MY JOURNEY
From Argentina to Europe.
Developing Global Brands
Professional Background: Born in Argentina and of Spanish nationality, my career has been dedicated to strategic marketing and brand development for iconic brands around the world. I began my professional journey in the laundry industry with my family's business, which became the largest franchise chain of commercial laundromats in Latin America. In 2010, I moved to Europe to pursue a Master's Degree in Marketing and Sales Management, which led to a focus on marketing management for renowned sporting goods brands.
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Core Expertise: My strongest areas of expertise include strategic marketing, brand development, and go-to-market (GTM) strategy plans, particularly for mid to high-end brands looking to enter new markets or develop innovative products. My extensive background ensures that our strategies are not only innovative but also deeply rooted in industry knowledge and best practices.
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Personal Philosophy: As a vegan, cyclist, trail runner, and nature lover, I am an advocate for environmental responsibility and a firm believer in sustainability. My aim is to drive business growth in a manner that is environmentally responsible and benefits society as a whole.
Spain | 2024 - NOW
LA WASH MARKETING & SUSTAINABILITY MANAGER
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• RESPONSIBLE FOR DEVELOPING AND IMPLEMENTING A LONG-TERM BRAND STRATEGY, redefining brand identity, customer segmentation, and visual language, positioning La Wash as an environmental activist brand.
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• LEADING THE STRATEGIC REPOSITIONING TOWARD SUSTAINABILITY, driving initiatives aligned with circular economy principles, plastic waste reduction, and the promotion of eco-friendly detergent solutions.
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• IN CHARGE OF DIGITAL TRANSFORMATION, including the launch of a new website and the implementation of a data-driven digital marketing strategy, focusing on SEO optimization, content marketing, and multi-channel campaigns.
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• HEADING THE INTERNATIONAL EXPANSION, developing a comprehensive international marketing strategy targeting new European markets and potential franchisees.
Spain | 2021 - 2023
BERRIA BIKES
MARKETING DIRECTOR
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LED A STRATEGIC SHIFT IN BRAND POSITIONING, evolving Berria from a domestic brand to a premium high-performance brand for riders seeking technically advanced bikes to push their limits.
• IMPLEMENTED A LONG-TERM BRAND STRATEGY, redefining brand identity, customer segmentation, and visual language, positioning Berria as a European premium brand with a strong performance DNA.
• CONDUCTED THE BRAND'S FIRST MARKET RESEARCH STUDY, leading customer segmentation and buyer persona development, enabling Berria to deeply understand its audience and adapt strategy, brand identity, and product development to address customer pain points and real needs.
• ACTIVELY CONTRIBUTED TO THE DEVELOPMENT OF THE BERRIA NEW PRODUCT LINE, ensuring strategic alignment between product innovation and the brand's competitive positioning.
• DEVELOPED AND EXECUTED MULTI-CHANNEL CAMPAIGNS, driving the launch of Berria new age across digital, media, retail, and event channels, expanding brand presence in key European markets.
• ENHANCED RETAIL AND CUSTOMER EXPERIENCE, introducing branded retail activations, product demo events, and in-store storytelling, improving customer engagement and sell-through rates.
• LED SPORTS MARKETING STRATEGY, leveraging athlete partnerships and race sponsorships to reinforce brand credibility and visibility.
Spain | 2020 - 2021
PURE ELECTRIC
HEAD OF MARKETING
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LED THE NATIONAL BRAND STRATEGY, positioning Pure Electric as a leader in sustainable urban mobility, emphasizing e-mobility as an eco-conscious transportation alternative.
• DROVE E-COMMERCE AND RETAIL GROWTH, managing a dual-channel sales model with 7 physical stores and a dedicated e-commerce platform, ensuring a consistent brand experience.
• ENHANCED CUSTOMER EXPERIENCE, implementing retail branding strategies, including displays, signage, and staff training to strengthen brand presence and alignment with company values.
• FOCUSED ON SUSTAINABILITY COMMUNICATION, emphasizing environmental awareness and aligning campaigns with sustainable mobility messaging.
