Description

I am a CMO and marketing leader specialised in B2B SaaS, growth marketing and digital marketing strategy. I help companies design and run their go-to-market (GTM), build predictable demand generation engines and improve conversion rate (CRO) across the whole funnel – from acquisition to revenue and retention.

I have 10+ years leading SaaS marketing, eCommerce and full-funnel performance marketing: paid media, CRM, lifecycle, content, SEO and brand. My focus is always the same: turn brand and traffic into qualified pipeline, and pipeline into revenue, with clear KPIs (CAC, LTV, payback, lead-to-sale conversion).

What I can help you with:

Go-to-market / launch strategy for B2B SaaS products and features

Growth & demand generation: paid acquisition, lead generation, inbound/outbound mix

Conversion Rate Optimisation (CRO) and funnel optimisation: from landing pages to sales hand-off

Brand, positioning and messaging that support performance and sales

Sales & marketing alignment: playbooks, scoring, handover and reporting

Typical projects:

Growth and marketing audit with a clear 90-day action plan

GTM and launch plan for new SaaS products or market entries

CRO and funnel diagnostic to improve conversion and reduce CAC

Fractional CMO / marketing leadership a few days per month

If you need a senior profile to bring structure, focus and results to your SaaS / digital business, I can help you design the strategy and the roadmap, and work with your team or agencies to execute it.

Languages

Spanish
Native or bilingual
English
Fluent
French
Conversational

Workplace preferences

Remote only

Primarily works remotely

TeamSystem España (B2B SaaS)
Head of Marketing
TECH
August 2025 - Today (10 months)
- One brand. I’m turning several leading companies into one recognizable brand in Spain—with one voice and one standard.

- One plan. A single marketing strategy for PR, paid, SEO and events, clear owners, one calendar, shared goals.

- Customer first. We built a single view of the customer and a CDP to control who we contact, when, and with what message. Less noise, more relevance.

- Many agencies, one direction. One brief and one measurement model so partners pull in the same direction.

- Data decides. A simple, shared dashboard for pipeline and ROI so we double down on what works and stop what doesn’t.

- One team from many companies. I integrated talent from different acquisitions into a transversal team with the same rituals and cadence.
Go-To-Market Strategy (B2B SaaS) Brand & Positioning Strategy Growth & Demand Generation Leadership Full-Funnel Strategy & Revenue Acceleration Conversion Rate Optimization (CRO)
ESIC Business & Marketing School
Associate Professor — ICEMD
EDUCATION AND E-LEARNING
April 2016 - Today (10 years and 2 months)
Madrid, Spain
Associate Professor in the Master in Digital Marketing (MMD), with over ten years of experience teaching Marketing Strategy and Operations. I design and deliver practical, real-world content based on current market dynamics, SaaS business models, and performance-driven methodologies. My classes combine strategic frameworks, applied case studies, and executional excellence across the full marketing funnel. I actively mentor students, helping them connect theory with real business challenges and develop a data-driven, customer-centric approach. This role strengthens my ability to identify talent, stay connected to emerging trends, and continuously refine best practices in digital transformation, marketing performance, and go-to-market execution.
TeamSystem
Head of Sales & Marketing
May 2024 - September 2025 (1 year and 4 months)
- One revenue engine. I united six acquired businesses into one Sales + Marketing machine with a single funnel and shared targets.

- One go-to-market plan. Inbound, outbound and advisor channel running on one playbook, one calendar and clear ownership.

- Customer first. A single view of the customer to prioritize the right accounts and time our outreach better.

- Focus for the field. BDR/AE specialization, scoring and cadences so sellers spend time where conversion is highest.

- Partners, one direction. Agencies aligned on the same brief and the same KPIs to support pipeline, not vanity metrics.

- Data-led management. Simple dashboards for pipeline, conversion and unit economics so we double down on what works and stop what doesn’t.