Marketing strategy and Al adoption for growth-stage companies - from a PhD who's studied how organizations actually change.
Technology doesn't transform companies. People do. The work here starts from that premise - in English and Spanish.
Digital strategy & marketing
AI adoption
How I work
Positioning, content architecture, SEO, and earned media. Compounding results, not campaigns.
Adoption as a change problem — built on original field research with leaders living through it.
Anxieties, not org charts, determine how change lands. Method, stated plainly.
Research and Writings
From the field
Notes from a study of how AI adoption actually feels inside organizations.
On change
Why smart strategies die on contact with human beings.
On marketing
Working notes on strategy, content, and search.