About

Act I — The Agency Years

It started at Oxford — not the university, the city. I landed a webmaster role at a small agency and within a year was leading a team of 10 across 8 markets and 6 languages.

Then London. Started at Omnicom (PHD Media), then Dentsu International — where I became Global Technology Lead across the worldwide network, working with agencies like iProspect and Merkle. Global accounts — Apple, Square, Unilever, Le Creuset, Google, Microsoft, HTC, John Lewis.

I learned that performance marketing is not about ads. It's about systems — attribution, automation, data pipelines, and the infrastructure that makes revenue predictable. And it's about leading the people who make it happen.

+35% ROI on Le Creuset global. +161% sales YoY on MOBS Shoes. Quarterly records at Square. "Star of 2019" at Dentsu. Employee of the Month at PHD.

I also built GeoAdsFinder during this time — a SERP verification tool that was adopted across the entire Dentsu worldwide network. My first taste of building products.

Act II — The Founder

Co-founded Chat Ergo Bot, a conversational AI chatbot builder. Pre-ChatGPT. We saw the future early.

Also built yometesteoencasa.com — Spain's first nationwide COVID self-assessment tool, helping reduce pressure on overwhelmed emergency phone lines.

Selected by Lanzadera (Juan Roig's accelerator). Named a Top 75 startup in Spain by El Referente in 2022.

Chat Ergo Bot shut down — co-founder disagreements collided with the LLM revolution. But the vision was right. Just early. Its DNA lives on in AIsWise.

Act III — GTM Engineering

Joined Sesame HR as Senior Paid Media. Promoted in 8 months. Head in 13. MVP of 2024 across 370 people.

But the title doesn't capture what I actually do. I redesigned the entire GTM infrastructure — UTM architecture, Consent Mode v2, automated reporting, HubSpot + Google Ads + Meta + Analytics connected with custom APIs.

Then I built Demand OS — 10+ microservices automating growth across 5 markets. Plus 3 public SaaS products. Strategy, teams, and execution — all at once.

I lead the GTM Engineering team while shipping product. I define the system — architecture, business rules, growth strategy — and make sure both the team and the tech deliver.

This is GTM Engineering: the intersection of marketing strategy, team leadership, data infrastructure, and product building.