Luis Casado Terrón

With a career that began in the early days of the internet and evolved alongside the rise of programmatic advertising, Luis Casado brings a uniquely hands-on and data-driven perspective to product management. In this interview, our Product Manager shares how his dot-com–era roots shaped his understanding of performance, why building practical solutions is at the heart of great products, and how listening to users and leveraging AI have become essential parts of his daily work. From professional curiosity to personal balance, Luis offers an honest look at what it really means to build products that make a difference.

Question: How did you get into the Performance Marketing?

Answer: I got started in the internet world back in 2000, right in the middle of the dot-com era. At that time, programmatic as we know it today didn’t really exist yet—we mainly worked on editing banners, moving them around, and using CMS tools like Blindio to calculate performance ratios and send less profitable traffic back to other webmasters so they would “owe” you clicks.

Q: What is the best part of being a Product Manager?

A: I believe that building products is one of the most efficient ways to help teammates make their daily work easier. For a while, I was working only on the data analysis side, and it was frustrating to see how many studies or reports never turned into real, practical solutions.

Q: Could you list some tips for becoming a good Product Manager? What are the essential skills needed in your job?

A:  When it comes to building a product, there are a few must-have principles:

• Back every potential improvement with data, and whenever possible, estimate its impact.
• Listen to and truly understand how users actually use the product. Many times, a great idea can fail simply because the person using the platform doesn’t know about a feature—or doesn’t want to use it.

Q: How do you organize your day? What tools do you use, and which are your favorite?

A: I’m becoming a big fan of AI. It genuinely helps me in my day-to-day work and saves us a lot of time we would otherwise spend researching or executing ideas. I don’t see it as a final solution, but more like a typical friend who helps you get started or offers a different perspective.

Q: What is the app you use the most in your daily life?

A: On the professional side, I always try to experiment with as many solutions as possible. It’s part of my job to understand how other people have solved similar problems and to pay attention to how those unwritten rules are shaped—the ones that make users feel more comfortable when using a product.
On a personal level, there’s always a game that helps me switch off or lets my brain run on “autopilot.” Very often, some of the best ideas show up while you’re practicing sports or keeping your mind busy with a casual game.

Q: What is the first thing you do when you disconnect from work?

A: I wish I could answer that question… I have two daughters, three dogs, several aquariums, and definitely fewer hours in a day than I’d need to do even half of the things I’d like to do 😉

Q: What would you do if you won the lottery?

A: I’d love to visit Asia someday, and I’d also like to leave my daughters the best legacy possible.