I build consumer marketing for products people need help choosing. Complicated products, human decisions.
My experience spans across global brands, from building the marketing function from the ground up to leading growth, brand, and customer experience initiatives across complex consumer categories. I connect consumer understanding, commercial strategy and the teams that turn plans into results.
When the product is technical, personal or high-stakes, consumers rarely move in a straight line. They research privately, compare imperfect information, seek reassurance from professionals and peers, leave, return, and reconsider.
The opportunity is to understand those moments well enough to make each one more useful — without oversimplifying the decision.
Turning market insight into clear demand-generation priorities.
Using AI to improve speed, personalization, content and decision-making.
Making complex products easier to understand, trust and choose.
Connecting brand, digital, product and journey strategy.
Building practical launch and growth plans across channels.
Built and launched a consumer healthcare brand around how people research and choose a surgeon, spanning brand strategy, website architecture, content, SEO, paid acquisition and analytics.
trusted-surgeon.com →
Through my fractional CMO work, I support Sonix's consumer marketing and co-branded launches with licensing partners. The work spanned social media audience growth, SMS subscriber growth and product launch execution.
shopsonix.com →
Built distributor networks and launched new product lines across APAC, LATAM, the Middle East and Africa. Worked with regional partners to enter eight new territories and grow the brand internationally.
adenandanais.com →
Worked across product, marketing and customer support to grow EV-Chargers.com. Used customer questions to shape the website, content and advertising, and launched Amazon as a second sales channel.
ev-chargers.com →Built the marketing function from zero — strategy, team and infrastructure — for a global business. Led the full rebrand and website relaunch; owned all internal and external communications, recruitment marketing, sales enablement and product messaging. Three promotions in three years.
Developed international distribution strategy for new territories, +20% revenue. Led McCubbin's transition from Amazon 1P to 3P and owned pricing and P&L for my territories.
Growth across APAC, LATAM, the Middle East and Africa: +200% sales in year one, +126% year over year in year two, 20% over quota. Eight new territories, distributor networks built from scratch, new product lines launched into international markets along with marketing support.
Product and go-to-market strategy for Philips tech accessories across Walmart, Target, Best Buy, Amazon, Costco and Fred Meyer. A 100+ SKU portfolio; $500K in incremental revenue from new retail placements; SKU rationalization across the full accessories business.
Channel strategy for key international accounts, in store and online. A global retail display program covering 6,000+ displays and 100K+ additional product facings.
Promoted from LATAM and Caribbean accounts to lead international marketing across the UK, UAE, Japan, Singapore, Mexico and Colombia. 200K+ new followers from international social campaigns; Mobile World Congress, IFA Berlin and Expo Comm Tokyo.
Worked across product, marketing and customer support to grow EV-Chargers.com. Used customer questions to shape the website, content and advertising, and launched Amazon as a second sales channel. Sales grew from zero to $1M; site conversion doubled from 1% to 2% in year two; Amazon, launched in year three, went from nothing to $50K a month.
Built and launched a consumer healthcare brand around how people research and choose a surgeon, spanning brand strategy, website architecture, social media content, SEO, paid acquisition and analytics.
Consumer marketing and co-branded launches with licensing partners: social media audience growth (+12% in a year), SMS subscriber growth (+17%), and product launch execution across social, SMS and lifecycle.
EAE Business School, Barcelona — Master's, Search & Social Media Marketing.
Universidad del Salvador, Buenos Aires — Economics & Intercultural Business Management.
Universität Passau, Germany — Culture & Economic Science.
English and Spanish, native. French, working.
Understand the consumer, the category and the business. Find the unmet need, the decision barrier, and the priorities most likely to move performance.
Build positioning and the brand around the experience people need, from discovery and consideration to purchase and the relationship after it.
Align internal teams, specialist partners, channels and workflows around one plan. Set priorities, responsibilities, and the standard for what goes live.
Define what success looks like, set the baseline, and use performance and customer feedback to decide what to strengthen, change, or stop.
I use AI strategically to optimize resources, accelerate execution and improve efficiency across research, content and reporting, while keeping strategy, judgment and accountability firmly human-led.