I am Federico, founder and principal of Mixto. My passion lies at the intersection of new product development and the relevance of Hispanics for businesses.

​

I am a strategy professional with over 15 years of experience in ideation and new product development. I am focused on innovation and have developed expertise in identifying emerging trends and assessing competitive landscapes to build products that address unmet customer needs. I have held product leadership roles in Fortune 100 companies, including a Principal Product role at Amazon and a Product Director position at American Express. My experience includes creating relevant solutions for various customer types, including B2B customers, sellers, partners, and consumer segments such as affluent, mass, and underserved. My product development and ideation approach is rooted in working backward from customer needs, generating actionable insights through mixed-method research.

 

As a Hispanic professional, I've witnessed firsthand Hispanics' growing relevance and influence. Based on compelling data and trends, I believe that Hispanics represent one of the most significant business opportunities and cultural changes in the U.S. in decades. By combining cultural insights with my strategic product development skills, I guide organizations in creating products and services that resonate with Hispanic and non-Hispanic customers.