🙋🏽♂️ Hi there!
I’m Francisco (Paco) Martínez, an experienced Product Design leader. My background is in Visual and Interface Design, with a specialization in Design Leadership and Full Stack Product Design.
My Career Highlights:
- 10+ years of experience recruiting, leading and scaling high-performance, multidisciplinary Design & Product teams.
- 6+ years of experience leading embedded product design teams at Startups with fully-distributed teams across the 🇺🇸 US, 🇨🇦 Canada, 🇲🇽 🇦🇷 LATAM and 🇺🇦 🇵🇹 Europe.
- My direct reports have been from diverse backgrounds such as visual design, UX/product design, UX research, marketing and product management.
2022 – Present: Head of Product and Design at Ventup 🇲🇽 (FoodTech SaaS)
2021 – 2022: Product Design Manager @ Jobber 🇨🇦 (Home Service SaaS)
2018 – 2021: Design Director @ Insticator 🇺🇸 🇨🇦 (AdTech / MarTech SaaS)
2017 – 2018: Head of Design @ Icalia Labs 🇲🇽 (Nearshore Software Dev) 2011 – 2017: Co-Founder & Director @ Raidho Aesthetics 🇲🇽 (Design Studio)
Featured Work:
Case Study: Creating a Tailored Credit Solution for the Food & Beverages Industry.
A case study of how my team at Ventup led the launch of pivotal Fintech features for Ventup, enabling $1M+ in financed transactions with a 0% default rate, validating product-market fit for financial services
Case Study: Integrating and Launching an Acquired Commenting System.
Learn how my team at Insticator spearheaded the product integration of an acquired Commenting System, attracting ~2M monthly users (with 70K+ actively commenting) in the first 18 months after launch.
My Full Experience:
Head of Product and Design @ Ventup 🇲🇽
FoodTech / B2B Workflow SaaS — Remote from Toronto, ON, CAN, then Guadalajara, JAL, MX
May 2022 — Present
Ventup is a platform built on top of a network of Restaurants and F&B Suppliers, and it allows them to manage their procurement and sales processes, respectively. It’s available via a Saas subscription to customers in all of México.
My role at Ventup:
- Hired to recruit and establish Design and Product Management teams.
- Owning the Product (Roadmap) Strategy and Execution, together with supporting UXR and UXD initiatives — across areas such as Core Product, Fintech and Integrations.
- Helping to orchestrate the creation of autonomous scrum teams as the team expanded during my first year.
- Kickstarting and leading a Product Marketing function.
- Reports to co-founder and Chief Product Officer
Product Design Manager @ Jobber 🇨🇦
Home Service / B2B Workflow SaaS — Remote from Toronto, ON, CAN
Aug 2021 — April 2022
Jobber is a Canadian company that helps 100K+ service professionals in 47 countries to effectively manage their everyday tasks –quoting, scheduling, billing, etc.– and successfully grow their businesses.
My role at Jobber:
- Couched and led five designers in different scrum teams across two different portfolio groups.
- Co-led the Self-Serve and Design System groups in collaboration with Engineering and Product Management leadership.
- Kickstarted career dev plans for all of my reports with their positive engagement and feedback.
- Supervised the launch of the first qualitative study focused on user activation.
- Reported to Design Senior Manager.
Design Director @ Insticator 🇺🇸 🇨🇦
AdTech / MarTech B2B SaaS — NY, NY, USA, then Waterloo, ON, CAN
Nov 2018 — Jul 2021
Insticator provides web publishers with tools to engage their audiences, collect first-party data about their visitors, and optimize ad monetization and performance.
My role at Insticator:
- Led a multidisciplinary group of ICs across User Research, UX Design, Marketing and content creation.
- Acted as the Location Manager for the Canadian office in Waterloo, where I supported recruiting, culture and basic office management.
- Supported the redesign, launch and communication of many crucial features.
- Supported the re-brand, product and team merging after a key acquisition.
- Led Brand Marketing efforts across multiple channels.
- Reported directly to the founder and CEO.
Head of Design @ Icalia Labs 🇲🇽
Nearshore Software Dev Company — Monterrey, NL, MX
Mar 2017 — Nov 2018
Icalia Labs is a nearshore software development company that helps customers —from startups to Fortune 500 companies— to prototype, test and build technological platforms in all types of industries.
My role at Icalia Labs:
- Scaled demand and operations for a consultancy product based on Google’s Design Sprint methodology: from pilot to profitable in <12 months.
- Developed a structured hiring process for Full Stack Designers.
- Implemented custom career paths and individual skill maps + career ladders.
- Mastered facilitation + quick validation skills by running 20+ (Google Ventures) Design Sprints.
- Revamped the brand identity as well a variety of sales collaterals like: decks, marketing website, case studies and more.
Co-Founder & Director @ Raidho Aesthetics 🇲🇽
Digital Design Services Boutique Studio — Monterrey, NL, MX
Mar 2011 — Mar 2017
Raidho Aesthetics is a digital design studio that leverages branding and interactive principles to build experiences and narratives that aid companies across Technology, Science, Education, Design and Culture to achieve their business goals.
My role at Raidho Aesthetics:
- Co-founded this company together with 3 outstanding Mexican designers as an outlet for our wide curiosity about Visual Design in its diverse platforms.
- We managed to scale our company to a strong Design studio with national recognition.
- As a Director I was responsible for general operations, sales and finance — along with my participation in a myriad of branding and interactive design projects.
- Led the operationalization our individual approach to design — translating it to templates, processes and practices.