My role
I work as a Paid Media and Performance specialist at Elevam, within the growth team, designing and executing acquisition strategies for companies billing more than 1M€ a year. My focus isn't on "investing more in ads", but on advertising investment hitting the P&L directly: capturing real-intent demand, improving lead efficiency, and scaling without eroding margin.
Day to day, I work with internal marketing and leadership teams to translate business objectives — EBITDA, margin, LTV, retention — into concrete decisions on Paid Media strategy, account and funnel structure, messages, creative and landings, and budget allocation by channel. I design the full-funnel strategy so the brand is visible, relevant, and competitive throughout the decision process, maximizing investment efficiency and the quality of customers acquired.
My background started at the University of Seville with a degree in Marketing and Market Research, completed with a Master's in Online Marketing, Advertising, and Design at NETT Digital School. I spent time at a digital agency before focusing on performance marketing in projects where the challenge is scaling ad spend without losing profitability. I combine my work at Elevam with leading marketing at Hola Princesa, where I apply the same philosophy: marketing as a profitable growth engine, not as a sum of tactical actions.
How I think
Advertising done well is a business asset. Done poorly, it's a recurring cost disguised as investment.
Every new account starts with the same question: what's the maximum cost the business can pay for a new customer without eating into margin? If that number isn't clear, no tactical optimization will fix it.
For me, performance marketing done well rests on three ideas:
Margin over volume: capturing more leads without watching cost per acquisition is the fastest way to burn a budget. My priority is always profitability per channel, not total volume.
Intent over reach: buying visibility from audiences with no purchase intent is giving money to the platform. I work segmentation, message, and creative to capture real demand, not eyeballs.
System over campaign: a good campaign doesn't save a poorly built funnel. I always think full-funnel: prospecting, consideration, conversion, and retention connected — not as isolated actions.
I work in a structured way: initial diagnosis, channel map by funnel stage, optimized account structure, and periodic review with leadership on business KPIs. I prefer to scale slowly with positive margin than fast and out of control.
Who it makes sense to work with
I fit best with companies that:
- bill more than 1M€ and want to move from "testing ads" to building a profitable, predictable, scalable acquisition model;
- have medium or high average order value and need to run Paid Media as a full-funnel system, not as tactical campaigns;
- value reporting connected to the business — EBITDA, margin, LTV, retention — not just platform dashboards.
My way of adding value is helping leadership understand exactly which advertising euros are generating real margin and which are financing vanity metrics. I don't bring magic; I bring order, judgment, and data.
If you're looking to scale your advertising investment without eroding margin and with a predictable acquisition system, then it makes sense for us to talk.
Do you think we can help?
Tell us where you are and we'll figure out the next step together.