Results-driven Senior Marketer with over 15 years of CMO and VP-level experience across Fintech, SaaS, Payments and B2B technology. I combine a rare blend of strategic vision, analytical rigour and hands-on creative execution to help global organisations grow — through sharper positioning, higher-performing digital programmes, stronger brand narratives and more effective marketing teams. Equally comfortable leading a rebrand for a NASDAQ-bound SaaS company, building a demand generation engine from scratch, or producing a campaign that moves the needle on share of voice and qualified pipeline.
KEY SKILLS
Marketing strategy & annual planning
Brand creation, repositioning & rebranding
Value proposition & product messaging
Demand generation & Marketing Qualified Leads
Performance marketing (SEM, SEO, Paid Social)
Marketing automation (Marketo, Salesforce)
Account-based marketing (ABM)
Go-to-market strategy & product launch
PR & Share of Voice growth
IPO readiness & investor communications
Global team leadership & org design
Creative direction & campaign production
B2B and B2C marketing
AI-powered content & generative video production
ENVIRONMEMNT
Fast-growth technology start-ups & scale-ups
PE-backed global organisations
Large multinational corporates
IPO preparation & investor readiness
Post-acquisition integration & rebranding
Multi-brand, multi-territory portfolios
PROFESSIONAL ACHIEVEMENTS
Brand Building & Revenue Growth
+20% uplift in demos booked and sales conversions at Xplor Technologies by bringing performance marketing in-house, introducing rigorous A/B testing and overhauling creative across 7 global SaaS brands
Built Xplor as an entirely new brand — rationalised a fragmented product portfolio from 22 to 12 products and unified four acquired businesses under a single coherent identity
Led the marketing workstream for a NASDAQ IPO preparation, including co-marketing with Nasdaq, roadshow materials, investor storytelling and PR with Proton Partner and Finsbury
Grew a global marketing team from 4 to 20 people, leading across B2B and B2C brands in the US, UK and Australia
Rebranded two major companies — pre and post-acquisition at FIS/Worldpay — with new value propositions and messaging architectures that transformed market perception across EMEA, LatAm and APAC
Demand Generation & Pipeline
+150% increase in Marketing Qualified Leads globally at FIS through redesigned campaign architecture and introduction of Marketo/Salesforce marketing automation
Achieved a 4:1 ROI on customer events, scaling a single global format into targeted regional programmes running annually in Singapore, Cancun and Barcelona
+350% increase in MQLs at Arcadis by shifting from single-channel to integrated multi-channel campaign delivery and creating the Group's first unified brand and GTM strategy
Designed a new value proposition framework — covering positioning, naming and messaging for an entire product portfolio — which measurably improved campaign effectiveness across all verticals
PR & Share of Voice
+300% increase in Share of Voice on PR activity at FIS, with Tier 1/2/3 KPIs anchored to building awareness in LatAm, APAC, the US and EMEA
Executed FIS's first global advertising campaign in partnership with Digitas NYC, featured on prime OOH inventory including Times Square, New York and Waterloo Station, London
Product Marketing & Go-to-Market
Created go-to-market strategy and positioning for TrueCoach and MarianaTek (US-based B2B and B2C SaaS products) and repositioned three legacy products in Australia as SaaS
Co-created and launched Mastercard Cash Passport for the youth segment across the UK, US and Australia — from concept through focus groups, UX, brand and go-to-market execution
Designed B2B and B2B2C marketing campaigns in travel and airlines, including airport advertising and partnership activations with British Airways and EasyJet
Team & Organisational Impact
Grew and led marketing teams progressively from 7 to 35 people at FIS/Worldpay, spanning multiple regions and business units
Achieved a +30% increase in team satisfaction scores at Arcadis through a departmental dashboard, KPIs, utilisation metrics and better team development practices
Set up a marketing function, processes and pricing campaign infrastructure from scratch for Angolan Airlines — growing Instagram following by 500% in 12 months and increasing email CTR from 7% to 18%
OTHER RELEVANT INFORMATION
Languages: Spanish (Native); English (Bilingual), Portuguese (Fluent)
Education: MBA — Bayes Business School, City University (2009); Strategic Marketing Executive Programme — Saïd Business School, University of Oxford (2009); Graduate Diploma in Psychology — University of Westminster (2005); BA (Hons) Design — University for the Creative Arts (2000)
AI & Emerging Tools: Active practitioner in AI generative video (Kling, Runway, Veo, Magnific) and AI-assisted creative production — applied across live client campaigns