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..
Overview
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.
Berria Bikes
Context
Berria required a clearer strategic direction to compete in high-performance categories and elevate its brand perception. The opportunity was to redefine the brand from its foundations — across identity, product and communication — building a more coherent and premium positioning.
Role
Interim Marketing Director, leading brand transformation across strategy, identity and overall brand development.
What I led
Defined brand strategy, positioning and customer segmentation
Led the redesign of visual identity, including logo and brand system
Contributed to product strategy and industrial design direction
Integrated external partners across brand, content and digital ecosystem
Led full website restructuring and overall digital experience definition
Developed global campaign concepts and execution (content, storytelling, photography)
Proposed retail marketing framework (spaces, assets, in-store experience)
Aligned brand, product and communication into a coherent system
Business impact
Established a clear and consistent premium brand positioning
Strengthened product storytelling and perceived value
Built the foundations for scalable marketing execution
Improved brand consistency across digital, product and communication
Key takeaway
Focused on building the strategic and creative foundations required to reposition the brand and enable future growth.
Digital Transformation
Repositioned Berria into a premium performance brand
Visual Identity
Redefined the brand’s visual language and design system
Pure Electric
Context
Pure Electric was entering the Spanish market as part of its international expansion, with the need to establish local presence and adapt the business to a new market environment. The category was highly competitive, with strong retail players such as Fnac, El Corte Inglés and MediaMarkt. The opportunity was to differentiate through an omnichannel model and a more premium positioning within a highly price-driven category.
Role
Marketing Lead Spain, supporting local market development across retail and e-commerce, aligned with global strategy.
What I led
Supported brand launch and early market development in Spain
Coordinated marketing across retail and e-commerce
Supported store openings and local activation
Contributed to early performance and CRM setup
Business impact
Contributed to establishing Pure Electric’s presence in Spain
Supported retail-led growth through local activation
Helped align retail and e-commerce execution at market level
Key takeaway
This role focused on supporting early market development in a highly competitive environment, combining retail execution with initial omnichannel and CRM foundations.
Premium Brand Positioning.
Elevating perception through bold, differentiated visual identity
Omnichannel Experience.
Integrated retail and digital ecosystem across stores and e-commerce
Mondraker
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 €80M
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.
La Wash | Special Project
Context
La Wash is one of the leading self-service laundry franchise chains in Spain.
Operating in a mature category where most propositions are highly similar, the opportunity
was to differentiate the brand through a more sustainable, premium and experience-driven model.
Role
Marketing & Sustainability Manager, leading brand repositioning and business transformation, leveraging prior experience in the laundry and franchise industry.
What I led
Defined brand repositioning towards sustainability and circular economy
Led full visual identity restyling across all touchpoints
Redesigned customer experience (store, kiosks, upselling logic)
Delivered digital transformation (web, acquisition, performance)
Implemented CRM and automation workflows (HubSpot, lead generation, nurturing)
Built franchise onboarding system (manuals, training, processes)
Implemented internal workflows and tools (Asana, cross-team coordination)
Created Customer Success function (support structure, ticketing, protocols)
Introduced AI-driven support flows for customer service
Business impact
Repositioned the brand towards a more sustainable and differentiated model
Improved customer experience and in-store monetization
Built scalable digital and CRM infrastructure
Structured operations to support franchise growth
Key takeaway
Transformation of a traditional franchise model into a more structured,
scalable and experience-driven business.
Sustainability Platform
Eco positioning translated into digital experience
Retail Experience.
Upgraded in-store experience and customer interaction
Contact
Reach out today and you’ll get a clear plan, honest advice, and a team that cares about the outcome as much as you do. Whether you prefer a quick call or a simple email, getting started is easy.
