About me
My background is in marketing, but my work has always been about people.
Performance marketing taught me to read behaviour in the small moments. Sales gave me the human layer behind that.
Today, I bring those two worlds together in product marketing and go-to-market.
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Innovatoo grew out of something that was already happening.
People came to me with ideas, plans, questions or situations they struggled to untangle on their own. They came because they felt I looked at things differently, stepped into their story quickly and often saw an angle they had missed.
For me, Innovatoo is the place where my way of working gets a clear shape.
It is built around the work that often comes before marketing. Before you decide what to post, what to advertise or how to sell, you need to understand what you are really offering, who it is for, why people should care and how the story should be told.
A lot of companies jump straight into campaigns, websites, content, ads or sales actions. Those things can help, but they work better when the base is clear.
That is where Innovatoo sits: at the base that marketing, sales and growth can build on.
Direct, human and involved.
I listen closely, and I go deeper than the surface. I want to understand what is really going on, what someone is trying to build, where the doubt sits and why something strong can still be hard to explain.
Often, the answer sits somewhere between product, customer, market and communication. What looks like a website problem can actually be about positioning.
What feels like a sales problem can start with an offer that asks too much effort from the buyer. What seems like a marketing problem can come from a story that is told one way inside the company and another way outside.
I look for those connections because they usually show what needs to change first.
When I see red flags, I name them. When something feels off, I say it. When someone asks for execution while the base needs attention first, I bring that up. I would rather speak clearly than wrap everything in pretty words.
The point is always to move the work forward, even when the conversation becomes sharper for a moment.
Rhythm, timing and trust.
Outside of work, I spend a lot of time around bachata, events, coaching and bringing people together.
Dance has taught me a lot about rhythm, timing, trust and feeling what happens in the moment. You can prepare a lot, but once you are there, you need to read the energy, the movement and the small signals.
Events work in a similar way. You bring people, atmosphere, communication, timing and expectations together, and you quickly feel what flows and where tension appears.
I bring that world into my work. An offer needs rhythm too. A story needs to land at the right moment. People move faster when something feels clear.
I also see myself as a coaching person. I like giving direction, and I also want people to become stronger in how they look, choose and explain what they stand for.