Selected work
Case studies
Serviap Global
Global demand generation rebuild
Problem
Monthly qualified leads plateaued near 50 across four languages and multiple regions. Cost per lead was significantly above industry benchmarks.
What I did
Restructured demand generation across NORAM, EMEA, APAC, and LATAM. Rebuilt channel mix, tightened ICP targeting, introduced lead scoring, and implemented unified attribution reporting.
Result
360+ MQLs/month within six months (from ~50). CPL approximately 70% below benchmarks. Total commercial spend fell 23%.
CargoSprint / Lone View Capital
Post-M&A brand and pipeline consolidation
Problem
Three acquired brands running separate marketing functions with inconsistent messaging, duplicated tooling, and no unified pipeline view.
What I did
Led brand consolidation and go-to-market unification across three brands. Built marketing-influenced pipeline reporting for board level.
Result
Marketing-influenced pipeline at 87% of plan by May 15, pacing above 2×. 150% product-adoption lift in 3 months. 30% opportunity-to-close rate.
Seguros Equinoccial
IoT auto-insurance launch across 3 markets
Problem
Simultaneous multi-market launch of a new connected-car insurance product with no existing digital acquisition infrastructure.
What I did
Led 45-person team across marketing, product, digital, and CX in three countries. Developed per-country market-entry playbooks and managed agency network.
Result
9,000+ vehicles onboarded in 6 months. NPS rose from 55 to 72 across 300,000+ customers.
Banco Pichincha
B2B digital financing unit — built from zero
Problem
No B2B digital financing capability. Four corporate chain clients with a small AUM and no scalable commercial infrastructure to grow.
What I did
Built the unit from the ground up — commercial model, digital platform, client acquisition, and expansion across four LATAM markets.
Result
AUM from $11M to $130M+. Client base from 4 to 102 corporate chains across Colombia, Peru, Ecuador, and Panama.