About this site

3ntropy.io is my opinionated personal publication about e-commerce, technology, and the news that actually moves them — less press-release recap, more the tradeoffs nobody puts in the case study.

I’m Elvis Dieguez. Today I lead an 80-person data, analytics, and data science organization at Hims & Hers, spanning North America, Europe, and Australia. Before that I co-founded and ran symphonie.ai as CEO — a venture-backed e-commerce intelligence platform we took from a concept on paper to a funded, profitable product — and I was CTO of unybrands, one of the roughly 100 Amazon aggregators that rose fast and fell faster in the COVID era, where I built a 30-person engineering and data organization from zero. Earlier: five years at Amazon across supply chain, access points, and Alexa Shopping, and a decade in the defense industry holding a Top Secret clearance.

I write about building teams, data and AI strategy, e-commerce, and knowing when to walk away — conviction without evidence is just attachment. I also still build things for the fun of it, and I’ll share those here too.

You won’t be bored taking a peek at my thoughts.

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