Transform
Digital Transformation
Enterprise platforms, operating models, vendor selection, rollout planning, adoption, governance, and change management.
Technology · Growth · Data · Product
Javier F.
Salinas.
I build systems that help organizations grow, retain customers, and operate better.
I work across digital transformation, growth strategy, member/customer engagement, BI, AI, and enterprise platforms. My work connects strategy with execution — turning messy operational problems into scalable systems, measurable experiences, and better decisions.
10+Years across technology, growth, operations, and product
30+Major initiatives across platforms, dashboards, growth, and AI
4Core operating domains: transformation, growth, data, and product
70+Countries in global operating environments
Organizations, clients, and platforms I've worked with
A mix of organizations I've worked for or advised, plus enterprise platforms I've helped implement, evaluate, or operationalize.
Organizations & clients
Platforms & technologies
What I work on
I connect business strategy with implementation. The work usually starts with ambiguity — growth gaps, fragmented systems, manual processes, poor visibility, or disconnected customer/member journeys — and turns into operating systems people can actually use.
Grow
Growth & Engagement
Member/customer journeys, retention strategy, activation, segmentation, lifecycle engagement, growth loops, and value delivery.
Decide
Data & BI
Dashboards, engagement scoring, predictive signals, executive visibility, KPI/CPI frameworks, and decision systems.
Build
Product, AI & Automation
AI-enabled workflows, product concepts, internal tools, automation, feedback triage, and new venture development.
Flagship work
A few projects that best represent how I think, lead, and build across growth, data, product, and transformation. Tap any project to expand.
Growth · Engagement · Retention
Growth & Member Engagement Operating Model
Developed and implemented member/customer engagement initiatives that shifted the organization from generic benefits delivery toward a more intentional engagement, activation, and retention model.
Growth · Engagement · Retention
Growth & Member Engagement Operating Model
Developed and implemented member/customer engagement initiatives that shifted the organization from generic benefits delivery toward a more intentional engagement, activation, and retention model.
Highlights
OutcomeHelped connect member value, retention, and growth into a more intentional operating model.
BI · Retention · Member Success
Member Engagement Dashboard
Designed dashboard concepts with BI partners to help leaders understand engagement, integration, product usage, retention signals, and member segments.
BI · Retention · Member Success
Member Engagement Dashboard
Designed dashboard concepts with BI partners to help leaders understand engagement, integration, product usage, retention signals, and member segments.
Designed with BI/analytics partners — I defined the concepts, metrics, and decision questions; the analytics team built the underlying data model.
Highlights
OutcomeTurned member engagement from anecdotal feedback into measurable signals leaders could use.
Data · Retention · Enablement
Predictive Renewal & Member Journey Rollout
Spearheaded a Domo Predictive Renewal dashboard that flagged high-churn members so chapter leaders could reach out before renewal season.
Data · Retention · Enablement
Predictive Renewal & Member Journey Rollout
Spearheaded a Domo Predictive Renewal dashboard that flagged high-churn members so chapter leaders could reach out before renewal season.
EO's Insight & Analysis team created the underlying machine-learning model. I spearheaded the Predictive Renewal dashboard in Domo — surfacing high-churn members so chapter leaders could understand their engagement and reach out before renewal season — and translated the data into an actionable retention process and enablement approach.
Highlights
OutcomeHelped move retention work from reactive renewal outreach toward proactive, data-informed conversations before renewal season.
Digital Transformation · Enterprise Systems
Enterprise Digital Transformation Portfolio
Led and supported a portfolio of enterprise platform initiatives across CRM, identity, subscriptions, service operations, community, productivity, API, BI, and project management systems.
Digital Transformation · Enterprise Systems
Enterprise Digital Transformation Portfolio
Led and supported a portfolio of enterprise platform initiatives across CRM, identity, subscriptions, service operations, community, productivity, API, BI, and project management systems.
Highlights
OutcomeHelped modernize the operational backbone of a global organization and improve visibility, scalability, and consistency across core systems.
Digital Transformation · B2B E-commerce · Enterprise Systems
Donaldson B2B E-commerce Platform
Led the development of a new B2B e-commerce platform, replacing a legacy buyer/sales system that had to be installed on customers' own machines.
Digital Transformation · B2B E-commerce · Enterprise Systems
Donaldson B2B E-commerce Platform
Led the development of a new B2B e-commerce platform, replacing a legacy buyer/sales system that had to be installed on customers' own machines.
Led the build of Donaldson's B2B e-commerce platform — moving customers off legacy software installed on their own systems and onto a modern web storefront, and migrating the full product catalog across the company's business units.
Highlights
OutcomeReplaced an install-on-client legacy system with a modern B2B e-commerce platform and migrated more than 100,000 SKUs across Donaldson's industrial, automotive, defense, and rotorcraft business units.
Growth Strategy · Digital Strategy · Healthcare Financing
Alivio Digital Growth Strategy
Developed a digital growth strategy for a healthcare-financing company to move from traditional sales channels toward a more scalable digital platform and performance-driven acquisition engine.
