Today we’d like to introduce you to Oscar Diaz Serrat.
Hi Oscar, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I came to the United States from Havana, Cuba when I was 14 years old. Like many immigrants, I had to adapt quickly—new language, new culture, new expectations—and that early experience shaped how I approach everything I do: with resilience, curiosity, and a deep appreciation for opportunity.
I began my programming journey at 19, but I was never just a developer. From early on, I was equally drawn to design, music, and creative expression. For more than six years, I played and produced music for a band while working as a programmer, learning how creativity and structure can coexist. Around the same time, I became deeply involved in live events and culture, eventually leading marketing efforts for the 9 Mile Music Festival (Marley Fest) in Miami for nine years and producing one of the largest reggae shows in South America. That period taught me how to build communities, tell stories, and move people—skills that later became essential in business and technology.
As my technical career evolved, I focused on eCommerce, user experience, and scalable systems. I founded Sobefy eCommerce to help brands build thoughtful, high-performing online experiences, blending engineering, design, and strategy. That path eventually led me to my current role as CTO of DryEye Rescue, where I oversee technology, product development, and innovation across a rapidly growing healthcare and eCommerce company.
Looking back, my path hasn’t been linear—but it has been intentional. Each chapter—immigration, music, festivals, design, engineering, and leadership—built on the last. Today, I see my work as the intersection of all those experiences: building systems that work, brands that resonate, and products that genuinely help people.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Not at all—it hasn’t been a smooth road, and I don’t think it was supposed to be.
Coming to the U.S. as a teenager meant starting from zero in many ways. Later, as I built my career, I experienced real failures—projects that didn’t work, businesses that didn’t scale, ideas that were technically sound but poorly timed, and moments where I overextended myself trying to do too much alone. Some of those failures were public, some financial, and some personal. Each one forced me to confront my own limitations.
There were periods of burnout, self-doubt, and starting over. I learned the hard way that talent isn’t enough—you need discipline, humility, the right people around you, and the willingness to listen when things aren’t working. I also learned that success isn’t linear. You can be doing “well” on paper while still making mistakes that catch up with you later.
Those experiences shaped how I lead today. They taught me to build more deliberately, to value resilience over ego, and to stay grounded even when things are going well. I don’t romanticize failure, but I respect it. Every meaningful step forward in my career came after something didn’t go as planned.
I’m proud of where I am today, but I’m just as grateful for the setbacks. They gave me perspective, patience, and a deeper understanding of what sustainable success actually looks like.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
I’m fortunate to be involved with two very different but equally meaningful organizations: Sobefy and DryEye Rescue — each with its own purpose, audience, and impact.
Sobefy is the company I founded to help brands build eCommerce experiences that are fast, elegant, and conversion-focused. At Sobefy, we specialize in custom Shopify development, UX design, performance optimization, and modern integrations that help businesses grow online. We don’t just launch storefronts — we craft digital experiences that reflect the identity and strategy of the brand while using smart technology to increase efficiency and sales. Whether it’s a headless build, a custom app, or a refined Shopify 2.0 theme with tailored UI/UX, our goal is to deliver solutions that are not just functional, but beautiful and future-ready. What sets us apart is our blend of creative design thinking with deep technical expertise, and our focus on strategic outcomes, not just pretty pages. I’m most proud of the long-term partnerships we’ve built with clients who see Sobefy as more than an agency — as a trusted extension of their team.
On a very different front, I serve as CTO of DryEye Rescue — a leading healthcare eCommerce and support platform dedicated to helping people manage dry eye disease. DryEye Rescue makes it easier for patients to find doctor-approved treatments, educational resources, and products in one place, and also provides tools and support for eye care professionals to expand their dry eye services. The company combines consumer-focused shopping, clinical education, and professional partnerships to improve outcomes for millions of people affected by dry eye. DryEye Rescue has even been recognized on the Inc. 5000 list of fastest-growing companies, reflecting both its market impact and rapid growth.
Both brands are not just about technology or commerce — they’re about solving real problems. With Sobefy, it’s about helping businesses express their vision and grow sustainably in a crowded digital landscape. With DryEye Rescue, it’s about combining technology, healthcare insights, and user experience to make life easier for patients and practitioners alike. In both cases, the focus is on functional innovation anchored in empathy — because products and services are only powerful when they truly serve the people who use them.
What does success mean to you?
I define success as building a life and body of work that are aligned with your values, not just your resume.
Early on, I thought success was about milestones—titles, revenue, recognition. Those things matter, but over time I’ve learned that real success is more durable. It’s having the freedom to choose the work you take on, the people you collaborate with, and the standards you hold yourself to. It’s being able to look at what you’ve built and know it actually serves people, whether that’s helping a business grow, improving someone’s health, or creating something that resonates culturally.
Success also means sustainability. Not burning out, not cutting corners, and not sacrificing your integrity for short-term wins. It’s continuing to learn, staying curious, and remaining grounded even as opportunities grow.
Most importantly, success is being able to show up fully in all areas of life—professionally, creatively, and personally—without feeling like one comes at the expense of the others. If I’m building meaningful work, staying honest with myself, and leaving things better than I found them, I consider that success.
Contact Info:
- Website: https://sobefy.com
- Instagram: https://instagram.com/oscardiazserrat
- LinkedIn: https://www.linkedin.com/in/oscardiazserrat/
Image Credits
Photos by Juan Vergara
