By day I build digital growth systems by night I bake “too-good-to-be-true” keto desserts.
I’m a digital marketing & growth strategy leader with 18+ years of experience across Sony, Caterpillar, and AI startups and the creator behind a healthy dessert channel followed by hundreds of thousands of people who refuse to choose between flavor and health.
This page is the behind-the-scenes: how I think, how I work, and why I care so much about both performance and people.
From Latin America campaigns to AI-native marketing systems.
My career has always lived at the intersection of creativity, structure, and technology. Here’s the short version.
I started my marketing career in Latin America managing campaigns that had to work across multiple cultures, languages, and distribution models at the same time. That reality forced me to think in systems early, what message scales, what doesn’t, and how do we actually measure impact.
At Sony Electronics, I led regional digital strategy and creative operations across 12+ countries. I partnered with sales, product, and agencies to launch campaigns, manage always-on content, and align everyone behind one clear narrative for the brand.
Later at Caterpillar, I moved even closer to revenue, working with dealers across North America and LATAM to modernize their digital sales engines. That meant eCommerce content, funnels, analytics, and a lot of “translation” between technical teams, sales reps, and marketing.
Today, I advise AI-driven startups and B2B brands on how to make their positioning, content, and data “AI-ready”, so large language models and humans can both understand what they do, why it matters, and who it’s for.
- Led digital strategy & creative ops that helped grow Sony LATAM engagement by 400%+.
- Trained 300+ dealer teams and drove triple-digit adoption of key digital platforms at Caterpillar.
- Built core positioning, messaging, and content architecture for an AI semantic-intelligence startup.
- Designed marketing systems that turned scattered tactics into measurable, repeatable growth.
The keto dessert creator who reads analytics for fun.
When I’m not mapping funnels or building messaging frameworks, I’m usually in the kitchen turning “forbidden” desserts into guilt-free recipes, and turning that into a real brand.
My health “side quest” that became a real brand.
Years ago, after struggling with migraines, energy crashes, and extra weight, I decided to experiment with keto + intermittent fasting. I lost 20+ pounds, fixed my energy, and discovered something important: people don’t just want to “eat clean”, they want food that feels like a treat and fits their goals.
So I started sharing my recipes on Instagram as a creative outlet. I applied the same principles I use in B2B marketing, positioning, storytelling, data, and consistency, and watched a small experiment grow into a healthy-dessert community.
- 300K+ followers across Instagram & TikTok (@madeinketo / @becauseicanfly).
- Millions of views on simple, “I-can’t-believe-this-is-keto” dessert recipes.
- Content, hooks, and visuals optimized using analytics, not guesswork.
- Brand partnerships and products that never compromise on taste or health.
I don’t just “consult” from a distance. I run my own experiments every week, testing messaging, hooks, visuals, content formats, and distribution across platforms. That creator mindset feeds directly into my client work, giving you strategies that are practical, current, and tested in the wild, not just in a slide deck.