AI Transformation · Innovation Lead · Engineering Leadership

Daniel Serrano

Great Teams Build Great Products.

22 years building and retaining the teams that ship products people love, from Myspace and imeem to Toyota and Nine, now at the frontier of AI agent orchestration.

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01 » Work

22 years, five countries, teams that shipped.

From pioneering music players at internet scale to leading practices and, now, orchestrating AI agents. A track record of building the teams behind products people love.

  1. at0mic » AI Agent Orchestration (Independent)

    Aug 2025 to Present · APAC

    • Build multi-agent orchestration systems and AI-native workflows spanning automated research, newsletter curation, and podcast-generation pipelines.
    • Formed a clear thesis on where AI agents create leverage versus where human judgment remains essential, then acted on it: built and launched an agent-consultancy offering, then chose not to commercialize it rather than sell agent-management to organizations not yet ready to run agents responsibly.
    • Technical Lead (contract), May 2026: stepped into an online-games build. Ran delivery and the project board, managed stakeholders, mentored the team, and shipped hands-on code.
  2. Kablamo » Principal Consultant, Technical Director

    2019 to 2024 · Sydney / Melbourne / Canada

    • Led cross-disciplinary teams across fintech, government, media, and gaming, for clients including Atlassian (embedded in observability), Vodafone Australia, a Canadian neobank, and the NSW Rural Fire Service's fire-prediction system.
    • Built teams known for strong retention and mentored engineers across disciplines; served as Front-End Practice Lead company-wide.
    • Sat on the senior leadership team as the company grew from roughly 30 to 100, and co-created a fortnightly ritual that kept a distributed engineering org feeling like one company.
  3. Nine Entertainment (ninemsn) » Senior FE Developer, Technical Lead

    2014 to 2017 · Sydney

    • Joined as one of the first two engineers on a new team and helped grow it to about 20, interviewing and selecting many of the hires.
    • Led the front-end migration of roughly 10 major properties (nine.com.au, 9news, Wide World of Sports) from legacy Sitecore to React/TypeScript, a portfolio reaching 4.7M+ monthly uniques and a top-3 Australian news publisher.
  4. HotHouse Interactive » Front End Tribe Lead

    2010 to 2013 · Sydney

    • Led a front-end team of a dozen engineers building immersive experiences for Toyota Australia (the #1 auto brand), including 360-degree vehicle configurators and a single-codebase app across six platforms, solving cross-platform delivery years ahead of the norm.

Earlier, creative technologist at scale

imeem 20M+

Pioneering San Francisco music-streaming startup founded by ex-Napster engineers. Built the music and video players at 20M+ monthly users, before Spotify proved the model.

Myspace 100M+

Core application team at the #1 website in the US (100M+ users), building music and video players, the live comment slider, and rapid proofs of concept.

Adlink $100M+

Sole technologist at the largest US cable-advertising interconnect (first past $100M in sales), producing interactive work for Sony Pictures, Paramount, Universal, and 44 national networks.

02 » About

I build and retain teams that ship products people love.

Illustrated avatar of Daniel Serrano

Twenty-two years across five countries, from the early internet-scale music players to leading engineering practices, and now to the frontier of AI agent orchestration. The through-line has always been people: hiring well, mentoring deeply, and building distributed teams that stay.

Recognition. Published in Taschen's 1000 Favorite Websites, featured in the Web Design Index, iBest Best Digital Agency, and guest lecturer at the USC Annenberg School for Communication.

Based
APAC, Remote or On-site
Languages
English & Spanish (native), Japanese, French, Thai (foundations)
Education
B.Sc. Communication Science, Universidad Intercontinental (honours). Computer Science, Universidad La Salle (2 yrs).
03 » Skills

Where I create leverage.

Leadership

  • Team building & retention
  • Hiring
  • Mentorship
  • Cross-disciplinary & distributed teams
  • Practice leadership

AI

  • Multi-agent orchestration
  • Agent tooling & prompt systems
  • AI-native workflow design
  • Automation pipelines

Product & Engineering

  • User-centered product
  • Large-scale migrations
  • TypeScript / JavaScript
  • React (incl. Native)
  • Node.js
04 » Contact

Great teams build great products. Let's build one.

Open to leadership roles at the frontier of AI and engineering. Recommendations upon request.