Delivering the right approach in sale
In the festival industry, creating momentum is the key to driving large-scale ticket sales.
A successful campaign is never the result of chance. It comes from a well-aligned sales strategy that connects every element: clear and consistent pricing, engaging content delivered to the right audience, progressive momentum building, and powerful outreach at key sales moments.
When these elements work in sync, the result is remarkable. Most tickets are sold in a short time frame, generating strong early revenue and allowing price increases in later tiers, while creating space to focus on additional streams of income with confidence.
Aligning the IP to what matters
Brands are living entities. While their core values and unique selling proposition remain their foundation, they must continuously evolve to stay aligned with changing audience perceptions and business realities.
With selected brands, we embarked on a partial rebranding journey designed to reconnect with their key audiences in a fresher, more relevant way.
We refined their messages, refreshed their visual identity, and reimagined how they inspire, ensuring they remained a reference point within their market.
Only brands that evolve can stand the test of time and remain at the top of their audience’s preferences.
Turning Customer Insight into Mutual Value
The more you understand your customers, or future ones, the more efficient, cost-effective, and impactful your marketing and sales strategies become.
But improving customer knowledge is not only about collecting data directly.
There are smarter and more engaging ways to do it. By offering real value in exchange for insight, such as interactive experiences, personalised communication, or useful tools like a mobile app, brands can learn about their audiences while enhancing their journey.
Collecting data is powerful. Doing it seamlessly, while giving value back to the customer, is what builds long-term trust and stronger results
Leadership That Aligns People and Purpose
Working with multiple and diverse brands is a unique opportunity to observe different realities and discover new ways to create value.
Leading important projects across cultures and teams, however, demands more than coordination. It requires strong leadership, the ability to influence C-level stakeholders, and the sensitivity to adapt to different contexts and perspectives.
I believe leadership is not about authority, but about connection and clarity.
By building genuine relationships, understanding what truly drives each team, and aligning everyone around a shared purpose, I help people move in the same direction with confidence, motivation, and a clear sense of why their work matters.
Centralising Processes to Unlock Synergy and Efficiency
As international businesses grow, they often expand through fragmented structures and disconnected processes.
To achieve real efficiency in marketing and operations, it becomes essential to step back, rethink the organization, and design an optimal way of working — even if that requires challenging existing habits.
By unifying workflows and consolidating relationships with multiple partners and markets, we created a more cohesive and efficient marketing ecosystem during my experience as head of ecommerce in Norwegian Airlines. The impact was clear: cost per acquisition reduced by 9% and revenue increased by 12% year over year.
When teams, tools, and processes work in harmony, synergy naturally drives performance..
Rebalancing Sales Channels to Drive Direct Growth
Some businesses need to realign their sales strategy and shift the balance between channels to unlock better opportunities and build a closer relationship with their customers.
While leading marketing for Iberia Airlines, we achieved a 7-point increase in direct sales within one year, successfully redirecting traffic from indirect to owned channels.
How? By investing efficiently in new acquisition channels, running bold promotional campaigns, and transferring real value to customers to change long-standing purchase habits.
The result was a more efficient cost structure and, most importantly, a direct relationship with customers and their data, creating a stronger foundation for future sales and retention initiatives.
Personalisation to connect with more customers
Working with strong, diverse teams means having the privilege to enrich strategy with fresh insights and different perspectives.
One powerful example came from an internal brainstorming session that led to the creation of a new owned ad operations framework focused on personalisation across digital assets, advertising, and CRM.
It was a challenging journey that required significant investment, but it enabled us to connect with customers in a more personal and meaningful way, ultimately increasing revenue and strengthening overall business performance.
Optimizing Partnerships to Maximize Efficiency
To free advertising spend and improve marketing performance, sometimes you need to make bold decisions — starting with reevaluating existing agreements to uncover inefficiencies and redefine how partnerships create value.
While leading marketing for Norwegian, we conducted a full review of partner relations and media agreements, achieving €2M in savings over three years without impacting results.
The key was to establish smarter, value-driven collaborations and align partner incentives with what truly delivers performance for everyone involved.
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