The experiences, and the systems that measure them.

I'm a frontend and analytics engineer and the tech lead for TELUS's enterprise web, mobile, and personalization stack, working across all of the company's digital properties. I joined in 2019 as a junior analytics developer on My TELUS and Mobility, and moved into the lead role in 2022.

When TELUS consolidated its native iOS and Android apps into a single React Native codebase — now serving more than two million active app users — I led the analytics and tracking side of the migration: rebuilding the instrumentation, event schemas, and data layer so measurement held up through the rewrite. I still own those integration specs today, for a platform handling 300M+ server calls a month across 30+ business units, including commerce and retail.

A large part of the role is real-time personalization: driving Adobe Experience Platform adoption and Real-Time Customer Profile activation so product, offer, and service experiences adapt to what a customer is actually doing. I define the data-layer architecture behind it, build the reporting in Adobe Analytics, Customer Journey Analytics, and BigQuery, and co-led an internal npm package that turned our implementation standards from documentation into enforced code.

Outside work I build side projects to stay close to product engineering end to end: Green Star Store, an ecommerce storefront on real seeded data; a web application security demo that builds the same app once vulnerable and once hardened; Traveling World Map, an interactive Leaflet map of the places I've been; Game Library, a catalogue of favourite games; and hungryeditor, a native C++ and Qt Markdown editor. Each ships with source on GitHub, and a live demo or a recorded walkthrough.

I studied Cybernetics and Computational Systems Engineering at La Salle University in Mexico City, then moved to Toronto for a post-graduate certificate in Information Technology Solutions at Humber College. I've been here since.