- in/VeroIsabelHerrera
Hi,
I’m Vero Isabel
Senior PM / Product Lead
I create and lead products that people adopt and make their own.
7+ years leading product in B2B SaaS and enterprise platforms, connecting strategy, technology and business. Today I lead the AI-first transformation of Escala’s CRM and its alliance with Grupo SURA in insurance.
- Today
- Lead PM - Escala CRM
- Profile
- Product - AI - Blockchain - Startup co-founder
- Experience
- 7+ years
- Base
- LATAM - Remote
I studied architecture and today I dedicate myself to creating digital products.
I keep asking myself the same question:
Who is going to use this?
Understanding the person, drawing a clear structure and building something that gets adopted and lasts is still the common thread of my work.
Impact
Impact, before the task list.
High-level summary of my results in my current role as PM at Escala CRM
ARR · Enterprise alliance2.8× projected ARR
Projected ARR over the ARR of the company, prior to the alliance with Grupo SURA.
Core CRM Platform+53% of NDR in under a year
Improvement in under a year, together with Customer Success, focused on adoption, retention and expansion.
Adoption · Insurance CRM30× advisors in under a year
From 50 advisors in December 2025 to 1,500. Close to 40× by the end of 2026, projected.
Product development with AI3× team velocity
The same amount of work in a third of the time across product and technology, with AI throughout the development cycle.
ARR and advisor-base growth: projections. Results depend on the period and context of each initiative.
Vision in the age of AI
Reimagine the product, don’t just add AI.
From the product that records
Where the user enters everything by hand
To the product that acts
Where AI is proactive and takes charge of the operational work
I lead products where AI stops being an isolated feature and takes charge of the operational work in an integrated, proactive way, so that the goals are centered on what really matters: the experience around the end customer's outcome.
In the product
The AIThe end user
- Detectsthe relevant signals and opportunities.
- Preparesthe necessary information and work.
- Proposesthe next step based on context.
- The end user
- Evaluatesthe options proposed by the AI.
- Decideswhat to do.
How I apply it today · Escala CRM
Main focus and goal: helping the user grow their business.
- 01
Agents detect
Closing and cross-selling opportunities.
- 02
Agents prepare
Campaigns, reports, tasks and messages ready to execute.
- 03
The user decides and focuses
Strategy and growth of their business.
Redesign of the way of working, end to end
AI across the whole development cycleFrom conceptualization to production, with faster delivery to the end user.10×of capacity in product and technology
5×more user stories in half the time
Journey · 2018 — today
Three stages. One way of building.
Foundations2018 — 2021
Build from zero
Validating problems, building with limited resources and learning straight from the market.
- Co-founding Galeno App, a blockchain-based health MVP for travelers.
- Co-founding MenuToGo within Start-up Chile; model validation and experience design.
- Front-end development for e-commerce platforms.
Key lesson Validate before scaling.
Structure2021 — 2025Scale the complex
Taking ownership of a multi-product platform and connecting product decisions to business results.
- Growth from Junior PM to Lead PM of Escala CRM.
- Leadership of the Core CRM and contribution to a +53% NDR improvement during 2024.
- Rebuilding the product area and mentoring a PM to full autonomy.
Key lesson Grow without losing focus.
Elevation2025 — todayReinvent it with AI
Leading product in an enterprise context, with regulated operations and AI as the new paradigm.
- Driving the Escala + Grupo SURA insurance CRM from requirements gathering through rollout.
- Coordination of product, integrations, implementation and onboarding.
- Leadership of the AI-first transformation of the platform.
Key lesson Design for sustainable results.
Responsibility, decisions and results.
My journey connects building from scratch, scaling complex platforms and transforming enterprise products. Each stage widened my scope: from code and discovery to strategy, teams and adoption.
Foundations · Architecture UCV · Master’s in Blockchain UPC
Design for results that last.
2025 — today2026 — todayAI-first transformation of the platformEscala CRM
Who forOur end user's success: agents handle the operational work so they can focus on growing their businesses.
Result10× capacity in product and technology: 5× more user stories in half the time, with AI across the whole cycle.
ScopeAI stops being a feature and becomes the main interface of the product: from the CRM that records to the CRM that acts.
My contribution
- Experience redesign with agents that detect closing and cross-selling opportunities.
- Agents that prepare campaigns, reports, tasks and messages, so users spend their time on strategy.
- AI across the whole development cycle, from definition to production.
2025 — todayLead Product ManagerEscala CRM + Grupo SURA · Enterprise Alliance
Who forInsurance advisors: a pilot that grew 30× in under a year.
