For over a decade, I worked across every stage of brand strategy, marketing, and leadership, including steering a family-acquired company through growth, transformation, and eventually, liquidation. That experience taught me how to make decisions in complexity, lead through uncertainty, and think holistically about people, systems, and change.
After the company closed, I pivoted into the intersection of AI, language models, and human decision-making while keeping brand as the real leverage point. Not to make companies look better, but to make them make sense. Marketing became my tool to help organizations take a real position: in the market, in culture, in people’s minds. It’s not decoration. It’s the logic that holds everything else together.
But my approach is not limited to AI or branding. I work across the spectrum: AI strategy, marketing, coaching, team development, and human transformation. My freelance work adapts to wherever I can drive value, whether that means aligning brand with technology, guiding teams through complexity, or supporting individual growth.
To deepen my practice, I’m studying AI from the inside out: Python, data analysis, and the technical foundations of large language models. In parallel, I’m training in coaching, neuro-linguistic programming, and emotional intelligence (Deusto Salud), expanding my toolkit for understanding and moving people, not just systems.
I’m especially drawn to the psychological layer: the hesitation, disconnect, or overcomplexity that surfaces when AI or new practices are bolted onto human systems. I help teams build real fluency, not just adoption, and bring strategic clarity where hype and noise usually take over.
I work best with organizations ready to rethink, create, and evolve, whether through AI, brand, coaching, or the intersection of all three. If the challenge is multidimensional, that’s where I belong.More...