Valid levers
If an action moves none of these, it waits.
- Conversion rate
- Average ticket
- Acquisition cost
- ROAS
No likes, no followers, no views.
Los Angeles · Brand, Market Entry & Growth
Marketing by training, operator by choice.
I take premium brands into new markets and build what keeps them running.
Open to Marketing, Brand, Expansion, Market and Experience Lead roles with premium consumer, retail, hospitality, F&B and tech brands.
Authorized to work in the U.S. · L-2S · No sponsorship required
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store openings in seven months for Starbucks' entry into Colombia
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commercial concepts launched at El Dorado with Dufry, the world's largest travel retailer
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countries where a coffee brand I built from zero sold through Dufry, operated from Florida
Markets opened, operated or served, 2014 to today
About
- 16
- store openings
- 160%
- above target
- 15
- commercial concepts
- 8
- countries through Dufry
Who I am
Marketing by training, operator by choice. Over the last decade I have taken premium brands into new countries, new channels and new categories, from the first store to the operating model that keeps it growing: Starbucks into Colombia, Dufry into El Dorado, my own coffee brand into eight countries.
I trained as a marketer and learned the rest on the floor: the warehouse, the P&L, the term sheet.
How I work
My sweet spot is the zero to one and what comes after. Beyond the strategy, I build the operating systems that run it: automated workflows and AI agents that multiply a team's capacity without adding headcount, so a lean marketing organization can move like a much larger one. And I care about how things feel: every market I have opened has been about experience as much as economics, the store, the digital space, the ritual, the detail that makes someone come back.
Bilingual and bicultural (US–LATAM), I lead multicultural teams and build brands that connect authentically across markets. I closed my own company in 2024 to build the next chapter in Los Angeles. Based in LA, authorized to work in the U.S. (L-2S, no sponsorship required).
Cases
Three market entries, one operator.
The work · in one look
Twelve years of work, in one scroll.
Swipe
Calibro Studio · Nova Retail Lab
A decade of advisory, 2015 to today.
First as Nova Retail Lab, then as Calibro Studio: brand, growth and go-to-market for fashion, jewelry, food and hospitality brands, and since 2024 the AI systems that run the plan. Sales growth of up to 30% across client brands.
+50%sales, Minibhú
+20%sales, Blum Art
15accounts run by one person, Saturia
8 to 12hours a week saved, Saturia
Saturia StudioGrowth and AI transformation · 2024 to todayOne person runs 15 accounts with AI support, saving 8 to 12 hours a week.
MinibhúChildren's fashion · 2015 to 2017, 2024 to 2025The launch platform and the brand line still in use ten years later. Sales +50%, units +61%.
GoyurtFrozen yogurt · 2016 to 2017A seasonal campaign system and a store-level defense against a global entrant.
Blum ArtHandmade jewelry · 2022 to 2023Repositioning, identity and a 12-month strategy. Sales +20%.
A venture-backed sustainable food brandRetail go-to-marketChannel priorities and a launch calendar built with the Solar System Method.
Methods
Two tools I bring to every market.
- Sun = campaign idea
- Planet = strategy with its KPI
- Moon = tactic
- Orbit = priority
- Quadrant = quarter · Slice = month
- S1Collection launch, liveKPI · average ticketFeb
- S2Own-label launchKPI · sales vs targetJun
- S3Christmas: a gift for your treeKPI · conversion rateDec
- S4New city openingKPI · sales vs targetSep
- S5Mix and matchKPI · average ticketJul
- S6Black WeekKPI · conversion rateNov
- S7Brand promotion spacesKPI · average ticketMar
- S8Gift registryKPI · conversion rateMay
- S9Blog and video blogKPI · acquisition costApr
- S10Partner audiencesKPI · acquisition costApr
How to read it
01 / 05
The sun
The campaign or season at the center: the idea everything orbits.
- Sun = campaign idea
- Planet = strategy with its KPI
- Moon = tactic
- Orbit = priority
- Quadrant = quarter · Slice = month
- S1Collection launch, liveKPI · average ticketFeb
- S2Own-label launchKPI · sales vs targetJun
- S3Christmas: a gift for your treeKPI · conversion rateDec
- S4New city openingKPI · sales vs targetSep
- S5Mix and matchKPI · average ticketJul
- S6Black WeekKPI · conversion rateNov
- S7Brand promotion spacesKPI · average ticketMar
- S8Gift registryKPI · conversion rateMay
- S9Blog and video blogKPI · acquisition costApr
- S10Partner audiencesKPI · acquisition costApr
A real 2026 plan · children's fashion retail, Colombia · client figures withheld
The Solar System Method
One image. Priority, timing, hierarchy and metrics.
