Juan Carlo / CMO

Juan Carlo / CMO

I've spent twenty years learning what makes people say "yes"—first at companies like Philip Morris International, The Hershey Company, British American Tobacco, then with scrappy start-ups trying to break into impossible markets. Turns out, the best lessons came from the start-ups.

Here's what I know: great marketing isn't about having the biggest budget. It's about actually understanding what your customers want (and what's driving them mental). I've captured significant businesses off billion-pound markets and driven rapid sales growths, but I've also spectacularly failed at things I was certain would work. Both taught me everything.

That’s why I’m part of ROOOTIFY – I've always worked at the cutting edge of marketing, and now that edge is powered by AI. Small businesses shouldn't have to wait years for these tools to trickle down. You shouldn't need a seven-figure budget to market intelligently.

I'm a London Business School Sloan Fellow (scholarship kid, still a bit chuffed about that) with executive education at Harvard Business School and The Wharton School. But my real education came from launching products across Manila, Hong Kong, Seoul, and Wuhan—each city humbling me in different ways.

When I'm not obsessing over marketing, I'm hunting down proper ramen in London (recommendations welcome), staying active, or plotting my next adventure. I'm curious about everything, talk too much about food, and genuinely love helping businesses grow.

Let's chat.