About me · Guadalajara, Mexico
Jossue Alcalá
Ecommerce, Shopify and applied AI · Consultant and developer
I also build AI assistants and tools
I run ecommerce for clients like WU Nutrition and Come Verde and answer for the channel results. I also code the Shopify stores, apps, websites and AI tools their teams use to sell. My other specialty is AI applied to business: MADRE, AHP+ and Daniela are products of mine already in use. I have more than eight years in digital growth, paid advertising, SEO and conversion. Because I both decide and code, what I propose actually gets built.
In numbers
Results from my career, taken from my CV and my cases.
+8 years
Professional experience
Digital growth, paid advertising, SEO, and website improvement.
+21% MX · +35% PE
HP Inc. · sales / quarter
Commercial and demand strategies for key retailers.
+4% MX · +6% PE
HP Inc. · market share
Mexico in 2024 and Peru during my time at HP Peru.
+22%
Farmalisto · ad conversion
Brand awareness and positioning on pay-per-click (CPC) platforms.
>$1M MXN/mo
Farmalisto · advertising budget
I ran SEO and paid advertising with that monthly budget.
3.6 s CrUX
La Carnicería Virtual · mobile load
How long the main content took to appear on real visitors’ phones (LCP), according to Google data. I measured it in the store diagnosis.
What I built
Five products I made that are already running.
Public beta · Free · 0.5.2
MADRE
Your coding agents work in the same conversation and remember what was decided, without you copying and pasting between them.
See MADREFree · Open source · 1.4.1
AHP+
It keeps your project’s memory in your repository so any agent picks up where the last one stopped.
See AHP+In private beta
Bloqio Builder
You tell it what you sell and it builds a tidy page you can review and keep editing.
See Bloqio BuilderLive on wunutrition.com
Daniela
She answers your customers at any hour, recommends products from your catalog at their real price and adds them to the cart.
See DanielaCat photos: Wikimedia Commons, under free licenses (CC BY, CC BY-SA and public domain). Author and license of each photo in the Miawseo repository.
Own project
Miawseo
A cat-breed museum you explore like a metro network, with a community photo wall.
See MiawseoExperience
Where I have worked and what I did there.
Applied AI and development with AI agents
- I built and released MADRE (version 1.0 on npm): a room on your computer where Codex, Claude Code, Gemini CLI, OpenCode and Cursor work on the same project, share memory and change nothing without permission.
- I train local models: MADRE exports what each project remembers, I fine-tune it with LoRA on Qwen2.5 and serve it with Ollama, without it leaving the computer.
- I created AHP+ 1.4.1, an open protocol that keeps project context inside the repository so you can switch assistant or computer without losing the thread.
- I shipped Daniela to production on wunutrition.com, a client’s store: a Gemini shopping assistant that answers with the real catalog, builds bundles and manages the cart with the shopper’s permission.
- I designed Jossue AI and Blob (Bloqio Builder): assistants that only talk about what they know, answer in a fixed format, have usage limits and go through human review.
- I code with AI agents (Claude Code, Codex, Cursor) in the same order every time: context, plan, code, tests and documentation.
Ecommerce and applied AI for clients
- I run ecommerce for WU Nutrition (their Shopify store) and the digital channel for Come Verde (retail and marketplaces), and I answer for the channel results.
- I put their store, conversion, advertising, customer base (CRM) and analytics on one dashboard so their team decides with the same numbers.
- I write their store code myself: product pages, collections, campaign pages, cart drawer and sticky buy button. I also built Daniela, the assistant that serves wunutrition.com shoppers with the real catalog.
- I built Growth OS, the AI tool their team uses to review ads, brand and results. Nothing runs until a person approves it.
- I track retail indicators (activations, velocity) and direct sales in the same weekly review.
- I document every process so their team can maintain it without depending on me.
Founder / Shopify Product Builder
- I design and code products for Shopify stores that want to sell more.
- I made two Shopify apps: Prometeo (announcement top bar) and Hermes (sticky add to cart), each with its panel inside the admin.
