Curriculum vitae
Pablo Pereyra
Marketing Technology Leader · AI-native · Web & Revenue Platforms
Based in Europe · Open to relocating to the US or Europe · Email · LinkedIn
Summary
I build the systems that turn a company website into a revenue engine. At Hostfully, a US-based SaaS company, I grew marketing web from a one-person role into a Marketing Engineering function. With a two-engineer team we rebuilt the site in 14 languages and built our own demo-booking, lead-recovery, analytics and publishing stack. The website is now the source of most of the company's pipeline. Before that, 120+ web projects for clients in 7 countries, from banks and global brands to bands and football clubs.
Experience
Hostfully
Apr 2022 – PresentRemote · US-based property-management SaaS
Joined as the only web developer on the marketing team, with requests arriving by email and Slack, landing pages spread across three domains and a redesign stalled at an agency. Built it into Marketing Engineering: I manage a second engineer plus agencies and freelancers. We own the marketing website, martech integrations, data, infrastructure and releases for Marketing and RevOps.
Revenue & conversion
- Proposed and led Symphony, a ground-up rebuild of hostfully.com (design system, 23 structured content types, in-house conversion stack), launched in 14 languages in Feb 2026. Website leads +22% and SQLs +14% per month vs. 2025.
- Built the Book a Demo engine and lead preservation with RevOps: booking, dynamic time zones, CAPTCHA, UTM attribution and Salesforce hand-off. Visitors who start a demo but never book are no longer lost: 3,802 leads and 1,010 SQLs since 2024.
- Made the site paid-ads ready: ad landing pages, Google and Meta conversion events, Pardot, Qualified and a Maxio self-serve signup. With paid campaigns landing on the new site, the website's share of new pipeline reached 76% in 2026.
- Rebuilt the pricing page when pricing went public (May 2026): search impressions grew 11× in the following three months.
Platform & engineering
- Led a two-engineer team that shipped 21 in-house plugins and apps (1,671 commits since June 2025, ~78% my own): the Symphony theme, demo engine, landing-page generator, promotions engine, public lead-gen tools, first-party analytics and a Martech Portal.
- Made publishing self-service: designers, writers and agencies publish through role-based approvals, Jira audit trails and Slack alerts. 95% of changes arrive through automated importers, with ~4,250 items published or updated and a record 1,065 in one week.
- Turned a hosting ultimatum into a better platform. When our managed host demanded a costly upgrade, I led the move to self-managed AWS at 61% lower first-year cost. We then took Core Web Vitals from failing to passing.
- Extended the platform to a second company website, from migration to production launch (Oct 2026), reusing themes, widgets, Salesforce routing and conversion tracking.
Data & measurement
- Built cookie-free, first-party analytics with bot filtering (about half of raw page views were bots), real-time sync into the RevOps data platform, regional consent (EU opt-in, US opt-out, GPC) and a dedicated AI-referral channel.
- Drove attribution with RevOps: analyzed 2,624 demo leads, showed that 12.5% convert on a different channel than the one they arrived from, and proposed a first/last-touch model in Salesforce.
Operations & leadership
- Built Marketing's operating model from zero: created its Jira (6,684 requests tracked, 1,447 opened by automations I built), sprints, point estimation, preprod, QA/UAT, weekly releases and a hotfix pipeline with rollback. Median closure time for cross-team requests fell from 60 to 21 days.
- Early wins: finished the stalled agency redesign in-house (Dec 2022) and moved 66 HubSpot landing pages onto the main domain under a contract deadline. Launched Spanish, French and Portuguese before the 14-language relaunch.
AI-native
- Build: AI is in my daily engineering loop: architecture, code, reviews, tests and documentation. Most of our 21 tools were built this way.
- Market: llms.txt and LLM-visibility work, a dedicated AI-referral channel in analytics, and AI-bot rate limiting.
- Automate: a Jira-automated, AI-assisted content pipeline and a Whisper + LLM tool that processes 300+ webinars into reusable content.
- Govern & enable: guardrails for AI-assisted content, and safe AI skillsets that let non-engineers build tools on our platform.
Earlier career
Onetree · Senior Frontend Developer (contract)
2016 – Jul 2022 · also 2012- Care Angel (now Empower Health), US health-tech: six years as the dedicated frontend developer in an Angular/.NET product team, from AngularJS to Angular 13 (TypeScript, SASS).
- Inter-American Development Bank: front end for the Transport Gender Lab, integrated into Drupal. Venevision (Cisneros): pixel-perfect front end for its news site.
- Government portal (2012): theme and front end for Uruguay's Ministry of Industry, Energy and Mining on Liferay, following national accessibility guidelines; ran internal Liferay training for Onetree's developers.
US agency work · In-Prove / SHERPA Global, Atlanta
2011 – 2024Thirteen years building and maintaining sites for nearly 40 US clients, in Jira and Teamwork with US project managers, from staging to go-live.
- Brands: Rinnai (2012 responsive redesign, later paid-search landing pages), Jacuzzi, Neenah Paper, Supreme Corporation.
- Commerce & learning: WooCommerce stores for Bluewater Ropes and Veer; ticketing and checkout donations for the Center for Civil and Human Rights; LMS platforms for IHTI and Families First.
Own web studios · Break On → Florida Conecta → Dark Matter
2011 – 2022About 90 projects for companies in Uruguay and abroad, from design and build to hosting and long-term support: Montevideo Wanderers FC, the Uruguayan Basketball Federation, Trotsky Vengarán, the Punta del Este Hotel Association, Mayfer (Massey Ferguson), Theodor (Paris) and more.
Meeting · Website Developer
Aug 2015 – Aug 2017Lead developer on Santander Bank Uruguay's Drupal portal; the Mosca Hnos. extranet in WordPress; site and database migration for Traductores Públicos.
LACNIC · Web Developer
2010 – 2011Liferay-based institutional and internal sites for the Internet address registry for Latin America and the Caribbean.
Early years · Uruguay & Mexico
2005 – 2010First web job at ZonaWeb; then art director at Revista Liga-T and in-house designer at Grupo Inco in Aguascalientes, Mexico; freelance web design back in Montevideo.
Skills & tools
- Web & engineering
- WordPress (custom themes and plugins), WPML, PHP, JavaScript, TypeScript, Laravel, Angular, Drupal, HTML/CSS, SQL, Git
- Infrastructure
- AWS Lightsail, Nginx, Redis, MySQL, preprod and QA/UAT, release and hotfix governance, security hardening
- Martech & data
- Salesforce, Salesforce Account Engagement (Pardot), HubSpot, Qualified, Maxio/Chargify, GA4, Google Tag Manager, Search Console, Google and Meta Ads conversion tracking, consent management
- AI
- Anthropic Claude, OpenAI (incl. Whisper), Cohere, AI-assisted development, LLM workflows, llms.txt / GEO
- Design
- Figma, Photoshop, Illustrator, XD, After Effects, Premiere Pro
Education
- Universidad ORT Uruguay
- IT Analyst program, six semesters completed
- University of Cambridge
- First Certificate in English (FCE)
- Círculo Informático
- Web Design & Development
- NeoNet Academy
- Graphic Design
Languages
English: full professional (bilingual) · Spanish: native
Beyond work
Multi-instrumentalist releasing psychedelic, experimental instrumental music since 2007. I record, mix, design the covers and edit the music videos myself. Listen →