ResultARR projected at 2.8× and regional expansion. Pilot in 3 months and full version 6 months later.
ScopeA brand-new CRM, from scratch, for the insurance vertical, integrated with SURA’s core systems.
My contribution
- Building the business case, the operational and regulatory understanding of the sector and the enterprise CRM vision.
- Functional definition, prioritization, integrations, delivery and rollout in parallel.
- Adoption: the pilot grew 30× since Dec 2025 and the year closes near 40× (projected). Onboarding designed and run before handing it over.
- Scaling strategy leading both teams (Escala and Suramericana de Seguros), to sustain quarterly growth of the advisor base.
Grow without losing focus on adoption.
2021 — 20252023 — 2025Lead Product ManagerEscala CRM · Core CRM Platform
Who forSales teams: a multi-product CRM they use every day.
ResultNDR +53% in 2024, with even higher monthly peaks, together with Customer Success.
ScopeEnd-to-end ownership of a multi-product B2B SaaS CRM platform: omnichannel inbox, conversational AI agents, automations, flexible entities, reporting and third-party integrations.
My contribution
- Sole PM of the platform after the previous team left (Head of Product and 3 PMs). Rebuilding the area with 1 PM, 1 Product Designer and 1 Product Writer.
- Mentoring a PM to full autonomy in under 6 months.
- Quarterly and annual roadmaps with the CEO, CTO and technology architect.
- Coordinating deliveries while the tech team nearly tripled and the organization more than doubled.
2021 — 2023Product Manager, from Junior PMEscala CRM
Who forSales teams who use the CRM every day.
ResultFrom Junior PM to owner of the whole CRM as sole PM from year two.
ScopeAutomations module (workflows) and, step by step, flows, CRM and integrations.
My contribution
Taking on increasingly large and complex features, with product continuity across the whole platform until a support PM arrived.
Validate before scaling.
2018 — 20212020 — 2021Front-end DeveloperTekpro · E-Commerce 360
Who forThe dozens of clients of the e-commerce platforms.
ResultUnderstanding the product from inside the code: a shorter distance between idea and delivery.
ScopeFront-end features for e-commerce platforms with dozens of clients.
My contribution
Building in code what product and design defined, in close collaboration with both teams.
2018 — 2019Co-founderGaleno App · Start-up Chile
Who forTravelers: a health app for people who travel.
ResultAn idea tested with the market before scaling it, with innovation recognitions.
ScopeMVP of a blockchain-based health app for travelers, from idea to prototype to development.
My contribution
Design and validation of the MVP; testing of market, business model, collaborations and partnerships before investing more.
Product that is understood, used and sustained.
My way of leading starts from real operations and connects product decisions with adoption and business results.
Profile
The foundations that stay with me
Education
- 2023BlockchainPolytechnic University of Catalonia / Three Points
- 2022Product LeadPendo
- 2021Agile BootcampSpotify
- 2019Design ThinkingPontifical Catholic University of Chile
- 2014Summer School 2014Institute for Advanced Architecture of Catalonia · Staff: coordination and construction of the architecture pavilion for the 2014 FabLab Barcelona event
- 2012Summer School 2012Institute for Advanced Architecture of Catalonia · Designing, prototyping and building urban furniture with laser fabrication and 3D printing
- 2012ArchitectureCentral University of Venezuela
Volunteering
- 2022
Viña del Mar wildfires
Volunteered during the emergency: helped clear debris and delivered food, clothing and supplies to affected families.
- 2021
Niñas STEM Chile Ideathon · Subtel
Mentor at Subtel's Niñas STEM Chile Virtual Ideathon: I guided the girls from finding the problem to the solution and the pitch.
- 2020
MenuToGo + Walmart Chile
I led the partnership and the daily meal donations to older adults living alone in Santiago during the first 6 months of Covid-19.
- 2019
Techo Chile
Team coordination in building prefabricated houses for people in vulnerable situations.
- 2013
Bamboo construction · Chuspa, Venezuela
Took part in an initiative of talks and education on building homes with local materials, focused on the bamboo of the Chuspa area, Vargas state.
Key skills
the base of it all
- Product Strategy
- Product Leadership
- B2B SaaS and Enterprise
- ARR, NDR and Retention
- Roadmapping and OKRs
- AI-first
- Agentic Platforms
- Gen AI
- LLM
- RAG
- API
- Organizational Scaling
- Team Leadership
- Stakeholder Management
- Product Discovery and Delivery
- Onboarding and Adoption
- Cross-functional Leadership
- AI-assisted Product Development
- Automation and Conversational AI
- Integrations
- Mentoring
- Product Ops