I open new markets for companies expanding internationally and run them like my own business.
Since 2014 I have co-founded four companies and developed businesses across Europe, Africa, the Middle East and the US. I think like a founder and stay hands on, from the first sales call to the P&L.
Open to leadership and expansion rolesBarcelona, open to relocation
Right now · Head of Revenue and Sales, Path Law Group
Leading the growth and revenue of a US law firm until January 2027.
Path Law Group is a US immigration law firm. I am across the four areas where the money moves: sales, marketing, finance and operations. The job is to find what is hidden, what is leaking and what nobody is watching, and turn it into revenue.
Spain, from zero · 2020 to 2026
I started Storisell’s Spanish business alone and ran it as Managing Director.
- Sales closed
- €3M+
- Businesses consulted
- 160+
- Quarters in profit, Q1 2020 to Q2 2026
- 26/26
From 2020 to 2026 I reported to a Swedish headquarters and met the annual target every year. I joined the board in September 2026, with the zero to one done.
What Storisell’s co-founder says about working with me
“I’ve had the pleasure of working closely with Santiago since 2020, and he has played a key role in building and growing our Spanish operation.
Starting without a local team or entity, Santiago has taken big ownership of establishing Spain as an important market for us with over 160 clients, including Nespresso and Amadeus. His responsibilities have covered P&L management and hiring to go-to-market strategy and sales to C-level decision-makers.
What I’ve appreciated is Santiago’s ability to run the operation independently while remaining closely connected to the parent company and local operation. If you’re looking to build and grow operations in Spain or across Europe, I would happily recommend Santiago.”
Across the table · Storisell España
I closed the first €3M+ in sales to C-level buyers.
Consultative deals with several decision makers on the client side, and the same people had to stay aligned through delivery. Keeping all of them moving is most of the job.
Fractional CMO for US companies
In 2025 we turned Storisell from production into consultancy, and I ran the new offer. For US companies that meant acting as their fractional CMO: the go to market was mine and my team executed it. vCreative kept me for two years, and Counterpoint came after.
Some of the companies I sold to and worked with at Storisell
- 160+businesses consulted
What clients said about working with me and my team
“Santiago and his team helped us completely rethink our web presence and rebrand: sharper messaging, better copy, and a brand that finally shows up the way we wanted in the market. Creative, professional, and detail-oriented from start to finish. We’re already lining up the next project with them.”
“Santiago and his team delivered far beyond a refresh. They took the time to understand who we are, who we’re selling to, and what actually moves the needle.”
“The result was very professional, and we were very well advised by Santiago.”
More references from Storisell’s founders available on request.
Selected work
Five cases, from Spain to Africa and the US
What I bring
I open markets from zero and find the growth inside businesses that already run.
In a new market
- 01Diagnose the market.
- 02Understand the buyer.
- 03Sell the first deals myself.
- 04Adapt the playbook from headquarters.
- 05Build the operation and scale it.
In a business that already runs
- 01Start with the quick wins that pay back first.
- 02Improve the flows to increase conversions.
- 03Streamline processes to free up time and margin.
- 04Unblock what slows sales and delivery.
- 05Turn what customers ask for into new offers.
Most of it takes the numbers and listening to customers, rarely new investment.
The parts of the business I have run myself
- Sales
- €3M+ in sales closed by me, most of it in front of C-level buyers.
- Marketing
- Funnels, positioning, content, technical SEO, AI discovery and paid campaigns.
- Digital product
- Product roadmap for seven digital products: consumer apps and marketplaces.
- Development
- I led development teams and agencies, focused on efficient code, conversion and revenue.
- Hiring and team
- Every hiring process in Spain: designers, project managers, strategists, salespeople and developers.
- Legal and admin
- Companies set up, client and partner contracts, invoicing and managing law firms.
- Operations
- Delivery and production planning, suppliers, people and the day to day of the business.
- Finance
- P&L, audit and reporting, KPIs and performance, and the numbers every week.
I decide with the P&L, work AI-first and fix what breaks myself. I would rather deliver fast than think and plan forever.
The route
From a trading desk to running companies.
- Years since the deals desk at Trafigura
- 13
- Businesses/projects launched from zero
- 9
- Markets where I launched them
- 8
- Markets with clients or projects
- 15+
- Business sold to a private investor
- 1
- Business discontinued as margins thinned
- 1
Contact
Open to my next executive role.
Leadership and expansion roles. Based in Barcelona, available to travel and open to relocation.
Spanish · English · Portuguese