Every campaign or season is a sun. Around it, orbits: the closer the orbit, the more urgent the strategy. The system is divided into four quadrants, one per quarter, each into months, so where a planet sits says when it runs. Each planet is a strategy with its own KPIs and targets. Each planet has moons: the tactics that depend on it. Next to the system, a breakdown board turns every element into owners, deadlines and numbers.
First version built in 2015, used with every client since. The system above is a live 2026 plan for a children's fashion retailer: ten strategies around one thesis, sell better, not more. It works in a two-hour session with a founder and as a twelve-month plan for a marketing team, because everyone can read it in ten seconds.
The breakdown board
The rules of the system
Non-negotiables
- Month below 85% of the sales target→ activate the logistics promo
- Conversion below the floor→ fix the website, do not buy more ads
- Acquisition cost above the ceiling→ pause the creative
- ROAS below the floor→ no scaling of creative or media
Commercial calendar
- Feb and AugCollection launch
- Mid-monthNew in
- End of Jan and JunShort sale
- NovBlack Week and Cyber Monday
- DecChristmas
The team does not invent new promotions.
Monthly dashboard
- Sales vs target
- Conversion rate, sessions and checkouts
- Average ticket
- Acquisition cost
- ROAS
Every line read against its target.
The Store Opening Playbook
From eleven openings, one airport and two own stores.
An English-language playbook and toolkit for opening stores in new markets: seven store types, three phases from week -24 to week +16, four strategies, a library of tactics with a KPI attached to each, a RACI, decision gates, and a calculator that turns a proforma into a marketing budget. The method I would have wanted on my first opening.
PrepareLaunchStabilize
Week -24Week -12Week -4OpeningWeek +16
Résumé · 2012 to today
The timeline, in one scroll.
Twelve years across market entry, brand, retail operations and, since 2024, the AI systems that run the plan. The full résumé is one click away; the shape of it is here.
- 2024 to todayGrowth and GTM Advisor, Calibro StudioFractional advisory for consumer and retail brands: Minibhú, Blum Art, Saturia Studio and a venture-backed sustainable food brand.
- 2018 to 2024Founder and CEO, Dimonde CorpA specialty coffee brand built from zero, sold through Dufry in 8 countries; $1M annual supply agreement; $5M Series A through term sheet.
- 2017 to 2018Marketing Leader, Dufry · DFASS GroupLaunch of the first duty-free operation at Bogotá's El Dorado: 15 commercial concepts, 50,000 SKUs, brand occupancy to 100%.
- 2015 to 2017Strategic Marketing and Brand Consultant, Nova Retail Lab360° marketing and communication strategies for fashion, jewelry, wellness and food brands; sales growth of up to 30%.
- 2015Project Leader, Enso Media · Mexico CityLarge-scale event projects for global clients.
- 2015Marketing Advisor, volunteer, Fundación México Sonríe · Mexico CityFundraising strategies for children's cancer programs and a social-impact employment program for mothers of patients.
- 2014 to 2015Marketing Leader, Starbucks ColombiaMarket entry: 11 store openings in seven months, 160% of sales targets, Green Apron Award, Starbucks México.
- 2012 to 2013Assistant Operations Manager, Mexico and Caribbean, Gucci · Mexico CityRetail operations across Mexico and the Caribbean: inventory, logistics, client service and luxury retail standards.
Education
Universidad Jorge Tadeo Lozano, Bogotá · Bachelor's degree in Marketing and Marketing Management
Continuing education
HarvardX CS50x, Introduction to Computer Science · Università Bocconi, Managing Fashion and Luxury Companies · Coursera, Agile Project Management and Generative AI
Languages
Spanish, native · English, fluent · Italian and Portuguese, basic
In short
Marketing by training, operator by choice. Three market entries (Starbucks, Dufry, my own brand in eight countries), the AI systems that run the plan, and a decade of advisory. Based in Los Angeles, authorized to work in the U.S. (L-2S, no sponsorship required).
Open to Marketing, Brand, Expansion, Market and Experience Lead roles with premium consumer, retail, hospitality, F&B and tech brands.
What you get in the first 90 days: a trade-area read of every location on the plan, a campaign calendar the whole team can read in ten seconds, and the operating rhythm to run it without adding headcount.
Los Angeles, California · 2026