About
I help brands spend smarter and grow on purpose.
For eleven years I've worked on every side of the growth table: running paid media at an agency, leading a growth team in-house and, since 2022, advising founders and marketing leaders as an independent strategist.
The common thread is simple. Most marketing problems aren't channel problems, they're clarity problems. Who is the customer, what do they need to hear, and what is a new customer actually worth? Answer those well and the tactics get a lot easier.
Today I work with a small number of DTC and B2B brands at a time, usually as a fractional growth lead or through focused strategy sprints. I'm based in Lisbon and work with teams across Europe and North America.
- Based in
- Lisbon, Portugal
- Experience
- 11 years
- Focus
- DTC and B2B growth
- Works as
- Fractional or project
How I work
Four principles behind every engagement.
Tactics change every quarter. These don't, and they're the reason clients keep coming back.
- 01
Strategy before spend
Every engagement starts with the numbers: unit economics, cohorts and where the money actually goes. Then we decide what to build.
- 02
One source of truth
Clean tracking and a single dashboard, so decisions are made on data everyone trusts instead of opinions.
- 03
Test, learn, compound
Small, fast experiments with clear success metrics. What works gets scaled and what doesn't gets cut quickly.
- 04
Leave teams stronger
Playbooks, documentation and training, so your team can run the system long after our engagement ends.
Experience
Eleven years, three vantage points.
Agency, in-house and independent. Seeing growth from every side is what makes the advice practical.
2022–Now
Independent growth strategist
Lisbon and remote
Fractional growth lead and strategy partner for DTC and B2B brands across Europe and North America.
2019–2022
Head of Growth
Parcel & Pine
Led a nine-person team across paid, lifecycle and analytics as the home goods brand grew from $6M to $31M in annual revenue.
2017–2019
Paid Media Lead
Brightline Digital
Managed $14M in annual ad spend for more than twenty e-commerce and SaaS clients, and built the agency's creative testing practice.
2015–2017
Digital Marketing Specialist
Kestrel Studio
Started in SEO and email at a creative agency, learning the craft one campaign and one spreadsheet at a time.
Toolkit
The stack I work in every week.
Platform-agnostic by principle and fluent in the tools most growth teams already run.
Platforms
- Google Ads
- Meta Ads Manager
- LinkedIn Campaign Manager
- TikTok Ads
- GA4
- Google Tag Manager
- Looker Studio
- BigQuery
- HubSpot
- Klaviyo
- Shopify
- Semrush
- Ahrefs
- Hotjar
- Figma
- Notion
Certifications
- Google Ads Search and Shopping
- Meta Certified Media Buying Professional
- Google Analytics 4
- HubSpot Inbound Marketing
Booking projects for Q1 2027
Have a growth target and no clear plan to hit it?
Tell me where you are and where you need to be. I'll reply within one business day with honest thoughts on whether I can help.