Felipe Gonzalez

I help retailers and technology vendors make technology decisions that actually ship — and I've spent my career on both sides of that table. For 30+ years inside H-E-B, one of the largest grocers in the US, I ran the innovation pipeline across 400+ stores, evaluated 500+ vendors, and brokered $120M+ in strategic technology partnerships. I know what makes technology land in a large retail operation, and what makes it die in procurement.

What makes me different: I'm not a strategy consultant who read about retail. I ran enterprise retail technology for three decades, then spent three years as Principal Product Architect at UST advising retail clients on emerging-technology and digital transformation. I'm also a builder — I recently designed and shipped a multi-tenant compliance SaaS from zero in under six months, self-taught on the stack and a new regulatory regime. And I work trilingually across English, Spanish, and Portuguese — US, European, and LATAM markets.

Where I add value: technology and vendor strategy (what to buy, pilot, or kill), digital transformation roadmaps, innovation and emerging-tech assessment including AI and automation, competitive intelligence, and go-to-market advisory for vendors trying to land enterprise retail customers.

Typical deliverables: vendor evaluations and recommendations, transformation and innovation roadmaps, competitive teardowns, go-to-market strategy, and executive- and board-level briefings.

I take selective fractional and advisory engagements, retainer or project-based.