- Bloqio Builder, now in private beta: you build your site with blocks, preview it on desktop and phone, and Blob, the AI assistant, helps you write it.
- I build it with React, TypeScript, Node and Postgres, plus AHP+ to hand work between AI assistants without losing the thread.
Digital Project Coordinator
- I led digital marketing, commercial websites and branding for 8 brands.
- I opened new channels to win customers based on what the data showed.
- I planned and ran paid advertising and SEO to bring in qualified leads.
Digital Sales Account Manager
- I ran commercial and demand strategy with key retailers in Mexico and Peru: quarterly sales grew +21% in Mexico and +35% in Peru.
- HP market share grew +4% in Mexico (2024) and +6% in Peru.
- I grew the online channel and coordinated in-store and online campaigns during peak seasons.
- I bought digital advertising segmented by each commercial goal.
Senior Paid Media
- I led brand awareness and digital positioning, with +22% conversion on pay-per-click (CPC) media.
- I managed campaigns to attract customers across several channels.
- I combined SEO and paid advertising with budgets above $1M MXN a month.
Additional experience
- SEM Strategist — Estrasol (Mar 2019 – Oct 2020).
- Brand Manager — Grupo Megamex (Jan 2017 – Mar 2019).
What I do
I decide what is worth doing and I also code it.
- Shopify storesI build Shopify stores your team can update without help. I do the design, the sections and, when needed, custom apps.
- More visits that buyI find the step where people leave without buying and change that part of the store. I measure how it was before and how it ended up.
- AI in day-to-day workAssistants that work with your real data and only do what you allow. A person reviews what matters. That is how I built Daniela and MADRE.
- From idea to something that worksI code what the customer sees and what runs behind it, connect it to the systems you already use, test it and document it so someone else can pick it up.
Tools I use
- Shopify, Liquid, theme customization, Theme App Extensions, App Embeds, Shopify CLI, Polaris, App Bridge
- Conversion (CRO), ecommerce growth, product pages and listings, search, trust signals, cart drawer, sticky buy button and campaign pages
- HTML, CSS, JavaScript/TypeScript, React, Node, Prisma, PostgreSQL, GitHub, Railway, Cloudflare
- Performance marketing, paid media, SEO, GA4, GTM, Search Console, SEMrush, Screaming Frog, Looker Studio, Odoo, Klaviyo
- I code with AI assistants (Claude Code, Codex, Cursor, ChatGPT) and use AHP+ to keep the thread when switching assistants; every delivery comes with tests and documentation
- Local models with Ollama (Qwen2.5, Llama 3.1) and LoRA fine-tuning on MLX
- Business automations: Growth OS, MCP connectors, KPI dashboards, paid advertising reviews and brand rules, always with a person approving
What I do with AI
- In-product assistants that only do what they are allowed to and can be undone (Blob in Bloqio Builder, Daniela at WU Nutrition).
- I code with AI agents in the same order every time: context, scope, plan, code, tests and documentation.
- MADRE and AHP+: my own tools so several agents can work on one project without losing the thread.
- A business assistant that crosses data from Odoo, Shopify, GA4, ads and Klaviyo, points out where the numbers disagree, and runs nothing without permission.
- AI-assisted commercial analysis: Meta advertising reviews, creative inventory, recovery plans and summaries for leadership.
Education
- B.A. in Marketing — Universidad de Guadalajara | 2013 – 2018
- Specialized High School Diploma in Systems and Networks — COBAEJ | 2009 – 2012
- AI Prompting Fundamentals, Search Engine Advertising, Google Analytics and Tag Manager — Google Academy | 2025
- Ethical Commercial Practices and Product-Price Strategy Development — HP Education Services | 2023
Languages
- Native Spanish
- English B1
Jossue AI
Rather just ask?
My assistant answers right away.
It knows my products, my projects and how I work. If you like, leave your details with it and I will write to you.
If you need someone who decides and also builds it, write to me.
It can be for a job, for a project or for me to take a look at your store. I reply within one business day.