Case C · Selected work
Selling to US companies from Barcelona
With Spain running, my remit grew to other regions, with the US as the main focus. I lead these accounts from Barcelona and do the work AI-first.
- Role
- Led and executed the work, AI-first
- When
- 2024 to today
- From
- Barcelona
- Where
- United States
01The situation
vCreative makes workflow software for radio and TV. Its marketing had stalled, and the website and sales presentations looked dated. The site did not tell the company’s story and was not bringing in new buyers.
Counterpoint makes software for audio advertising and was preparing the launch of a new product.
02What was at stake
Buyers of software look a vendor up before they book a demo, so the website has to do part of the selling.
03What I did
- vCreative: started with the foundations. A brand analysis, then a rebuilt and rewritten website with a clear path to a demo.
- Positioned vCreative in its category as media workflow software for radio, TV and digital.
- Did the technical SEO and the AI discovery work: structured data, an llms.txt file and an FAQ that answers questions directly, so both search engines and AI assistants can read the site.
- Rewrote the existing articles, published new ones and collected reviews on Capterra, GetApp and Software Advice.
- Produced visuals, ads, ROI calculators and a trade show kit.
- Tested paid campaigns on LinkedIn and paid social, and stopped them when they did not bring customers.
- Counterpoint: brand and image strategy, a rebrand, a new website and the materials for a new product launch.
04What changed
vCreative has a clean, credible website that search engines and AI assistants can read, and public reviews it did not have before. Counterpoint has a new brand and website, and we are lining up the next project.
Other US clients include BarTender and MedFiles.
05What it taught me
Before spending on ads, fix what a buyer finds when they look you up.
My role
Fractional CMO for vCreative and Counterpoint. Led and executed by me from Barcelona, AI-first: strategy, positioning, copy, the websites, technical SEO, AI discovery and campaigns.
“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.”
Contact
Open to my next executive role.
Leadership and expansion roles. Based in Barcelona, available to travel and open to relocation.
Spanish · English · Portuguese
