Founder and Chief AI Officer, Pixel2 Consulting · Langley, British Columbia
Raf
Apocalypse
20+ years building software that had to work, mostly in healthcare, where the consequences of it not working are somebody's health.
Find the friction. Build the fix. Make it stick.
I started Pixel2 in 2025 after eighteen years of building software for other people, and the throughline has always been the same: find the friction, build the fix, make it stick.
Most of that work happened in healthcare. In 2009 I was a project manager with type 1 diabetes, tracking my blood sugar on paper spreadsheets I kept forgetting to bring to appointments. So I built Glicemias Online: the brand, the design, the whole back end and front end, all of it myself, which I thought was efficiency and turned out to be naivety. It ran for eleven years and reached more than 10,000 people in Brazil. It never made money. I eventually turned it into a non-profit and shut it down in November 2020, and I still count it as the work I am proudest of and my clearest failure as a businessman, which are not contradictory.
The lessons went somewhere. At GlucoGear I led the team behind GlucoTrends DM, a diabetes app that improved patients' blood sugar control by 47%. Forbes Brazil listed the company among 15 Brazilian health techs to follow in 2021, and we placed third that year in the Diabetes Center Bern Open Innovation Challenge. At Vyttra I managed a healthcare product team to a 30% lift in engagement among diabetic patients.
Outside healthcare the pattern held. I led the engineering that launched Nike Brazil's e-commerce site, which lifted online sales 12%. At MercadoLivre I led ProjectX, an internal tool that automated real estate ad listings and ended up running in nine countries. At Endeavor Brasil I cut cloud infrastructure costs 30% and built the digital products that improved how they selected entrepreneurs. At Hospital Albert Einstein I led systems analysis for the eHealth team. Earlier, at CUBOCC, I was lead developer on Recepedia, a Unilever recipes site running across seven Latin American countries, and the Hellmann's Recipe Cart work there was shortlisted at Cannes Lions in 2013.
Today that same discipline goes into AI. Not because it is fashionable, because it works when it is pointed at a real process and it wastes your money when it is not. Pixel2 is deliberately small so that the person who scopes your problem is the person who builds the fix.
Recognized.
Not decorated.
- 2021 Listed by Forbes Brazil among 15 Brazilian health techs to follow
- 2021 Third place, Diabetes Center Bern Open Innovation Challenge
- 2021 Selected by ABIQUIFI and Apex-Brasil to present at the Innovation Stage, BIO International Convention
- 2020 10 Most Attractive Startups in HealthTech, 100 Open Startups
- 2013 Shortlisted, Cannes Lions, Hellmann's Recipe Cart
Selected work
Seventeen years, nine organisations, one measurable outcome each.
- 2025 to now Pixel2 Consulting Founder, Chief AI Officer
AI strategy, custom agents, workflow automation for SMBs
- 2024 to 2026 Lean Digital Agency Software Engineering Manager
End-to-end delivery across design, development and QA
- 2023 to 2024 Vyttra Mobile Engineering Manager
30% increase in engagement among diabetic patients
- 2020 to 2023 GlucoGear Tecnologia Software Engineering Manager
GlucoTrends DM, 47% improvement in blood sugar control
- 2009 to 2020 Glicemias Online Co-founder
Diabetes management platform, 10,000+ users, 11 years
- 2019 to 2020 i9XP Tecnologia Software Development Manager
Nike Brazil e-commerce, 12% increase in online sales
- 2017 to 2018 Endeavor Brasil Head of Technology
30% cut in cloud infrastructure cost
- 2015 to 2016 MercadoLivre Software Development Manager
ProjectX, automated listings across nine countries
- 2014 to 2015 Hospital Albert Einstein Product Development Manager
25% improvement in system reliability
Scoped by me.
Built by me.
No account managers. No handoffs. If your problem is real, I want to hear it.
Book a Call