Fractional leadership and advisory for growing companies.
For companies with traction that need strategic leadership and execution rhythm in Growth Strategy, Pricing, or Marketplace Strategy.
Book a callThe questions I help answer.
- How do we become more profitable without sacrificing growth?
- How do we split investment across acquisition, engagement, and reactivating churned users to grow more without spending more?
- Beyond volume, what revenue levers do we have and how do we use them?
- We acquire users and they don't stay. How do we improve retention?
- Which side of the marketplace should we focus on now, and how?
- The strategy gets defined, then forgotten. What's missing for us to align and execute?
My areas of expertise.
My expertise sits in 4 main areas that build on each other. This is how I built the profitable growth system that made DiDi Mexico the ride-hailing market leader and the company's first profitable market outside China. I later led everything I built across Spanish-speaking Latam.
Growth strategy
- Growth strategy including acquisition, engagement, and reactivating churned users
- Prioritizing channels and markets to grow more profitably
- Data-driven systems to understand returns and investment ceilings through experimentation loops
Pricing and profitability
- Pricing structure and its components
- Take rate: how much revenue is captured and where it gets reinvested
- Incentive and promotion structure: how much, for whom, for how long
Marketplace strategy
- Frameworks to unify strategy across the different sides of the marketplace
- Marketplace health metrics
- Incentives and pricing strategy for each side of the marketplace
Goal setting, execution rhythm, and performance management
- Alignment of business priorities with each area's metrics
- Planning and review cadence
- Tracking, accountability, and process owners
AI adoption strategy
Tell me what you need and I'll connect you with the right person.
How do I work.
I work as a recurring advisor to your company, or by joining your leadership team on a fractional basis to define the strategy and operate for a defined period of time.
My success is measured by you needing me less over time.
DiDi
I built the growth system that made DiDi Mexico the ride-hailing market leader with all-time-high profitability. Later, I scaled it across Spanish-speaking Latam.
- Before
- In 2021 DiDi Mexico was the second player in the market, not yet profitable, and demand was still recovering from the pandemic.
- What I did
- I built from scratch the area that defines growth and marketplace strategy, goal setting, and operating rhythm, with direct P&L ownership. My OKRs included revenue and profitability.
- The result
That year DiDi Mexico grew 45% in trips and became the ride-hailing market leader, profitable for the first time and the company's first region outside China to get there.
In 2022 I scaled what I had built across Spanish-speaking Latam, and my scope expanded to pricing; in 2023 I moved on to leading the vertical for the entire region. Year after year, DiDi kept growing in both revenue and profitability.