Individual, confidential support for CEOs, managing directors and executives with marketing responsibility. Strategic sparring for complex decisions, on-the-job learning, rigorous conversation that doesn't happen in the committee room.
You take marketing decisions without a senior CMO alongside. Coaching provides that qualified counterpart for judgement conversations you don't have internally.
Family business leadership where marketing has been done intuitively. Coaching professionalises the view without having to build heavy internal structure.
Sales leaders who also answer for marketing. Coaching covers the area without duplicating the profile.
Professionals taking on first marketing responsibility after a technical or sales career. Coaching accelerates the learning curve and reduces costly mistakes.
First exploratory session: situation, personal and business challenges, expectations of the engagement, definition of working mode.
Sessions of 2-3 hours per month (in person where possible). Flexible agenda: topics the executive brings plus topics I add according to context.
Between sessions, availability for ad hoc sparring on critical decisions: hires, major investments, crises, important negotiations. Conversation you can't have in committee.
Each quarter, structured review of the year so far: what's working, what to adjust, next focuses. The engagement is fine-tuned over time.
Strategic coaching is the least visible and most valuable tool for executives with broad responsibility:
Internally, conversations have agendas (political, commercial, personal). Coaching provides an interlocutor without an agenda who helps you think clearly.
A regular external view spots patterns (in team, strategy, market) that are hard to see from inside. Allows intervention before they become crises.
Concepts and frameworks reach the executive at the exact moment they apply — not in a generic master's. Learning is integrated with practice.
Complex decisions are taken with more confidence when thought through with qualified sparring. Reduces executive anxiety — and improves final quality.
The sector is full of fashionable proposals and gurus. Coaching brings judgement to filter what adds value from what is noise.
There are doubts and vulnerabilities an executive can't show to their team. Coaching is a safe space for that conversation.
CEO of family business with generational handover under way. Monthly coaching for 3 years covering strategic decisions on marketing, communications and positioning.
El marketing del cerebro es más predictible que el marketing de la opinión. — Ángel Ortega Castro
Sales director who took on additional marketing responsibility. Coaching for 18 months to settle judgement. Measurable decisions improved significantly.
Managing director arriving at a new company after a career in another sector. Coaching during the first year to accelerate sector-specific marketing understanding.
Governance framework and quarterly priorities.
Operational translation with KPIs and owner per initiative.
Day-to-day campaigns, content and measurement.
Coaching delivers particular value in these four scenarios. Outside them, another format tends to be more appropriate:
If you don't have an internal senior CMO and you lead marketing alongside other responsibilities, coaching is the way to get qualified sparring without heavy structure.
Promotion, change of company, new professional phase with marketing among responsibilities. Coaching accelerates the learning curve and reduces costly mistakes.
Internationalisation, IPO, merger, deep digital transformation. Moments that demand qualified strategic thinking beyond what the committee can provide.
There are moments when an executive needs rigorous conversation with someone independent of the internal hierarchy and with deep sector judgement.
Marketing coaching brings specific technical content alongside a reflective process. It's sparring on concrete decisions about brand, positioning, investment, teams. Not soft-skills coaching — strategic-judgement coaching.
Fixed monthly fee based on dedication. A fraction of the cost of an internal CMO and delivers disproportionate value relative to price because it is very specific to the executive's role.
The engagement is conversational, not document-based. But ad hoc resources are shared (readings, templates, benchmarks) when useful. It isn't consulting with deliverables — it's continued sparring.
Limited portfolio to guarantee dedication and depth. I work with a small number of executives in parallel. The quality of the engagement suffers if the portfolio is overloaded.
Completely. Confidentiality is a basic premise. Nothing discussed leaves the coaching space. If the executive wants to share insights with their team, they do — not me.
First 45-minute session, free of charge and no commitment. If we fit, I send you a detailed proposal within 5 days. If we don't, you take away a useful initial diagnosis.