About
I'm Pablo. I come from a small city on the southwest edge of Spain.
It's the kind of place that doesn't appear on most maps of where careers begin.
You can't study marketing there (the degree simply isn't offered), so I taught myself from books, other people's blogs, and the live experiment of publishing something and watching what real audiences do with it.
That gap is where my underdog mentality came from. I admire the concept of a boy with a sling who refused to fight in armor that didn't fit him, winning by changing the terms rather than by being stronger.
Since then, I've created content for challenger companies and underdog startups (and also world-class enterprises). I scaled sites past 1M monthly visits, doubled ARR, tripled community growth, and produced content across video, podcast, SEO, and experiential formats. I've worked with brands like Semrush, Backlinko, and CXL, and partners like Trade Republic, N26, Vanguard, Zendesk, and Allianz.
Where I've worked
At Otera I joined one month before the biggest project in the company's history, a full rebrand under a new name while scaling the GTM motion toward Series B. I own the website and content across the channels that matter, and I turn complex agentic automation into executive-ready material for some of the largest banks and insurers in the world. I also own video end to end, from script and storyboard to After Effects, with no external production support.
At Semrush, a platform used by roughly 40% of the Fortune 500, I worked as a fractional content marketer alongside the brand team. We built Reddit into a real community channel, with 3x community growth, doubled referral traffic, and conversions up 50%. I also wrote for the blog and for Spotlight, their flagship conference, which hosts speakers from OpenAI, Duolingo, ElevenLabs, Uber, and LinkedIn.
At Next Matter (acquired by DAIZY), I began to specialize in agentic AI and workflow automation inside financial services. I built the full content strategy during a period when ARR doubled, running everything from SEO and email to podcast and whitepapers. I also ghostwrote for Zendesk's weekly newsletter and ran successful marketing experiments, such as a branded campervan studio, a transparent pop-up booth, open-audience episodes for everyone to listen to at events, our own version of Cards Against Humanity, or a podcast with industry leaders from companies like Trade Republic, N26, Vanguard, Zendesk, Raisin, and bunq.
At Backlinko, one of the most recognized names in marketing education, I worked with the Head of Growth on brutally competitive topics like SaaS SEO and Shopify SEO, where selected pieces grew rankings and SERP features by up to 330%.
At CXL, the institute that trains marketing teams at Google, IKEA, and Spotify, I was Content Lead during the shift from on-demand courses to live programs. I owned the newsletter for 140K marketers, ran SEO that reached top-10 for 600+ keywords, and led technical projects that fixed 3K broken URLs.
Before all of that, while still in college, I was the first hire of a Spanish startup and grew into its Head of Content. We built one of Spain's leading sports media platforms, scaled it past 1M monthly pageviews, grew our own community from 0 to 25,000 members, and ran partnerships with Nike, Garmin, and Xiaomi.
And, out of pure passion, I've also taken on a few side projects that had nothing to do with a paycheck.
I helped a small group of ESMT Berlin graduates build a school in Madagascar in six months, turning an idea into Meraki Smile School, which still runs today giving free education to children in Antananarivo. I owned all copywriting while being mentored by execs from Iberia and McCann, earning features from outlets reaching 39M and an award from the Spanish Parliament.
I also launched an artist's career in the music industry from scratch, ghostwrote for an FC Barcelona player and other very high-reach profiles, and traveled an okayish amount of the world before settling in Málaga, Spain.
And I still get to write blog posts, which is most of what this site is.