Growth Strategy · Digital Strategy · Healthcare Financing
Alivio Digital Growth Strategy
Developed a digital growth strategy for a healthcare-financing company to move from traditional sales channels toward a more scalable digital platform and performance-driven acquisition engine.
The strategy laid out a roadmap to more than double digital sales by reworking the awareness-to-cash journey end to end. (Exact figures kept confidential.)
Highlights
OutcomeCreated a roadmap to improve digital acquisition, conversion, customer experience, and data-driven decision-making.
AI Product · Healthcare Operations · Founder Project
Nidl
Built an AI operations layer concept for clinics that turns intake, admin requests, and fragmented workflows into structured, reviewable queues.
AI Product · Healthcare Operations · Founder Project
Nidl
Built an AI operations layer concept for clinics that turns intake, admin requests, and fragmented workflows into structured, reviewable queues.
Highlights
OutcomeShows my ability to build from zero: product strategy, positioning, UX thinking, technical architecture, and AI-enabled workflow design.
nidl.ca
Implementation portfolio
A collection of enterprise systems I have helped lead, implement, operationalize, or support — from discovery and vendor coordination to rollout, adoption, and governance. Proof points, not full case studies.
Enterprise platforms
Altai Systems
Altai CRM
Fragmented member data and an aging CRM limited operations and reporting.
Altai Systems
Altai CRM
Fragmented member data and an aging CRM limited operations and reporting.
My role
Took the implementation through launch, stabilization, and handoff — vendor coordination, UAT, training, and launch readiness.
What changed
Modernized member-data management with a cleaner foundation for reporting and integrations.
ImpactA launched, stabilized system handed to the support team — and a stronger base for member data, reporting, and future integrations.
Microsoft 365
Microsoft 365 Enterprise
Fragmented collaboration and legacy tools across departments and geographies.
Microsoft 365
Microsoft 365 Enterprise
Fragmented collaboration and legacy tools across departments and geographies.
My role
Led rollout planning, migration coordination, governance, training, and adoption across a global organization.
What changed
A standardized collaboration environment and a stronger base for remote, cross-functional work.
ImpactReduced reliance on legacy tools and gave teams a more consistent way to communicate and share across departments and geographies.
MuleSoft
MuleSoft API Implementation
Brittle point-to-point integrations couldn't scale with the growing ecosystem.
MuleSoft
MuleSoft API Implementation
Brittle point-to-point integrations couldn't scale with the growing ecosystem.
My role
Coordinated an API-led integration program across business stakeholders, technical teams, and vendors — requirements, dependencies, data flows, and governance.
What changed
A cleaner, more scalable integration architecture across CRM, billing, identity, community, and analytics.
ImpactReplaced fragmented point-to-point integrations with an API-led foundation that scales with the ecosystem.
Auth0
Auth0 Identity Modernization
Inconsistent logins and access across a growing set of digital tools.
Auth0
Auth0 Identity Modernization
Inconsistent logins and access across a growing set of digital tools.
My role
Coordinated identity and single sign-on delivery across technical teams and vendors, with close attention to security and UX.
What changed
A more secure, consistent login experience across the technology ecosystem.
ImpactStandardized identity and SSO — improving security and access while reducing fragmented logins.
Revenue, service & operations
Chargebee
Chargebee Billing
Manual billing, payments, and subscription processes slowed finance operations.
Chargebee
Chargebee Billing
Manual billing, payments, and subscription processes slowed finance operations.
My role
Led the implementation through launch and continued multi-chapter rollout — planning, vendor coordination, testing, and executive updates.
What changed
Modernized finance operations and reduced manual billing work.
ImpactLaunched and continued into further chapter rollouts — a more automated, scalable subscription and billing process.
HubSpot Service Hub
Service Hub / Ticketing
Informal support channels meant limited visibility and accountability.
HubSpot Service Hub
Service Hub / Ticketing
Informal support channels meant limited visibility and accountability.
My role
Led implementation and designed ticketing and service workflows — process alignment, testing, training, and rollout.
What changed
Centralized support with clearer request tracking and follow-up.
ImpactBetter visibility into service demand and response, and clearer accountability for requests across operational teams.
Samepage
Samepage Retirement
A legacy collaboration platform needed to be retired without losing files or workflows.
Samepage
Samepage Retirement
A legacy collaboration platform needed to be retired without losing files or workflows.
My role
Planned the migration and decommissioning — dependencies, timelines, communications, and making sure users had alternatives in place before shut-off.
What changed
A simpler collaboration ecosystem consolidated onto standardized tools.
ImpactRetired a legacy platform cleanly — files, workflows, and users moved onto the Microsoft 365 and monday.com suite without disruption.
Hivebrite
Hivebrite / EO Hub
A dated digital community experience limited how members connected beyond their chapters.
Hivebrite
Hivebrite / EO Hub
A dated digital community experience limited how members connected beyond their chapters.
