Fifteen years ago, I moved to Europe to complete a Master’s Degree in Marketing Management. That decision completely changed the direction 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. Companies invested heavily in building brands and generating demand, but once customers entered a retailer, distributor or franchise network, visibility disappeared. For a long time, I accepted that as part of the industry. Eventually, I stopped asking how to build better campaigns and started asking why we had all accepted a broken customer journey as normal.

That question 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.