Spain | 2016 - 2020
MONDRAKER BIKES
GLOBAL MARKETING MANAGER
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LED A STRATEGIC SHIFT POSITIONING MONDRAKER AS A PREMIUM RACING BRAND, driving a brand repositioning from a broad MTB range to a focused high-performance brand for riders seeking technically advanced bikes to push their limits, emphasizing mid-to-high-end segments.
• DROVE REVENUE GROWTH FROM €20M TO €100M, achieving a +38% CAGR, with sustained growth post-departure, reflecting the long-term impact of the strategies implemented.
• LED THE BRAND'S FIRST GLOBAL MARKETING STRATEGY, integrating a 360º Go-To-Market (GTM) approach with storytelling-driven product launches and brand campaigns.
• HEADED SPORTS MARKETING, managing the MS Mondraker DH Team and the Primaflor Mondraker XC Team, securing UCI World Cup titles and overseeing contract negotiations, forecasting, material supply, and event activations.
• DESIGNED AND EXECUTED MULTI-CHANNEL CAMPAIGNS, including advertising, product launches, retail activations, and digital campaigns, while leading media events, demo test tours, and retailer summits.
• PIONEERED A COMPLETE DIGITAL TRANSFORMATION, launching B2B/B2C platforms, a Digital Asset Management (DAM) system, and the Mondraker MIND telemetry system.
• REDEFINED RETAIL EXPERIENCE, creating a comprehensive retailer storytelling program, focusing on brand education and consumer experience.
• EXECUTIVE LEADERSHIP IMPACT, serving as a member of the Executive Committee, contributing to global strategic planning and cross-department alignment.
LATAM | 2014 - 2016
SPECIALIZED BICYCLES C.
MARKETING MANAGER
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IMPLEMENTED SPECIALIZED'S GLOBAL STRATEGIES FOR THE CHILEAN MARKET, adapting the brand's global framework to local market dynamics.
• ESTABLISHED AND EXPANDED SPECIALIZED'S RETAIL PRESENCE, executing comprehensive branding, merchandising, and in-store display strategies.
• LED SPECIALIZED BICYCLE COMPONENTS UNIVERSITY (SBCU) INITIATIVES IN CHILE, organizing multiple training events to educate retail partners on product knowledge and brand philosophy.
• DEVELOPED AND EXECUTED TARGETED MARKETING CAMPAIGNS, focusing on premium MTB and road cycling segments.
• MANAGED EVENT ACTIVATIONS, including product launches, test ride events, and retailer activations, ensuring consistent brand representation.
Argentina | 2012 - 2014
ARGENPRESS
SALES MANAGER
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The first high-tech OPL laundry in the region, with an operating capacity of 2 tons/day and distribution of commercial and OPL laundry equipment.
The project was born in response to an opportunity to offer a more efficient laundry service than the one that existed until then, monopolised by 4 players with traditional industrial laundries, manual cylindrical equipment, external centrifuges, one-way calenders, a very rudimentary work that produced a poor quality service, slow, with a high percentage of breakdowns.
As a complementary business, I included in the project the distribution of OPL and commercial laundry equipment for the Cuyo region.
-LED THE DEVELOPMENT OF A HIGH-TECH OPL LAUNDRY, managing the full project lifecycle, including distribution agreements with Speed Queen, Unimac, IPSO, and Dexter.
-OVERSAW COMMERCIAL AND OPERATIONAL MANAGEMENT, leading a team of 5 sales agents, driving +40 laundry projects and managing 22 key accounts
Argentina & Brazil | 2005 - 2010
LAVERAP-LAUNDROMAT BRAZIL
SALES MANAER
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Laverap is the largest laundry chain in Latin America, with more than 3,000 franchises throughout the territory, 2,000 of which are in Argentina and Brazil. (Family business).
DIRECTED NATIONAL SALES OPERATIONS, managing an average of 70 FRANCHISE OPENINGS PER YEAR, leading CLOSING OF OPERATIONS, ONBOARDING OF FRANCHISEES, and RECURRING SALES.Laverap is the largest laundry chain in Latin America, with more than 3,000 franchises throughout the territory, 2,000 of which are in Argentina and Brazil. (Family business). DIRECTED NATIONAL SALES OPERATIONS, managing an average of 70 FRANCHISE OPENINGS PER YEAR, leading CLOSING OF OPERATIONS, ONBOARDING OF FRANCHISEES, and RECURRING SALES.
