Guillermo “Memo” Raya

I’m Guillermo “Memo” Raya, though most people call me Memo.

I’ve never been the deepest specialist in any one room. What I’ve usually been is the person who’s spent time in the most rooms — agency rooms, platform rooms, enterprise rooms, boardrooms, workshops. Commerce teams, content teams, data teams, technology teams, and the business leaders accountable for all of it.

Most people doing this kind of work spend their careers on one side of those walls. I’ve spent mine moving between them, which mostly means translating — explaining to a platform team why something the brand team cares about isn’t just a detail, and explaining to a business stakeholder why a technical constraint isn’t just a technicality.

Somewhere in all that translating, I started noticing the same thing over and over: the divisions between commerce, content, data, and customer experience aren’t natural. They’re organizational — just a way the work got carved up a long time ago, for reasons that made sense at the time. Customers never experienced those divisions the way an org chart does. They never saw the chart.

AI is what’s making that gap impossible to keep ignoring — I wrote more about that in the first thing I published here: Why Creative Commerce →

My background is mostly enterprise commerce, content, and data programs across some of the largest organizations in Latin America — most of it within or around the Adobe ecosystem.

I’m an Adobe Commerce Champion, and I recently joined Adobe’s first AI-focused Champion initiative — a small group of us thinking specifically about how AI is reshaping the ecosystem and the wider industry. I’ve spoken at Adobe Summit, write for Adobe Experience League, and stay pretty close to Adobe’s product and partner teams as all of this develops in real time.

I’m not a developer, and I don’t run an agency. Mostly what I do is sit between disciplines — commerce, content, data, technology, and increasingly AI — and help people in each of those rooms understand what the others are seeing.

Most of that happens through conversation: workshops, advisory work, strategy sessions, and more and more, talks and writing like this.

I’m based in Mexico City, and I work with organizations across Latin America and the wider Adobe ecosystem.