Writing
Notes from real work on growth, eCommerce and CRM. Originally published on LinkedIn.
Market reading
Nobody learns to swim in the deep end
A campaign in Benelux where my read of the market was wrong, what fixed it and why purchasing power isn't readiness to buy.
International growth
The playbook doesn't travel, the diagnosis does
Spain, Georgia and Argentina convert for different reasons. How cultural dimensions explain which friction each market forgives.
CRM
The dead database: the elephant in every CRM team's room
How a curiosity-led email recovered 22% of a database marked as spam, and what it taught me about diagnosing silence before giving up on it.
Paid media
Did they improve, or are they the best option today?
An inherited paid media agency, a 21% efficiency gain and the formal tender that showed why those are two different questions.
Loyalty
Hard retention lives in the long tail
Why I ended up in the same brand across three sports, and how treating niche demand as a retention asset beats competing on price.
eCommerce
Breaking down a +145%: no miracle, no growth hacking
The four corrections behind +145% eCommerce growth: total profit over unit margin, discounts by demand, SKU by channel and inventory in motion.
Media mix
Your media mix is not an orange, it's an orange tree
How to build a media mix by intent, not platform, and why CRM is the water that keeps the tree alive between harvests.
Brand
Cruzcampo's "Con Mucho Acento": authenticity is built through friction
What the campaign teaches about friction, open narrative and sustaining a brand territory for years without repeating the formula.
Leadership
What rugby taught me about building teams
Leadership lessons from playing forward in Argentina, Spain and Georgia: invisible work, ownership and teams that don't depend on individual talent.
First-party data
Meta's EU ad ban on social causes and the case for channel sovereignty
How the non-profit sector lost its paid channel step by step, from 2018 to the October 2025 EU ban, and why first-party data is the way out.
Contact
Looking for someone to lead growth or eCommerce?
Write to me and I'll tell you how I can help your team.