Hi, I'm Francisco
Product marketer for AI, Customers and automation
High energy, high agency, and a bold perspective.
Turning complex tech into revenue-driving narratives.
You need answers, not more dashboards, why founders reach out to me?
I translate noise into "do this next" so the team moves in one direction.
Need someone who thrives in chaos — I learn new stacks on day 1 and execute fast.
Investors want proof, not promises — I craft metrics stories that close rounds.
Launches stall behind engineering backlog — I ship scrappy GTM plays that deliver value now.
Users love the demo but leave by day 7 — I rebuild onboarding and add data-backed nudges.
Case Studies
Real engagements where strategy met execution and shipped results.
Paletas — Built from a Job Interview
Challenge
Grupo Flor had strong distribution but no brand experience. Dispensary buyers had nothing to latch onto — no story, no aesthetic, no reason to reorder.
Approach
Reframed "El Paletero" (the vendor) as "Paletas" (the product) — unlocking a streetwear-influenced brand rooted in East LA lowrider aesthetics and Latin cultural iconography.
Action
Built visual identity, retail activation toolkit (sales deck, one-sheet, packaging), ran dispensary pop-ups and community events to embed the brand before scaling distribution.
Results
First retail dispensary door in under 6 months. Grew from sub-$100k to over $1M in retail revenue. Won the Emerald Cup twice.
Key Learning
The name is the strategy. Shifting one word reframed the entire brand — every visual and cultural decision that followed came from that single choice.
Impact Metrics
"I didn't know I was pitching for the job and building the brand at the same time. I just saw what it could be."
Francisco, on the origin of Paletas
⚡ How I did it
• Renamed the concept from "El Paletero" to "Paletas" during the job interview itself
• Built full brand identity: visual system, cultural positioning, packaging design
• Created the retail activation toolkit: sales deck, buyer one-sheet, pop-up event program
• Ran community pop-ups and charity sponsorships to build brand credibility pre-distribution
• Established reorder cadence through consistent in-store storytelling
E-commerce Automation
Challenge
Increase online sales for e-commerce client with declining conversion rates.
Approach
Implemented automated email sequences and personalized product recommendations.
Action
Created 12 automated workflows and A/B tested messaging across customer segments.
Results
Achieved 180% increase in online sales and 65% improvement in customer retention.
Key Learning
Personalization at scale requires robust data collection and segmentation strategies.
Impact Metrics
"Our content is finally reaching the right people. The structured approach to SEO is transforming our marketing ROI."
Mike Johnson, E-commerce Director
⚡ How I did it
• Analyzed customer behavior data to identify key drop-off points in the sales funnel
• Designed 12 automated email sequences targeting different customer segments
• Implemented A/B testing across all messaging touchpoints
• Set up personalized product recommendation engine based on browsing history
• Created comprehensive customer retention strategy with lifecycle campaigns
Marketing Workflow Automation
Challenge
Reduce manual marketing tasks while improving lead quality and response times.
Approach
Designed automated lead scoring and nurturing workflows using AI-powered tools.
Action
Integrated CRM with marketing automation platform and created 8 automated workflows.
Results
Reduced manual work by 70% while increasing lead quality by 40% and response time by 85%.
Key Learning
Automation success depends on clear workflow mapping and continuous optimization.
Impact Metrics
"The automation workflows have transformed our lead management process. We're now handling 3x more leads with the same team size."
Lisa Park, Marketing Operations Manager
⚡ How I did it
• Mapped existing manual processes to identify automation opportunities
• Integrated CRM system with marketing automation platform for seamless data flow
• Created 8 automated workflows handling different stages of the customer journey
• Implemented AI-powered lead scoring based on behavioral and demographic data
• Set up comprehensive reporting dashboard for continuous optimization
SaaS Platform Go-to-Market
Challenge
Launch AI-powered analytics platform in competitive market with limited brand awareness.
Approach
Developed data-driven positioning strategy targeting mid-market companies with clear ROI messaging.
Action
Executed multi-channel campaign across LinkedIn, content marketing, and strategic partnerships.
Results
Achieved 300% user growth and $2.5M ARR within 6 months of launch.
Key Learning
AI products require clear value demonstration through case studies and demos to build trust.
Impact Metrics
"The AI platform launch exceeded our expectations. Francisco's strategic approach and execution delivered results that transformed our market position."
Sarah Chen, VP of Product
⚡ How I did it
• Conducted comprehensive market analysis to identify key positioning opportunities
• Developed messaging framework targeting specific pain points of mid-market companies
• Created content strategy spanning 15 webinars and 50+ educational pieces
• Established partnerships with 3 industry influencers for credibility and reach
• Implemented multi-touch attribution to track campaign effectiveness
What powers my playbook
Every tool here earns its place. If it doesn't move metrics or speed up execution, it's not in the stack.
Marketing Tools
HubSpot, Marketo, Salesforce, Pardot, Mailchimp, ActiveCampaign
Analytics & Data
Google Analytics, Mixpanel, Amplitude, Tableau, Looker, SQL
Design & Content
Figma, Canva, Adobe Creative Suite, WordPress, Notion, Airtable
The answers to the most
popular frequent questions
Can't find your answer? Send an email and I will get back to you.
What's your approach to product marketing?
I focus on data-driven strategies that combine customer insights with market research. My approach centers on understanding the customer journey, developing clear value propositions, and creating measurable campaigns that drive both awareness and conversion.
How do you measure marketing success?
I track a combination of leading and lagging indicators including conversion rates, customer acquisition cost, lifetime value, brand awareness metrics, and revenue attribution. The key is aligning metrics with business objectives and ensuring they're actionable.
What industries do you specialize in?
I have extensive experience in B2B SaaS, AI/ML products, e-commerce, and fintech. I particularly enjoy working with technology companies that are solving complex problems and need help communicating their value to the market.
How do you stay current with marketing trends?
I'm constantly learning through industry publications, attending conferences, participating in marketing communities, and experimenting with new tools and platforms. I also believe in the power of data to validate trends rather than just following the latest buzz.
What's your availability for new projects?
I'm currently available for new opportunities and consulting projects. I typically work with 2-3 clients at a time to ensure I can provide the attention and results each project deserves. Let's discuss your specific needs and timeline.