Business → architecture
Translate marketing and operational requirements into technical scope, system boundaries, process contracts and implementation roadmaps.
MARKETING TECHNOLOGY LEAD · AI · AUTOMATION · SOLUTION ARCHITECTURE
I design and build the systems that connect business operations, marketing, data and AI.
I work across business, marketing and engineering to translate operational problems into practical architectures, integrations and measurable workflows. My current flagship is Y4T: a governed operating layer for people and AI agents to execute business processes across the systems a company already uses.
Open to roles and collaborations where MarTech, AI automation, solution architecture, analytics and business systems intersect.
Yobany Vicentes
Marketing Technology Lead
Business-minded systems builder across MarTech, AI, automation, data and software.
PROFESSIONAL VALUE
From business need to governed, measurable implementation
My advantage is not a long list of tools. It is the ability to connect commercial context, customer journeys, data, software and operational controls into systems that teams can actually use and evaluate.
Governed AI & automation
Design AI-enabled workflows with explicit identity, permissions, approvals, auditability and human control rather than relying on prompts alone.
Evidence → decisions
Connect analytics, reporting, provider readback and reproducible evidence so technical delivery remains tied to observable business outcomes.
FLAGSHIP CASE STUDY · Y4T
A governed operating layer across e-commerce, ERP, CRM, marketing and AI
Y4T is the strongest current evidence of how I combine business understanding, MarTech, systems integration, software architecture, AI-enabled automation and delivery governance in one product programme.
Y4T · CURRENT FLAGSHIP
Implemented foundations · live flagship acceptance in progress
Problem: companies operate through fragmented systems, but business processes cross those boundaries
E-commerce, ERP, CRM, analytics and advertising platforms each own part of the business state. The difficult problem is not adding another chat interface or connector; it is giving people and AI agents a governed way to understand identity across systems, request actions, apply policy, execute safely and prove what happened.
- My role
- Marketing Technology Lead. I design and implement reusable multi-client MarTech and business-system architecture, API/MCP integrations, automation workflows and the technical roadmap that connects commercial requirements with engineering delivery.
- Architecture
- Replaceable interaction surfaces — web/PWA, messaging and compatible AI clients — sit above a canonical control plane for identity, Workspace/RBAC, business objects, process state, policy, approvals, execution, provider readback and audit.
- Implemented foundation
- Repository evidence includes multi-tenant identity and permissions, encrypted provider connections, canonical Product/ProductVariant identity and external mappings, versioned BusinessProcess/ProcessRun state, governed execution controls, reconciliation/readback patterns, PostgreSQL persistence and CI/AppSec gates.
- Systems
- The architecture is designed to compose existing systems of record and provider capabilities, including WooCommerce, ERPNext, CRM, Google, Meta, WordPress and TikTok, without making the interaction surface the business authority.
- Current validation
- Phase 13 identity and process foundations are merged and accepted. The current P0 is the first real Inventory-to-Marketing cross-system acceptance, which remains open; therefore I do not present the end-to-end flagship journey as completed.
- Why it matters
- The durable engineering problem is governed interoperability: exact business identity, delegated authority, approvals, idempotent execution, readback/reconciliation and audit across systems that were not originally designed to work as one.
Current result: Y4T has moved beyond a connector/demo concept into an implemented control-plane foundation with retained production evidence in prior phases and active validation of cross-system business processes.
Evidence boundary: the first Phase 13 cross-system flagship is still under acceptance, and selected security hardening requires live/external evidence. No claim is made that every planned process, provider or high-risk action is complete.
Business semantics
Canonical business objects and exact external bindings prevent fuzzy cross-system identity from becoming operational truth.
Governance by design
Human, service and agent authority is constrained by Workspace membership, policy, approvals, step-up and auditable execution paths.
Frontend-agnostic
Web, Telegram, WhatsApp and AI clients are interaction surfaces over the same backend authority rather than separate business implementations.
PROFESSIONAL EXPERIENCE
A progression from business operations to integrated digital systems
Selected experience is shown here to make the business and technical progression easy to scan; the CV contains the full history.
Y4T Limited · Marketing Technology Lead
Lead the design and implementation of reusable MarTech, integration and AI-enabled systems connecting websites, CRM, analytics, advertising, automation and cloud delivery.
