Selected impact
Real work across brands, markets and business contexts - from positioning to execution
I work with brands at different stages — from growth to transformation — helping define positioning, structure marketing systems and connect strategy with execution.
Each case reflects real business challenges, combining brand, product, go-to-market and commercial impact across international markets..
Who we are
I work with brands across growth and transformation stages, defining positioning, structuring marketing systems and connecting strategy with execution. From brand and product to go-to-market and retail, I build scalable systems that improve commercial performance, primarily with established brands in the €1M to €50M+ range — each case starting from a real business problem.
Mondraker - Impact case
Mondraker had strong growth potential, but required a clearer strategic focus to elevate brand perception, improve product value and strengthen its position in high-performance segments. The opportunity was to build a more coherent premium direction across product, brand and go-to-market, focusing on the areas where the brand could create the most value and differentiation.
Context
Mondraker had strong growth potential, but required a clearer strategic focus to elevate brand perception, improve product value and strengthen its position in high-performance segments. The opportunity was to build a more coherent premium direction across product, brand and go-to-market, focusing on the areas where the brand could create the most value and differentiation.
Role
Global Marketing Manager, working across brand, product marketing, go-to-market and international development, aligning marketing with business strategy at executive level and contributing to key strategic decisions.
What I led
Contributed to the strategic repositioning of the brand towards the premium high-performance segment
Supported a shift in product and portfolio strategy towards higher-value categories and more focused ranges
Aligned product, brand and communication under a clearer, more premium direction
Built and executed a full-funnel marketing ecosystem (brand, digital, retail, PR, campaigns and events)
Led international marketing activation and expansion across key EU markets, including Germany, Benelux and Southern Europe
Strengthened go-to-market structure through campaigns, launches, media activations and dealer programs
Reinforced the performance dimension of the brand through racing strategy and international visibility
Developed retail and customer experience initiatives (demo tours, POS, dealer ecosystem)
Contributed to the development and launch of the Mondraker MIND ecosystem, integrating product, digital experience and data to enhance rider experience and brand differentiation
Contributed to building a more structured and scalable global marketing function
Business impact
Revenue growth from €20M to €100M
Average price per unit increased from ~€1,700 to ~€4,000
Strong improvement in commercial mix, driven by premium positioning and product focus
Double-digit growth across key international markets (Germany, Benelux, Southern Europe)
Stronger alignment between product, brand and distribution, enabling scalable growth
Key takeaway
The transformation was driven by a clearer strategic focus on value creation — aligning product, brand and go-to-market around a more premium, performance-led direction, while integrating innovation (MIND), international expansion and commercial structure into a scalable growth model.
