Making a complex surgery decision easier to navigate.
Built and launched a consumer healthcare brand around how people research and choose a surgeon, spanning brand strategy, website architecture, content, SEO, paid acquisition and analytics.
Consumer marketing leader · global builder and operator
Hi — I'm Victoria.
I help brands turn complex products into consumer demand.
I identify where consumers get stuck, shape the strategy and messaging that help them move forward, and lead the teams and partners that bring it to life, across content, channels and the customer journey.
That's me. I ask a lot of questions.
The hardest consumer journeys don't always need more marketing. They need more clarity.
When the product is technical, personal or high-stakes, consumers rarely move in a straight line. It looks more like this:
What the path to a complex decision actually looks like
Where I create impact
Customer journey
Connecting brand, digital, product and journey strategy.
Brand & positioning
Making complex products easier to understand, trust and choose.
AI-driven marketing
Using AI to improve speed, personalization, content and decision-making.
Growth strategy
Turning market insight into clear demand-generation priorities.
Go-to-market
Building practical launch and growth plans across channels. Orchestrating with global teams and agencies to execute.
Measurement & optimization
Setting the baseline, reading the signals, and deciding what to strengthen, change or stop.
Selected work
Different categories. The same way of thinking.
Connecting consumer engagement with co-branded launches.
As Sonix's fractional marketing lead, I support its consumer marketing and co-branded launches with licensing partners. The work spanned social media audience growth, SMS subscriber growth and product launch execution.
shopsonix.com →
Taking a consumer brand into markets where the playbook doesn't translate.
Built distributor networks and launched new product lines across APAC, LATAM, the Middle East and Africa. Worked with regional partners to enter eight new territories and grow the brand internationally.
adenandanais.com →
Bringing the customer's questions into the growth strategy.
Worked across product, marketing and customer support to grow EV-Chargers.com. Used customer questions to shape the website, content and advertising, and launched Amazon as a second sales channel.
ev-chargers.com →Experience
As an employee, and as a consultant.
In the seat
ERC BPO
2019 – 2022
Senior Vice President, Marketing
Built the marketing function from zero — strategy, team and infrastructure — for a global business. Led the full rebrand and website relaunch; owned all internal and external communications, recruitment marketing, sales enablement and product messaging. Three promotions in three years.
McCubbin
2018 – 2019
Director, International & e-Commerce Sales
Developed international distribution strategy for new territories, +20% sales. Led McCubbin's transition from Amazon 1P to 3P and owned pricing and P&L for my territories.
aden + anais
2016 – 2018
Director of Global Distribution
Growth across APAC, LATAM, the Middle East and Africa: +200% sales in year one, +126% year over year in year two, 20% over quota. Eight new territories, distributor networks built from scratch, new product lines launched into international markets along with marketing support.
Philips
2015 – 2016
Consumer Marketing Manager
Product and go-to-market strategy for Philips tech accessories across Walmart, Target, Best Buy, Amazon, Costco and Fred Meyer. A 100+ SKU portfolio; $500K in incremental revenue from new retail placements; SKU rationalization across the full accessories business.
Kids II
2013 – 2014
Senior Channel Marketing Manager, International
Channel strategy for key international accounts, in store and online. A global retail display program covering 6,000+ displays and 100K+ additional product facings.
Case-Mate
2012 – 2013
International Marketing Lead
Promoted from LATAM and Caribbean accounts to lead international marketing across the UK, UAE, Japan, Singapore, Mexico and Colombia.
As a consultant
EV-Chargers
2022 – 2026
Growth & Marketing Lead
Worked across product, marketing and customer support to grow EV-Chargers.com. Used customer questions to shape the website, content and advertising, and launched Amazon as a second sales channel. Sales grew from zero to $1M; site conversion doubled from 1% to 2% in year two; Amazon, launched in year three, went from nothing to $50K a month.
Trusted Surgeon
2025 – 2026
Brand & Marketing Lead
Built and launched a consumer healthcare brand around how people research and choose a surgeon, spanning brand strategy, website architecture, social media content, SEO, paid acquisition and analytics.
Sonix
2022 – present
Fractional Marketing Lead
Consumer marketing and co-branded launches with licensing partners: social media audience growth, SMS subscriber growth (+17%), and product launch execution across social, SMS and lifecycle.
Education & languages
EAE Business School, Barcelona — Master's, Search & Social Media Marketing.
Universidad del Salvador, Buenos Aires — Economics & Intercultural Business Management.
Universität Passau, Germany — Culture & Economic Science.
English and Spanish, native. French, working.
How I work
Diagnose, design, orchestrate, optimize.
Diagnose
Understand the consumer, the category and the business. Find the unmet need, the decision barrier, and the priorities most likely to move performance.
Design
Build positioning and the brand around the experience people need, from discovery and consideration to purchase and the relationship after it.
Orchestrate
Align internal teams, specialist partners, channels and workflows around one plan. Set priorities, responsibilities, and the standard for what goes live.
Optimize
Define what success looks like, set the baseline, and use performance and customer feedback to decide what to strengthen, change, or stop.
And AI, used deliberately
I use AI strategically to optimize resources, accelerate execution and improve efficiency across research, content and reporting, while keeping strategy, judgment and accountability firmly human-led.
Let's talk
If you're building consumer marketing for a product people need help choosing, I'd like to hear about it.
— Victoria