His father, Damián, and his mother, Fanny, were merchants, descending from Jewish immigrants who arrived in Argentina from Central Europe, escaping the pogroms.

His paternal grandfather, Froike was a militant construction worker and a socialist who, with his wife, was part of numerous support missions for the International Brigades in the Spanish Civil War, aiding the anti-fascist front.

Returning to Argentina, he met his future wife, Eva Píccolo, in 1980; she was an actress with a long career in independent theatre, and the couple had two children: Federico and Catalina.

Following the addition of a Communication Sciences degree at the University of Buenos Aires in 1984, he became a teacher at the Semiology I Class, headed by Oscar Steimberg.

He also hosted the science program in Radio El Mundo, and many other specials concerning the 1985 Trial of the Juntas, Militares (“Military Men”), and the Guerra de las Malvinas, among others.

He was introduced to longtime Peronist leader Antonio Cafiero, and he organized the Movimiento Unidad, Solidaridad y Organización (MUSO), searching and advocating for an internal renewal of the party.

There, he started his long political career in Peronism, working as communications director and spokesperson for Cafiero, who was a successful candidate for Governor of the Province of Buenos Aires, in 1987.

He placed behind a candidate advanced by President Néstor Kirchner (Education Minister Daniel Filmus), with 23.7%, and businessman Mauricio Macri, whose Republican Proposal (PRO) Party won with 45.6% of the total votes.

In 1998 he founded, with other partners, La Trastienda, a theatre and concert house, located in the San Telmo neighbourhood in the city of Buenos Aires.