Roberto Álvarez Ceballos

Director of Products, Platforms & Innovation, UST España & Latam

r.alvarezceballos@gmail.com

Information

With over 15 years dedicated to innovation and solving challenges through software, Roberto spent 7 years in the UK shaping what would become one of the world’s largest deal platforms: vouchercloud.

At UST, he has led various Centers of Excellence and driven innovation by developing solutions and prototypes using a wide range of technologies.

Knowledge in the field

E-commerce marketing

Digital & Online marketing

Mobile marketing

B2B marketing

SEO

Analytics

UX, UI, design, usability

Payment gateways

Brand and brand building

Automation and AI

Web and e-shop creation

Business

Marketing strategy

Latest articles

E-commerce Expert: ‘Stop Chasing AI Hype – Here’s What Actually Drives Sales

2. July 2025

8 min. reading

E-commerce Expert: ‘Stop Chasing AI Hype – Here’s What Actually Drives Sales

The biggest mistake? Designing from the inside out instead of how customers actually shop.” This blunt assessment comes from Roberto, a digital transformation veteran who’s seen it all – from leading a Bristol startup through its Vodafone acquisition to now directing innovation at UST Spain & Latam.

Roberto Álvarez Ceballos
Director of Products, Platforms & Innovation, UST España & Latam