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Latest articles by César

Ideas, observations, and practical lessons for building better digital businesses.

Experience behind the perspective.

César Paternina has spent nearly two decades working at the intersection of ecommerce, user experience, digital strategy, and retail operations. His career has included leadership roles across ecommerce, omnichannel retail, UX, growth, and digital products in Latin America and the United States.

He founded Infinite Stair to help businesses understand what is limiting their growth before deciding what to build, change, or optimize. His work connects customer behavior, commercial strategy, experience design, technology, and measurement to improve how businesses attract, convert, and retain customers.

César is particularly interested in the relationship between research and execution: observing what actually happens, questioning assumptions, testing possible explanations, and turning what is learned into decisions and capabilities that can be reused.

Professional experience

César has worked in digital business since 2007, with experience spanning ecommerce, user experience, omnichannel strategy, digital marketing, growth, and product development. His career includes work in digital banking and UX, usability leadership at Homecenter / Sodimac, omnichannel management at Jamar, ecommerce leadership at Toolstore / H. Ujueta, growth and innovation consulting, and DTC ecommerce leadership for U.S.-focused consumer brands. Across these roles, he has worked on ecommerce platforms, customer journeys, conversion optimization, catalog and merchandising strategy, CRM, analytics, digital acquisition, experimentation, and the connection between online and offline commercial channels.

I am interested in the gap between what a business is doing and what it is actually learning. Companies can launch campaigns, redesign websites, implement new tools, open channels, and still struggle to understand what is really limiting growth. Activity alone does not create progress. My approach is to start with the business reality: customers, behavior, data, operations, channels, and commercial results. From there, I look for signals, question assumptions, formulate hypotheses, and explore what can be tested or improved. I believe good strategy should make uncertainty visible rather than hide it. Experience helps us ask better questions, but evidence should always be able to change our minds. The goal is not simply to complete another project. It is to leave the business with better decisions, stronger capabilities, and a better base for whatever it needs to solve next.