Analytical & CreativeProduct Marketing Manager
Ambitious products need more than features; they need fast distinction to drive adoption, build trust, and win customers.
I make that happen.
[ 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.
[25%]
TTV Reduction
Optimized onboarding flows and lifecycle messaging to get users to their first win, faster.
[150K USD+]
Funding Influenced
Shaped product narrative, pitch collateral, and go-to-market strategy to support traction and funding.
[2 Regions]
Global GTM Launches
Took products to market in UK & Mexico, each with its own regulations, language, and buyer psychology.
[Award Nominee]
Defence Innovation
Presented a tech solution at the Royal Navy HQ and London Tech Bridge. Nominated Best Project of the Year.
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.
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 [ ClimateTech / PropTech ] [ SAAS ] 
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.
Mango Life: From Zero to Mexico's First Digital Life Insurance, Leading GTM Strategy and Funding Success
[InsurTech / Fintech] [ Product-Led Growth ] How strategic positioning secured $150K+ in funding to launch Mexico's first digital life insurance, pioneering in the personal insurance category.
I Build with AI
[ I build to think more clearly 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
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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.
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Designed a lightweight diagnostic centered on Return on Invested Capital to translate financial logic into an accessible tool for founders and operators.
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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
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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.
Key Learning:
When financial metrics are framed as insights for the next decisions, business owners expand their focus from profit to capital efficiency.
"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