Turning brands into
lasting relationships.

About me

A visual thinker who became a marketing strategist.

It started in brand identity and visual storytelling — design studios, visual systems, brand craft — which gave me the instinct that how something looks is never separate from what it means. From there I moved into trade marketing and retail brand activation, working in-store across Europe with some of the most demanding outdoor and lifestyle labels.

Then into digital marketing and integrated strategy — building marketing functions from scratch, shaping positioning and go-to-market. More recently I led customer loyalty and engagement for a purpose-led organisation, co-architecting a programme from the ground up.

Four phases

Each phase added a layer the next one needed.

Twenty-six years, one direction of travel: from making brands look right, to making them chosen, to making them kept. I did not swap creative work for commercial work — I learned to answer for both.

PHASE 01

Design & Brand Craft

"How something looks is never separate from what it means."

PHASE 02

Brand Activation & Point of Sale

"How brands are perceived, trusted and chosen — in the real world, not on a slide."

PHASE 03

Brand Strategy & Go-to-Market

"Brand intuition without commercial rigour is just aesthetics."

PHASE 04

Brand Loyalty & Customer Lifecycle

"The hardest thing a brand can do is not attract people. It's give them a reason to stay."

18K+

Active regular supporters built from a programme designed from scratch

44.7%

Email open rate — 2× the sector average — on lifecycle communications

30%+

Upgrade conversion rate through CRM-led value-growth campaigns

20+

Top-tier B2B industry players acquired onto a marketplace built from zero

Brand & loyalty — purpose-led organisation

Co-designed and launched a full loyalty programme — identity, CRM, lifecycle journeys, retention campaigns and analytics. The framework was later adapted by four international chapters.

Go-to-market — B2B SaaS marketplace

First marketing hire. Built the function from scratch — brand positioning, go-to-market strategy, UX/UI co-design, trade show presence, and supply-side ecosystem development across European markets.

Field activation — outdoor & lifestyle

Managed trade marketing across Iberia for one of the world's leading performance brands — roadshows, POS activation, retail network management, agency briefings and seasonal campaigns.

Brand creation — retail & e-commerce

Led end-to-end brand creation for multiple businesses — naming, identity, positioning, e-commerce build and channel strategy — across retail, education and healthcare sectors.

How I work

A design thinking approach — applied to every problem.

Four habits. They exist to stop one specific failure: a beautiful answer to the wrong question — and to leave behind something your team can run without me.

01

Start with the real problem

A brief usually describes a symptom: "engagement is down", "we need a campaign". I spend the first days on the diagnosis — reading the data, listening to customers, benchmarking the category. Often the problem moves: what arrived as a creative brief turns out to be a pricing, onboarding or channel problem. Naming it correctly is the cheapest work in the whole project.

02

Make it tangible early

Strategy that lives in slides is impossible to judge. I put something concrete on the table fast — a journey map, a message hierarchy, a draft email flow — so the discussion moves from opinion to reaction. Getting a rough version wrong in week one costs a conversation; getting the finished version wrong in month four costs a budget.

03

Work with, not around

Your team already holds half the answer: sales knows the objections, support knows the friction, the field knows what the retailer will actually put on the shelf. I work alongside them rather than delivering over their heads — which sharpens the strategy and means the people who execute it were part of building it.

04

Iterate until it's right

I define what success looks like before launch, then instrument it: open and conversion rates, retention and upgrade curves, cost per acquisition against lifetime value. Reviews are scheduled, not improvised. What underperforms gets changed while it still matters — and the version that stays is the one the numbers earned.

Who this is for

If growth costs more every quarter, the problem isn't acquisition.

For companies that want to grow through loyalty, not just acquisition.

You are paying twice for the same growth: buying customers at the front door while the ones you already won leave through the back. Media costs climb, revenue per customer doesn't, and nobody owns what happens between purchases.

The fix is not another campaign. It is a reason to choose you that survives a competitor's discount, and lifecycle communication that earns the second purchase, the upgrade, the recommendation — so each new customer is worth more than the last.

That is my work: positioning, channels, stewardship. I stay close enough to the execution that your team can run it after I step back.

Beyond work

Wind, dirt, distance and light.

I have spent my life outdoors — on a boat, on a bike, on a trail, behind a camera. Two crossings of the Mediterranean, a bike bag half-packed most weekends, and a camera that comes along whether or not there is a plan.

Sailing

I race regattas whenever the calendar allows, and I have crossed the Mediterranean twice. A crew is the best team I know: someone calls the course, everyone knows their job, and it is all settled before the wind changes.

MTB & bikepacking

Hopelessly addicted to mountain riding. Lately the obsession goes into long-distance bikepacking: maps on the table, gear all over the floor, and leaving as early as possible.

Trekking

My best memories were made walking long distances through the Picos de Europa. Days of nothing but pace, weather, and whoever is walking beside you.

Photography

The best travel companion. The camera comes on every adventure and most ordinary days — chasing angles, light and small moments. My quiet space to think.