AI-Native Operator
Production systems, not prototypes.
Candidate investment memo13.08.2026
Candidate 001 / Vice CEO
Diego
Peco
Available for diligence
An AI-native operator
built for execution.
AI · Digital · E-commerce · Business
View candidate memo ↗Barcelona, SpainGuesty — AI Transformation ManagerVice CEO → CEO
01
Investment thesis
Why Diego?
I am not applying because I have already been a DTC CEO.
I am applying because my operating background gives me the foundation to become one.
Digital Foundation
Marketing education with practical digital execution.
Hands-On E-Commerce
Built and operated an independent online store.
Builder Mentality
Moves from problem to process to production.
Enterprise Experience
Five years inside a complex global organization.
CEO Ambition
Explicit appetite for increasing ownership.
02
Operator track record
Evidence over adjectives.
A track record spanning enterprise execution, AI transformation, e-commerce and scaled digital media operations.
E-commerce revenue
Unleash the Viking
Savings delivered
First four months at Guesty
Monthly video views
Faceless YouTube portfolio
Connected-call conversion
AI SDR Voice Agent
Enterprise experience
Bayer Radiology
03
Role fit
Mandate × capability
Vetted needsDiego bringsAssessment
AI-first operatorProduction AI systemsconviction
Digital marketingMarketing background + own e-commerceconviction
ExecutionSystems built from concept to productionconviction
Entrepreneurial mindsetBuilt an independent digital businessreviewed
Business orientationKPI and outcome-driven operating stylereviewed
CEO ambitionExplicit career objectivereviewed
Scaled DTC leadershipDevelopment areadevelopment
Large-scale sourcingDevelopment areadevelopment
04
Digital assets
Built from zero.
Asset 01 / Independently operated
Unleash
the Viking
$50k+ revenueA Nordic mythology e-commerce brand built and operated independently — practical exposure to the full online-business loop.
- Store creation
- Catalogue & product
- Pricing
- Digital acquisition
- SEO & social
- Conversion
- Customer journey
- Operations
Asset 02 / Media operations
Faceless YouTube Portfolio
Millionsof monthly views, consistentlyRan several channels, grew one to 60k subscribers and coordinated up to 10 freelancers at once.
Asset 03 / Early digital commerce
Instagram Theme Pages
Promotionssold directly to advertisersBuilt audiences and monetized attention through paid placements — an early lesson in distribution, offer and digital sales.
05
Initial hypotheses
Profitable scale.
Based exclusively on public information. To be validated through diligence.
Preserve what works.
Accelerate what compounds.
Growth drivers
Creative velocity
AI-assisted creative production to increase high-quality concepts tested — more learning per week, with premium identity protected.
Organic distribution
A creator, clipping and social distribution system built around hooks, formats, measurement and iteration.
International expansion
Prioritize markets through demand, CAC, conversion, shipping economics and contribution margin; accelerate localization with AI.
CRM & lifecycle
Explore segmented campaigns, collectors, repeat customers, drops, abandonment, winback and Members Club.
Conversion & merchandising
Study discovery, best sellers, collections, bundling, AOV, recommendations, landing pages and checkout friction.
Category expansion
Evaluate customer adjacency × brand fit × margin × demand × operational complexity.
Profit drivers
AI operating leverage
Automate repetitive workflows without adding complexity in proportion to revenue.
Creative economics
Increase creative output per production euro without reducing brand quality.
Marketing allocation
Move resources toward channels, markets and creatives with proven incremental contribution.
Operating automation
Improve reporting, analysis, customer intelligence, content workflows and information flow.
06
AI operating leverage
Applied to operations.
01Identify→
02Build→
03Deploy→
04Measure→
05Improve
AI is not the proposition.
It is operating leverage across creative, content, localization, customer intelligence, CRM, reporting, operations and decision support.
The discipline already exists.
Diego builds real systems in production. DTC is a new context for the same identify-build-deploy-measure-improve loop.
07
Risks & mitigants
Underwritten honestly.
No scaled DTC CEO track record.
Mitigant
Cross-functional operating experience, entrepreneurial e-commerce exposure and demonstrated learning velocity.
Limited scaled paid-media ownership.
Mitigant
Marketing foundation, practical digital experience, analytical mindset and access to Vetted’s expert network.
No prior full-company P&L ownership.
Mitigant
Strong business orientation and an explicit 12–18 month development path built into the mandate.
Limited large-scale supplier experience.
Mitigant
A clear learning priority supported by experienced operators inside Vetted.
08
First 90 days
How I would approach the mandate.
Learn before prescribing. Build visibility before allocating. Scale only after the evidence is clear.
Understand the engine
Customers, channels, geography, conversion, repeat purchase, AOV, contribution economics, products, creative, operations, suppliers and team.
Identify the drivers
Find the few variables with the greatest impact on revenue, contribution, margin and growth velocity.
Build the cadence
Daily critical signals. Weekly driver review. Monthly contribution economics. Quarterly allocation.
Scale what works
Increase investment behind proven markets, products, channels, creatives and customer segments while protecting profitability.
Final investment case / Recommendation
He may not have done this exact job before —
but you should meet him.
- Production AI operator, not AI theorist.
- Unusual intersection of AI, digital, e-commerce and business.
- High learning velocity and execution bias.
- Explicit ambition to grow into the CEO mandate.