers in the United States, and I designed products myself for Altura Photo — a brand we built from scratch. In 2011, while building the operation by day, I was exhibiting my own photographic work. A parallel life that never really separated from the professional one.

For a decade I led the technology side — building from zero the systems, the talent, and the infrastructure that powered the entire US operation. In 2014 I won the eBay Global Seller Award for the “Most Followed Collection.” In 2016 I built Riskless — an analytics engine for real-time inventory and pricing risk, showcased at Collision in 2017, North America’s fastest-growing technology conference.

By 2020, after our Series A, I stepped into the role of Vice President of Operations — a mandate that expanded year by year: integrations and acquisitions, then customer service and compliance, then global supply chain, until in 2024 I integrated Technology and AI into Operations, merging both areas into a single structure. Three consecutive appearances on Merco’s Top 100 Business Leaders in Bolivia (2021 – 2022 – 2023) marked that chapter. In 2022 that journey found its footing in Miami — a city that sits at the intersection of Latin American roots and global ambition.

Beyond the boardroom: I founded Bolivian Upload, exhibit photographic work exploring urban identity, and in 2025 released my debut novel EVA: A Novel of Endings and Beginnings — a dystopian thriller about what AI might unmake, and rebuild, in us.

The goal is constant: translate insight into opportunity.

I lead with resilience and collaboration, and believe the best idea is still waiting to be written, photographed, or launched.

Thank you for passing by.

A la vida dale lo que pidas.

Luis