We’re excited to share that longtime Yottaa exec, Carlos Famadas, is now our Chief Executive Officer. An eight-year Yottaa veteran, Carlos brings with him an exciting combination of industry and company knowledge, along with a fresh perspective that will help propel Yottaa into the AI era of eCommerce.
We sat down with Carlos to discuss his perspective on a variety of topics—from why now is the perfect time for him to take over as CEO, to his future vision for the company and its customers.
Q: You’ve been part of Yottaa’s leadership for eight years, most recently as CFO and COO. What first drew you to Yottaa, and how has your sense of the company changed over that time?
A: What drew me to Yottaa was the problem itself and the people that drive impact. eCommerce performance is one of those areas where you can see the direct line between what we do and whether end-user experience improves and our retailer partners have a positive business outcome. That clear connection between our technical work with measurable commercial impact is rare, and it’s been motivating for eight years.
What’s changed is that I understand at a much deeper level what our customers deal with day-to-day and the evolving pressures they face—from AI to tariffs to supply chain shocks to changing consumer sentiment—and how Yottaa’s software can allow customers to focus on different priorities.
Q: Taking on the CEO role after years close to the operations and finance of the business, what makes this the right moment for both you and Yottaa?
A: Honestly, it doesn’t feel like a dramatic shift; just a natural extension of the work I’ve already been doing. Over the last few years, I’ve been increasingly involved in our go-to-market strategy, customer relationships, product strategy, and how we build and operate the business. And, our amazing team has been supportive at every step, leaning in to continue delivering web performance expertise to our customers. So this transition is less about me, and more about building on our foundation and evolving our product direction to meet the needs of today’s fast-evolving eCommerce landscape.
Q:For the customers who have trusted Yottaa for years, what should they expect to stay the same under your leadership? And what should they expect to change?
A: What stays the same: the team of web experts they know, and our commitment to putting customers first. The relationships our customers have built with our people doesn’t change. What I want to evolve is how deeply we partner with our customers beyond page optimization, third party management, monitoring, and measurement. I want Yottaa to be the team our customers lean on when they’re trying to figure out what to prioritize, how to make the case internally for performance investment, or how to navigate a challenging peak season. We’ve always been strong technically and I want us to be just as strong as a strategic partner.
Q: Over the course of your tenure, what have you come to understand about what eCommerce teams really need to be successful when it comes to site performance?
A: The thing that’s clear to me is that most eCommerce teams are stretched thin and have a long list of priorities and, therefore, limited engineering bandwidth. They know performance matters, but there are a multitude of levers that can drive performance. What they actually need isn’t just data, but clear guidance around what to act on, when to act on it, and the confidence that the action is worth the effort. The teams that win on performance aren’t necessarily the ones with the most resources. They’re the ones who’ve found a way to make performance a continuous program, not a fire drill that only gets attention when something breaks or a big sale is coming.
Q: Yottaa has always been focused on helping its customers build fast sites. How do you see that mission evolving moving as the eCommerce landscape evolves?
A: The mission doesn’t change – help eCommerce brands deliver the best possible experience to their shoppers and improve business outcomes. What’s changing is how we do that. For a long time, it was monitoring and focus on third parties: here’s what’s happening to your site, here’s which third parties are slowing you down. That’s valuable, but it’s table stakes. Where we’re going is much more prescriptive with AI-driven intelligence that doesn’t just surface a problem but tells you exactly what to do about it and estimates the impact of that action. It’s looking at data built on our real user monitoring, combining it with synthetic data, and showing the impact of traffic (bot or not) from origin to customer. The goal is to make high-performance eCommerce achievable for teams who can’t afford to have a dedicated performance engineer running analysis all day.
Q: There are a lot of monitoring and performance tools on the market. How do you think about what sets Yottaa apart?
A: Most performance and analytic tools are built for the general web. Yottaa was purpose built for eCommerce. We understand PDPs, cart, checkout, the third-party tag ecosystem that every major retailer is running, the way performance degrades under peak traffic, the need to constantly refresh a site and cache. That’s not something you bolt on after the fact. It’s baked into how we collect data, how we surface recommendations, and how our services team thinks about a customer’s architecture. The other thing I’d point to is that we’re not just a monitoring dashboard: we’re the combination of visibility, recommendations, automation, and human expertise in one place. Customers don’t have to stitch that together from four different vendors.
Q: When you picture Yottaa a few years from now, what are you most excited for customers to experience?
A: I’m most excited about what it looks like when performance stops being reactive. Right now, even with great tooling, most teams play some degree of catch-up: finding issues, triaging them, figuring out what to prioritize. A few years from now, I want our customers to be in a position where performance is a shared, continuous program running alongside their business. I want a VP of eCommerce to be able to walk into a meeting with their CTO and say, here’s our performance posture, here’s what we’ve optimized this quarter, here’s what Yottaa flagged and handled before it became a problem. That’s the partnership we’re building, and I couldn’t be more excited to be leading the charge with our team. Much more to come!
