Fifteen years ago, I decided to move to Europe in search of a better quality of life. That decision changed the course of my career. Since then, I’ve had the opportunity to lead marketing for brands including Specialized, Mondraker, Pure Electric, La Wash and Berria, helping businesses through periods of growth, transformation and international expansion across Europe and Latin America.

Throughout those years, I kept seeing the same pattern. Great businesses would grow quickly, often driven by a strong founder and a great product, while marketing struggled to keep pace. More channels, more people and more initiatives appeared, but not necessarily more direction. What had worked when the company was smaller eventually became harder to manage as the business grew.

That pattern shaped the way I work today. I help leadership teams build stronger marketing organisations by aligning strategy, brand, product, sales, retail and technology. My work has included scaling businesses from €20M to €80M, increasing average selling price from around €1,700 to over €4,000, and building end-to-end marketing ecosystems connecting traffic, leads, CRM, retail and commercial performance.

Outside work, I’m a cyclist, trail runner and passionate about the culture behind the brands I help build.