About
I see what others walk past.
I'm a systems and infrastructure architect based in San Miguel de Allende, Mexico. I design the infrastructure underneath businesses—how they're built, how they run, and how they get found by search engines and AI answer engines alike.
My background spans SaaS architecture, marketing infrastructure, automation systems, publishing platforms, CRM design, content strategy, and discoverability. What I do in every engagement is the same: find the real problem, design the infrastructure that fits, and build it to current standards.
The AI search layer is its own discipline. I developed the PRISM Framework—Platform, Recognition, Intelligence, Signal, Momentum—as a sequential methodology for making founder-led businesses visible to ChatGPT, Perplexity, and Claude. It's how I approach AI search infrastructure for every client.
The tools have changed. What used to take days takes hours. What used to take hours takes minutes. And what used to work—for a lot of people—doesn't any more. Sites that owned their niche for decades are tanking. There's a real advantage for those who understand why. Most people don't—and most of the people building sites, systems, and infrastructure for others don't either.
I work with founders and operators who've already built something and know it isn't working the way it should. It's easy to start a project. It's much harder to finish one properly. You might have learned this the hard way.
Most things that look good on the surface are a mess underneath. I build things that hold up both ways—and what I hand over, you own.
When you work with me, you work with me. Not an account manager, not a writer who joined last month, not a junior who's never seen your site. I run the audit. I design the architecture. If we move to a build, I'm the one building it. There's no team dilution between what I understand about your business and what actually gets done—because they're the same person.
This isn't how agencies work. It's also not what agencies are for. If you need a content production engine or a team managing ten channels at once, I'm not the right fit. If you need the person who diagnoses your problem to be the same person who fixes it, we should talk.
I'm based in San Miguel de Allende, Mexico. I work remotely with people everywhere, and in person with people who find their way here. I work with a small number of people at a time, by referral.
“The surface problem is almost never the real one. And the real one is almost always infrastructure.”— Aimee Q Devlin
How I work
Architecture first. Always.
You tell me where it hurts.
No prep needed, no deck required. You tell me where things feel heavy, stuck, or broken—and I listen without assumptions. The presenting problem is rarely where the work is.
You find out what's actually wrong.
Not the symptom—the underlying structure creating it. Whether that's positioning, site architecture, discoverability, systems design, or something deeper in how the business is wired together, you leave knowing exactly what it is.
You get a design that fits.
Not a generic fix, not a workaround. A clean architecture built around how your business actually works—designed for discoverability, authority, and longevity.
You get something that's actually finished.
Execution can be yours, your team's, or mine. Either way, you leave with infrastructure that works underneath, not just on the surface. And you're not dependent on anyone to keep it running, unless that's why you hired me.
I work with a small number of people at a time. Every engagement gets my full attention—not a managed slice of it. If someone sent you here, we should probably talk.
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