Jeff Madl

Director of Strategic Expansion, Axity

20 year technology Sales, Marketing and Go to Market veteran specializing in strategy for SaaS, Cyber Security and IT Services. Jeff has an extensive knowledge base in the cloud and Ai space around product fit and use case evaluation. Additionally, he brings an executive level perspective to understand how Technical Debt can be mitigated and managed through the use and expertly deployed tools that are available in both Cybersecurity and the expanding world of Ai.

Francisco Hurtado

Director of Strategic Expansion, Axity

A digital technology consulting executive with over 20 years of experience leading teams and operations in areas such as Data & Artificial Intelligence, Application Development & Modernization, and IT Strategy and Governance. Francisco has led business units that have delivered projects and services across multiple industries and countries, including Mexico, the United States, Spain, Italy, Brazil, Colombia, and Peru — with a particular focus on Financial Services, Retail, and CPG organizations. He currently serves as Director of the IT Consulting division at Axity Mexico and leads Nearshoring Operations to the U.S. Francisco is also passionate about knowledge sharing and talent development. He collaborates as an Associate Professor of Technology Innovation at Tecnológico de Monterrey and ISDI, delivers conferences at various universities, and contributes to the creation of content on innovation and digital technologies for business and tech media.

Eric Jaime Medina Ruiz

Cybersecurity Manager, Axity Mexico

Cybernetics and Computer Systems Engineer from Universidad la Salle Campus CDMX, Mexico with more than 15 years of experience in the field of cybersecurity. Extensive experience in: Firewalls, Antivirus, IPS / IDS, Web Content Filtering, Event Correlation, Software Audit Endpoints, protocol analysis, Risk Analysis, Vulnerability Analysis, Penetration Testing, VPN's, Networks, Systems operational protocols TCP / IP, Cloud Security, Sandbox, AWS, VMWare, DDOS, Incident Response, Ethical Hacking, Cybersecurity, Antifraud, Forensic Computing and international norms and standards such as ITIL, ISO27001, OWASP, OSSTMMV3, Top 10 OWASP, NIST. Currently, Manager of AxityRedTeam & Forensic, Presales-Team and Delivery and Support N2 Services and, with strategic functions on architecture design and cybersecurity projects for all the countries where we have a presence. At the same time helping to design and improve controls, policies and procedures in our global cybersecurity strategy. Senior Management Cybersecurity Advisor (at client level) and cybersecurity advisory member of the Axity Board.  Certified expert in cyber intrusions and incident management.  Forensic Hacking Investigator  Certified Digital Forensic Examiner  + than 40 certifications and specializations in cybersecurity

Francisco Javier Rodriguez Olver

AI & Architecture Director, Axity

As a Director of AI and Architecture with 15+ years of experience, I specialize in designing innovative tech solutions across banking, retail, transportation, and food industries. My expertise spans Docker, Kubernetes, DevOps, Cloud, AI, and open-source collaboration. I have led DevSecOps projects for major Mexican retailers and pioneered microservices and Kubernetes adoption. My work focuses on integrating new operational models, optimizing processes, and developing governance frameworks with measurable impact. Currently, I’m immersed in Computer Vision, securing a major project with Mexico’s second-largest retailer, and advancing Machine Learning & Generative AI to enhance software development and deliver tailored AI solutions. Also, I'm a big fan of Star Wars and Back to the Future.