Sam Portillo
Founder & Strategic Director @El Fin
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WORK HISTORY
Founder & Strategic Director @El Fin
San Salvador, SV
EL FIN is the design and strategy underlayer behind many of the ventures I build and support. As Founder and Strategic Director, I work with founders across Europe, the US, and Latin America to shape ideas, build brand systems, and co-create products that work in the real world.We\'ve been AI-native for two years → agentic workflows, token-optimized pipelines, and internal tools built around LLMs, not retrofitted with them.We run a modular subscription model across four pods:→ Design → brand architecture, identity, design systems→ Editorial → content, LinkedIn, long-form, campaigns→ Digital → product, web, interactive→ AI/3D → image, video, and copy pipelines at scaleClients subscribe to what they need and scale up or down without rewriting contracts.My work spans early concept shaping, brand architecture, product strategy, and ongoing creative partnership for companies building with intention and long-term thinking.Recent work includes:→ AI image production pipelines for a LATAM food group→ Brand architecture and positioning for an AI advisory firm targeting PE→ Landing page and positioning for an AI coding agent platform→ Inventory, content, and revenue systems for a US restaurant group→ Campaign systems and content engines for European foundersFor inbound → s•••@eselfin.com.
EDUCATION
ITCA
Graphic Design
MIT Professional Education
Applied Generative AI for Digital Transformation
Escuela de Comunicación Mónica Herrera
Diseño Estratégico, Business Strategy
Escuela Panamericana
Físico Matemático
SKILLS
ABOUT SAM PORTILLO
I run EL FIN, an AI-native strategic design studio. Founders come to us when they need more than a logo or a landing page. They need someone who can think with them, shape the idea, and build the systems that carry it forward. EL FIN has been AI-native for two years. Not \"we use ChatGPT sometimes\" → agentic workflows, token-optimized pipelines, and internal tools built around LLMs from day one. We write our own automations (Nudge, our internal agent). We ship our own products (Subscriptions, Studio, Core). The way we work is the differentiator, not the deliverable. What we do: → Brand architecture and strategy for founder-led companies → AI-integrated design ops (content pipelines, production systems, agentic workflows) → Internal tools and custom dashboards for teams that outgrew Notion→ Campaign engines and content systems built to run without us I\'m also a founder outside the studio. I co-own 2fifty BBQ (James Beard and Rammy-nominated, DMV area), AMPD Labs (fintech center of excellence, Zug), and CAPSLOCK (AI ops, El Salvador). I design the systems I run. Clients get an operator\'s lens, not a vendor\'s. Based in Berlin. I work between Germany, Switzerland, Washington DC, and El Salvador. If you\'re building something ambitious and want a studio that can strategize, design, and ship → h••••@eselfin.com.
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