Team

Julián Medina

Chief Executive Officer and Chief Technology Officer

Julián Medina is a pioneer of the web and eCommerce in Latin America. An engineer graduated from UTN, in the 1990s he built his first ecommerce, e-learning and web portal projects, anticipating trends that would shape the region’s digital development. He took part in the early days of digital marketing and remarketing, always with an entrepreneurial view: SourcingUp is his third technology company, after founding and leading other digital businesses in Argentina and the United States.

He was responsible for implementing the first VTEX platform projects outside Brazil and has since led multiple digital transformation, marketplace and automation initiatives for large companies, distributors and importers.

Today he is dedicated 100% to SourcingUp, where he drives wholesale-channel digitization and the integration of artificial intelligence applied to real businesses. His approach combines technical experience, strategic vision and leadership grounded in constant innovation.