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.
store openings in seven months for Starbucks' entry into Colombia
commercial concepts launched at El Dorado with Dufry, the world's largest travel retailer
countries where a coffee brand I built from zero sold through Dufry, operated from Florida
Markets opened, operated or served, 2014 to today
About
- 26+
- store openings
- 160%
- above target
- 20+
- 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.
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.
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.
- 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.
How to read it
1 The sun · the campaign idea at the center.
2 Orbits · the closer, the more urgent.
3 Quadrants · one per quarter, sliced by month.
4 Planets and moons · strategies with KPIs, and the tactics that depend on them.
5 The board · every element turned into owners, deadlines and numbers.
Example system · a fictional retail launch year
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. 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
| Element | Type | Owner | Deadline | KPI | Target |
|---|---|---|---|---|---|
| S1 Launch moment | Planet | Marketing lead | Week 0 | Openings on time | 100% |
| S1.1 Opening event | Moon | Events | Week 0 | Attendance | 300 |
| S3 Trade area activation | Planet | Field marketing | Q2 | Sales vs target | 110% |
| S3.2 Sampling at anchors | Moon | Store teams | Q2 | Coupons redeemed | 1,200 |
| S6 Digital and social | Planet | Community manager | Q3 | Engaged reach | 25% |
CALIBRO STUDIO
Store Opening Playbook
Three phases · Four strategies · Seven store types · 24-week countdown
The Store Opening Playbook
From eleven openings, one airport and two own stores.
A bilingual 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.
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