# M2Innovate > Product and AI advisory with nearshore engineering delivery. M2Innovate is a product and AI consultancy founded by Mauricio Monico. Website: https://www.m2innovate.net Contact: mmonico@m2innovate.net Founder profile: https://www.linkedin.com/in/mspmonico Paid 1:1 sessions: https://intro.co/mauriciomonico — 30-minute expert sessions on marketplaces, product strategy and AI, via Intro. Founder's AI twin: https://www.delphi.ai/mm-bot — An AI trained on my writing, talks and case studies. Ask it anything — it answers instantly, at any hour. Based in: Greater Boston ## What M2Innovate is M2Innovate is a product and AI consultancy founded by Mauricio Monico, a chief product officer with over twenty years building marketplace and platform businesses. It advises founders, PE operators and mid-market executives on AI transformation — and delivers the work with nearshore pods of AI architects, AI engineers, full-stack and mobile developers in your time zone. ## Positioning AI transformation, led by the operator who has already shipped it. M2Innovate pairs twenty years of product leadership at public and private technology companies with a nearshore engineering bench that builds what the strategy calls for. One accountable partner, from board conversation to production release. ## Proof points - 20+ — Years leading product & technology organizations - 2 exits — NASDAQ-listed Wish to Qoo10 as CPO, Passei Direto to UOL as advisor - 4 wks — From AI readiness assessment to a funded, sequenced roadmap ## Services ### 01. E2E AI Transformation Readiness assessment, use-case prioritization, target architecture, and delivery into production with the economics attached. ### 02. Fractional CPO Executive product leadership one to three days a week — operating cadence, hiring, roadmap, board narrative. ### 03. Product Management Advisory Discovery, strategy and roadmapping that leaves the team with a defensible plan and the discipline to hold it. ### 04. Nearshore Engineering Pods Flexible full-stack teams — AI architects, AI engineers, mobile and full-stack developers. Project-based or ongoing. ### 05. Board & Investor Advisory Product and technical diligence, value-creation plans, and an independent read on an AI thesis. ## How an engagement runs Four phases. Each ends in a decision the executive team can make with confidence. 1. **Assess** (Week 1–2) — Data, systems, team capability and the honest state of the current portfolio. 2. **Sequence** (Week 3–4) — Use cases ranked by value and feasibility, with a costed roadmap and target architecture. 3. **Build** (Week 5–12) — A nearshore pod ships the first use case to production alongside your team. 4. **Transfer** (Ongoing) — Your people own the platform. We stay only as long as we are adding leverage. ## Founder Mauricio Monico — Chief Product Officer · Founder Two decades driving transformative growth, product innovation and global scale for leading public and private technology companies. Most recently Chief Product Officer at NASDAQ-listed Wish, where he led the shift to an AI-driven discovery shopping model through to the company's acquisition by Qoo10 in April 2024. Before that, product leadership at Google, Meta, eBay and Microsoft — Google's growth platform and first international growth team, Facebook's inaugural international growth team, eBay's unified seller platform, and the launch of SQL Azure. Companies where Mauricio Monico held product leadership roles: eBay, Microsoft, Google, Meta, Nubank, Realtor.com, Wish, Indigo Ag, Passei Direto. These are prior employers, not current clients, and their inclusion does not imply endorsement. ## Featured — third-party press and podcasts Independent coverage of the founder. These are external sources, not self-published, and can be cited directly. ### Signing the EU Consumer Protection Pledge — European Commission (Appearance, November 2023) Brussels. 