Hi, I'm
Rodrigo de Miguel
Product Engineer & Data Architect
From Big Data to Products That Grow
I build digital products from the inside out: solid architecture, a data focus, and an obsession with making them discoverable and truly used.
After more than 7 years of experience combining engineering, product, and growth, I now want to drive real impact in a small, ambitious team that loves shipping.
About Me
Software Engineer & Big Data. Founder with Product vision and Technical SEO.
I'm a Software Engineer, I come from Big Data, and I always think product-first.
I started in large-scale data environments (ex-Banco Santander), but in 2020 I went off to build my own thing.
That made one thing crystal clear:
Perfect code is worthless if nobody can find it, understand it, or use it.
Even back then I enjoyed being a hybrid profile. I’m comfortable designing solid architectures (Node.js, MongoDB, React) and working on their visibility, scaling, and growth through technical SEO, automation, and data.
I’ve built and operated digital and physical products. I started my own natural pet food brand and had to be a “one-person band” when needed: tech, suppliers, logistics, customers, marketing, and automations.
Today I’m building a multi-tenant platform focused on product and SEO, with a shared codebase and data ingestion and enrichment engines.
I use AI as another layer of the product: to automate processes, enrich data, and improve how we design and maintain systems, with a friendlier DX.
I’m motivated by building useful, simple, sustainable things. And I especially enjoy small teams, where impact is visible, shared, and celebrated.
My Approach
"Shipper" mindset
If it's not in production, it doesn't exist.
I'm obsessed with things working in the real world.
I'd rather ship something useful, see how it breaks, learn, and improve, than polish perfect solutions that never reach users.
360º Vision
Think product end-to-end.
I don't build isolated features.
Every technical decision affects performance, SEO, acquisition, and maintenance.
That's why I think about the whole system before writing code.
Configuration-Driven Systems
Let configuration lead, and code execute.
I like developing systems where behavior is understood by reading configuration, not code.
In my ingestion, scraper, and crawler engines I define declarative pipelines, and in multi-tenant platforms I put each product's logic (entities, routes, sitemap, content, and UI) in config.
This way I can scale, launch new niches, and maintain complex systems with less friction and lower operating cost.
How I Work
User-Centric
Users come first.
Code isn't the goal; it's the tool to solve real user problems. If it doesn't improve their experience, something's off.
Agile & Lean
Iterate fast, measure, and improve.
I work in short cycles: I prioritize delivering something usable as soon as possible, measure impact, and adjust to reality—not assumptions.
Continuous Learning
Learn as a team.
After years building on my own, I value collaborative environments where we share technical judgment, learn from other roles, and scale good team practices.
Experience
Product Engineer & Platform Builder
SietchStack — Multi-tenant platform for niche directories
Building a platform designed to publish multiple directories using a single codebase, with:
- Data ingestion and scraping engines follow a declarative approach: pipelines are defined as a sequence of actions in configuration, so by reading the file you understand what the system does and how information flows.
- LLM-assisted data enrichment to automate content
- Scalable Node.js architecture
- SEO-first approach and component reuse
Founder & Product Operator (D2C E-commerce)
ADOPTA Alimentación — Natural pet food D2C brand (kibble and snacks)
Creation and operation of a natural pet food D2C brand, selling directly to end customers across Spain.
- Shopify e-commerce: development, customization, and daily operations
- End-to-end management of suppliers, logistics, shipping, and customer support
- Automation of communications and email marketing focused on retention
- Merchandise design with print on demand and packaging
Key project where I learned how to connect product, technology, and operations when everything depends on the business working from day one.
Founder & Product Operator (Print on Demand E-commerce)
Creation and launch of a print-on-demand e-commerce store for custom t-shirts, with original animal-themed designs.
- Building the e-commerce store and purchase flow in Shopify
- Integration with print-on-demand providers
- Catalog management, pricing, and product testing
- Basic order and customer support automation
- Real product validation experiment: acquisition and conversion
Project that didn't reach the expected fit, but was key to understanding e-commerce dynamics, margins, acquisition, and why some products don't scale even if they work technically.
