About
Growth without data is a commodity. Operations without a growth instinct builds systems nobody uses.
I spent fourteen years in a creative agency convinced I knew what marketing was. Then I joined a SaaS company and found out I knew a part. An important one. But a part.
The shift was realizing that in SaaS the work does not end at the campaign. The customer stays, or cancels. Marketing extends to Growth: onboarding, retention, churn, expansion. The funnel keeps going long after the click.
And the deeper I went into operations, the more I saw the same gap everywhere. Revenue systems built to be technically correct and operationally abandoned. Right queries, clean schemas, and a sales rep who never opens the tool.
That is where my decade in design turned out to matter. I started behind the canvas. That eye for aesthetics never left. It just learned to read a funnel, and to see who is on the other side of it.
A system nobody adopts produces data nobody trusts. And data nobody trusts can never become a forecast.
The question I bring from design is simple: how is this for the person who has to use it? Almost nobody running growth asks it, and almost nobody in operations does either.
In practice
I run growth from the first creative test all the way into the CRM, not just up to the click.
I design the CRM for the rep filling a field at 6pm on a Friday, not just for the perfect query.
I automate without discarding the human. AI as a layer of efficiency, not a replacement for judgment.
I measure a system by adoption, not by technical elegance. Because adoption is what makes the data real.
Marketing, Sales, and CS are almost always orphaned from engineering. So the person running growth ends up building the tooling.
Where I stand
Growth and marketing management is the job: the team, the demand generation, the experimentation cadence, and the number at the end of it. I led a team of four across two companies, and I went from being a company’s only marketing hire to running the department in six months. What makes that combination unusual is the layer below it, the CRM architecture, the automation and the forecast, which I build myself when nobody else will.
I know exactly what I am good at, and I say it out loud. That is more useful than claiming to do everything.
The path
May 2026 — Present
Axenya, a B2B corporate health broker. Structured the RevOps function from zero reporting to the CRO and CFO, built an eight-panel pipeline BI platform and the forecast ritual behind it, then documented it for handoff.
2024 — 2026
Nola, a restaurant-management SaaS. Joined as the first and only marketing hire and was running the department six months later, leading a team of four.
2025
Grupo Arcca, the franchise holding behind Nola’s sister brands. Built the B2B franchise demand engine from zero, positive ROAS in under 90 days.
2026
HubSpot implementation for a B2B construction-tech SaaS, via Deal Machine. Project scope.
2010 — 2024
Full-service agency, 14 years. Promoted to Creative Director in 2014. Brand, digital strategy, web, and UX for clients across sectors.
2016 — 2019
Independent media for the LGBTQIA+ community, run alongside a full-time job. Number one organic for competitive keywords with no paid media, and 3,500+ monthly users.
Tools, with judgment
The stack matters less than the logic behind it. Every automation starts with the business question, not the tool.
In their words
As our Marketing Manager, he took full ownership of growth strategy and operations, turning a chaotic environment into a predictable machine. He integrated our stack (HubSpot, RD Station, n8n) and automated the manual work blocking the sales team. An autonomous, strategic, technically brilliant leader.
As a leader, he has a rare ability to know exactly what to ask for, how to guide, and how to lead people with clarity, presence, and confidence. He is the kind of professional who raises the bar and makes the people around him grow with it.
His greatest quality is autonomy: give him a mission and you know he will deliver above expectations. He takes on complex problems with real resolve, studies, tests, fails, gets it right, and ships the solution. A natural self-learner and an excellent partner.
Quick answers
No pitch. Just connection. Open to Growth Manager, Marketing Manager and Head of Marketing roles at remote-first B2B companies.