What I learned leading growth across 15 LatAm markets at once
Managing more than one market at a time completely changes how you have to think about growth strategy. A few concrete lessons.
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Notes on paid media, CRO, and growth, based on real experience.
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Acquisition isn't enough: why lifecycle marketing defines your real growth
Most businesses put almost all their effort into acquisition and almost none into what happens after. That's where most of the value gets lost.
Multi-touch attribution: why last-click lies
The attribution model you use completely changes which channel looks like it's working. Last-click almost always undervalues upper-funnel channels.
Why looking at LTV and CAC together changes your growth decisions
Acquisition cost alone tells you nothing. The relationship between LTV and CAC is what determines whether your growth is profitable.
What a real experimentation program looks like (it's not just A/B testing)
Running the occasional A/B test isn't the same as having a CRO program. The difference is continuity and accumulated learning.
How to split your paid media budget across platforms
A simple way to decide how much to invest in Google, Meta, TikTok, and programmatic without guessing.
Google Ads vs. Meta Ads: when each one makes sense
They're not competitors, they're different tools. When to prioritize Google Ads, when to prioritize Meta Ads, and when to use both.
How to build a reporting dashboard your team actually uses
Most marketing dashboards get abandoned within a few weeks. Why that happens and how to avoid it.
TikTok Ads for B2B businesses
TikTok isn't just for consumer brands. How to think about the platform if your business is B2B or niche.
Programmatic advertising: what it is and when it makes sense
Buying media in an automated way sounds complex, but the concept is simple. When it makes sense to add it to your strategy.
How to read a heatmap without jumping to conclusions
A heatmap shows where people click and how far they scroll. The mistake is confusing that with why they do it.
Common mistakes when designing an A/B test
Many A/B tests don't fail due to bad luck — they fail due to design mistakes that can be avoided from the start.
CRO in e-commerce vs. SaaS: what changes
The principles of CRO are the same, but what to test and how to measure success change quite a bit between e-commerce and SaaS.
How to build a quarterly growth plan
A growth plan that works isn't a list of ideas — it's a narrow set of prioritized bets with a clear way to measure whether they worked.
Product-led growth vs. sales-led growth
Choosing between PLG and sales-led is a structural decision that depends on how much value the product conveys on its own before anyone pays.
How to prioritize growth initiatives with limited resources
With small teams, the most important decision is what NOT to do. A simple prioritization framework avoids spreading effort across too many fronts.
What a North Star Metric is and how to choose yours
A poorly chosen North Star Metric aligns the whole team around the wrong number. Here are the real criteria for choosing a good one.
GA4 vs. Firebase: which to use depending on your product
GA4 and Firebase share a data engine but solve different problems. Choosing wrong leads to duplicate reports and decisions based on the wrong dashboard.
How to build a KPI dashboard executives actually understand
A dashboard with 40 metrics doesn't inform, it confuses. Its job is to answer three or four business questions fast, not show everything measurable.
Server-side tracking: what it is and why it's gaining ground
With more ad blockers, Safari and Firefox limiting cookies, and iOS restricting tracking, measuring from the browser alone has become increasingly unreliable.
How I'm using AI to speed up website implementation
AI doesn't replace design or strategy judgment, but it completely changed how long it takes to get a site from idea to deploy.
AI applied to paid media: what to automate today and what not to
Ad platforms already automated most of the tactical optimization work. The human value shifted toward strategy, creative, and business judgment.
Prompts I use to analyze campaign data faster
A good prompt doesn't replace analysis, it accelerates it. These are the types of prompts that actually save time when reviewing campaign reports.
How to choose a freelance marketing consultant (a checklist)
Hourly rate is the wrong criterion for choosing a consultant. This checklist helps evaluate what actually predicts a good outcome.
When a freelancer makes sense vs. an in-house team
It's not a cost-per-hour decision, it's a decision about how much of that work you need available every day versus at specific moments.
What to ask before hiring a performance marketer
The right interview questions filter far better than reviewing a resume full of recognizable platform names.