Money lost on every route to spoilage and theft, until we started tracking every truck live.
~20%Cost reduction
01The water · Oceanman World Final, Dubai 2024
Open water swimming taught me to love hard things.
02The work · Bogotá, 2025–2026
Then I learned to sell what you can't see.
Oberon TSI is a risk consulting firm in Colombia: companies hire it to find and fix the leaks in their operations. I led B2B product and brand marketing with a team of three designers. The engineers and analysts built the technology; my role sat between their analytics and each client's strategy, turning it into products clients could understand, use and buy.
ResultsClients and brand
What the work moved.
We tracked all the hospital waiting rooms live and found the leak, so they knew what to fix first.
71%Of the overcrowding was caused by delays in care
Clients couldn't tell 20+ services apart. I grouped them into 3 brands and improved SEO.
+20%Monthly web traffic
Clients didn't know these services existed. I turned them into LUNA and Oberon News.
78%Of existing clients purchased these services
The productsWhat I took to market
See the risk before it costs money.
Oberon 360 is an app that puts cameras, GPS and sensors on one live screen, so clients see real-time data on their products, fleets, logistics and operations. I positioned it and brought it to clients.
Client names and personal data are blurred.
AI assistant
LUNA
Warns clients about risks before they happen. I gave it a name, a face and a launch.
Risk alerts · My idea
Oberon News
Weekly risk alerts that give clients a heads-up before something goes wrong. I named it, branded it and launched it with the team.
Before OberonSports marketing
My first marketing job came from sports.
For a year at a sports-hydration brand, I managed athlete ambassadors and team sponsorships in triathlon, running, swimming, cycling, BMX, tennis and soccer. I also created content and ran the brand at races where it was the official hydration partner.
I was in charge of
31Sponsored sports teams
10+Sporting events
03The race · Fundación Abraza un Sueño
And I built a race for the kids who couldn't run it.
For a nonprofit organization, I created Colombia's first charity race for children with cancer: Abraza un sueño, corre con el corazón. Kids from the foundation hung the medals on the runners, and those who had finished treatment rang the bell that marks the end of it.
600Runners in 2025, twice the first edition
COP60MRaised (about US$15K), 110% more than needed
200+Children with cancer and rare diseases supported
04How I work
Intuition is a hypothesis.
Intuition is a hypothesis.
Data decides whether it ships.
I've been the most confident person in the room, and I've been wrong. Working closely with analytics and engineering teams taught me to test instead, so every idea goes through four steps.
- 01Pick the metric before the campaign.
- 02Run it.
- 03Read the result honestly.
- 04Reallocate.
05Now · McCombs School of Business
Now I'm learning to predict, not just report.
The more I worked with data, the more I wanted the tools to analyze it myself. So I came to Texas McCombs for my Master in Marketing Analytics. Here I'm learning to model what customers prefer, find the segments that matter, predict what they'll do next and measure what marketing really moves.
Skills
- Data analysisR, Python, SQL
- Statistical modelingLinear and logistic regression, ANOVA, A/B testing, hierarchical models
- Segmentation & choiceCluster and factor analysis, conjoint, discrete choice models
- Customer & pricing analyticsCLV, RFM, price elasticity, pricing optimization
- Data visualizationTableau, Power BI, ggplot2
- AI & automationClaude Code, Codex
RankedNo. 2among Master's in Marketing programs in the U.S. (QS, 2026). Master in Marketing Analytics, Class of May 2027.
Building toward
- Marketing analytics
- Product & consumer insights
- Market research
- Customer analytics & CRM
- Performance marketing
- Demand generation
- Growth
And if it's in sports, even better.
