About Marcelo
Founder. Principal Content Architect. Product Builder.
Software creation is changing fast. AI now gives knowledge workers and domain experts a new kind of leverage. If you understand your users, your workflows, and your business constraints, you can turn that understanding into prototypes, tools, and automations by collaborating with AI. The shift is not that everyone must become a developer. The shift is that domain expertise plus AI is becoming the new baseline.
I have spent over 30 years building and shipping products across multiple technology shifts, including the computer, internet, and mobile eras. I have founded several startups and worked across a wide range of roles at companies including Cigna, Toyota, NBC, J.F. Shea, and Walt Disney Imagineering. Having seen how new platforms consistently change who gets to build and how ideas move from concept to reality, I created iBuildWith.ai to help domain experts apply their expertise with AI in a structured way, so what they build stays useful, understandable, and easier to evolve over time.
My domain expertise is content architecture, content modeling, and headless CMS, built over more than a decade of hands-on work. I’m a certified Contentful Manager and Certified Contentful Professional, and I founded the Headless Creator community, which was later acquired by Uniform.dev.
Today, at Cigna, as a Principal Content Architect and Product Builder, I use AI tools and development agents to turn that expertise into tangible deliverables, including prototypes, tools, and workflows, that solve real business problems.
Quick Facts
- ✓ Vibe Coder / Advocate
- ✓ Solutions Architect
- ✓ Product Creator
- ✓ Data Architect
- ✓ Accidental Entrepreneur
- ✓ System Architect
My Certificates
Contentful Certified Professional
Certification for software developers, technical architects, project managers, content architects, and others responsible for the technical design, development, or implementation of Contentful projects.
See certificate
Contentful Certified Content Manager
A Contentful Certified Content Manager demonstrates proficiency in content management skills, platform fluency, and strategic thinking.
See certificate
Claude Code in Action
Comprehensive training on using Claude Code for software development tasks, covering the underlying architecture of AI coding assistants, practical implementation techniques, and advanced integration strategies.
See certificateInterviews
Tech Connect Podcast
In this episode Chris Daden, Jason Martin and Marcelo Lewin dive into vibe coding, a new approach that uses AI to transform ideas into prototypes at speed. They explore how vibe coding is reshaping developers, product teams and marketing and what it means for the future of building and launching products.
ListenStartups I've Built
iBuildWith.ai
Where professionals and domain experts learn the skills and mindset they need to build production-ready apps with AI, without becoming a developer. Created in 2025.
Headless { Creator }
The go-to resource for learning all about Content Modeling and Headless CMS technologies. Created in 2020. Acquired in 2022 by Uniform Systems.
How to Create VR
A platform for VR and AR creators, offering tutorials, podcasts, blog articles, and more. Created in 2017. Acquired in 2019 by Humaneyes.
Filmmaking Webinars
A platform for filmmakers and videographers to learn how to transition from film to digital, with industry professionals sharing their expertise. Created in 2009. Acquired in 2012 by Moviola.
Pixel Heads Network
A platform for digital media creators, offering weekly audio podcasts designed, produced, recorded, edited, and distributed in-house. Created in 2008. Acquired in 2008 by ProMAX Systems.
My Internet Desktop
A web app designed for new internet users, offering tools to manage their online life—something unique at the time. Created in 1999. Acquired in 2000 by Internet Appliance Network.