About
I build the systems that make paid media predictable.
Nine years in performance marketing, nearly all of it on the operator side of the table. Today I run Media Made Simple, a D2C performance agency of 27 people across five countries, and I act as fractional CMO or head of growth for the brands in our book. Which means I am accountable for the growth number, not the media plan.
The specialty is D2C direct response run as a system rather than a campaign calendar. Roughly $50M of managed spend has gone through that system across Meta and Google.
Valencia, Spain 路 CET 路 fully remote
The short version
- 2013
Softtek
Corporate sourcing. Useful mostly for learning what a process is, and what happens to one nobody owns.
- 2018
Wishpond
Paid acquisition and funnel projects for B2B and D2C clients out of Mexico. First real exposure to spend that belonged to someone else.
- 2020
Trafilea 路 Shapermint
Over a million dollars a month in paid media for a nine-figure D2C brand, running direct response alongside top-of-funnel brandformance. That work was featured in Adweek and on Fox News.
- 2021
Media Made Simple
Founded the agency and scaled it from zero to 27 people across five countries, owning the operating systems, recruitment and P&L. Fractional CMO and head of growth for the brands in the book.
What I learned scaling it
The constraint is almost never the media buying.
Every account I have inherited that was underperforming had a competent buyer inside it. What it did not have was an agreed definition of success, a creative pipeline that produced enough graded attempts to learn from, and a rule for when to stop. Those three things are not media buying. They are operations, and they are where the money actually is.
So the work drifted. I spent less time in Ads Manager and more time building the machinery around it: the economics that set the spend plan, the testing queue that fills the calendar, the training that makes a new hire dangerous in weeks instead of quarters. The buying got better as a side effect.
What I am building
Media Mind Framework
The strategy framework the agency runs on. It turns a brand's economics into a spend plan and a testing queue, so strategy is reproducible instead of resting on whoever happens to be in the room.
AI creative pipeline
A persona by angle testing engine with AI tooling underneath, producing graded creative batches on a cadence. Creative velocity by design rather than by request queue.
Role training systems
Training programs, SOPs and metrics for every position in the agency, plus Claude Code adoption across the team, so operators run their day on AI rather than around it.
The writing lives in the newsletter.
Systems, teardowns, and the arithmetic behind decisions made with real money. Sent when there is something worth sending.