About

consumosentido.co was born from a simple conviction: in marketing and in business, what works is not what is loudest, but what makes sense. Sense as clarity for decision-making, as coherence in building a brand, and as the discipline to execute. This project exists to help companies and individuals organize ideas, translate them into strategy, and turn strategy into actions that endure over time.

My track record was shaped in demanding environments: market research, the pharmaceutical industry, consumer goods, and communications. Along the way, I took on product management and marketing leadership responsibilities, and worked with organizations and brands that require rigorous thinking: understanding markets, reading behaviors, prioritizing resources, defending decisions, and delivering results. That corporate, competitive, and deeply practical experience left me with a clear lens on business: a brand is not a “creative whim,” and strategy is not a document; brand and strategy are, above all, a way to choose, to focus, and to differentiate with substance.

After that stage, I decided to work independently to devote myself to what creates the most value: supporting building processes. Today I work as a consultant and strategic partner with companies, small businesses, and professionals who need to strengthen their positioning, organize their marketing, and communicate what they offer more effectively.

This is not about “giving advice,” but about building with method: understanding the context, identifying opportunities and risks, setting priorities, designing a plan, and making it executable.

In practice, my work moves between two domains that should always be connected: business strategy and communication. When they truly align, marketing stops being an expense and becomes an investment; the brand stops being cosmetic and becomes an asset.

The professional consulting I offer is grounded in that logic. Sometimes the issue is that a company has strong capabilities but cannot articulate them clearly. Other times the opposite is true: an attractive narrative with no real structure behind it.

My contribution lies in integration: aligning purpose, value proposition, offering, audiences, messages, and channels into a coherent system. And above all, translating that coherence into concrete decisions: what to do, what not to do, what to prioritize, how to measure, and how to sustain it.

The blog is the other—complementary—side of that same purpose. consumosentido.co is not intended to be a showcase for trends or a collection of quick formulas. It is an editorial space for pausing to reflect on what brands, consumption, and marketing can teach us about ourselves: how we choose what we value, what influences us, and how we create meaning through the decisions we make every day.

I write from real-world experience—markets, brands, portfolios, communication, and leadership—with a consistent purpose: to turn that experience into ideas that help us look more closely at what we do every day. Writing that sharpens judgment, challenges what we take for granted, and helps us better understand how brands, consumption, and marketing shape our decisions, perceptions, and the ways we relate to the world.

That is why consulting and the blog are not separate worlds. Client work generates questions; the blog organizes learnings and turns them into useful content; and that ongoing conversation keeps the same compass: rigor without complication, strategy without smoke and mirrors, and communication with purpose. That is the essence of consumosentido.co: a place to think clearly and act with intention.

If you are building a brand, refining its strategy, or looking for a more precise way to communicate what you do, you will find ideas here to help you think and decide with greater clarity. But you do not need to run a business or manage a brand to feel at home on this site: curiosity is enough—the desire to better understand what we choose, what we value, and how brands, consumption, and marketing shape our everyday lives.

And if, beyond exploring these ideas, you need to bring that clarity to a specific project, I can also support you with my professional experience.

Do you have a brand or project in the works? Let’s talk strategy.