Why most tech projects fail before the first line of code.
80% of tech projects fail from weak analysis and unprepared data. The diagnostic is the first deliverable, not the deck.
I turn complexity
into business transformation.
15+ years across LATAM, the US, and Europe, designing businesses, services, and technology systems where board-level strategy meets execution.
Where strategy meets systems.
I work at the intersection of business strategy, technology, and human behavior, translating ambiguous problems into systems, products, and operating models that actually scale.
Strategy, operating models, P&L.
Service & product design, adoption.
Architecture, integration, resilience.
ML · LLMs · RPA · Data governance.
Behavior, change, stakeholders.
Selected work
- Scaling digital learning across Latin America
- Designing a digital client ecosystem
- Infrastructure for AI-enabled production
- From a local operation to a regional enterprise
- Building an AI transformation boutique
- Connecting complex technology ecosystems
- Professionalizing complexity
- Financial infrastructure for underserved markets
250,000+
5,000,000+
150,000
+6 pts
−40%
−$1M / yr
+900
1.1M+
The full stack of transformation
From board-level intent to resilient infrastructure: one continuous system.
Strategy & Business Model
Service & Product Design
Data & AI Architecture
Application & Integration
Infrastructure & Resilience
Notes on transformation
Adoption is the only metric that matters.
A licensed platform nobody uses is a cost, not a capability. Technology adoption is a behavior problem, not a licensing one.
Strategy that can't be built isn't strategy.
Value lives where board-level intent meets what the team can actually sustain. Ship, measure, and learn fast, then govern what scales.
Marcelo Peñaherrera
Business transformation executive with 15+ years turning technology into growth across LATAM, the US, and Europe. I lead AI, data, product, and service-design initiatives, from framing the opportunity to real adoption, and I build the operating models that let them scale.
Founder and CPO/CRO of LAB iA, an AI, data, and service-design studio operating in Italy, Spain, Chile, Ecuador, Colombia, and the US. Earlier, I built and scaled MOVIX from a single-room operation into a 200+ person regional enterprise, and professionalized the operating model at Grupo Link (later acquired by Hiberus). I've partnered with NVIDIA (which selected the studio for its Inception program), IBM, AWS, and Google, and worked with carriers including Telefónica, DIRECTV, FOX Networks, and América Móvil. Early OpenAI beta tester.
Off the clock: advanced diver, father of two, amateur chef, and a steady optimist on two wheels.
Let's build the next system.
Available for selected engagements: advisory, transformation programs, and AI/product leadership.