My role
I work as Web Manager at Elevam: I run the development and architecture of our web projects, from the corporate site through to e-commerce and its integrations. My job is to make sure that what we build works, can be measured, and holds up when it has to grow.
Integrations are my specialty: connecting a website or a shop to the systems the business already uses — CRM, ERP, logistics, sales platforms — so that data moves on its own and manual work disappears. I've built middleware for two-way synchronization between e-commerce platforms and external systems, and automated invoicing, reporting, and lead management processes.
At Elevam that translates into sites that are fast, well structured, and ready for SEO, AEO, and GEO. If the technical foundations aren't built properly, any visibility strategy is held together with duct tape. WordPress and WooCommerce are where I'm most at home, but I pick the tool to suit the problem: headless architectures with React or Next.js when they earn their place, and No-Code or Low-Code prototypes when what's needed is to validate quickly before investing in development.
I started coding for the web in the early 2000s and I've been at it for more than twenty years. I developed and coordinated high-traffic public portals at the Universidad Nacional del Litoral and at the Gobierno de la Ciudad de Santa Fe, where I led the web team and worked to interoperability, accessibility, and security standards for citizen services; some of those sites received public recognition. After that I went independent as a technical consultant and lead developer for US digital agencies and international wineries, integrating platforms such as Commerce7, WineDirect, or Shopify.
I also take care of the technical leadership side: defining the stack, reviewing code, and supporting distributed teams. That also means talking in plain English to people who aren't technical, because a good part of the job is turning a business problem into a concrete, sustainable solution.
How I think
Automating on top of a badly thought-out architecture only speeds up technical debt.
In twenty years I've seen plenty of sites that fail not for lack of tools but from accumulation: plugins that do the work of fifteen lines of code, page builders stacked on top of other page builders, duplicated dependencies, unnecessary queries. It all holds up until you need to grow.
I work with three criteria:
Structure: before automating or scaling, the foundations have to be properly modeled; otherwise you just multiply the problem.
The right tool: WordPress, headless, or No-Code are means, not religions; you choose according to the problem, the budget, and who's going to maintain it afterwards.
Measurement: what you can't measure with your own data, you can't improve or defend to anyone.
I still write code, but where I add most is in thinking through the whole system: what integrates with what, what happens when the volume multiplies, and which part of the work can stop being done by hand.
Who it makes sense to work with
I'm a better fit for projects that:
- have a website or an e-commerce site that has hit its ceiling and need order before more features,
- depend on integrations between platforms and want data to stop being moved by hand,
- are looking for technical foundations that can take the growth, not a patch that lasts until the next campaign.
When something doesn't fit or isn't viable, I say so before we start. I'd rather have an awkward conversation at the beginning than a project that falls apart six months in.
If you need your website to stop being a problem and start being a foundation you can build on, it makes sense for us to talk.
Do you think we can help?
Tell us where you are and we'll figure out the next step together.