SOLMAQ SAS · E-commerce & MarTech
Implemented and expanded a digital commerce ecosystem across VTEX, WooCommerce, Merchant Center, analytics, paid media and payments; reported catalogue expansion exceeded 200%.
Enterprise software & digital operations
Worked across HR/payroll SaaS, cloud accounting, internal data platforms and web development, combining requirements, configuration, APIs, troubleshooting, reporting and user enablement.
CAPABILITIES
The capabilities I use to move from problem framing to delivery
Solution architecture & integration
Requirements, system boundaries, REST APIs, MCP, reusable integration patterns, multi-client architecture and interoperability.
AI & governed automation
AI assistants, agentic workflows, human approval flows, process automation and controlled execution across digital services.
MarTech & digital commerce
GA4, GTM, Google/Meta advertising, SEO/SEM, product feeds, CRM, WooCommerce, VTEX and customer-journey measurement.
Data, cloud & engineering delivery
SQL, Python, Power BI, PostgreSQL, Google Cloud, GitHub Actions, CI/CD, testing, logging, monitoring and evidence-driven iteration.
SELECTED SUPPORTING WORK
Additional evidence across AI, MarTech, analytics and research
These projects support the flagship case rather than compete with it. Earlier analytical projects remain in the evidence registry, but the homepage prioritises work that best represents my current professional direction.
Portfolio AI Assistant
A grounded conversational layer over professional evidence with production validation, retrieval controls and hallucination guardrails.
Marketing Technology & E-commerce Ecosystem
Professional implementation connecting commerce, analytics, advertising, product data and payments in a measurable digital ecosystem.
Personal MarTech Research Ecosystem
A governed, observable MarTech lab linking consent-aware analytics, canonical evidence and reproducible research workflows.
RESEARCH & EDUCATION
Research discipline strengthens the way I design and evaluate technology
My doctoral work remains separate from Y4T: research informs how I frame evidence and organisational questions, while Y4T is a professional product and potential research instrument rather than the thesis itself.
Economics and Management of Organisations · University of Zaragoza
Research centred on marketing technology, technology adoption and diffusion, AI-enabled marketing, online/social-media marketing, SMEs and organisational capabilities.
Employer branding and employee happiness in Colombia
Research completed during the Master's in Digital Marketing Management.
Open publicationAttracting COLFUTURO-funded Colombian postgraduates to New Zealand
Master of Management research combining literature, communication analysis, public data and strategic recommendations.
Open research reportTECHNOLOGY ECOSYSTEM
Tools are implementation choices, not the value proposition
This stack supports the architecture and evidence above; technologies are presented in the context of delivery rather than as a substitute for professional outcomes.
Google Analytics 4
Google Tag Manager
Google Ads
Meta Ads
Merchant Center
Search Console
WordPress
WooCommerce
VTEX
SEO & SEM
SQL
Python
pandas
Excel
Power BI
Looker Studio
Google Sheets
BigQuery
Jupyter
Laravel
PHP
JavaScript
FastAPI
Node.js
REST APIs
GitHub
PostgreSQL
MongoDB
DockerHover over the carousel or focus it with the keyboard to pause the movement.
ABOUT
A cross-functional profile connecting business, marketing, data and technology
My background spans business administration, accounting and assurance, digital marketing, communication, software development, data analytics and applied research. I use that range to understand both the business process and the implementation details behind a digital system.
I am also a doctoral researcher in Economics and Management of Organisations. That research discipline strengthens how I define evidence and evaluate organisational technology questions, while my professional work remains focused on practical MarTech, AI, automation and systems delivery.
CV
Detailed background for recruiter, technical and academic review
The portfolio provides the evidence narrative; the CV provides the compact employment, education and skills record for ATS and formal review.
Professional CV
Marketing Technology, analytics, AI automation and technical-delivery profile tailored to the New Zealand market.
Download professional CVAcademic CV
Research, qualifications, publications, scholarships and academic experience.
Download academic CVCONTACT
MarTech, AI automation, solution architecture and applied research
I am interested in roles, consulting and collaborations where business context, marketing technology, systems integration, AI-enabled automation, analytics and technical delivery need to work together.