What I do
I own the technical side of every Frontend Horizon build. The stack choices, the platform layer, and the engineering standards each client site is held to are mine, so performance and reliability are designed in, not bolted on.
Frontend Horizon team
Pablo Novelo. Founder.
Based in Dallas, TX. Part of the team you meet on discovery and keep through the build. No subcontracted strategy, no account-manager layer.
Census-grounded
ACS, CBP & LEHD pulls
60+ ICP cards
Shipped, signed off
Outcome-locked
One named outcome per sprint
No retainer trap
Sprints, not rent
Industries I work with
Engagements I lead
Writing from Pablo
All 2 articles →Jan 2026 · social
Social Media for SMBs: What Actually Works in 2026
You can’t be on every platform. You shouldn’t try. Here’s how to pick the two or three that will actually move the needle.
Dec 2025 · social
When Social Media Is the Wrong Channel for Your Business
Not every business should be on social. Some should put the budget into search, email, or direct mail and stop apologizing.
Meet the rest of the team
The same names on every kickoff invite, every status review, every receipt.