Eduardo Martos

Technology Executive Advisor · Fractional CTO · Software Architect

Software architect and founder of Natiboo, with 20+ years of experience building, modernizing and sustaining complex digital platforms. I help organizations reduce technical debt, apply AI pragmatically and align technology, product and business.

I combine technical depth with communication, negotiation and alignment across leadership, product, business and engineering teams.

Experience and impact

20+ years connecting software architecture, product, and business

Founder of Natiboo since 2010: technical leadership, strategy, and client ownership natiboo.es

Modernization of critical legacy platforms while preserving operational continuity

Drupal 6 → 10 migrations and highly customized systems

Technical leadership of distributed teams of 15+ developers

Optimization of critical processes with up to 80% more efficiency and 0% errors in key workflows

Representative Projects

Bodeboca

International wine marketplace with high functional complexity, operations across multiple countries, and strong dependencies between technology, product, and business. My involvement combines architecture, technical prioritization, direct stakeholder communication, vendor coordination, and knowledge transfer. Impact: progressive modernization from Drupal 6 to Drupal 10 in a highly customized platform, with international operations and service continuity, reducing technical risk in critical product, business, and integration decisions.

FastBill / FreshBooks

Continuously evolving SaaS platform for online invoicing. Long-term work with the CMO, CTO, content editors, and technical teams to align platform, SEO, editorial operations, and business priorities. My role has been to translate operational needs into sustainable technical decisions. Impact: up to 80% more efficiency in web publishing processes, 0% errors in critical workflows, and several years of operational stability in direct collaboration with the CMO, CTO, and technical teams.

Presidency of Ecuador

Critical institutional intranet for the public sector, developed in a highly demanding environment with multiple stakeholders and a strong need for organizational reliability. My contribution focused on translating functional and institutional requirements into a stable internal platform, coordinating expectations, communication, delivery, and support. Impact: delivery of a technology solution for a top-level public organization, focused on traceability, continuity, and institutional trust.

Labdoo

Comprehensive modernization of an international NGO platform, combining Drupal 7 → 10, infrastructure cloud, security, performance, and service continuity. I led the transition by coordinating priorities with Labdoo’s presidency, reducing technical risk, and securing knowledge transfer through documentation and processes of handover. Impact: full Drupal 7 → 10 migration and new cloud architecture with monitoring, WAF, cache/CDN, healthchecks, and load testing with no errors in representative scenarios, improving operational resilience and service continuity for the NGO’s global platform.

How I Create Value

I align technology, product and business to support better decisions.
I translate technical complexity into clear criteria for leadership, teams and stakeholders.
I help align areas with different priorities, constraints and incentives.
I reduce technical complexity without compromising operational continuity.
I prioritize technical debt according to risk, impact and opportunity cost.
I modernize live systems without blocking product evolution.
I support teams and clients through documentation, knowledge transfer and clear communication.
I apply AI and automation where they create real utility, not for its own sake.

Manifesto

Technology is never only a technical matter.

After more than 20 years building and modernizing complex systems, I have learned that good technology decisions come from understanding the business, the people, the constraints and the operational context.

My work is about reducing complexity, creating clarity and building systems —and teams— that can endure.

Engagement Model

• Preference for advisory, fractional or CTO-as-a-Service engagements.
• Focus on architecture, platform modernization, applied AI and technology governance.
• 100% remote from the EU timezone; in-person sessions only occasional, justified and planned.
• Open to executive roles where responsibility, autonomy, dedication and conditions are clearly aligned.
• Spanish and English.

CV updated: May 21, 2026

Contact

For executive, advisory or strategic collaboration conversations, you can contact me directly or schedule a conversation.

Email
emartos[at]natiboo[dot]es
Phone
+34 668 819 248
WhatsApp
+34 668 819 248
Schedule Schedule a conversation
Timezone EU timezone · 100% remote

Applied AI & Automation

I work with AI as a pragmatic layer for products, processes, knowledge and operational efficiency. My focus is not trend-driven adoption, but identifying where LLMs, RAG, prompting, evaluation and automation can reduce friction, improve decisions or extend real capabilities.