Conoce Handshake
Tu socio estratégico de Marketing

Más que una consultoría , somos tu partner para resultados tangibles.

En Handshake Marketing creemos que el marketing no es una función de soporte, sino un generador de negocio: estrategia, ejecución y análisis con resultados medibles. Nuestra misión es ayudarte a crecer de manera sostenible, optimizando cada acción para generar impacto real.

· +20 años liderando marketing estratégico B2B

· Experto en branding, growth marketing y estrategias digitales

· CMO advisory: asesoría senior sin necesidad de incorporar un CMO a tiempo completo

“No somos una agencia más. Somos tu socio estratégico, guiando decisiones clave y asegurando resultados medibles en cada proyecto.”

Conoce mi trayectoria

Summary

Marketing & Communications leader with 20+ years of experience driving growth, demand generation, brand positioning, and digital transformation across global, regional, and country roles. Proven track record aligning Marketing and Sales, accelerating pipeline and revenue, and leveraging AI, data analytics, and martech in complex, matrixed organizations. Trusted partner to senior leadership, combining strategic vision, commercial focus, and disciplined execution with a people-enabler leadership style. Proven ability to balance global enablement and local execution to strengthen market presence, deepen client engagement, and deliver profitable, sustainable growth.

Areas of expertise

Professional Experience

Partner, Global Marketing Operations – Lead Management Leader APR 2023 – DEC 2025Marsh McLennan

Mission: Streamline marketing lead generation, optimize funnel performance, and ensure timely engagement with Sales to drive revenue impact.  Defined the global lead management and funnel optimization strategy for web-, event-, and social-generated leads.  Led AI-driven marketing initiatives (AI chat, AI lead qualification) to improve scoring and prioritization.  Implemented a data-driven performance model using dashboards and advanced analytics.  Executive sponsor for global rollout of Microsoft Dynamics 365 Real-Time Marketing and martech stack rationalization.

Impact:  Double-digit conversion growth year-on-year.  $25M closed revenue from web leads; $72M qualified pipeline for 2025–26.  Reduced cycle times and disqualified leads through stronger Marketing–Sales operating model.

Partner, Global HR Buyer / Career Practice Marketing Leader OCT 2020 - APR 2023 Mercer

Mission: Define and execute global marketing strategy for HR buyers across 40+ countries, linking brand, client experience, and commercial outcomes.  Led thought leadership campaigns and flagship global go-to-market programs to drive market relevance and growth.  Partnered with global Centers of Excellence (CoE) and regional teams to ensure consistent execution at scale.  Built scalable frameworks balancing global enablement and local activation.

Impact:  Campaign activation in 40+ countries and 20+ languages in <5 days.  Accelerated global demand generation and client engagement.

Partner, Europe Region Marketing Leader DEC 2018 - APR 2023Mercer

Mission: Lead regional marketing to drive growth, demand generation, and brand positioning across 15+ European markets.  Led a 35+ person, multi-country team delivering integrated, data-driven campaigns.  Strengthened market visibility and consultant positioning through targeted thought leadership.  Accelerated pipeline through demand generation and funnel optimization.

Impact:  Supported $1.05B regional revenue, 35% from new sales.  2021: $37M marketing-sourced leads, $6.7M digital wins.  Consistent outperformance vs. firm benchmarks.

Partner, Global HR Buyer / Career Practice Marketing Leader OCT 2020 - APR 2023 Mercer

Mission: Define and execute global marketing strategy for HR buyers across 40+ countries, linking brand, client experience, and commercial outcomes.  Led thought leadership campaigns and flagship global go-to-market programs to drive market relevance and growth.  Partnered with global Centers of Excellence (CoE) and regional teams to ensure consistent execution at scale.  Built scalable frameworks balancing global enablement and local activation.

Impact:  Campaign activation in 40+ countries and 20+ languages in <5 days.  Accelerated global demand generation and client engagement.

Principal, Spain Marketing & Communications Leader MAR 2005 – DIC 2018Mercer

Mission: Build a growth-driven marketing strategy to support commercial expansion and elevate client experience in a $60M business, where ~30% of revenue is driven by new sales, reinforcing the strategic importance of the Marketing–Sales partnership.  Designed and executed integrated go-to-market strategies across digital, brand, and communications.  Strengthened Marketing–Sales alignment to drive new business growth and pipeline performance.  Built and led a high-performing marketing team.

Impact:  Delivered sustained double-digit growth and 23%+ margin.  Transformed Marketing into a profit-generating function and core Sales partner.  Launched market-leading initiatives (HR Forum, HR Awards, Pension Guide, Pension Simulator).  Led the first European rollout of Social Voice Storm employee advocacy.

Core Skills

Strategic, Business-First Leadership & Governance | Growth-Oriented, Revenue-Driven Mindset | Marketing–Sales Operating Model Builder | Go-To-Market Orchestration & Enablement Strategy-to-Execution Leadership (Making Things Happen) | Enterprise Transformation at Scale | Data-Led, Insight-Driven Decision Making | Trusted C-suite Partner & Influencer | People-Enabler & Organizational Capability Builder

Early Career

Editor and Content Writer – Management, HR & Training JUN 2000 - FEB 2005

Expansión (Grupo Recoletos).

News Reporter JAN 2000 - JUN 2000

Agencia EFE TV

Education

ESCP-EAP – PDD General Management Program (GMP) JAN 2011–DEC 2011

Universidad Complutense de Madrid (UCM) - Bachelor in Information Sciences 1994 – 1999

Languages - Spanish: Native | English: Bilingual