Federico M. Villarruel

Fedini

Fundador | Estrategia y Producto

• I founded and led Dini, an artificial intelligence sales agent that operated in more than 50 e-commerce and retail businesses.
• I defined the strategic plan and go-to-market: target customer, value proposition, pricing and acquisition channels.
• I designed the business metrics system: acquisition, activation, retention and revenue.
• I discontinued the operation in August 2026 and led the wind-down and client transition.

SIMPLEX Ecommerce

Coordinador de New Business

• Consumer goods e-commerce, the No. 1 consumer goods seller and No. 3 seller across the entire Mercado Libre Argentina platform, with its own nationwide distribution and logistics.
• I expanded the catalogue from 3,500 to 5,000 SKUs, adding 1,500 new SKUs in five months (+43%). The expansion generated between 200 and 400 additional carts per month.
• I led Proximity, the immediate-delivery operation under the Ecomódico brand within Mercado Libre Delivery, achieving delivery times under 30 minutes. I managed the full pipeline: prospecting, proposal, negotiation and closing, and built partnerships with technology and commercial partners.

Coca-Cola FEMSA

Analista de Desarrollo Comercial | Canal Tradicional

• I led the local implementation of P.A.C.E. LAB (Profit Acceleration with Consistent Execution), a Trade Marketing pilot with The Coca-Cola Company across 8 self-service stores in Buenos Aires using sensor technology and AI at the point of sale. I coordinated regional suppliers and internal execution.
• I led an AI-powered suggested-order system for the field sales force, based on geolocation, purchase patterns and the store’s socioeconomic level; I also led a dynamic pricing and promotions project in back office.
• I developed the Traditional Channel across direct and indirect sales. I built sales reports and KPI tracking in Power BI by channel, region and segment; I was the go-to resource for Excel and Google Sheets. I segmented and prioritized points of sale and received internal recognition for "Obsessive and Customer-Centred Focus".

Coca-Cola FEMSA

Operador de Canales Digitales y Televenta | Contact Center Comercial

Atención y venta a clientes del canal mediante televenta y canales digitales. Desarrolló sobre VBA de Excel un sistema de automatización y comunicación masiva para la operatoria de WhatsApp del equipo, que elevó un 5% la efectividad de los operadores. Presentó la iniciativa a la Dirección Comercial, instancia que derivó en su promoción a Analista de Desarrollo Comercial.

Decks Corporation

Fundador

E-commerce B2B/B2C de mazos de cartas de colección. Federico Villarruel fundó el negocio a los 17 años y lo escaló hasta consolidar una base recurrente de clientes. Manejó la operación completa: importación, pricing, surtido, logística y marketing de performance. Desarrolló el canal mayorista B2B para diversificar ingresos, y vendió la marca a los 20 años conduciendo la valuación, la negociación y la transición con el comprador.