Analytical & Creative

Ambitious products need more than features; they need fast distinction to win adoption, trust and customers.
I make that happen.

Product Marketing Manager

⤷ VIEW MY PMM CASE STUDIES

Impact

[ 0 — 1 ]
Building the Playbook

Beyond features, I launched categories, defining value proposition, and GTM for innovative products.

[ +150K USD ]
Funding Influenced

Shaped product GTM, pitch collateral and faster adoption to support traction and funding.

[ 2 Countries ]
Global GTM Launches

Took products to market in UK & Mexico, each with its own regulations, language, and buyer psychology.

[ Award Nominee ]
UK Defence Innovation

Presented a retention solution at the Royal Navy HQ and London Tech Bridge. Nominated Best Project of the Year.

 [ 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.

⤷ LET'S WORK TOGETHER

AI Product Analyses

[ 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.

↗ READ THE FULL CASE

Diagnosing how misaligned AI messaging creates adoption friction and how testable fixes could increase paid conversion.

↗ READ THE FULL CASE

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 [ ClimateTech / PropTech ] [ SAAS ]
READ THE FULL CASE

Royal Navy: Leading Product Strategy for Defense Innovation, from 70+ User Interviews to Headquarters Validation

[ Defense ]  [ DIGITAL TRANSFORMATION ]

Aligning MoD strategic goals with a digital framework and feature set projected to transform the readiness of +2000 young officers annually.

↗ COMING SOON

Mango Life: Category Creation & GTM Strategy for Mexico’s First Digital Life Insurance

Mango Life disrupted Mexico’s legacy insurance industry as its first 100% digital platform. The strategy overcame low consumer trust and rigid regulations through a category-defining 360° GTM launch.

Over four years, execution included launching diverse product portfolios, refining lifecycle strategies, user journeys, campaigns and sales enablement.

This strategy successfully established a previously untapped category, setting the industry benchmark for digital onboarding and the competitive landscape for the Mexican personal insurance sector.

[InsurTech / Fintech] [ Product-Led Growth ] 
Quick metrics

  • 25% Faster Time-to-Value

  • 40% Faster MQL → SQL → Subs

  • $150k+ in funding

  • 180+ media mentions

↗ COMING SOON

I Build with AI

[ to test what is possible and market more effectively ]

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 Check Tool

[Core Skills: Capital Efficiency framework · Messaging · AI-Led building · User insights

  • 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 in their industries.

  • Designed a lightweight diagnostic centered on Return on Invested Capital to translate financial logic into an accessible tool for founders.

    • Framed ROIC as a competitive advantage indicator

    • Built a 2-minute input flow with instant interpretation

    • Designed educational narrative connecting profit, capital, and value creation

    • Live deployed tool validating interest in capital-efficiency framing.

    • Tested with +5 founders, with over 6 years of having their businesses active.

      Key Learning:
      When financial metrics are framed as insights for the next decisions, business owners expand their focus from profit to capital efficiency.

↗ TRY THE LIVE APP

"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.

READ MY SUBSTACK

Top Substack Posts

jan 26,2026
by Mariana lópez