leadership
Richard Carrizales
Chief Executive Officer
Richard Carrizales believes the digital shelf is the next frontier, and brands who master it will dominate in the years ahead. As consumers shift toward a dual decision-making journey: researching online while shopping in-store, he sees the product detail page as the new point of persuasion. Compelling imagery, informative content, and interactive experiences aren’t optional anymore, they’re how brands win trust before the first click.
A systems builder at heart, Richard is dedicated to creating scalable frameworks that grow alongside the brands he partners with. He believes quality image capture and thoughtful content strategy can transform physical products into digital assets that replicate the in-store experience online, helping brands not just appear, but perform.
At Parallel, his focus is simple: build systems that scale, visuals that convert, and experiences that redefine what it means to show up beautifully on the digital shelf.
Marco Carrizales
Chief Growth Officer
Marco Carrizales believes the e-commerce shopping experience is still in its infancy - and that brands who master it now will own the next decade. As a builder and brand champion, he’s spent his career helping companies bridge the gap between shelf and screen, ensuring products look as good online as they do in-store.
He’s vocal about the dangers of the “sea of sameness” that dominates digital retail, and he sees brand blocking - the ability to stand out visually and emotionally - as the new battleground for attention. Marco’s work at Parallel reflects that conviction: every image, every SKU, every page is built to convert, not just comply.
A hands-on operator with a systems mind, he champions the idea that beauty and consistency at scale aren’t opposites - they’re the new advantage.