Francisco Martínez

About Francisco Martínez

Senior Technology Leader | Fractional CTO | VP of Engineering with over 20 years of experience, driving digital transformation, AI enablement, and modern engineering practices across enterprise-scale marketing and product organizations. Proven track record leading large distributed teams, modernizing legacy ecosystems, and delivering high-impact customer experiences. Major in Computer Science & Master of Science in Electronics & Communications Engineering.Certified: SAFe Product Manager/Product Owner, Microsoft Azure Solutions Architect Expert, AWS Solutions Architect, Digital Product Management Darden School of Business.

Experience

1. VP, Technology & Product

   VML

   Apr 2021 — Present · CA, US

   Led enterprise-wide transformation from a traditional agency model to a modern, product-centric, and AI-enabled operating model, anchored in Scaled Agile (Pods & Squads), Continuous Delivery, DevOps, and AI-enabled workflows.• Defined and implemented a shared architectural vision and operating model across North America and California, standardizing engineering, product management, and delivery practices, including tools, processes, and governance.• Directed and scaled cross-functional engineering organizations (100+ resources) across onshore and offshore teams, including software engineering (.NET, React, Next.js, Sitecore), DevOps, QA automation, release management, product owners, and technical project managers. • Played a key leadership role in multiple mergers and organizational transformations (POSSIBLE → Wunderman Thompson → VML), leading technology audits, integration strategies, and the standardization of delivery models, tools, and roles.• Leading AI-driven transformation initiatives, building an agentic ecosystem of tools and processes to optimize campaign management, content supply chain, and vehicle/model launch workflows.• Acting as Fractional CTO embedded within client leadership (Honda North America), defining and executing strategies across digital transformation, AI enablement, CX innovation, site reliability, observability, personalization, and platform modernization (cloud, composable, headless architectures).• Led Content Operations Automation (Phase 1 MVP), increasing speed to market, improving content quality through automation, and reducing operational costs.• Transitioned engineering practices from Git Flow to GitHub Flow, enabling true continuous delivery supported by feature flags/toggles and content versioning strategies.• Established Site Reliability Engineering (SRE) and incident management practices, including QA automation (Playwright), observability (Sentry, AppDynamics), monitoring/alerting, and technical debt reduction.

Education

• Tecnológico de Monterrey

  MSc., Electronic Engineering (Telecommunications)

  2005 — 2007

• Tecnológico de Costa Rica

  Bachelor, Computer Science

  2000 — 2004

Skills

• Microsoft Sql Server
• User Experience
• Sdlc
• Social Media
• Solution Architecture
• Enterprise Search
• Agile Methodologies
• Solr
• Management
• Enterprise Architecture
• Java
• Product Management
• .net Framework
• .net
• Resource Management
• Technical Audits
• Mobile Strategy
• Web Services
• Project Management
• Professional Services
• Web Analytics
• Sharepoint
• Enterprise Architecture Planning
• Mobile Devices
• Fast Esp
• Mobile Applications
• Databases
• Jquery
• Web Applications
• Performance Tuning
• Mobile Platforms
• Operations Management
• Digital Strategy
• Web Development
• SEO
• Business Analysis
• Business Development
• Software Development
• Outsourcing & Offshoring