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MY JOURNEY

From Argentina to Europe. Developing Global Brands

Professional Background: 

Born in Argentina and now based in Europe, I’ve spent the last 12+ years leading marketing strategies and building powerful brand identities for cycling and outdoor companies. What began as a personal passion for bikes, freedom, and the outdoors has turned into a career I couldn’t have imagined—working alongside industry-leading brands to shape their growth across global markets.

After completing a Master’s Degree in Marketing and Sales Management in Spain, I took on leadership roles in some of the most exciting brands in the cycling and mobility industries, combining strategic thinking with a deep understanding of product, market, and consumer behavior.

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Core Expertise: 

My expertise lies in strategic marketing, brand positioning, and go-to-market planning. I help brands evolve from intuition-driven operations to structured, scalable businesses—clarifying their identity, building strong marketing foundations, and creating strategies that drive both growth and meaning.

I work especially well with mid-sized, ambitious brands that are ready to professionalize their marketing, enter new markets, or sharpen their positioning.

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Personal Philosophy: 

I’m a cyclist, trail runner, vegan, and music lover. I believe that business should be honest, intentional, and people-centered. I value simplicity, consistency, and real connections.

My mission is to help brands grow—not only in revenue, but in relevance, purpose, and the impact they have on their communities

Spain | 2024 - NOW 

LA WASH MARKETING & SUSTAINABILITY MANAGER

  • 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.

  • LEADING THE STRATEGIC REPOSITIONING TOWARD SUSTAINABILITY, driving initiatives aligned with circular economy principles, plastic waste reduction, and the promotion of eco-friendly detergent solutions.

  • 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.

  • HEADING THE INTERNATIONAL EXPANSION, developing a comprehensive international marketing strategy targeting new European markets and potential franchisees.

  • BUILDING THE CUSTOMER SUCCESS DEPARTMENT, defining workflows, incident protocols, onboarding processes, and implementing AI tools to optimize support and customer retention.

 

Spain | 2021 - 2023 

BERRIA BIKES
MARKETING DIRECTOR

  •  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

  • 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

  • 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

  • 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

  • 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

  • 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.

 

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