Pamela Scheurer

Pamela Scheurer grew up in Yala, a town of around 2,000 people in Jujuy, and from there built one of Latin America’s best-known data intelligence companies for e-commerce. She co-founded Nubimetrics with her husband, Andrés Jara Werchau, led its technological development for years and, following his death at the end of 2024, took over as CEO. Her journey also makes a point: highly skilled technology jobs can be created — and retained — in northern Argentina.

A Computer at Nine Years Old

Scheurer’s interest in computing began at the age of nine, when she first came into contact with a computer. That curiosity led her to study computer engineering at the Universidad Católica de Santiago del Estero and later specialize in big data and artificial intelligence, two fields that, in Argentina at the time, seemed largely confined to the country’s major urban centers.

Before becoming an entrepreneur, she worked as a software project leader for companies in the region, including Empresa Jujeña de Energía, where she was responsible for requirements analysis and systems maintenance.

The First Client and Only One Direction

Nubimetrics was founded in 2010 in San Salvador de Jujuy as a shared project with Andrés Jara Werchau, her partner and business associate, a computer engineer who years earlier had founded the province’s first internet service provider. She often says they came together at a point in their lives when both wanted to change the world.

The beginning was difficult. They had agreed that Scheurer would leave her job as soon as they secured their first client. The client arrived, she resigned and, shortly afterward, the project was suspended because the company that had hired them was unable to pay. They were left without work and in debt. Scheurer recalls that Andrés told her at the time that he was not going to apply for another job, that there was only one possible direction, and that direction was forward.

The Day Mercado Libre Opened Its Data

The turning point came in 2013, when Mercado Libre opened access to its platform data so that external developers could create applications to help its sellers, while simultaneously launching a fund to invest in the best ideas. Nubimetrics was already doing something similar for small and medium-sized businesses. Scheurer describes it as plugging their tool into the marketplace and suddenly finding seven million sellers on the other side.

The platform processes sales and search information to tell merchants which products are in demand, what prices are most suitable and how competitors are moving. As the company grew, Scheurer moved away from the operational tasks of the early years and took charge of the development team and the company’s technology strategy as CTO. The project received the backing of Mercado Libre founder Marcos Galperin.

By 2018, the company had already invested around two million dollars in its development, was generating approximately three million dollars in revenue, had grown by 500% the previous year and was projecting another 300% increase. Scheurer highlighted at the time that 90% of new hires in the sales and marketing teams were women.

A Headquarters in Jujuy

The decision that perhaps best sums up her vision came in December 2021. Instead of moving the company’s leadership to Buenos Aires, Nubimetrics opened its headquarters in San Salvador de Jujuy, a space of more than 400 square meters designed for over 80 people, with an investment of $100,000. Three of the company’s five directors began working there alongside local developers.

At the time, the company had more than 7,000 clients in 13 countries and over 100 employees across Argentina, Mexico and Brazil. Its founders described the opening as the result of more than a decade of work aimed at creating global value with local talent. Scheurer, still serving as CTO, began recruiting developers from Jujuy with a concrete proposal: work for clients across the continent, side by side with the company’s leaders, without having to move away.

By the end of 2024, Nubimetrics employed around 90 people, 35 of them in Jujuy. Scheurer also serves on the provincial committee promoting the development of the big data industry.

Taking the Lead

On December 30, 2024, Andrés Jara Werchau died at the age of 48 in Córdoba while cycling with Scheurer on a rural road near Santa Rosa de Calamuchita. The news deeply affected Argentina’s entrepreneurial ecosystem, where he was a well-liked figure and a member of the board of Endeavor NOA.

Scheurer then decided to take over as CEO of the company and continue the project they had built together. In that role, she now leads a company that works with major brands across the region. In 2025, Nubimetrics participated in VTEX Connect LATAM in Mexico City, where clients including Truper, Makita, ZF Group, JBL and BGH visited its stand.

One Centimeter at a Time

Scheurer describes herself as an ordinary girl with a strong desire to change the world. She says changing just one centimeter is enough, and that everyone has the same power to do so.

Her business story follows that same scale. There is no single spectacular leap, but rather a series of decisions sustained over time: resigning without a safety net, betting on data before it became fashionable, building a headquarters in the province instead of leaving, and taking the helm at the most difficult moment. All of it from a place that rarely appeared on Argentina’s technology map.