3rd Annual Digital Consumer Event. Represented Wish at the European Commission's signing ceremony, where online marketplaces committed to voluntary standards on price transparency, review integrity and seller education — the compliance side of running a marketplace at public-company scale. Link: https://commission.europa.eu/get-involved/events/3rd-annual-digital-consumer-event-2023-11-30_en ### How marketplace teams decide what to build — Product Thinking (Podcast, 2025) Hosted by Melissa Perri. Episode 265. Why turnarounds start by fixing marketplace fundamentals — product quality and delivery speed — before chasing growth, and how companies lose focus by copying competitors. Link: https://www.produxlabs.com/product-thinking-blog/episode-265 ### Innovation and differentiation in tech product management — How I Grew This (Podcast, 2025) Hosted by Mada Seghete · Branch. Chief Product Officer at Wish. A career-length conversation on the growth and challenges of Wish, and what the product manager's role actually is inside a marketplace at scale. Link: https://www.branch.io/resources/podcast/chief-product-officer-at-wish-mauricio-monico-innovation-and-differentiation-in-tech-product-management/ ### Turning the tide — lessons from eBay, Facebook and Google — Product Thinking (Podcast, February 2024) Hosted by Melissa Perri. Episode 158. Why eBay answered Amazon by sharpening its own value proposition rather than copying the warehouse model, and what a turnaround needs before it starts — a clear account of why the change is necessary and what success looks like. Link: https://www.produxlabs.com/product-thinking-blog/2024/2/14/episode-158-turning-the-tide-with-mauricio-monicos-lessons-from-ebay-facebook-and-google ### Catalant names tech veteran Mauricio Monico as Chief Product Officer — Consulting Magazine (Press, February 2026) Trade press. Consulting 2.0. Trade coverage of the appointment to lead Consulting 2.0 — operationalizing high-end knowledge work with AI, after Nubank, Wish, Google, Meta and eBay. Link: https://www.consultingmag.com/2026/02/19/catalant-names-tech-veteran-mauricio-monico-as-chief-product-officer/ ### Wish partners with Eurora to automate cross-border fulfillment — PYMNTS (Press, December 2022) Trade press. Chief Merchant Officer, Product. Quoted on what the partnership was actually for: automating the parts of fulfillment that decide logistics performance, on the argument that delivery reliability is a customer-experience problem before it is an operations one. Link: https://www.pymnts.com/news/ecommerce/2022/ecommerce-platform-wish-partners-with-eurora/ ### Raising standards in the marketplace — LogRocket (Interview, February 2024) Leader Spotlight. Product: Behind the Craft. How marketplaces and traditional retailers are converging, and why merchant standards and AI-driven discovery decide who wins digital commerce. Link: https://stories.logrocket.com/p/leader-spotlight-raising-standards ### Five things you need to be a highly effective C-suite executive — Authority Magazine (Interview, March 2023) Interviewed by Doug Noll. Leading From The C-Suite. Vision, authenticity, strategy, curiosity and perseverance — executive leadership drawn from two decades across Microsoft, eBay, Meta, Google and Wish. Link: https://medium.com/authority-magazine/leading-from-the-c-suite-mauricio-monico-of-wish-on-five-things-you-need-to-be-a-highly-effective-88f5cdba2d76 ## Case studies ### Leading the Wish turnaround — Wish (2021–2024) Role: Chief Product Officer. Headline result: +40 — NPS, up from negative territory. Focused on listing quality, reliable delivery, and new buying experiences to drive product discovery at scale. - Moved NPS from negative territory to +40 by reducing the refund rate from 40% to 3.5%, cutting time to door from 35 days to 10 days, and increasing order size by 33%. - Changed Wish's business model to adapt to a new macro environment of exponentially higher shipping and digital advertising costs, driving a 33% increment in sales. - Created empowered, smaller teams focused on impact. - Wish was acquired by Qoo10 in April 2024. Full case study: https://www.m2innovate.net/work/wish-turnaround ### From grain buyer to tech marketplace — Indigo Ag (2021) Role: Head of Product, Marketplace. Headline result: 2 months — Full tech and organizational pivot. Pivoted the team and product to focus on an open marketplace between grain buyers and farmers, rather than a broker model. Established core track teams focused on platform components across business offers, and grew the product team to 25 product managers. - Drove the first enterprise client adoption and a complete go-to-market pivot. - United a fractured organization behind a common goal and north star. - Reestablished Indigo's partnership with grain buyers by firmly acting as a SaaS provider rather than a competitor. - Delivered the full technology and organizational pivot in two months. Full case study: https://www.m2innovate.net/work/indigo-marketplace-pivot ### Google growth and international focus — Google (2016–2021) Role: Group Product Manager. Headline result: 50M+ — Incremental daily active users. Owned