Marketing should grow your business. That’s it.
As a founder myself, I know why many CEO’s doubt that marketing will actually move the needle. They’ve seen too many decks, too many vanity metrics, and not enough real outcomes.
I’ve been there. I know marketing doesn’t pay the bills. Customers do.
That’s why I work closely with founders and leadership teams to make marketing a tool for the business, not a separate universe.
I’ve worked with big brands that needed a reset, and with startups that needed a push to get off the ground. In both cases, the goal has been the same: make marketing worth the money.
Sep 2024 – Present (1 year)
I lead the full marketing strategy: brand, content, performance, CRM, budget and funnel, with one goal: drive enrollment and business results.
I work with internal teams and agencies to make sure marketing delivers. That means less vanity, more impact.
Under this approach, the university has achieved a 32% year-over-year growth in student enrollment, the outcome of aligning a 17-person marketing and sales team around a clear shared objective.
Founded in 1965, ESIC University is a higher education institution specializing in marketing, business and technology. +15,000 students studied a program with us last year across our 11 campuses in Spain, Colombia and Brazil.
Oct 2023 – Sep 2024 (1 year)
At TALENT, I led a full marketing reset: rebranding, launching new programs, and building acquisition systems from the ground up.
I connected product, brand and revenue. Worked across sales, product and comms. Built predictable demand engines.
Our job was to make TALENT the go-to business school for hospitality in Spain, and we did.
Feb 2022 – Jan 2024 (2 years)
I created and led a content project that grew from an interview series into a branded platform with its own team and following.
59 episodes. Top guests from business, media and culture. We used stories to build brand, audience and trust.
That taught me how content really moves people, and how to make it work for business.
Feb 2020 – Jan 2024 (4 years)
I founded Magistral to help people grow the skills that matter: leadership, team management, storytelling, persuasion, productivity, emotional intelligence, negotiation, resilience, stress & anxiety management and public speaking.
We served 20,000 students and 200 companies across Spain and Latin America.
I raised €750k, built a team, launched digital programs and scaled the business.
This was my real MBA: in product, marketing and execution.
Mar 2018 – Feb 2020 (2 years)
At Fourvenues, I joined the early team of a B2B SaaS for event management, with clients such as Pacha Ibiza, Teatro Barceló, Opium, Sonora, Starlite, Cova Santa, AIR Amsterdam or Marina Beach Club.
I supported marketing, product and growth at a key stage, helping with launches, research and acquisition.
Working closely with the CEO, I learned the speed and precision needed in high-growth startups, and what it takes to make marketing useful from day one.
Dec 2016 – Mar 2018 (1 year and 4 months)
My first role was at Appear, a mobile app for finding local events.
I helped the team grow the user base to 65,000 and promote 5,000+ events.
The app became top trending in Spain twice. It later evolved into Fourvenues. That’s where I first saw what good marketing can do, and I’ve been chasing that feeling ever since.
Sep 2016 – Jun 2020
At EDEM: Escuela de Empresarios, I studied Business Administration and Management, with a focus on entrepreneurship and leadership.
But what shaped me the most wasn’t just the degree: it was the culture.
I spent 4 years surrounded by people who believed in building real businesses, not just presentations. Where “being resolute” was a value, not a buzzword. Where I learned that discipline beats inspiration, and that clarity beats noise.
Giving the graduation speech, chosen by my classmates, was a full-circle moment. Not because of the recognition, but because I had something real to say. Might be worth a quick look 🙂
Sep 2014 – Jun 2015
I was selected through a three-phase process (academic performance, English proficiency exam and interview) among more than 4.700 candidates to study in Canada.
The 100 selected Spanish students met the Canadian ambassador and spent an entire academic year with a host family, attending regular high-school with all non-personal expenses covered.
I studied in Frances Kelsey Secondary School, a high school located in Mill Bay (Vancouver Island), British Columbia.
Native or bilingual proficiency
Full professional proficiency
Native or bilingual proficiency
If you’re working on something with real potential and think my approach could help, drop me a line. I take on a small number of projects each year, usually when there’s a meaningful challenge and a founder/leadership team I resonate with.