ABOUT
Psychology taught me to ask why. I still ask it first.
I'm a growth and product marketing leader based in Sydney.
MY STORY
Why people come first.
Most marketing problems I've fixed started in the same place: nobody asked why the buyer should care. It's the cheapest question in marketing, and the one teams skip most.
I trained in psychology at the National University of Colombia, then came to Sydney to study English for six months. To learn it properly, I wanted to live it, so I enrolled in a TAFE certificate in advertising and marketing. I never looked back.
I have a creative streak and a geek streak, and I taught myself the tools I use every day, from HubSpot to Figma and Adobe. Most of my career has been in fintech and technology, with time in B2C and entertainment too.
My work has crossed markets too. At BizCover I took the business into New Zealand, and at Pia I've run marketing across the world for a US-headquartered company.
I built my career from the bottom: marketing coordinator, marketing executive, marketing manager, then leading marketing for technology companies. So I know what each job takes, and which ones a startup needs first.
It's the cheapest question in marketing, and the one teams skip most.
HOW I WORK
Three things you can count on.
Strategy, then the build
I set the strategy, then build it with your team to last past next quarter.
Humans, then the tools
I start from what your buyers worry about, in the exact words they use.
Proof, then the budget
I tweak the mix until the numbers work, then put the budget behind it.
OUTSIDE WORK
A curious mind, off the clock too.
Documentaries
Any topic, from ancient Egypt to crime, fashion and sports I don't follow.
Design
From cards for friends to rooms and websites, I'll design almost anything.
Writing
One day I'd like to publish my own short stories, and maybe a novel.
BACKGROUND
Education and languages
EDUCATION
Bachelor of Psychology (Honors)
Organizational Psychology and Psychoanalysis, National University of Colombia
Master of Commerce
Marketing and Management of Technology, The University of Sydney
Master in Media Practice, with Merit
Online Media, The University of Sydney
Certificate III in Advertising and Marketing
TAFE, Sydney Institute of Technology
LANGUAGES
Spanish
Native
English
Full professional proficiency