Marketing leader with 12+ years of experience across cycling, outdoor and franchise businesses, working with brands like Specialized, Mondraker, Pure Electric, La Wash, and Berria, among others. I’ve led marketing at global and regional levels across Europe and Latin America, building go-to-market strategies and marketing systems that connect brand, product and sales.

I step into situations where marketing lacks clarity, structure or direction—aligning teams, refining positioning, restructuring product and portfolio logic, and building full-funnel systems across brand, retail and digital. This includes scaling revenue from €20M to €100M, increasing average price per unit from ~€1,700 to ~€4,000, and developing end-to-end ecosystems (traffic → lead → conversion) integrating CRM, performance and retail.

Throughout these years, I’ve contributed to brand transformations, stronger market positioning and sustained growth. Cyclist, trail runner and deeply connected to the culture behind the brands I work with.