Description

B2B Omnichannel Marketing leader with 15+ years of international experience driving revenue growth across the Healthcare, SaaS, and Technology sectors. I specialize in architecting data-driven demand generation engines and product GTM strategies that move beyond siloed tactics toward a unified, account-based Go-to-Market (GTM) strategy. By integrating Marketing Ops, Lifecycle, and Digital performance into a single cohesive unit, I transform Sales Account Segmentation into a sophisticated omnichannel pillar. My approach is rooted in the belief that high-performance marketing must go beyond scoring account intent to master the complexities of Buying Committee engagement.

Leveraging broad expertise in Martech functional architecture and Customer 360 profiles, I design the foundational frameworks that connect marketing, sales, and customer data to ensure seamless personalization and rigorous conversion tracking. I combine strategic GTM vision with a hands-on, execution-focused approach—utilizing AI-driven performance enhancement and cohesive content strategies to scale ABM and lead generation efforts. A collaborative leader, I focus on building cross-functional accountability to deliver measurable pipeline impact and sustainable business growth.

Industry field of expertise

Languages

Spanish
Native or bilingual
English
Fluent
Portuguese
Native or bilingual

Workplace preferences

Remote only

Primarily works remotely

ITS
GTM Strategy Consultant & Demand Generation Architect
SOFTWARE PUBLISHING
October 2024 - Today (1 year and 8 months)
-Strategic GTM Architect & Growth Catalyst
Defined the strategic pillars for the company’s 3-year digital transformation, providing the foundational guidance to pivot from a transactional ASP model to a scalable, high-performance SaaS GTM framework.
-Orchestrated the Willow360 Product Strategy & MVP: Led the recovery of a failed launch by conducting exhaustive market research and opportunity analysis, identifying viable segments (DMS/IDP), and defining the product value proposition, licensing models, and pricing strategy.
-Designed the "Demand Generation Factory" Architecture: Authored the functional integration requirements for the MarTech stack (WebCRM, Marketing Automation, GA/GTM), establishing a "Single Source of Truth" to enable omnichannel segmentation and end-to-end ROI tracking.
-Modernized Sales Operations: Overhauled legacy CRM data governance to transition from transactional sales to a Solution Selling model, enabling the tracking of complex Buying Committee engagement across the lifecycle.
Strategic Roadmap Advisory: Served as the primary advisor on the structural requirements for the 3-year plan, resulting in the successful organizational restructuring and hiring of specialized Marketing Ops and Digital Growth teams.
-Cross-functional Execution: Led the implementation of website tagging and data frameworks in collaboration with external Google Partners and internal Marketing Ops to ensure full-funnel visibility from awareness to loyalty.
Omnichannel Marketing B2B Marketing Software as a Service (SaaS) Marketing Technology Product management
Edwards Life Sciences
EU CC ABX & Digital Strategy, Sr Manager
MEDICAL
February 2023 - June 2024 (1 year and 4 months)
-Designed EU Critical Care omnichannel ABM and HCP engagement blueprints, enabling consistent execution of customer engagement journeys across the surgical pathway (pre-, intra-, and post-surgery), supporting pipeline generation across markets
-Collaborated cross-functionally with global and regional marketing, sales, and medical affairs teams to align customer engagement initiatives with brand strategy and local market needs
-Activated EU omnichannel campaigns across paid media, programmatic, email, social media, congresses, and CRM, tailoring execution to local market requirements and HCP segmentation
-Coordinated external partners, platform owners, and analytics teams to ensure campaign delivery, performance tracking, and continuous optimization
-Contributed to the evolution of EU Critical Care engagement playbooks by integrating local market insights, enhancing relevance and effectiveness across countries
-Omnichannel Content management: from production to approval process handling. Improved campaign scalability and operational efficiency by streamlining Global to Regional to Local content production and approval workflows, reducing time-to-market from 6–8 months to 2–3 months
-Applied AI-driven optimization to improve paid media performance, enhancing targeting, budget allocation, and campaign efficiency
Omnichannel Marketing Healthcare Marketing Technology Content marketing Cross-functional Team Leadership
Janssen
EMEA Omnichannel Strategy Consultant
PHARMACEUTICALS INDUSTRY
July 2020 - March 2023 (2 years and 9 months)
-Designed and led the EMEA omnichannel engagement strategy for the launch of a new drug in a new therapeutic area, defining end-to-end HCP and patient journeys across disease awareness, diagnosis, treatment decision and initiation, adherence, and monitoring
-Collaborated cross-functionally with global and regional brand managers and medical affairs teams to align content strategy and planning with omnichannel engagement objectives
-Contributed to the evolution of regional omnichannel frameworks and playbooks by integrating local market insights, enhancing relevance and effectiveness across countries
-Identified key capability gaps across data, technology, and customer experience, translating them into a prioritized omnichannel product roadmap
-Partnered with analytics teams to define performance measurement frameworks and generate actionable insights, supporting engagement optimization and data-driven decision-making
-Activated EMEA omnichannel campaigns across paid media, email, social media, congresses, and CRM, tailoring execution to local market requirements and driving 45% of opt-ins through integrated medical education campaigns
-Coordinated external partners, platform owners, and analytics teams to ensure compliant and timely campaign delivery, performance tracking, and continuous optimization
-Managed omnichannel content processes end-to-end, supporting production and navigating complex medical, legal, and regulatory approval workflows
-Guided local market teams in the implementation and activation of omnichannel programs across multiple countries, ensuring consistency and scalability
Omnichannel Marketing Healthcare Cross-functional Team Leadership Content Strategy Marketing Technology