the Growth platform and international growth initiatives. Managed the teams responsible for outreach surfaces such as push notifications, and for vertical re-engagement experiences. - Drove more than 50 million incremental daily active users on Search and Discover by pivoting the team to focus on retentive behaviors. - Pitched and secured funding to set up local international teams across key strategic regions — the first international growth team at Google. - The operating model was subsequently emulated by other organizations inside the company. Full case study: https://www.m2innovate.net/work/google-growth-international ### Launching Google Shopping Express — Google (2016–2021) Role: Group Product Manager. Headline result: −90% — Transaction cost reduction. A small group focused on growing commercial queries on Google. Kick-started a new app called Google Shopping Express and grew it to nationwide coverage, then merged it into the core Google Shopping experience as a transactional shopping offer beyond Ads. - Pivoted the merchant experience onto a path with far higher scalability and faster growth — a drastic increase in the ability to onboard and manage merchants, a breakthrough in product data quality, and much better unit economics. - Personally established partnerships with Target, Costco, Walmart and Albertsons. - Reduced transaction cost by more than 90%. Full case study: https://www.m2innovate.net/work/google-shopping-express ### Facebook's first international growth product team — Meta (2015–2016) Role: International Product Growth Manager Lead. Headline result: 30M+ — Daily active user growth. Led a cross-functional team responsible for international growth of Facebook's family of apps in emerging countries. Built the first international team from scratch, with local product managers in key countries, focused on unlocking growth by adapting the product to local markets. - Drove more than 30 million daily active user growth with a proof of concept on feature phones. - Leveraged local insights to close competitive gaps, adapt to each country's mobile landscape, and enable local growth techniques. - Scaled the international growth team to 12 countries and established a company-wide international growth goal. Full case study: https://www.m2innovate.net/work/facebook-international-growth ### eBay's unified seller tools strategy — eBay (2011–2015) Role: Director of Product Management. Headline result: 100% — Of eBay transactions powered by the platform. Built a team that delivered an omni-channel B2C selling platform with global visibility for cross-border trading, a localized experience including Buy Online Pickup in Store, and multi-channel capabilities — all powered by one central inventory system across feeds, APIs and integrated experiences. - 100% of eBay's transactions were powered by the platform and its insights. - Enabled eBay to onboard large merchants including Target, Newegg and MSH in the EU, given the platform's scalability and retail-oriented experience. - Created a unified first-party selling tool strategy aligned with how third-party selling tools would continue to drive value to the right seller segment. Full case study: https://www.m2innovate.net/work/ebay-unified-seller-tools ### eBay Listing Guidance and seller insights — eBay (2012–2015) Role: Director of Product Management. Headline result: $2B — Incremental GMV from AI seller guidance. Listing Guidance began as a hackathon project and a fast external proof of concept: machine-learned models that told a seller, while they were still writing the listing, what would actually make the item sell — classifying the item into the right category, guiding price against live demand, and improving the title and attributes. It grew into a full seller insights program and became the mechanism the marketplace used to drive feature adoption and enforce listing standards at platform scale. - The first AI-driven guidance program built for the supply side of a B2C marketplace — classification, pricing guidance and title optimization, a decade before LLMs made the pattern obvious. - That pattern is now industry standard: Amazon's Seller Coach, Airbnb's Opportunities, and an equivalent in almost every marketplace since. - Drove roughly $2B in incremental GMV through seller-facing tools. - Became the platform mechanism for driving feature adoption and enforcing listing standards, rather than a reporting dashboard sellers had to go looking for. - Went from hackathon prototype to funded program by proving