Local SEO Consultant (Local Growth)
Managed digital presence and Local SEO (Google Business Profile) for brick-and-mortar businesses, helping digitize local SMEs
- Digitizing SMEs through Google Business Profile
- Local SEO and digital presence automation for brick-and-mortar businesses
Data & Platform Engineer (Programmatic SEO)
ADOPTA - Pet Friendly — Pet-friendly directory for animal shelters
First version of the ingestion engine (with config-driven pipelines in NodeJS) to aggregate shelter data from multiple sources (APIs, scrapers, files, open data) across Spain and publish it in an SEO-optimized directory with an interactive map.
- Aggregating shelter data from multiple sources (APIs, scrapers, files, open data)
- Data normalization and cleaning to ensure quality and consistency
- Pet-friendly directory with more than 1,700 shelters in Spain
Founder & Product Engineer
ADOPTA — SaaS platform for animal shelters
End-to-end digital product design and development: from architecture to growth.
- Managing animals for adoption
- AI-automated blog (Programmatic SEO)
Big Data Engineer — Indizen (at Banco Santander)
At SCIB (Santander Corporate & Investment Banking), I worked on real-time data systems, combining real-time data processing with microservices architecture.
- Development of critical real-time systems with Apache Flink, Kafka, and microservices
- Migration from batch architectures to real-time using Spark, Hive, and Hadoop
- Creation of Banco Santander's first GraphQL API. An API with dynamic GraphQL schema generation from AVRO schemas, able to adapt to changes at runtime
- Design and development of product-consumable microservices in Big Data real-time environments
- Processing large volumes of financial data
Education
Master's in Big Data Architecture
KSchool · 2018 - 2019
Specialized training in large-scale data architectures, distributed processing, and systems designed for performance and reliability. The technical foundation that consolidated my move into complex, real-time data environments.
Big Data Technologies Training Program
Indizen · 2018 (1 month)
An intensive program focused on real production environments, centered on the Big Data stack later used in projects for Banco Santander. Hands-on training prior to joining critical data projects.
Software Engineering Degree
Complutense University of Madrid (UCM) · 2012 – 2018
Solid training in software engineering fundamentals, data structures, algorithms, systems, databases, and application development. The technical starting point on which I’ve built my professional profile.
Publications
Securing J2EE SOA Enterprise Applications with a Pattern-Based Approach
Open Journal of Web Technologies (OJWT), RONPUB, 2020
Co-author of a study that developed a service-oriented web architecture based on J2EE, linking security patterns (CSP) with architectural patterns (CJP) to facilitate secure implementation of enterprise SOA applications.
The work originated from my Bachelor’s Thesis (2017–2018), where I developed the base architecture, deployed on Apache Tomcat and integrated with CI using Jenkins, GitHub, Maven, and JUnit.
Read full publication
Projects
SietchStack [WIP]
Concept
Multi-tenant directory generator for specific niches.
Challenge
Publish multiple SEO products without duplicating code using a config-first approach.
Description
With everything I learned building ADOPTA, I’m creating a multi-tenant platform to publish multiple niche directories using a single codebase, with an LLM-assisted ingestion and enrichment engine to automate content and an SEO-first approach.
SietchStack is designed following a configuration-driven approach: each tenant is defined by a configuration file that describes which entities are listed, how routes are structured, the sitemap, language, visual theme, and key components.
This lets me launch and evolve new SEO products without duplicating code or touching the application core.
ADOPTA
Concept
SaaS platform for animal shelters.
Challenge
Give shelters a simple, scalable, and visible technology solution.
Solution
I designed and built a full SaaS platform with a focus on automation and organic growth.
Description
Animal adoption management, AI-automated content, and Spain’s largest animal shelter directory with more than 1,700 shelters.
Pet Friendly
Concept
Pet-friendly directory for animal shelters.
Challenge
Build the largest animal shelter directory in Spain, since there was no consolidated one.
Solution
Build an ingestion and normalization engine to pull data from multiple sources (APIs, scrapers, open data) and create an SEO-friendly directory with more than 1,700 shelters in Spain.
Description
It started under the ADOPTA brand, but it’s currently an independent project. First version of the ingestion engine (a config-driven pipeline in NodeJS) to aggregate data from all animal shelters across Spain from multiple sources and publish it in an SEO-optimized directory with an interactive map.
