The people who are redefining Social Intelligence from LATAM.
Epical was born of a conviction: digital conversation has more to tell brands than any dashboard can show. Behind it is a founding team with a global track record and the institutional backing of those who have spent three decades building industry leaders in the region.
Who runs and backs the company.
Four people with distinct, complementary roles: those who run the day-to-day and those who put institutional weight behind it.
Tomás Criado
CEO and co-founder of Epical. Recognized by SI Lab as one of the 50 most influential professionals in the world in Social Intelligence (2025). With more than 17 years of experience and as an external consultant to the IDB, he built in two years the method that Google, Netflix, PepsiCo and Warner Bros now use to turn digital conversation into strategic decisions.
LinkedIn ↗
Victoria Puricelli
COO and partner at Epical. An executive track record at L'Oréal, Unilever and General Mills, with a degree in Business Administration and a master's in Marketing and Communication. She leads operations and strategic expansion: translating the complexity of Social Intelligence into processes and deliverables that reach the C-level.
LinkedIn ↗
Federico Astiz Jensen
He built Grupo Oxean over 35 years in the region — 5 countries, 20 markets, more than a thousand organizations. His bet on Epical is that of someone who knows when a new model replaces the old one. Co-founder and institutional backer of the project.
LinkedIn ↗
Ariel Herrera
Founding partner of Epical and of Grupo Oxean. Three decades building strategic communication and consulting organizations across Latin America. He brings to the board the regional network and the institutional perspective that an intelligence startup needs in order to scale soundly.
LinkedIn ↗
Epical has the institutional backing of Grupo Oxean — 35 years building industry leaders in communication and strategic consulting in LATAM. grupooxean.com ↗
Epical in figures.
For due diligence, RFPs or editorial material.
| Name | Epical |
|---|---|
| Company type | B2B boutique for conversational intelligence |
| Year founded | 2024 |
| Co-founders | Tomás Criado (CEO) · Federico Astiz Jensen, representing Grupo Oxean |
| Partners & board | Victoria Puricelli (Partner & COO) · Ariel Herrera (Founding Partner, Grupo Oxean) |
| Group | Grupo Oxean · grupooxean.com ↗ |
| Main hub | Buenos Aires, Argentina |
| Markets covered | 12 LATAM countries: Argentina, Brazil, Mexico, Colombia, Chile, Peru, Uruguay, Ecuador, Bolivia, Paraguay, Costa Rica, Panama. Selective global coverage. |
| Team | 22 specialists + lead consultants + founders |
| Fortune 500 clients | 8 (as of 2025) |
| Reported NPS | 10/10 (2025) |
| Technology stack | Proprietary technology (analysis layer) + licenses for the leading global social listening platforms + proprietary AI trained on LATAM |
| hi@epical.digital | |
| Website | epical.digital |
Epical in media and columns.
Journalists, partners or investors?
For interviews, statements, institutional material or partnerships: write to Santiago Berisso.