My role
Supported the community-platform build across profiles, directories, CRM sync, SSO, events, payments, migration, content, and rollout — plus user testing and feedback.
What changed
A more modern community and engagement hub for a global membership.
ImpactGave members a stronger way to find each other and engage beyond their local chapters.
Data & visibility
Association Analytics
Association Analytics / BI
Data existed but wasn't reliably turned into usable insight for leaders.
Association Analytics
Association Analytics / BI
Data existed but wasn't reliably turned into usable insight for leaders.
My role
Coordinated reporting requirements, dashboard validation, and BI enablement, tied into the CRM modernization and continuity planning.
What changed
Connected data to dashboards and reporting that support faster, better-informed decisions.
ImpactMade the CRM part of a larger data and reporting modernization, turning raw data into usable insight for leaders.
monday.com
monday.com PMO / Portfolio
Project tracking was fragmented across spreadsheets and informal reporting.
monday.com
monday.com PMO / Portfolio
Project tracking was fragmented across spreadsheets and informal reporting.
My role
Stood up the project portfolio platform — intake, governance, red/amber/green (RAG) health tracking, timelines, risk, and capacity.
What changed
A standardized, transparent way to manage strategic work at scale.
ImpactBetter visibility into major projects, stronger prioritization and accountability, and the backbone for later dashboard and capacity-planning work.
monday.com
Executive Project Dashboard
Leadership lacked a live view of project health, risk, and priority alignment.
monday.com
Executive Project Dashboard
Leadership lacked a live view of project health, risk, and priority alignment.
My role
Designed an executive dashboard from portfolio data — health, stage, planned vs. current timeline, sponsors, priority, risk, and PM effort.
What changed
One place to see the full portfolio and its link to organizational priorities.
ImpactA clearer connection between projects and priorities, and a step toward a more mature portfolio-management model.
Financial services & enterprise
Morgan Stanley · Financial Services
Securities-Based Lending Platform
Part of the project team building a new system for Morgan Stanley clients to borrow against their stock holdings.
Morgan Stanley · Financial Services
Securities-Based Lending Platform
Part of the project team building a new system for Morgan Stanley clients to borrow against their stock holdings.
My role
Worked within the delivery team on the new securities-based lending platform — the system that lets Morgan Stanley clients access loans backed by their stock portfolios.
What it enabled
A way for clients to borrow against their holdings without liquidating their positions.
ImpactContributed to delivering a new securities-based lending capability for the firm's wealth-management clients.
Bank of America · Financial Services
Merrill Lynch / Bank of America Integration
Part of several projects migrating and integrating systems across the Merrill Lynch–Bank of America merger.
Bank of America · Financial Services
Merrill Lynch / Bank of America Integration
Part of several projects migrating and integrating systems across the Merrill Lynch–Bank of America merger.
My role
Worked on several projects within the Merrill Lynch and Bank of America merger, migrating and integrating systems across the combined organization.
What it enabled
Systems and data brought together as two large institutions became one.
ImpactHelped integrate technology across one of the largest financial-services mergers of its time.
AI, products & ventures
Alongside enterprise work, I build and test product concepts — especially where AI, workflows, marketplaces, and operational friction intersect.
AI · Healthcare ops
Nidl
An AI operations layer for clinics — turning intake, admin requests, and fragmented workflows into structured, reviewable queues.
nidl.caAI · Product ops
AI Testing & Feedback Triage Tool
An AI-assisted workflow to synthesize user-testing feedback, categorize themes, and help product teams move faster from qualitative feedback to action.
Earlier build
Bulko
An early e-commerce / logistics venture in Mexico — an entrepreneurial learning project where I owned product, pricing, and operations end to end.
Earlier venture
AgriTech · Sustainability
Hydroal
A venture supplying high-quality, nutrient-rich hydroponic green fodder — built to boost agricultural productivity and advance livestock-feed production through greater automation and more sustainable operations.
Venture
Thinking, strategy & playbooks
Some of my strongest work has been turning complex ideas into strategy documents, operating models, dashboards, and playbooks that teams can use.
Reinventing Growth Operations
A growth operating model focused on breaking silos, connecting acquisition and retention, and building a cross-functional growth system.
Case study coming soon
Going Digital
A digital transformation guide spanning people, process, technology, mindset, customer experience, data, agile thinking, lean execution, content, and performance.
Case study coming soon
Alivio Digital Growth Strategy
A practical growth roadmap for moving a traditional healthcare-financing business toward a digital platform, better data, and performance-driven acquisition.
Case study coming soon
Member Engagement Dashboard Concept
A BI concept for measuring engagement, member integration, product usage, renewal outlook, and segmentation.
Case study coming soon
Predictive Renewal Rollout
A data-to-action enablement approach for turning predictive renewal insights into member-journey conversations.
Case study coming soon
07 — Contact
Have something worth building? Let's talk.
I'm interested in roles and projects where technology, growth, data, and product meet — especially when the problem is complex, cross-functional, and worth turning into a system.