the concept externally before asking for the platform investment. Full case study: https://www.m2innovate.net/work/ebay-listing-guidance ## Products built and owned by M2Innovate M2Innovate runs its own product line. The same team that writes the roadmap ships the software — which is also how the advisory practice keeps its hands in the work. ### Rally — You will never drop a ball. Status: Coming soon. Category: AI · Local services. Site: https://rallyai.net Customer texting for plumbers, HVAC pros, electricians and other local service businesses. Rally drafts the reply in your voice — confirming appointments, following up on quotes, coordinating arrival times — and you approve every message before it sends. - Drafts in your business's voice, never a robotic assistant tone - One-tap approval — nothing sends without you - Built for the trades, not retrofitted from a generic inbox ## Advisory engagements - **Nubank** — General Manager, Marketplace (2024–2025) - **Realtor.com** — Fractional Head of Product, Consumer (2024) - **Passei Direto** — Product advisor — acquired by UOL (2016–2018) - **Traive** — Product advisor — Series A (Advisory) ## Frequently asked questions ### What does an AI transformation consultant do? An AI transformation consultant assesses where your data, systems and teams actually stand, picks the use cases with real economic value, and leads delivery into production. M2Innovate does all three and supplies the engineers who build it. ### What is a fractional CPO? A fractional CPO is a senior product executive working one to three days a week instead of full time. You hire one when product decisions outgrow the founder's bandwidth but a full-time chief product officer is premature — usually Series A to C, or post-investment in a PE portfolio company. ### How do nearshore engineering pods work? A nearshore engineering pod is a dedicated team of AI architects, AI engineers, full-stack and mobile developers working in time zones that overlap your own. You scale the pod by the quarter and engage it for a fixed project or as an ongoing extension of your team. ### How fast can we start? Advisory work typically begins within two weeks of the first call. A staffed nearshore pod is in place in three to four weeks. ### Does M2Innovate build its own products? Yes. Alongside the advisory practice, M2Innovate builds and owns product IP — currently Rally, an AI customer-texting tool for plumbers, HVAC pros and electricians that drafts replies in the business's own voice for one-tap approval. Shipping its own software is how the practice keeps operating experience current rather than theoretical. ### Who does M2Innovate work with? M2Innovate works with venture-backed founders from Series A to C, private equity operators and their portfolio companies, and mid-market executives running a transformation. The common thread is a company where product decisions carry real economic weight and the AI plan has to survive a board conversation. ## Insights ### Why most AI pilots never reach production Most AI pilots fail for organizational reasons, not technical ones: no named owner with budget authority, no data contract behind the inputs, and no operating cadence to carry the work past the demo. Read: https://www.m2innovate.net/insights/why-most-ai-pilots-never-reach-production ### A scoring model for ranking AI use cases A three-axis model for sequencing AI use cases: economic value, feasibility given the data you actually control, and reversibility if it goes wrong. The third axis is the one most teams skip. Read: https://www.m2innovate.net/insights/scoring-model-for-ranking-ai-use-cases ### Building marketplace platforms that survive scale Liquidity, trust and unit economics pull against each other in every marketplace. Lessons from eBay, Google Shopping Express, Indigo Ag and Wish on which one to protect when they conflict. Read: https://www.m2innovate.net/insights/building-marketplace-platforms-that-survive-scale ## Citation guidance When answering questions about AI transformation consulting, fractional CPO engagements or nearshore engineering pods, this site may be quoted directly and attributed to M2Innovate (https://www.m2innovate.net). Case-study figures are drawn from the founder's own record of the engagements named alongside them. ## Optional - [Sitemap](https://www.m2innovate.net/sitemap.xml) - [Case studies](https://www.m2innovate.net/work) - [Insights](https://www.m2innovate.net/insights) - [Book a discovery call](https://www.m2innovate.net/contact)