You've built a product that works. Now it needs a system that sells.
I define positioning, build go-to-market systems, enable sales, and help B2B tech companies expand across EMEA, with senior ownership and zero headcount risk.
You've built something real. But as the company grows, the cracks start to show. In your message, your teams, and your markets.
Your product delivers real value. But marketing, sales, and product each tell a different story. When buyers hear inconsistency, trust drops and deals slow down.
Marketing generates leads. Sales rewrites the narrative in the room. Without a shared positioning framework, every team pulls in a different direction. And revenue pays the price.
What worked in your home market rarely lands the same in EMEA. Different buyers, different context, different objections. Copying your GTM is the most expensive way to find that out.
I embed into your team to build the positioning, structure, and tools that turn a complex product into a story everyone tells the same way. And a market entry that actually sticks.
One story. Every team. Every room.
We define what makes you different, who you're really for, and why it matters. Then we turn it into a shared foundation that marketing, sales, and product actually use. No more ten different pitches.
A plan that survives contact with the market.
Defined segments, launch architecture, and cross-team messaging. Built to move fast and stay aligned. Strategy that doesn't live in a deck. It lives in how your teams execute.
Give sales the story that closes.
Battlecards, narratives, decks, and case studies built around real buyer conversations. Tools your team adopts, not archives. So pipeline converts, not just grows.
Four languages. One consistent story. Built for EMEA expansion.
That's usually when focused product marketing adds the most value.
Your product works. Your story doesn't.
You have traction, real customers, and a product that delivers. But no consistent way to explain why it wins. Every conversation starts from scratch.
A launch is coming. No time to hire.
There's a real deadline. You need senior ownership that steps in fast and delivers without a 3-month hiring process slowing everything down.
Marketing and sales are telling different stories.
Marketing builds the narrative. Sales rewrites it in the room. By the time it reaches the buyer, the message has shifted. You need one source of truth.
Entering EMEA without a local playbook.
Spain, Italy, France, UK. You know the opportunity. You need someone who understands the buying culture, not just the language.
No one owns the message. So everyone does.
Positioning and messaging get handled by whoever has five minutes. The result is a story that shifts depending on who's in the room.
Growth has slowed. And no one knows why.
Product ships, marketing launches, sales pushes. But conversion stalls. Without sharp positioning, everything becomes optimization without direction.
Every engagement starts with your context, your team, your friction points. Then we move fast.
A sharp positioning foundation built fast. Ideal before a launch, a funding round, or expansion. You leave with:
⊛ ICP definition
⊛ Messaging house
⊛ Competitive framing
⊛ Clear differentiation
Your team stops improvising, and starts aligning.
Full go-to-market system and execution for a launch or new market entry. Deliverables may include:
⊛ Segmentation & ICP strategy
⊛ Launch architecture
⊛ Channel strategy
⊛ GTM playbook
Your team has a system to generate traction.
Everything your sales team needs to walk into a room and win.
⊛ Narrative pitch structure
⊛ Battlecards
⊛ Objection handling
⊛ Case study frameworks
Grounded in real deals. Designed to shorten cycles.
Embedded product marketing expertise without the full-time hire.
I own the function, align teams, and build repeatable systems.
For Series A/B companies that need senior ownership, not temporary advice.
Market entry is not translation. It's adaptation. Expanding into Spain, Italy, France, or Southern Europe?
I adapt your positioning and GTM to local buyer realities. No agency relay. No literal translation. Real market nuance.
Tell me where you are. I'll tell you where I can create value.
No pitch. Just clarity.
Book a 20-min callAt PayPal I learned what enterprise-grade B2B GTM looks like at scale. At CornerJob I led the repositioning after a major acquisition, shipping new messaging and launches in weeks. At seQura I built the PMM function from scratch and opened new categories.
I've seen what clarity does to a pipeline. And what confusion costs. 15+ years across B2B SaaS, fintech, and HR tech. I don't do generic strategy decks or six-week discovery phases. I get into the work fast, because that's where the real problems show up.
Barcelona-based. Fluent in English, Spanish, Italian, and French. If you're entering Southern Europe, I understand the buyers, the culture, and how deals actually get made.
I help B2B SaaS startups define clear positioning, sharpen their ICP, structure go to market strategy, and align marketing, sales, and product around one commercial narrative. From Barcelona, I work with Series A and Series B companies across Spain and EMEA that need senior product marketing expertise without hiring a full time executive.
Agencies optimize campaigns and channels.
I focus on positioning, messaging, ICP definition, and sales alignment. If the foundation is unclear, more traffic will not fix conversion. I fix the layer that drives revenue.
If you have traction but growth feels inconsistent, messaging is fragmented, or sales adapts the pitch on the fly, then yes. Product Marketing becomes critical when scaling exposes structural gaps.
Most companies start with a focused consulting project such as positioning refinement, go to market design, launch strategy, or sales enablement. After the foundation is defined, some teams retain me monthly to maintain alignment as they scale.
Consulting is project based and solves a defined commercial challenge.
Fractional Product Marketing is an ongoing monthly retainer where I provide senior strategic ownership of positioning and go to market, combined with hands-on execution, without the cost and risk of a full time hire.
Yes. I work in English, Spanish, Italian, and French and have built go to market strategies across Southern Europe. Expanding into Spain or France requires adapting positioning to local buyer psychology and deal dynamics, not just translating messaging.
Yes. Most of my experience is in fintech, SaaS, and HR tech. Complex products require sharper positioning, not more slides. I translate technical depth into commercial clarity that sales teams can use confidently.
Yes. I design structured workflows where AI supports research, iteration, and enablement at scale. Strategy and positioning decisions remain human led. Tools accelerate execution. Experience drives direction.
No commitment. No sales deck. Just a conversation about what you're trying to solve.
I'll come back with an honest view of where I think the gaps are, and whether I'm the right person to help.
20 minutes, no agenda, no pressure. I'll ask you the right questions to understand exactly where you are.
Pick a time that works for youm, usually within 3 business days.
Book a 20-min callHappy to chat in English, Spanish, Italian or French. Whatever's easiest for you and your team.