View of a tropical resort backyard with palm trees, a swimming pool, and the ocean in the background, with a woman walking on the grass.
A bouquet of various white and pink flowers in a glass jar, placed on a black stand with shadows underneath, against a plain white background.

15+ years building brands, products and businesses.

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A woman wearing green sunglasses, a beige top, and colorful jewelry poses in front of a beach sunset backdrop, showing her flexed arms.

Over 15 years, I've worked across fashion, beauty, fragrance, hospitality and fintech, developing products, repositioning brands, launching new categories, building partnerships and leading marketing teams.

I've worked with global companies and emerging brands across international and local markets, on both the brand and partnership sides.

That range has shaped how I work today: strategically curious, creatively minded, commercially aware and comfortable bringing people and disciplines together.

A career built across brands, categories and cultures.

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Trajectory

  • Leading the marketing function through the transformation of WOUF from an accessories brand into a broader fashion accessories proposition.

    TEAM
    Led a team of 6 across e-commerce, CRM, social media, art direction and content.

    BRAND
    Defined the brand positioning and developed the brand book, repositioning WOUF towards fashion accessories.

    GROWTH
    Increased online sales by 54%, while growing online revenue contribution from 15% to 25%.

    NEW BUSINESS
    Created new revenue streams through collaborations and bespoke projects, now representing 7% of company sales.

    Scope: Brand · E-commerce · Growth · Product · Content · Team Leadership

  • Worked with brands across fashion, retail and e-commerce to develop marketing programmes connecting Klarna with consumers throughout the shopping journey.

    50+ BRANDS
    Led campaigns with brands including Mango, Inditex, Tous and Desigual.

    INTERNATIONAL
    Developed programmes for Spanish brands across international markets while helping international brands activate successfully in Spain and Europe.

    PARTNERSHIPS
    Created initiatives focused on emerging Spanish fashion brands that were subsequently replicated across other Klarna markets.

    EXPERIENCES
    Led activations including a major SHEIN pop-up and Fashion Week partnerships.

    Scope: Partnerships · International · Fashion · Campaigns · Experiences

  • Joined the team building a completely new consumer proposition at the intersection of fragrance and technology.

    Built the brand and marketing strategy from scratch, helping establish a new category around personalised perfume creation.

    Led the 360° marketing ecosystem across e-commerce, paid media, CRM, social, content, PR and influencers, while developing physical and digital experiences including the brand's space in Paris.

    Scope: Innovation · Category Creation · Digital · 360° Marketing · International

  • Led marketing initiatives across the group's luxury resort portfolio, working across brand, guest experience and commercial teams.

    Led the repositioning of the resorts and worked closely with operations, F&B, revenue and sales to develop new concepts across restaurants, bars, spa, wellness and experiences.

    Scope: Brand · Hospitality · Experience · Commercial Strategy

  • Seven years working across international fragrance brands, combining product development, brand marketing, communication, celebrities and emerging digital channels.

    Developed fragrance concepts from initial idea through to commercial launch, and led campaigns across TV, print, digital, PR, point of sale, influencers and social media.

    Worked across brands including United Colors of Benetton, Shakira, Pacha Ibiza, Antonio Banderas and Agatha Ruiz de la Prada, across international and local markets.

    Scope: Product · Brand · Communication · Influencers · International

  • LVMH — Louis Vuitton
    Sales · CRM · Client Experience

    Flaix
    Marketing · Media Planning · Audience Analysis

    Cooking in Barcelona
    Marketing · Product Development · Digital

SELECTED WORK
LET'S WORK TOGETHER