Lisbon, Portugal
I build and grow consumer businesses across brand, product, e-commerce and commercial strategy. Over 12+ years across Europe and Latin America, I have led entire market P&Ls above €40M, global product portfolios above €800M and international teams of up to 30 people across FMCG, consumer goods and DTC/e-commerce. At Emma – The Sleep Company, I progressed through five leadership roles spanning global category management, product leadership and regional P&L ownership. Along the way, I helped scale the Beds category from ~€5M to €100M+, led categories above €800M, and later took over Spain, where we turned a loss-making business into a sustainably profitable and growing one before my remit expanded to Iberia. Today, as Director of Marketing & E-commerce at ISTO., I lead the global DTC growth agenda across marketing, e-commerce, CRM, merchandising, customer experience and digital transformation. I started my career in brand management at General Mills and Heineken, which still shapes how I approach business today: start with the consumer, build a strong proposition, and connect brand, product and commercial execution. I’m particularly interested in consumer innovation, profitable DTC growth, international expansion, brand & product strategy, data and AI-enabled operating models.
Ambou - Kleidung für Helden
Led a €40M+ Spanish business with full P&L responsibility and a 12-person cross-functional team. Led a two-year turnaround of a loss-making market, moving EBIT from approximately -€0.5M to +€2.5M and contribution margin from negative levels to ~20% by 2025 through pricing, portfolio, promotional strategy, marketing efficiency and cost optimization.
Led global portfolio strategy and execution across all product categories, markets and channels, managing a 30-person international team. Built Global Pricing and Sustainability capabilities and supported premiumization and portfolio diversification across a business reaching approximately €1B in annual revenues.
Grew categories from €100M+ to €300M+ and doubled the contribution of non-mattress categories from ~15% to ~30%.
Built Emma's Beds category from approximately €5M to €100M+, expanding from 4 to 15+ markets, launching 10 product lines and cutting time-to-market roughly in half.
Business Strategy, Communication and +2 skills