I’m here to
break things.
Norms.
Boundaries.
Formulas.
Because that’s how I better the story.
And create a bigger impact.
I broke with comfort at an early age when I set my sights on leaving Portugal for America. Then, as I moved from country to country in search of new cultures and greater confidence, I decided living on the outskirts of the friendly and familiar was actually where I belonged.
As my career took shape, I realized breaking things was my superpower. I commissioned the world’s heaviest sumo wrestler to break obesity stigmas for Siemens. I broke — and rebuilt — a pricing structure and image for Uber Eats that regained trust and support from small restaurants. Then broke the grocery store stereotype for Albertsons Companies and turned it into the digital go-to for better health.
Patterns don’t tell me what should come next, they tell me when it’s time to shake it all up. Try something different. Discover something better.
Today, I help impact-driven founders and organizations find the difference that makes a difference. Because in an industry that defaults to proven formulas, I’ve proven breaking formulas is how you make marketing truly memorable.
Currently
2024
Global Head of Marketing
2021 — 2024
2024
Global Head of Marketing
2019 — 2021
2024
Global Head of Marketing
2009 — 2019
2024
Global Head of Marketing
Social proof
“Francisco is an excellent marketer, exceptional communicator, and most of all — a great human being to go with it. He leads by example: optimistic, resilient, adaptable, and smart. If you have a chance to hire or work with Francisco for any high-impact, fast-paced marketing role, I highly recommend you take the opportunity to do so.”
Mike Polner
Vice President, Head of Marketing at Discord
"Francisco is a stand-out marketing leader with deep expertise in B2B. He is supremely talented at his craft: strategic, thoughtful, and extremely collaborative. Quick to wrangle chaos into order, he puts the customer at the center of his thinking and holds a high bar for the quality of execution. As a manager, he scales his impact by building, developing, and coaching his team.”
Laura Jones
Chief Marketing Officer at Instacart
“Francisco and I worked together on the launch of the new Sequoia Ultrasound imaging system, among the most critical launches within our industry in recent years. Francisco and his team created unparalleled brand awareness and customer excitement, in an unusually short period of time. [He] has a rare talent for bringing effective creativity, based upon very solid research, to even the most constrained situations.“
Dennis Meister
Senior VP Global Product Management
“[Francisco’s] absolute strength is planning a holistic marketing campaign or product launch — defining long term goals, executing on short term targets, and considering the competitive environment. He [creates] "out of the box", disruptive, but well-thought-through marketing campaigns or product launch concepts.”
Daniel Frisch
Chief Financial Officer
Accolades
2024 Top 50 Marketing Teams Award Winner
2023, 2022 & 2021 Top 50 Product Marketing Mentor
2025 Judge
