For e-commerce brands from $2M to $20M
I combine growth leadership, technical product building and an engineering approach to difficult commercial problems.
Background and operating principles
My background is in bioengineering, nanosystems and applied microfluidics. I worked on organ-on-a-chip systems and microfluidic devices for cancer and cardiovascular research. That training shaped how I approach growth: understand the system, isolate the constraint and test against evidence.
I built and operated e-commerce businesses myself. I set up Shopify stores, managed Meta and Google campaigns, controlled budgets, wrote creative briefs, tested landing pages and offers, built email automations, planned promotions, read performance reports and worked on conversion every day. I know what execution actually requires.
I founded Marvel Test and spent seven years as Head of Growth and Innovation, responsible for client strategy and the performance marketing team. I led the work across 130 brands and managed €5M to €10M in annual media spend.
I founded MarvelLabs and served as CTO of MarvelPixel, building first-party attribution infrastructure with server-side tracking, data modelling and multi-touch attribution. I later built SEOforGPT, an AI visibility platform designed around the needs of agencies.
My education includes bioengineering and nanosystems at Instituto Superior Técnico, management at Nova School of Business and Economics, applied microfluidics research at the University of Twente and hands-on growth training at Growth Tribe.
I value commercial clarity, technical depth, direct communication and clear ownership. I will challenge an agency when the agency is the problem, but I will not recommend replacing people when the real constraint sits elsewhere.
I work directly with a maximum of five established e-commerce companies through a three-month advisory or as Fractional Head of Growth.
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Frequently asked questions
Direct answers about fit, scope and what working together actually looks like.
After seven years of leading strategy across many brands at once, I wanted to work more closely with a smaller number of companies and stay involved in the decisions that connect economics, channels, teams and execution. I now work with no more than five companies at a time.
Yes. I have built Shopify stores, managed Meta and Google campaigns, controlled budgets, written creative briefs, tested landing pages and offers, built email automations, planned promotions, analyzed reporting and worked directly on conversion. I know what I am asking teams to do.
My engineering background trained me to understand systems, isolate variables and test against evidence. Building MarvelPixel and SEOforGPT also means I can go deeper into attribution, data quality, reporting workflows and emerging discovery channels when those areas affect growth.
Direct, structured and commercially grounded. I make responsibilities explicit, challenge unsupported assumptions and keep the work focused on the decisions most likely to change the business. I do not create activity simply to make an engagement look busy.
I work in English, Portuguese and Spanish. The discovery call, leadership meetings and working sessions can be held in whichever of those languages is most useful for the founders and team.
Tell me where growth feels stuck. We will look at the business, team and channels, and determine where I can help.
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