Product Marketing Manager
Helping tech teams lead their markets, turning ambitious products into positioning that drives adoption, revenue, and market share.
[ Insights → positioning → adoption → LOOP ]My Approach
1- Start with Understanding
Market, user behavior, competitive signals.
2- Own the category
Positioning, differentiation, strategic narrative.
3- Enable Adoption
Messaging, enablement assets, lifecycle touchpoints.
4- Close the Loop
Retention, friction, product feedback, iteration decisions.
AI Product Analyses
[ Strategic analysis: How top products miss adoption opportunities—and how to fix them ]
How Express' onboarding delays perceived value at the conversion moment, and what shifts could close the gap against Canva's 250M users.
Diagnosing how misaligned AI messaging creates adoption friction and how testable fixes could increase paid conversion.
Selected Work
[ latam + uk ]Turning Technical Complexity into a UK Market-Ready AI Retrofit SaaS
Ivynest is a UK-based Cleantech SaaS using AI to streamline end-to-end home retrofit upgrades, saving energy and building property value.
The Challenge was to transform a technical, multi-step concept into an differentiated product, driving early adoption and open investment conversations.
Ivynest [ Cleantech ] 
Reframing Readiness: A Strategic framework for the Royal Navy
[ Defense ]
Positioning Mexico’s First Fully Digital Life & Retirement Insurance
[ InsurTech ]
I Build with AI
Designed and launched as a capital-efficiency diagnostic tool, this product translates a complex financial formula (ROIC) into a friendly format, helping small business owners assess their company's strength and surface their next competitive advantage decision.
Business Advantage Diagnostic Tool
[ core skills ] Capital Efficiency framework · Product messaging · AI-Led building · USER TESTING-
Small Business Owners often measure growth through revenue and profit, but lack visibility into capital efficiency. Many scale activity without validating whether they are creating real competitive advantage and economic long-term value.
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Designed a lightweight diagnostic centered on Return on Invested Capital to translate financial logic into an accessible strategic tool for founders and operators.
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Designed a lightweight diagnostic centered on Return on Invested Capital to translate financial logic into an accessible strategic tool for founders and operators.
Framed ROIC as a competitive strength indicator
Built a 2-minute input flow with instant interpretation
Designed educational narrative connecting profit, capital, and value creation
Positioned it as a frictionless business health check
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Live deployed tool validating interest in capital-efficiency framing.
Tested with +5 founders, with over 6 years of having their businesses active.
Created a reusable diagnostic-led GTM asset.
When financial metrics are framed as strategic signals rather than accounting outputs, founders engage more deeply with capital allocation decisions.
"Her work were key in shaping Mango Life’s positioning, and product adoption, from leading the GTM to inform the development of product features."
Maik Schaefer
Director of Product Management at PayJoy
"Throughout the entire project, Mariana demonstrated a high level of interpersonal intelligence, building trust among young officers and senior leaders."
Commander Charlie Jones
Royal Navy PSG Leader
[ SUBSTACK ]
vein & wire
I write for strategic thinkers who look beyond the obvious to uncover the patterns that shape brand, culture, and innovation.
Top Substack Posts
jan 26,2026by Mariana lópez