How have you been involved in the Magento ecosystem?

I have been deeply engaged in the Magento Ecosystem since 2009, working both on the merchant side and within agencies across a wide range of Open Source and Enterprise/Commerce Magento implementations. I am the Co-Founder of Dev Team Outsourcing, a Magento development agency based in the Philippines. Through this agency, we have established the Dev Team Academy, which focuses on training and nurturing the next generation of Magento talent in the Philippines, contributing to the global Magento community.

Currently, I spend most of my time managing Tap Door Marketplace, where we act as the merchant of record for over 90 independent breweries entering the UK market. Magento Open Source powers this marketplace at its core. I believe the Merchant's voice—those of us directly benefiting from Magento’s capabilities—must be represented on the Magento Association Board, as it adds a critical perspective that can drive strategic decisions.

In what ways have you contributed to the Magento Association and/or other non-profit communities?

I’ve contributed to the Magento community in various ways over the years. From 2018 to 2020, I organized and hosted the Liverpool Magento Meetup, fostering collaboration and networking among Magento professionals. My agency, Dev Team Outsourcing Inc, is also a Bronze Member of the Magento Association, actively supporting its initiatives.

Additionally, I co-founded the Dev Team Academy, in partnership with M.Academy, with the mission of developing Magento talent in the Philippines. Through this academy, we equip developers with the skills needed to excel within the ecosystem. Finally, I’ve built Tap Door Marketplace on Magento Open Source as a practical showcase of what open source technology can offer startup businesses, especially those looking to scale in competitive markets.

What value would you add to the Board to help us advance our mission?

The value I would bring to the Board lies in my unique experience as both a merchant and an agency leader, giving me a well-rounded understanding of the Magento ecosystem. I represent the voice of the merchant, which is crucial in ensuring the platform evolves to meet the practical needs of businesses using Magento to power their operations. My experience in running Tap Door Marketplace—a business built on Magento Open Source—gives me firsthand insight into how open-source technology can drive growth, innovation, and scalability for merchants, especially those in niche markets.

In addition, as the co-founder of Dev Team Outsourcing and the Dev Team Academy, I am passionate about fostering new talent and expanding the Magento ecosystem in emerging markets like the Philippines. My experience in developing the next generation of Magento developers aligns directly with the Magento Association’s mission of building a vibrant, sustainable community. I can help create pathways for growth by championing initiatives that promote knowledge-sharing, mentorship, and skills development within the community.

Finally, I bring a strong understanding of branding and strategic communication. Magento needs to reclaim its narrative and reestablish its place as the platform of choice for businesses seeking flexibility and control over their eCommerce solution. My focus on revitalizing the Magento brand will help the Board position Magento Open Source as a forward-thinking, innovative platform that is equipped to compete with SaaS offerings, while remaining true to its open-source roots.

What are the top 3 initiatives you want to see the Board accomplish in the next 6 months?

1. Clarify and communicate the vision and brand for Magento Open Source: We must unify the community around a clear identity for Magento Open Source, positioning it as a vibrant, competitive alternative to SaaS platforms.

2. Create a framework for community collaboration and platform promotion: By establishing platforms that facilitate collaboration among developers, merchants, and agencies, we can build momentum and drive innovation within the ecosystem.

3. Revitalise the Magento community: We need to reinvigorate the community by hosting more events, encouraging collaboration, and fostering an environment where developers and merchants alike feel empowered to contribute and innovate.

What initiatives do you want to see the Magento Association focus on in the coming years?

The Magento Association’s key priority must be rejuvenating the Magento brand. We need to counteract the misleading “Magento Is Dead” narrative that has taken hold in some parts of the community. This requires proactive efforts to showcase how Magento Open Source continues to drive innovation and offer merchants unparalleled control over their tech stack. Open Source is Magento’s strength, and we must ensure that the ecosystem is recognized as the platform of choice for businesses that prioritize flexibility, scalability, and ownership over their technology.

What are the biggest challenges that you think the Association has faced and how would you approach them?

One of the biggest challenges the Magento Association has faced is the fragmentation of the community, particularly in the wake of rapid changes in the eCommerce landscape and the rise of competing SaaS platforms. As Magento has evolved, the ecosystem has sometimes struggled to maintain a cohesive voice and to effectively communicate the value of Magento Open Source, especially in comparison to newer, more widely marketed solutions. This fragmentation has led to a lack of clarity around Magento’s brand, contributing to the “Magento is dead” narrative, which needs to be actively challenged.

To address this, I would focus on unifying the community around a shared vision for the future of Magento Open Source. This starts with clearly articulating Magento’s unique strengths—its flexibility, scalability, and ability to provide merchants with full control over their technology stack—and ensuring that this message is consistently communicated across all touch-points. The Association should lead initiatives that demonstrate Magento’s continued innovation and relevance, such as highlighting success stories of businesses, like Tap Door Marketplace, thriving on Magento Open Source.

Another challenge has been keeping the community engaged and energized. Over time, the pace of events, meetups, and collaborations within the Magento ecosystem has slowed, leaving many developers, agencies, and merchants disconnected from one another. Reinvigorating these community-building efforts is essential. I would propose expanding the reach and frequency of community events, both virtually and in-person, to encourage knowledge sharing and collaboration. Establishing dedicated platforms for merchants, developers, and agencies to connect and co-create can help reinvigorate engagement.

The Magento Association faces the challenge of ensuring that Magento remains competitive in a fast-evolving market. With the rise of SaaS solutions, the perception is often that open-source platforms are more complex and less accessible. I believe the Association can counter this by investing in educational initiatives, such as training programs and certifications, that make it easier for merchants and developers to understand and harness the power of Magento Open Source. The work we are doing at Dev Team Academy in partnership with M.Academy is one example of how to equip the next generation with the skills they need to thrive in this ecosystem.

What else would you like to share to either the Election Committee or the membership of the Magento Association as they review your application? What makes you a great candidate to join the Board of Directors?

While I am not a developer, my strength lies in my perspective as a merchant who understands the strategic value of open-source technology. I believe my voice can add a vital dimension to the Board that is currently underrepresented. As a merchant, I interact with Magento as the backbone of my business, and I am deeply invested in its success. Additionally, my unique experience working on both the agency and merchant sides gives me a holistic understanding of the challenges and opportunities we face as a community.

I believe the Magento Association needs clear communication and strong brand positioning, and I am confident that my expertise in these areas can help drive meaningful progress. Ultimately, my goal is to ensure that Magento remains a dynamic and competitive platform that continues to evolve in alignment with the needs of merchants, agencies, and developers alike.