Business strategy · Brand positioning · Creative direction
I help founders and teams understand what needs to change — and connect business strategy, brand and execution to make it happen.
Explore how I can help Let’s talk ↗
Based in Madrid.
Working worldwide.
Languages: Spanish, Portuguese and English.
Across brands, organisations & projects
Ways we can work together
You may have a specific problem in mind, or need help finding what is holding the business back. We start with your context, agree on the scope and define what needs to be delivered.
How we workWe look at your offer, market and ways of working to identify bottlenecks, test assumptions and structure the business model.
What you getA business diagnosis, a clearer model and an action plan with priorities, responsibilities and next steps.
How we workWe define who the business is for, what makes its offer relevant and how to express it.
What you getA brand platform, a value proposition and messages for your team to use.
How we workWe decide what needs to be said, who needs to hear it and which formats will do the job.
What you getA communication plan, editorial priorities, campaign briefs and scripts.
How we workI develop the concept and work with designers, filmmakers and other specialists to carry it through.
What you getA creative concept, narrative and production brief, with direction as the work develops.
How we workI help define the scope, bring the right people into the project and coordinate the moving parts.
What you getA delivery plan, clear responsibilities and coordination from preparation through execution.
How I think
A positioning problem may start with the offer. A communication problem may come from the way teams work together. I look across these connections before recommending what to change. AI supports my research and exploration; the judgement comes from understanding the context.
Listen to the people. Understand the business and the situation.
Bring the commercial, creative and human perspectives together.
Agree on priorities. Define the model, brief or plan the situation calls for.
Work with the team. Test ideas, make decisions and see them through.
About me
My parents encouraged me to try new things, stay curious and listen to people. I grew up playing sports, surfing and taking guitar lessons. At 15, inspired by my dad, I started running, and I haven’t stopped since. Sometimes I set myself a slightly wild challenge, like running a marathon. I believe in what sport brings to our lives, and I’m always wondering: what’s the next challenge?
That movement has taken me beyond sport. I’ve lived on four continents, discovering different habits, perspectives and ways of living. People are what hold my attention: what moves them, what they value and why the same situation can mean something different to each of us. The more I listen, the more connections I find between people, communication and business.
I often find myself taking in what someone tells me and looking for a way to give it shape. Sometimes that becomes a story, an image or a script. Sometimes it means making sense of a business challenge: looking at the numbers, questioning a process or understanding why an offer isn’t connecting with people. I enjoy moving between these ways of thinking and turning what I hear and observe into something useful. AI has become part of that exploration, in tools I build for myself and work I develop with clients. It lets me explore further, while the direction comes from understanding what matters and where to put my energy.
For me, communication is what brings these connections to life. I try to be clear, direct and open, whether in a personal conversation or working with a business and its team. Understanding each other makes it easier to see what needs attention, what we can build on and how to move forward together.
Selected work
Experience across sectors, markets and cultures — bringing business thinking and creative execution to different challenges.
My role
Business strategy · Brand positioning · Go-to-market
I work with the leadership of a US technology company to connect its business model, positioning and commercial offer. My work brings together market research, offer structure, brand messaging and go-to-market planning, so the way the company presents itself reflects how it works and delivers.
My role
Communication strategy · Institutional communication · Audiovisual coordination
I worked directly with the EU Ambassador and communications team in Cabo Verde to shape how the institution presented its work and connected with local audiences. My role combined communication strategy with content and audiovisual coordination, with close attention to the diplomatic context and the relationship between the EU and the Cape Verdean public.
My role
Public communication · Scriptwriting · Campaign coordination
I wrote most of the scripts and coordinated part of the communication for COVID-19 awareness work in Cabo Verde. My work with public institutions also included voter participation campaigns around the presidential elections and communication projects for other government bodies.
My role
Event production · Communication · Team coordination
Cabo Verde Ocean Week brings together national and international participants to discuss ocean sustainability and the blue economy. I coordinated production, communication, PR and audiovisual teams, connecting the event’s public-facing communication with its delivery on the ground.
In collaboration with
My role
Content curation · Editorial review · Multilingual content
In collaboration with Footballco, I curated Olympic highlights and reviewed titles in English, Spanish and Portuguese for Milano Cortina 2026. The work combined editorial judgement with attention to how each moment was presented across the three languages.
My role
Location production · Assistant direction
I worked on location production and assistant direction for Kmêdeus, a Cape Verdean documentary supported by IFFR’s Hubert Bals Fund. The film had its world premiere at the International Film Festival Rotterdam in 2020.
My role
Campaign support · Audiovisual production
I contributed to campaigns and projects for the United Nations in Cabo Verde, supporting their communication through audiovisual production. My role focused on the production work behind these initiatives.
My role
Communication coordination · Visual content · Audiovisual production
I worked on communication and audiovisual content for migration-related initiatives in Cabo Verde. My role included coordinating visual and audiovisual pieces across the campaign, helping present information to people living in the country.
My role
Production coordination · Audiovisual content · Experience logistics
I worked on audiovisual production for Miami Dolphins Academy flag football camps in Barcelona and Madrid, connecting the local production team with the Miami content team. I also supported experience logistics, including restaurant bookings and arrangements around the visit.