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Practice 02 / Marketing

Senior digital marketing for businesses that count their numbers.

Pablo built and ran the practice since 2014. Most engagements are paid acquisition with conversion rate work running alongside. The book includes named clients in defense industry digital marketing and influencer marketing strategy. Earlier work covered the European luxury watch trade.

How the work runs

  1. The unit economics get modeled before the media plan.

    Cost to acquire and contribution margin are the two figures we want clean before any campaign goes live. Programs that cannot defend those figures do not move forward.

  2. Channels are picked for the buyer, not for the dashboard.

    Not every category should be on TikTok. Not every B2B sale should run on LinkedIn. The mix follows where the buyer actually decides.

  3. Conversion rate work runs alongside paid traffic.

    The page that receives the click is part of the campaign. Lift on the destination compounds with every dollar of media after it.

  4. Reporting reconciles to the bank.

    The source of truth is a finance grade report. Vendor screenshots are not enough.

Selected work

Programs run inside categories where the cost of waste is high.

Named

General Defense.

Defense industry digital marketing.

The buyer reads carefully and runs a long vendor process. The program had to support sales without performing for engagement metrics that nobody on the buying side cared about. Output was measured in qualified contact with people inside government and prime contractor procurement.

Named

Influencer Marketing Factory.

Influencer marketing strategy.

Strategy support around campaign structure and post campaign attribution. The agency runs international creator programs for consumer brands. The work sat upstream of execution. It answered the buyer and platform question, plus what to do with measurement data after a campaign closed.

Earlier engagements (referenced without identifying the client)

European luxury watch retail.

Two authorized dealers and one online marketplace.

Earlier engagements covered two authorized dealers in the European luxury watch trade. A separate engagement supported an online marketplace for fine timepieces that was later absorbed in an industry rollup. Client identifiers are withheld because the relationships were and remain confidential.

The work taught the practice how high consideration e-commerce actually closes. Buyers study photography for hours and read the dealer's reputation more carefully than any ad copy. Most purchase decisions happen inside private channels rather than on broadcast media. Ad spend is the smaller half of the program. Trust and discretion in the sales conversation matter more, and photography that lets the buyer see craft is what carries them.

The practice carried that operator knowledge of high consideration e-commerce into every program after.

Adjacent practice

Marketing and AI sometimes share a brief.

Many programs that used to be a marketer's responsibility now sit closer to operations. Lead routing is one example. Post campaign attribution stitching is another. We treat agentic AI integration as part of the same playbook when it earns its place.

The two books are sold separately. They are run together when the buyer benefits.