Positioning / Outbound / GTM
Turn positioning
into pipeline.
I align ICP, positioning, and outbound execution into one repeatable GTM motion for Seed–Series B technology companies.
Brand brain×Revenue discipline
INTERACTIVE GTM MODEL
DRAG + INTO FOCUS
01 / WHOICPFind urgency
02 / WHATPOSITIONINGMake value legible
03 / HOWOUTBOUNDBuild the motion
04 / RESULTPIPELINECompound the signal
Drag the operator. Tap to align.
in under 12 months
growth at Payoneer
closed at EBANX
US, EU & LatAm
The operating thesis
Most GTM problems are positioning problems disguised as execution problems.
Outbound breaks when targeting, message, and execution are solved in isolation. I connect all three before asking your team to create more activity.
Two ways to work together
Build the motion.
Make it repeatable.
The engagement starts where the constraint is: defining a market-facing motion or installing the operating rhythm required to run it.
Define the motion
GTM & outbound strategy
Align the market, ICP, positioning, and campaign system before scaling activity. The output is a usable operating motion, not a strategy deck.
- ICP definition
- Value propositions
- Cadence scripts
- Pipeline plan
First working artifacts
in 2–4 weeks
in 2–4 weeks
Run the motion
Fractional GTM leadership
Lead and upskill the team you have, close capability gaps, and turn the new motion into a measurable weekly operating rhythm.
- Org design
- Hiring profiles
- Performance system
- Enablement
Senior leadership
before a permanent hire
before a permanent hire
Selected evidence
No theatre.
Just outcomes.
Three different markets. The same operating discipline: find the signal, make the proposition clear, and build the motion around it.
PipefyWorkflow Automation / SaaS
$0 → $1M ARR in under 12 months.
- Constraint
- After ten years of horizontal selling, growth was flattening and the team lacked a clear priority segment.
- Intervention
- Identified the highest-velocity vertical and led the pivot in targeting, positioning, and outbound sequences.
- Evidence
- $0 to $1M ARR in the new vertical in under 12 months.
PayoneerGlobal Payments / Fintech
15% growth in transaction volume in Brazil.
- Constraint
- Brazil needed a market-specific GTM motion, not a translated version of the global playbook.
- Intervention
- Served as effective Country GTM Lead, localized product UX, led educational content, and orchestrated market presence.
- Evidence
- 15% increase in transaction volume in Brazil.
EBANXFintech Unicorn / Payments
Double-digit growth in merchant acquisition.
- Constraint
- The outbound engine was no longer scaling with the company’s ambition, structure, or enterprise motion.
- Intervention
- Co-led the outbound overhaul, designed SDR/BDR structures, installed pipeline processes, and built EBANX Academy.
- Evidence
- Double-digit growth in merchant acquisition and improved enterprise win rates.
The operator behind the system
Brand brain.
Revenue discipline.
The best outbound motion begins before the first message is sent.
I started in brand and communication, then moved into commercial intelligence and sales execution. That combination shaped the work: diagnose the market signal, make the value legible, and build a team rhythm that compounds.
I have led commercial intelligence at Pipefy, served as effective Country GTM Lead at Payoneer, and co-led outbound transformation at EBANX.
LanguagesEnglish · French · Portuguese
RegionsUS · Europe · LatAm
FocusFintech · Payments · B2B SaaS
Tools used in the work
Make the decision
tangible.
Interactive models for defining an ICP, sizing a market, and comparing brand perception. They turn an abstract strategy conversation into something a team can inspect and use.
ICP / Targeting
ICP Tool
Define the customer profile with the clearest need, strongest fit, and most usable market signal.
Open tool ↗ Market / SizingTAM Simulator
Model market size, compare segment priorities, and expose the assumptions behind the opportunity.
Open tool ↗ Brand / PerceptionBrand Equity Synthesizer
Map B2B brand perception and compare where your proposition gains or loses strategic equity.
Open tool ↗Research from the field
What the feed promotes vs. what actually compounds.
567 pages across multiple languages, curated and analyzed around one question: what gets attention in the feed versus what creates durable GTM advantage?
Before we talk
Useful
answers.
What does “fractional” actually mean?+
You get a senior GTM operator embedded for the hours and scope the motion needs — without waiting until a full-time executive role makes sense. The engagement can expand or contract as the evidence changes.
When is fractional GTM the right move?+
When you need senior GTM leadership now, but the motion is not yet validated enough to define a permanent executive role. The usual sweet spot is Seed to Series B.
How do you work with an existing team?+
I can lead and upskill the current SDR, BDR, and AE team, define the missing hiring profiles, or combine both based on the gaps we find.
Which industries and regions do you know best?+
My deepest experience is in B2B tech, fintech, payments, SaaS, and workflow automation across the US, Europe, and Latin America.
How quickly will we see something concrete?+
ICP, playbook, and pipeline-plan artifacts ship in 2–4 weeks. Measurable pipeline impact typically appears in 60–90 days, depending on cycle length and team capacity.
How are engagements structured?+
Monthly retainers scale with hours and scope, typically over 3–12 months. We define the work around the outcome, then adjust as the motion matures.
A useful first conversation
Bring the motion.
Find the constraint.
In 30 minutes, we will identify whether the highest-leverage problem is ICP, positioning, or execution — and define the next move.
$1M ARR / Pipefy15% growth / Payoneer20+ deals / EBANX