About Marcelo
Claude Certified · Founder · Principal Agentic 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, apps, 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 the new baseline.
I have spent over 30 years building and shipping products across multiple technology shifts, including the personal computer, internet, and mobile eras. I have founded several startups and worked across a wide range of roles at companies including The Cigna Group, ServiceTitan, J.F. Shea, Walt Disney Imagineering, NBC Universal, and Toyota.
Each of those eras changed who gets to build and how ideas move from concept to reality. Now, in the AI era, it's happening again, and faster than ever. That's why I created iBuildWith.ai: to help domain experts apply their expertise with AI in a structured way, so what they build stays useful, understandable, production-ready, and easier to evolve over time.
My domain expertise is content architecture, content modeling, headless CMS, and product development. I'm a Contentful Certified Content Manager and Contentful Certified Professional. I also founded Headless Creator, a learning platform and community for content modeling and headless CMS technologies, which was acquired by Uniform Systems in 2022.
My AI expertise is in agentic development: working with AI coding agents like Claude Code to plan, build, and ship real software. I'm a Claude Certified Associate, and I created Cody Product Builder and Cody Article Writer, agent skills that help domain experts turn ideas into buildable plans and finished work with AI.
Today, at Cigna, as a Principal Agentic Builder, I combine my domain expertise with my AI expertise to create agentic workflows, prototypes, apps, tools, and proofs of concept that help enterprise teams move from ideas to working systems.
Certifications
Claude Certified Associate
For client-facing and delivery practitioners. Earners can apply Claude to everyday business tasks, evaluate and refine its output, select the right products and models, and use Claude responsibly.
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Contentful Certified Professional
For software developers, technical architects, project managers, content architects, and others responsible for the technical design, development, or implementation of Contentful projects.
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Contentful Certified Content Manager
Demonstrates proficiency in content management skills, platform fluency, and strategic thinking.
See certificate →Companies I've Worked For
The Cigna Group
2025 – Present
- Principal Agentic Builder
- Lead Content Architect
Uniform Systems
2021 – 2023
- Head of Learning
ServiceTitan
2017 – 2022
- Sr. Content Solutions Architect
- Sr. eLearning and Docs Manager
- eLearning Manager
- eLearning Developer
Moviola
2009 – 2012
- Director of Interactive Media
ProMAX Systems
2008 – 2009
- Director of Interactive Media
J.F. Shea Co., Inc.
2001 – 2008
- Sr. Web Manager
- Sr. Developer
Internet Appliance Network
1999 – 2000
- Division Vice President
Walt Disney Imagineering
1997 – 1999
- Lead Developer
NBC Universal
1996 – 1997
- Sr. Web Developer
Toyota Motor Corp
1993 – 1996
- Web Developer
- Accounting Specialist
Startups I've Built & Sold
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.