I like understanding how things work. And how they could work better.
My path into marketing didn't begin with automation software. It started much earlier.
It started working directly with customers and running businesses where everyday decisions had immediate consequences. Entrepreneurship taught me to connect customer experience, communication, and practical outcomes.
Editorial work brought me closer to content and audiences. Later, B2B marketing and my own boutique consultancy introduced longer buying journeys and more complex commercial relationships.
Fintech and agency environments introduced increasingly complex products, data, strategies, and systems. Today, my work brings those perspectives together: understand the business, challenge assumptions, design clear processes, and build solutions people can actually use. I love a good idea—but I'm even more interested in what it takes to make it work.
What drives my work
Curiosity, analytical thinking, systems thinking, continuous learning, creativity applied to business problems, and cross-functional collaboration.
Writing
What I'm writing
Notes on growth, product instrumentation, and marketing systems.
LinkedIn · October 2, 2026
Growth Starts With Better Product Instrumentation
One of my favorite things to do as a Growth Marketer is sit down with Product and Engineering and look at event payloads. Yes. Event payloads.
Read article →Substack · Newsletter
Notes from Substack
Essays and notes on growth, lifecycle, and marketing systems, straight to your inbox.
Read article →FAQ
Yes. The 30-minute discovery call is for understanding your situation, determining fit, and deciding what kind of engagement makes sense. It is not a free audit.
Yes. I work with companies in Colombia and internationally, with terms and proposals appropriate to the engagement.
Not necessarily. I usually start by reviewing what you already use and whether it can support the work.
No. Fees cover the agreed professional scope. Software, advertising, and external vendors are budgeted separately.
No. I commit to the quality and agreed scope of the work, with clear assumptions and evaluation criteria; business outcomes depend on additional factors.
Yes. Hiring conversations are separate from consulting engagements.