Hi! I’m Natalia:
A Product Marketing & Innovation Specialist.
I launch, position and grow products by turning customer insights into actionable marketing strategies.
With expertise in Customer Experience and Business Development I deliver comprehensive, customer-centric solutions that connect product, marketing and sales.
Let’s review your marketing and innovation strategy, together.
Having the right product is just as important as having the right distribution. With a background in product, marketing and sales, I can help you develop and re-define your product portfolio and the marketing strategy to increase your sales and reach commercial objectives.
Product Marketing Strategy
This strategy will be the baseline for all marketing campaigns and execution. It is a structured, end-to-end product marketing strategy for companies looking to create, revise, or redefine their approach. Built through research, validation, and design-thinking methodologies, the strategy delivers a clear strategic vision to align your product, market, and growth roadmap.
It is custom-made according to each client’s needs and includes a combination of the following aspects:
- Quantitative & Qualitative Customer Research
- Competitor Intelligence (Benchmarking)
- Pricing Analysis
- KPI Definition
- Buyer & User Personas
- Product Portfolio Analysis
- Product Positioning
- Product Narrative
- Strategic Roadmap
- Go-To-Market (Channels & Campaigns)
- Digital Marketing Strategy
- Sales Enablement Materials
Product & Service Innovation
Let’s begin with the question: are you solving the right problem?
This service provides structured process for entrepreneurs and companies looking to launch, validate, or redefine a product or service. Through research, problem validation, and structured ideation, this service delivers clarity, reduces risk, and defines a clear roadmap for product evolution.
It is custom-made according to each client’s needs and includes a combination of the following aspects:
- Problem Exploration
- Quantitative & Qualitative Research
- Industry / Competitor Benchmarking
- Problem Definition
- Problem & Purpose Alignment
- Ideation
- MVP Creation
- User Validation
- Market Validation (Go-to-market)
- Iteration
Innovation Workshops: Companies & Students
For companies: Tailored workshops designed for teams developing a product, service, or new initiative. These sessions create alignment, generate new ideas, and unlock insights across key stages of development – leading to stronger outcomes and clearer direction.
For students: For entrepreneurship or creativity purposes, these sessions are custom-made to accompany student groups in their process of developing a new company, product or service, or just training their creativity. I have experience as a Mentor at IE Business School where I have delivered sessions with this purpose based on the academic and team goals set for each semester with successful ratings and results.
Marketing Execution
Once the right strategy is in place, it’s time to bring it to life: content plans, building campaigns, updating current marketing materials and channels or creating them from scratch.
As your execution partner, I act as the Marketing Manager: bringing the product narrative into marketing materials, coordinating teams, agencies, and external providers to ensure all campaigns and materials come together seamlessly, while tracking performance and measuring the impact of the marketing efforts. This includes:
- Ongoing Funnel Analysis
- A/B Testing
- KPI Follow-Up & Optimization
- Coordination with Product, Sales and Cross-Functional Departments
- Marketing Materials & Channels Content Review and Update
- Sales Enablement Workshops
About Me
I’m a Product Marketing & Innovation Specialist with 7+ years of international experience and a proven record exceeding revenue targets in high-growth start-ups and corporate environments.
My trajectory in Product Marketing, Marketing Management, and Growth & Commercial roles and digital marketing has given me a cross-functional perspective across marketing, digital strategy, product and service design, and sales. I’ve developed and executed marketing strategies and brought products and services to market, combining customer insights with commercial and creative thinking.
I hold a Master’s in Customer Experience & Innovation from IE Business School and have led innovation projects throughout my career, turning ideas and opportunities into initiatives that create meaningful customer and business impact.
Currently based in Madrid, Spain.
My Projects
Positioning beyond AI: Building a new product narrative to differentiate an AI-driven program in a crowded market
Using customer insights and competitor intelligence to build a new product narrative that will differentiate a program from the market.
Developed during my role as Product Marketing Specialist at IE Business School
IBM & Santander: Making Digital Services Accesible to Different Generations
Understanding the customer’s behavior to improve digital services: How might we advance in digitalization without leaving anyone behind?
MSc. Customer Experience & Innovation project
WACO Digital Agency: Designing a Scalable Commercial System for a Tech Startup
Designing for commercial growth: focusing on systems, process innovation, customer experience and leveraging key drivers such as referrals.
Developed during my role as Growth & Commercial Lead at WACO Digital Agency