ADOPTA - Pet Food
Concept
A natural pet food brand and e-commerce.
Challenge
Scale a business with minimal resources using technology.
Description
I founded a natural pet food brand operating across Spain. I had to be a one-person band: from suppliers to marketing automations, I owned the full product cycle (kibble and snack design, logistics management, customer support, ...) backed by technology and processes.
ADOPTA - AI-automated blog
Concept
WordPress blog with content generated automatically using AI.
Challenge
Publish thousands of the best-quality articles possible using AI
Solution
Build an automated content-generation system based on LLMs and structured data using Google FAQs as a base. The result was a blog with more than 60,000 articles that attracted niche organic traffic
Description
The idea was to learn about automated content generation with AI and programmatic SEO. I published articles for each dog and cat breed: characteristics, care, recommended food… all generated with LLMs and structured data, using Google FAQs as a source. In the end Google tanked the domain in a Core Update, but while it lasted it was a great experiment. 🥲
Local SEO Consulting
Digitization and positioning of local SMEs through Google Business Profile and basic automation.
Technical Stack
I don't use technologies because they're trendy
I use tools that let me build solid, scalable products that grow.
This stack is the result of years in production, not tutorials.
Backend & Data
Building systems and data processing
I design and build product-oriented backend systems that can scale and adapt to real-world usage.
- APIs and services in Node.js
- Data modeling and management with MongoDB
- Real-time data processing with Kafka and Flink
- Batch pipelines and analytics with Spark
- Automation and scripting with Python
What I bring:
- Event-driven architectures
- Systems designed to grow without rewriting them
- Technical decisions based on real usage, not theory
Frontend
Interfaces focused on real usage
I build functional, maintainable, user-experience-driven frontends without overengineering.
- React.js + Vite + SSR
- HTML5, CSS3
- Reusable components and responsive design
What I bring:
- UI focused on clarity and performance
- Performance and Core Web Vitals in mind from the design stage
- Frontend as part of the product, not a decorative layer
Cloud/Ops
Deployment, operations, and autonomy
- AWS, GCP
- Heroku
- Docker
- Git and collaborative workflows
What I bring:
- Technical autonomy
- Reproducible environments
- Less friction between development and production
Product
Engineering focused on real impact
I don't separate product and technology. I build from day one thinking about impact, validation, and scalability—not just features.
- Applied product thinking
- Data-driven decisions
- MVP building
- Automation-first mindset
What I bring:
- Ability to translate business problems into concrete technical solutions
- MVPs focused on validating fast, learning, and evolving without overengineering
- Decisions based on real usage data, not intuition
- Automation as the foundation to scale without adding complexity or costs
AI & LLMs applied to product and development
Automation, data, and AI-assisted coding
- LLM integration in real products: I use APIs like OpenAI, Claude, or Gemini for data inference, content generation, and process automation.
- Content generated from data, not templates: articles and copy created from reviews, ratings, location, opinions, and real business context.
- Prompt & Context Engineering: documented projects designed to work well with agents—clear READMEs, per-package instructions, and architecture guides that provide real context.
- AI to support development: coding assistants to refactor, organize architectures, and continuously improve code.
What I bring:
- AI integrated as part of the system, not as a one-off add-on
- Consistent, maintainable results—without relying on “magic prompts”... at the cost of burning a lot of tokens 😅
- More speed and focus, without losing technical judgment
- Products that scale through automation, not by adding more people
— And yes, all of this while learning not to burn tokens like they're free 😅
Growth & SEO
Organic growth from the technical foundation
- Technical SEO and technical audits
- Core Web Vitals and performance
- Schema Markup and structured data
- Programmatic SEO
- AI-powered content automation
- Google Search Console & Google Business Profile
- Local and niche growth strategies
What I bring:
- Products designed to be found
- Scale content without scaling costs
- Measurable, sustainable growth
Platforms
Real products in production
- Shopify (e-commerce, customization, automations)
- WordPress (CMS and SEO)
- ActiveCampaign and MailerLite (marketing automation)
What I bring:
- Product–business vision
- Process automation
- Technical decisions with direct impact on revenue and users
Latest articles
Recent writing on product, engineering, and growth.
