I build marketing
that compounds.

From engineering to exponential growth

I was born and raised in Colombia, in a family that taught me two core principles early on: work hard, and always stay curious. Following in my father's footsteps, I earned a BSc in Industrial Engineering. That is where my natural curiosity found its focus. I fell in love with measuring performance, running experiments, and learning to listen to what the numbers were really telling me. From that point on, I knew I would never settle for good enough when data could show me how to make things better.

But it was through my mother's business that I discovered the true power of marketing. A doctor by training and a visionary entrepreneur, she showed me what building a business from the ground up really takes. Working alongside her, I built our marketing strategy from scratch: managing digital channels, leading agency partners, and running direct sales events on the ground. I have always known that human connection matters. It just took working with her to realise that marketing is the ultimate craft of translating that connection into products, businesses, and sales that actually work.

Driven to expand my horizons, I left Colombia to pursue an MBA. I found far more than a degree: I found a global community, sharpened my leadership skills, and met my husband. Together with our daughter, the absolute love of our lives, we have built a beautiful life that eventually brought us to Amsterdam, fulfilling a lifelong dream of living in Europe.

Professionally, my journey led me to HelloFresh. Starting as an intern in Canada and moving up to the Nordics team, I spent four years launching, scaling, and leading performance channels. Together, we acquired hundreds of thousands of new customers at the highest profitability of any paid channel in the business. I also designed a partnerships framework from scratch that significantly lifted customer loyalty and brand equity.

Today, I bring that exact blend of engineering rigour, hands-on commercial grit, and international scale-up experience to every business I work with.

The Coralis story: marketing that compounds

I do not just maintain marketing departments. I build marketing engines that scale.

As a senior marketing leader with 12+ years of experience across consumer and B2B sectors, I specialise in working with startups and scaleups. These are environments where marketing is still being shaped, where agility is required, and where the impact of every single decision is felt immediately.

Strategy, execution, and a bias for action

Throughout my career, I have taken full P&L and full-funnel ownership, from awareness through to retention. I have built marketing functions from the ground up, structured teams around commercial objectives, and scaled high-performing channels across performance marketing, CRM, partnerships, and brand.

I believe great marketing starts with absolute positioning clarity. I use data-driven decision-making and OKRs to prioritise ruthlessly, focusing teams on what actually moves the needle. To me, data and creativity are not opposites. They are the two forces that make each other better.

What I bring to the table

• Full P&L and full-funnel ownership — I do not just run campaigns. I own the commercial numbers behind them, from acquisition to long-term retention.
• Cross-functional alignment — Operating comfortably at the intersection of marketing, sales, product, and finance to unite stakeholders behind a single growth goal.
• Ruthless prioritisation — In resource-constrained environments, I know how to filter a backlog of great ideas into what needs to happen now versus what can wait.
• Scrappy resourcefulness — I have built channels from zero with lean budgets and even leaner teams, proving that constraints breed the best innovation.
• OKR execution — Turning ambiguous, high-level growth targets into clear, trackable, and motivating objectives the entire team can rally around.

I am most energised by companies where the work still matters at every level, where a sharper CRM flow, a well-constructed acquisition strategy, or a clearer brand story creates measurable, lasting impact on the business.