I’ve spent 16 years solving exactly that problem — at the scale of hundreds of millions of users.
Let’s talk →About
There’s a problem that repeats itself across almost every tech company: business and engineering speak different languages.
Business wants speed, impact, results. Engineering wants clarity, stability, time to do it right. Without someone in the middle, that tension turns into delayed projects, solutions that solve nothing, and technical decisions nobody understands.
I’ve spent 16 years being that person in the middle.
I’m Gerald Lara — people call me G. I’m an IT Technical Leader working on digital advertising and identity systems that operate at the scale of hundreds of millions of users. I’ve led everything from ML-powered moderation systems to experimentation platforms used by over 20,000 developers.
But what interests me most isn’t the technology itself — it’s the problem it solves.
More data, less opinion.
Services
I don’t sell hours. I accompany processes — from the moment the problem has no name to the moment the solution is running.
For teams and founders who need clarity before they invest. I diagnose the current technological state, identify bottlenecks, and propose a concrete path forward. I also act as a technical reference for non-technical founders: making architecture decisions, evaluating vendors, and translating technology into business language.
Best for: startups that need to validate their architecture before scaling, founders who need a trusted technical voice without hiring a full team.
For mid-sized companies that know they need to change but don’t know where to start. I design the technology modernization process aligned to business goals — and when needed, I help structure or evaluate the technical team that will execute it.
Best for: companies with manual processes or legacy systems holding back growth.
For when the diagnosis is clear and it’s time to build. Depending on the scope, I work alone or with the right team for the project. Data systems, scalable architectures, complex integrations — with a focus on building things that work long-term.
Best for: technically complex projects where quality and scalability are non-negotiable.
Not sure exactly what you need? Good — that’s precisely where we start.
Let’s talk →Off the Clock
The curiosity I bring to work doesn’t switch off when I close the laptop.
I collect consoles and games from multiple generations, but my heart always comes back to the SNES. I also restore and modify CRT TVs to preserve the authentic pixel art experience.
I played bass professionally through most of my 20s. I still play bass, guitar, and piano. Music is far more complex than it looks — it’s taught me things about mathematics that no book ever did.
I build custom keyboards from scratch — selecting switches, stabs, and programming the firmware. Because some tools just feel right to use.
Proud supporter and jersey collector for Rangers de Talca. My collection spans decades of Piducanos history — and yes, every jersey has a story.
I experiment with ESP32, sensors, and Home Assistant to automate my space. Smart lighting, environmental monitoring, absurdly specific automations. The perfect excuse to keep learning electronics.
Gran Turismo 7 in VR with a simulator. Where automotive engineering and competitive gaming meet — and where losing has virtual consequences but the frustration is very real.