Building high-impact products from customer pain to global scale.
I am a customer-obsessed product leader and 2x founder with 12+ years driving 0-to-1 innovation and scaling international platforms to tens of millions of users across B2B SaaS, Marketplaces, Fintech, and AI.
How I Create Value
Combining executive strategic vision, analytical rigor, and hands-on builder craftsmanship to build products people love and businesses thrive on.
Product Leadership
Proven track record leading world-class, cross-functional engineering, design, and analytics squads globally. Experienced managing market P&Ls, setting high product standards, and scaling platforms up to 60M+ MAU.
Key Proof Points
- Led teams across Europe, Latin America, Middle East, and distributed hubs
- Co-owned country P&L revenue and enterprise product compliance at Personio
- Ready for Director of Product Management / VP of Product roles
Customer-First Builder at Heart
I start from first-principles customer research to uncover deep emotional and operational pain points. Whether writing code for developer plugins or architecting enterprise SaaS workflows, I build solutions that generate durable commercial value.
Key Proof Points
- 2x founder with 1 successful acquisition exit
- Over 100+ problem discovery calls and continuous user shadow sessions
- Creator of the #1 MercadoPago payment plugin on Bubble.io
AI & Multi-Domain Mastery
Deep hands-on experience building, validating, and commercializing products across a wide range of industries.
Key Proof Points
- AI & Data: chatbots, RAG, synthetic evaluation
- B2B SaaS & HR-Tech: Enterprise policy & compliance engines
- Marketplaces & Fintech: High-trust transaction funnels & localized payment rails
Selected Product Work
Deep-dives into problem framing, customer research, strategic hypotheses, execution, and quantified business outcomes.
Case Studies Under Curation
Detailed portfolio case studies are currently being polished and will be published shortly. In the meantime, feel free to get in touch to discuss past projects and specific results.
Product Advisory & Coaching
I partner with ambitious founders, executive teams, and high-potential product leaders to navigate critical growth inflection points.
Finding Product-Market Fit (0-to-1)
Transforming qualitative customer discovery into validated product hypotheses, rapid prototypes, and measurable retention signals.
Product Strategy & Vision Alignment
Landing broad founder vision into high-impact roadmaps, clear trade-offs, and measurable North Star metric frameworks.
Re-Igniting Plateaued Growth
Diagnosing retention leaks, redesigning activation funnels, and building sustainable viral/referral growth engines.
Looking for strategic product advisory or executive coaching?
Book a 30-minute discovery call to discuss your team's challenges and explore how we can collaborate.
About Martín (Tato) Panelati
I am a product leader, builder, and entrepreneur passionate about transforming ambiguous problems into beloved, scalable software. Over the past 12+ years, I have operated at every stage of the product lifecycle—from 0-to-1 customer discovery and prototyping to managing multi-market organizations for products with tens of millions of users.
Currently, I serve as PM/GM Spain & Head of Product for Time Policies at Personio, Europe's leading HR tech unicorn. In this dual capacity, I direct vision and strategy for attendance and absence policy systems while co-owning the Spanish market P&L to bridge customer compliance demands with scalable software architecture.
Previously, as Director of Consumer Products at Kavak.com (Latin America's premier VC-backed startup), I led the consumer product suite across Web, iOS, and Android during hypergrowth, transforming used vehicle purchases into a digitized, high-trust ecommerce flow.
At OLX, I grew to Head of Product after building a mobile-first classifieds marketplace from 0 to 1 that reached 4M MAU. It was subsequently merged with the core OLX product for emerging markets, scaling the unified platform to 60M+ MAU across 14 international markets.
I hold an MBA from the MIT Sloan School of Management, where I actively mentor emerging product managers. As a two-time founder with one successful strategic acquisition, I bring an owner's commercial empathy, financial accountability, and relentless customer focus to every product organization I lead.
Start a Conversation
Whether you are recruiting for a Director of Product Management / VP Product role, exploring product advisory for your startup, or looking for coaching, I'd love to connect.