Engineer. AI builder. Third generation.

I grew up inside a family business. My grandfather Pedro Rishmague opened the first store in 1985 on Paseo Ahumada in downtown Santiago. Three generations later I'm CEO at Yáneken — Chile's #2 multi-brand retail group: 160+ stores, 10+ brands, 1,500 people. We're competing to make the Chilean retail experience rival the best in the world.

Before becoming CEO I spent four years as CRO (2018–2022). I led the projects that professionalized Artículos Deportivos Belsport: changed the ERP, stood up ecommerce, built planning and marketing departments from scratch, set up real corporate governance. In 2020, after the first major acquisition, Yáneken was born. We grew EBITDA by 300% and launched store formats recognized as references across Latin America.

I hold an Industrial Engineering degree from PUC and an MBA from Stanford GSB, where I graduated as an Arjay Miller Scholar (top 10%). That combination — engineering, business, and real operations — is the foundation of how I think about retail, AI, and data.

I build Andrea, my marketing simulation and intelligence project, and develop AI systems for Yáneken’s operation. Through Menlo & Oak I bring that work to other businesses. I’m interested in the whole journey: understanding the problem, building the system and helping someone use it to make a better decision.

Stores operated: 160+
Brands in portfolio: 10+
People on the team: 1,500
Year my grandfather started: 1985

Figures as of August 2026.

Trajectory

Yáneken · Stanford GSB · PUC

2025 — Today
CEO · Yáneken
Leading strategic vision and P&L for the full portfolio. Efficiency program + inorganic growth + AI integration across operations.
2022 — 2024
MBA, Arjay Miller Scholar · Stanford GSB
Top 10% of the class. Certificate in Public Management & Social Innovation. Electives in AI, design thinking, and organizational design.
2018 — 2022
Chief Revenue Officer · Belsport → Yáneken
Grew EBITDA by 300%. Led the projects that professionalized the company: ERP, ecommerce, planning, marketing, corporate governance. In 2020, after the first major acquisition, Yáneken was born. Launched 4 store formats recognized as references across Latin America.
2016 — 2018
Head of Bold, K-One, Ecommerce, Planning & Marketing · Artículos Deportivos Belsport
Created Bold from zero — naming, logo, store design, launch. Today Bold Vespucio is the group's most profitable store.
2011 — 2017
Industrial Engineering — Max distinction · PUC, Chile
Top 7% of the class. Winner of the Bain Case Competition 2016 — first Chilean team to win in 10 years. Thesis with LATAM Airlines on operational robustness.

Off the clock

Dad to Alexander, husband to Andrea — in that order
Disney parks · obsession without apology
Full Ironman finisher · the bike is where I think
Linkin Park for running · Bad Bunny for everything else
Nerd for simulation, engineering, AI
Robert Langdon · because the nerd always saves the day
F1 Sundays · no exceptions

Where I spend my time

Three things I operate or build.

From Santiago. It all comes back to one question: how do we build world-class businesses from Chile?

Advisory

For advisory work — AI, retail transformation, and growth — visit Menlo & Oak.

I co-founded Menlo & Oak with Andrea De Vivo to take operator-grade advisory work outside Yáneken. That's where the offering, the team, and the way to work with me live.

menloandoak.com

What I believe

Five beliefs that shape my work.

01
Experience is profitability, not cost.
Bold Vespucio is our most profitable store. Drops grew 2x in sales when we put real design behind it. The data proves it over and over.
02
The local operator is Chile's edge.
Five of the largest retailers on the planet failed here. Not for lack of resources — for underestimating the person who lives inside the market. The real advantage isn't scale — it's context.
03
Succession done right is a superpower.
Third generation. My grandfather Pedro Rishmague opened the first store in 1985 on Paseo Ahumada. I didn't come to destroy what was built — I came to take it to another scale.
04
Data beats assumptions. Always.
The answer is in the customer and in the data — never in intuition. Experimentation wins.
05
AI is our generation's biggest profitability lever — if operators lead the adoption.
Not consultants. Not evangelists. Operators who have managed a P&L and deployed AI inside a real company.

Moments

Life beyond the P&L.

Without triathlon I wouldn't have the discipline for everything else. The bike is where my ideas sort themselves out and where I make the hardest decisions of the year. Disney is the obsession that keeps reminding me experience matters — every time I go back I understand something new about building a place people want to return to. My wife Andrea, my mom, my triathlon friends, my Stanford classmates — they're the network without which none of the other things mean anything. The stuff below isn't a distraction. It's the source of how I operate, decide, and write.