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[ About · ThinkFirst ]

Who we are and why we do this.

Operating systems for ambitious commerce teams in LATAM.

Read the manifesto
[ 01 · Manifesto ]

Why ThinkFirst exists

ThinkFirst exists because ecommerce operators in LATAM deserve a modern operating layer built for their real constraints, not a local copy of an enterprise model designed somewhere else.

We work with teams carrying large ambitions, finite budgets, and systems that have usually grown faster than the operating model supporting them. That is why we start with clarity, move into execution, and scale only what proves it can hold.

Think first, because speed without order becomes noise. Operate after, because strategy without execution becomes friction. Scale always, because the market will not wait for internal cleanup.

[ 02 · Founder profile ]

Felipe Mallea

Founder & CTO

Felipe spent four years as CTO at Ripley, where he led operational transformation across the ecommerce stack. He built ThinkFirst after seeing the same pattern repeat across teams: more urgency, more tools, and more growth pressure, but not enough operational order.

Today he works at the intersection of systems architecture, retail operations, and AI-enabled execution so teams can grow without multiplying chaos.

  • Ripley ecommerce leadership · 4 years
  • Systems architecture across LATAM retail operations
  • Operational design before platform-first decisions
[ 03 · Team ]

Team is growing. More people soon.

We add people when we find the right capability, not when the calendar demands it. Every new team member should extend the system with something the rest of the team does not already have.

  • Lead Operations: specialist in retail and consumer-brand operational design.
  • Solutions Architect: stack integration and ecommerce systems implementation for LATAM mid-market teams.
[ 04 · Newsletter ]

Stay in the loop

Stay close to what we are learning as we build operating systems for commerce.

[ 05 · Closing invite ]

Continue the conversation

If your operation needs order before it needs more scale, the conversation starts with honesty.

Get in touch