For agencies
Bring me into a client project that needs custom software, integrations, or experienced technical direction. I help define the work and build the parts your team needs to deliver.
Product Engineer & Fractional CTO
I build software and help teams make better technical decisions.
I'm Hec Sánchez, a product engineer and fractional CTO based in Mexico. I have 16 years of experience building software, from customer-facing products to the systems businesses use every day.
I work with agencies and founders on product development, integrations, and technical leadership. Here, I share what I build and what I learn along the way.
Selected work
Products and business systems I've built, with a particular interest in the technology behind sales, marketing, and customer communication.
Client work
The Woods CRM
A custom CRM for The Woods, a business selling wooden floors and materials.
Business application
HubSpot lead routing
A HubSpot app for assigning leads using agent schedules, with a calendar view of availability.
Product
Zaplink
Authentication through WhatsApp using one-time codes and magic links.
Work with me
For founders
Get help deciding what to build, improving an existing product, or leading the engineering work. We can start with a focused problem and shape the engagement around what your business needs.
Latest writing
Notes on building products, making technical decisions, and learning to run a business. Written from the work itself: the choices, mistakes, and questions that stay with me.
- Sep 21, 2026
AI Made Me Faster. Now I Have to Be More Careful About Direction.
I had told the AI where the screen belonged, how the queue should pace delivery, what the preview should show. I had forgotten to mention the timezone. By the time I reviewed it, the omission was already a default in working code.
- Sep 17, 2026
The Business Rules Are the Product
A salesperson could prepare a proposal, negotiate it, and take it through to a sale. At that point, I took away their permission to edit it. Where that restriction sits is the product.
- Sep 16, 2026
A Working Product Is a Very Convincing Way to Avoid Selling
I postponed outreach for Zaplink because I thought larger customers would want their own WhatsApp number. None had asked. A customer you haven't spoken to can have a surprisingly detailed requirements list.
Shipping Notes
A weekly roundup of what I've written and built, plus useful things I'm reading or exploring. The full articles live here; the email helps you catch up.