Product leadership · AI-native systems · Business building

Sergio Barguilla

Product leader for the AI-native era.

I build and scale digital products, businesses, and the organizations behind them.

Over 20+ years, I have worked across product, technology and commercial leadership, from global platforms at Vodafone, to scaling trivago through its NASDAQ IPO, running Sygic's Roadlords business through its acquisition by Eurowag, and leading Product & Technology through the integration that followed.

Today I am also building moraix, where I work hands-on on production AI systems for real business workflows.

The common thread is product: understanding where value comes from, turning that into something customers want, and building the organization and systems capable of delivering it.

How I work

I have always treated product as more than product management.

The work starts with the customer and the problem, but it extends into business models, monetization, technology, go-to-market, organizational design and ultimately the economics of the business.

At Sygic, that meant running a 40-person operation across product, engineering, marketing, analytics and support with full P&L ownership. At Eurowag, it meant protecting revenue and product performance through an acquisition integration while building the next generation of the product.

I tend to build small, senior teams with short decision loops and clear ownership. Product decisions should connect to customer and commercial outcomes, and teams should have enough context to make those decisions without layers of coordination around them.

AI is now changing how I build these systems.

I use AI not simply to accelerate individual tasks, but to redesign how product organizations research, decide, build and learn. That includes structured organizational context, agent workflows, rapid prototyping, automated execution, evaluation, human review gates and feedback loops.

The result is not product management with more tools. It is a different operating model for product.

Experience timeline

2025 – 2026

Director of Product & Technology

Led the navigation business through its post-acquisition integration into Eurowag.

Operated a product serving 500K+ monthly active users and generating approximately €7M in annual revenue. Led a product-health turnaround that recovered ratings to approximately 4.55, launched a new freemium monetization model that retained approximately 70% of users, and developed the integration between Navigation and Eurowag's transport-management products.

The mandate combined product, technology, monetization and organizational integration while protecting the performance of the acquired business.

2021 – 2024

Managing Director

Sygic's founder hired me to run Roadlords as a 40-person business across product, technology, marketing, analytics and support with full P&L responsibility.

Scaled the B2C product to 2M+ installs, 250K monthly active users and €1M in net sales across 22 countries, then used that driver network as the foundation for a B2B fleet product that reached 8,000 customers in its first 12 months.

The growth of the business contributed to Sygic's acquisition by Eurowag.

2013 – 2020

VP Product

Joined through the founder when trivago had roughly 200 employees, and worked through the company's international scale and NASDAQ IPO in December 2016.

Built Business Operations & Strategy for the CPO organization and later co-founded trivago Hotel Manager, the company's B2B business. Launched the product in 12 languages across 17 countries and grew it to approximately €15M ARR.

The operating model was intensely product-led: customer behavior, experimentation and commercial performance were connected in weekly decision cycles.

2004 – 2013

Principal Delivery & Development Manager

Built mobile platforms and converged products for Vodafone Group, serving 28 operating companies and more than 20 million users.

Led distributed teams across Germany, the UK and India and worked across product development, technology delivery and international platform scale.

Building moraix

Turning critical business workflows into production AI systems.

moraix is the company I am building to explore that shift at the business-process level.

The premise is simple: some workflows consume significant time, constrain growth or carry enough consequence that improving them materially changes the economics, speed or reliability of the business.

moraix redesigns those workflows around AI and builds the production system around them.

That means going beyond a model or prototype. Data access, integrations, permissions, evaluations, human review, exception handling, observability and ownership are part of the product.

I work hands-on across product definition, workflow architecture, prototyping and delivery.

Visit moraix

What I'm exploring now

AI changes more than the speed at which product teams execute.

When execution becomes cheap, judgment becomes more important. Problem definition matters more. Organizational context becomes infrastructure. Human approval has to be designed deliberately. And the boundaries between product, technology and operations begin to compress.

Much of my current work is focused on these questions:

  • How should an AI-native product organization operate?
  • Which decisions should agents make and which should remain human?
  • How do you preserve context between strategy and execution?
  • What happens to product roles when prototypes and production systems can be built dramatically faster?
  • How do you turn AI capability into durable business outcomes rather than another layer of tooling?

I write about what I learn as I build.

Writing

Articles

From LinkedIn

Let's talk

I am interested in ambitious product problems where product, technology and business genuinely intersect.

That includes senior operating roles, product and AI transformation mandates, selected advisory work, and conversations with teams building the next generation of AI-native products and organizations.

If you think there is a fit, get in touch.

Book a call