I’m a marketing communications leader based in Sydney. My story runs from Lima to Canberra to Sydney, and it keeps coming back to the same thing: turning complex products and big ideas into stories that people act on.
I studied Communications at the University of Lima, then worked across an audiovisual production company, an advertising agency, retail and an NGO before joining Herbalife’s regional team, coordinating communications across Latin America. I went on to lead marketing for two direct-selling companies, where I learned how events, training and storytelling can move an entire sales network.
In 2016 I started my own marketing consultancy, helping small businesses, startups and entrepreneurs with brand positioning, digital marketing, content and events. Running workshops, producing video and building this website and blog taught me to own every part of the marketing mix, from the strategy to the final edit.
In 2018 I moved to Australia to complete a Master of Communication at the University of Canberra. Canberra became my crash course in Australian marketing, with roles at the Canberra Convention Bureau, the Canberra Business Chamber and the Australian Local Government Association, plus years volunteering with TEDxCanberra, including representing the team at TEDxWeekend events in Taipei and Singapore.
Alongside my studies I joined Sydney deep-tech startup Baraja as its marketer, taking its LiDAR technology from stealth to its launch at CES 2020. After moving to Sydney in 2022, I led marketing communications and events for a portfolio of world-class professional audio, lighting and AV brands at Jands, including several editions of Integrate, the flagship AV show in Australia and New Zealand.
Today, as an Australian citizen based in Sydney, I still run this website, my blog and my YouTube channel, which are where I experiment: writing about marketing, producing video, making music, and building AI agents and workflows that help marketing teams do more, with a human at every checkpoint.
If you’d like to talk marketing, AI or a new project, get in touch.