Hi, I'm Federico. I build user-focused products and care about solving real problems. I've led end-to-end delivery across startups, SMEs, and large enterprises, managing distributed teams, driving execution, and taking products from idea through to launch.

Skills and Expertise

I care about creating products that solve real problems, building teams where people can do their best work, and making sure the work I do has a positive impact on the people who use it.

Most Memorable Projects

I've led end-to-end delivery across startups, SMEs, and large enterprises, taking products from idea through to launch. I built ecommerce platforms for companies like Atari, L'Oreal, Energizer, Nissan, Uniqlo, Johnson & Johnson, Bupa and Links of London, as well as web, mobile and TV apps for Sky, CNN, BBC, Global, Warner Media, HBO, Discovery+, Eurosport, Marie Claire and NME. But some projects, for one reason or another, stay with you. Here are a few I'm especially proud of:

Latest Side Project

Shinobi is a single page app I built using AI to help TPMs manage multiple projects at once, especially when working with remote contractors. It tracks progress, tasks, and key development metrics in a single page. I built it over a few weekends, in about a month. It also supports adapters to pull data from different APIs, which makes it a useful single page dashboard.

I built it out of frustration, because we were using different systems and I needed a single page dashboard for my meetings and standups. I was spending too much time looking for specific information during calls, or trying to understand who did what using an outdated PM app that needed too many clicks to filter data. I also designed the UI to match how I work, based on my experience with design systems. With this dashboard, I stopped switching tabs, searching for data, and wasting time during meetings.

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What I learned is how fast you can go from idea to a working product when you use AI well. You can test ideas quickly and focus more on the problem than the tooling. The outcome was a working product that I used to manage real projects.

Companies I've Started

Sublime Cards

After years of helping clients build product catalogues and ecommerce platforms, I decided to launch a product of my own, Meeting Warm Up, a team-building game designed to improve team dynamics and encourage collaboration. It reached the number one spot on Amazon's office games category for 12 weeks, earned "Best Seller" and "Amazon Recommends" badges, and taught me a lot about product-market fit, pricing, and promotion. It also gave me a first-hand look at the same challenges my clients face when trying to sell their own products.

Kewnode

I started Kewnode to help small businesses grow online and deliver scalable ecommerce solutions across platforms like Magento, Shopify, and Amazon. I built and led a high-performing team of certified software developers and architects. I also partnered with Adobe and leading ecommerce agencies to integrate new extensions into their existing applications.

Blog Posts

I have a blog on Substack where I share ideas from books, podcasts, and articles, along with my own experience building products and working with technology teams.