B2B & SaaS | GTM Strategy | Product Marketing | 0 to $100M
Boasting 25+ years of experience, Hugo excels at the intersection of marketing, product innovation, and strategy. In the last decade, he led the marketing arm of AI startup Unbabel during a 10x growth spurt and drove Product Marketing at B2B SaaS PandaDoc, doubling its scale. Beyond the office, he's a sought-after speaker, mentor, and startup advisor. His knack for connecting the dots across diverse sectors turns untapped potential into tangible value. In a world settled on easy answers, Hugo is the one asking the pivotal questions that drive meaningful change. Fun fact: Have you ever managed a product that you cannot experiment? Hugo did, he was once the Brand manager for Tampax! He learned a lot…
Built many teams over the years, small, big, layered, cross-functional, remote, hybrid. I also helped other managers to build and manage their teams. Besides that is a topic I cover in other mentoring and advising gigs.
As VP of Marketing or Product Marketing Leader, I have created, contributed, and implemented GTM strategies and plans. Besides a strategic perspective, it requires a multi-functional approach and engagement to ensure that strategy can be aligned with leadership and the teams engaged to support its execution.
As VP of Marketing and Product Marketing Leader, I have led and coached several product launches from a marketing and cross-functional perspective. This experience has given me the critical skills to effectively communicate a product's value proposition, align teams across departments, and strategically position products in competitive markets.
At Unbabel, I have been there - before and after and crossing. I know what it is, and what to look for, and a way to do it at different scale. I also have worked actively at PandaDoc on Product-market-fit expansion - to new segments and use-cases, with the same product or with a multi-product strategy
Built Product Marketing team and capability from the ground up at PandaDoc - B2B SaaS $50-100M. Recognized speaker and influencer, speaker at PMA. I have hired, structured, and evolved an 8-person team. Established and managed stakeholders from C-level to cross-functional teams. Extensive experience in positioning, ICP, personas, go-to-market strategy, marketing orchestration, customer journey mapping, and adoption strategies.
Startup challenges can be hard, frustrating, tiring and you may feel desperate. It's ok. I've been there, I've coached others in the same situations, I'm here if you need someone to listen and maybe offer some options so you can see that "you're in a tunnel, not in a whole"
my go-to tool for whiteboarding, building illustrations and charts to explain concepts, flowcharts, and many other - love the "infinite canvas". Great to collaborate and work remotely on.
I don't remember when I started, but I've used it since the beggining, to atomate everything that I couldn't have resources for a developer. Integrating forms with GSheets (my database!), email, slack, zendesk, and many others I used for acquisition, customer marketing, support and other use-cases
Built, developed, and led the Marketing at Unbabel and contributed to growing the business 10x. I covered different areas of Marketing: DemandGen, Events, Product Marketing, ABM, Partnership Marketing, Customer Marketing, Content Marketing, branding, and PR. As VP of Community - I led the crowdsourcing unit, from sourcing to product and support.