The studio
Who is behind Umdraft
I work where processes actually break: inside a company that operates every single day, with real users and no room to shut everything down for a month.
Gerardo Gutiérrez Palenzuela· Technical lead
One technical lead per client. No sales layer, no middlemen.
I run internal digital support and automation for a company operating daily across several sites. That means internal apps, approvals that move on their own, supplier integrations and the least photogenic part of the job: permissions, governance and documenting what nobody documented.
Before that I came from advertising and web development, which is where the habit of measuring everything comes from. I ran campaigns on Meta and Google, built sites in Next.js and Framer, and at some point realised that the bottleneck in almost every small business isn't the advertising — it's what happens after the order comes in.
Afternoons go to my own projects: a self-hosted agent infrastructure, a direct-to-consumer store, and the automation service I run for clients in Spain and Hispanic businesses in the United States.
I'm from Tenerife, with family roots in Cantabria. My background is in international trade, which explains why the first thing I look for in a process is where the document that has to arrive on time actually is.
Automation
Development
Paid media
Infrastructure
Tenerife, Canary Islands · Spain · United States
Three things the work taught me
In production there are no harmless changes
I left an unused action in a flow thinking it bothered nobody. Another action depended on it, the chain broke, and real orders were inside. Nothing stays 'just in case' any more.
If it depends on one person, it isn't a system
I've found critical data on a colleague's personal drive and flows authenticating through an individual account. It works right up until that person goes on holiday.
The tool matters less than the order
The same orderly process works in Power Automate, in n8n or in a shared sheet. A disorderly one works in none of them.
Got a process that falls over every week?
Describe it in four lines. If I can help, I'll tell you how and how much; if I can't, I'll tell you what to look for instead.