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Growth · Greenhouse

Fractional CMO · Marketing & Growth Leadership · GTM & Revenue Strategy

Building relevant brands that drive business growth.

I work alongside founders, CEOs and leadership teams to uncover opportunities and turn them into Marketing & Growth strategies connected to business results.

As a Fractional CMO, I combine brand strategy, positioning, Go-to-Market and Growth Marketing to build systems that drive acquisition, conversion and revenue in a measurable, sustainable way.

Based in Buenos Aires, I work with companies across Latin America and the United States looking to grow with clarity, differentiation and a holistic business perspective.

Let’s talkHow I work

02Direction

Growth is also about knowing where to focus your energy.

I’ve always loved connecting ideas, discovering opportunities and finding possibilities where others see separate paths.

Over the years, I’ve learned that the real challenge is rarely finding more things we could do. It’s understanding what is worth doing, for whom, when and with which resources.

Which markets hold potential. Which customers we want to win. What makes a brand different. Which channels deserve investment. And how to connect every decision to the results we’re aiming for.

Today, that’s where my work begins: understanding the business as a whole, recognizing its greatest potential and turning opportunities into decisions that generate growth.

Because a good strategy doesn’t just open up paths. It also helps us choose which ones to follow.

03 — Manifesto

Strategy is knowing where to play, where to focus, and what not to do.

Growth isn’t built by adding initiatives. It’s built by connecting good decisions.

04Services

Every stage of growth needs the right leadership and strategy.

Every company has its own challenges, priorities and opportunities. Some need leadership to build or evolve their Marketing & Growth function; others need a strategic perspective to strengthen their positioning, develop new markets or accelerate growth.

I work through different collaboration models, tailored to the stage of the business and what it truly needs to move forward. These are the four ways we can work together.

Senior Marketing & Growth leadership, integrated into your business.

I join the leadership team to define strategy, connect marketing to commercial objectives and support the decisions and execution that make growth possible.

Who it’s for
Founders, CEOs and leadership teams at startups, scale-ups and B2B, B2C and B2B2C companies across LATAM and the U.S. that need senior Marketing & Growth leadership.
The moment
The company has opportunities, talent and ambition, but needs to define priorities, professionalize marketing, accelerate its Go-to-Market or prepare for its next stage of growth.
Engagement
I work as part of the leadership team, with a flexible commitment and objectives defined around the stage of the business. I can lead existing teams, develop new capabilities and coordinate agencies, specialists and strategic partners.
Outcome
A shared strategy, a differentiated brand, a measurable Growth system, an aligned team and an operation connected to revenue.
Let’s talk about your business
Let’s explore how we can work together

05Fractional CMO

Marketing & Growth leadership for companies with plenty left to build.

There are times when a company doesn’t need another campaign, another channel or more initiatives. It needs direction that connects what it wants to achieve with what it actually needs to do to get there.

A Fractional CMO provides executive marketing leadership through a flexible commitment, becoming part of strategic decision-making without the need for a full-time hire.

For me, that means being involved in the decisions, the teams and the results.

I work across brand strategy, competitive positioning, Go-to-Market, acquisition, conversion, retention and Revenue Growth, connecting the business vision with the capabilities needed to put it into practice.

This isn’t consulting from the outside. It’s leadership integrated into the business.

  • Think.
  • Decide.
  • Build.
  • Lead.

Capabilities

  • Business & Marketing Strategy
  • Brand Identity & Positioning
  • Value Proposition & Differentiation
  • ICP & Customer Segmentation
  • Go-to-Market Strategy
  • Growth Marketing & Demand Generation
  • Revenue Growth Strategy
  • Customer Acquisition & Retention
  • Marketing & Sales Funnel Optimization
  • CRM & Lifecycle Marketing
  • Marketing Analytics & Forecasting
  • Team Design & Leadership
  • Budget & Resource Allocation
  • Partnerships & Agency Management
Let’s talk about your businessFractional CMO

06The system

Brands grow when every decision is part of the same strategy.

Strategy, Marketing, Growth and Revenue aren’t separate conversations, they’re dimensions of the same business and the better connected they are, the better decisions we can make.

Optimizing channels can improve a campaign. Connecting the system can transform the business.

07Impact

Growth takes different forms in every business.

Building a relevant brand, developing a new market, improving customer acquisition or preparing a team to scale are challenges that call for different decisions.

My work is to bring a holistic perspective to identify where the greatest potential lies, define priorities and connect the capabilities needed to deliver sustainable results.

Let’s talk about your next challenge

  • Design a comprehensive marketing strategy and define positioning, audiences, channels, KPIs, budget and team. Move from isolated initiatives to a Marketing & Growth operation aligned with business objectives.

  • Design GTM strategies to launch products, reach new segments or improve market entry. Connect ICP, value proposition, pricing, messages, channels and the sales process.

  • Build competitive differentiation, a relevant value proposition and a consistent narrative that allows a brand to be recognized, remembered and chosen.

  • Develop a Growth Marketing and Demand Generation strategy based on hypotheses, experimentation and funnel analysis. Improve acquisition, conversion and retention with a focus on efficiency and scalability.

  • Align marketing and sales around pipeline, sales conversion, CAC, LTV, retention and revenue. Build shared metrics and processes to understand how each decision contributes to the business.

  • Develop a Market Entry and Go-to-Market strategy for LATAM and the U.S. Evaluate opportunities, segments, competitive positioning, channels and partners before scaling investment.

  • Define the structure, roles, leadership and capabilities of the Marketing & Growth function. Build teams aligned with the real needs of the business, without adding unnecessary complexity.

08The Growth Greenhouse Framework

The right conditions change the way a business grows.

After working with companies across different industries, markets and stages of growth, one thing is very clear to me: there is no playbook we can copy from one business to another and expect the same results.

Every project has its own challenges, opportunities and resources. So before deciding what to do, I want to understand what that business truly needs and what makes sense at this stage.

The Growth Greenhouse Framework grew out of that experience. It’s a way of connecting strategy, positioning, execution and learning, with the flexibility to build a distinct growth path for each company.

  1. 01

    Understand

    Understand before deciding.

    I want to understand how the business really works: its customers, product, numbers, market and the tensions it faces.

    We analyze the business model, opportunities, customer journey and Ideal Customer Profile (ICP) to distinguish symptoms from real problems and find where the greatest growth potential lies.

  2. 02

    Position

    Find our place and a reason to choose us.

    We define who we want to reach, which problem we solve better than other alternatives and how we will differentiate.

    We work on Brand Positioning, the value proposition, segmentation and key messages.

    A good positioning strategy doesn’t try to appeal to everyone. It aims to be especially relevant to the right people.

  3. 03

    Build

    Turn strategy into real capabilities.

    We connect brand identity, narrative, creativity, channels, content, CRM, processes, technology and the team.

    We build what’s needed so the strategy doesn’t stay in a slide deck and can become part of everyday work.

  4. 04

    Activate

    Bring ideas to market.

    We activate prioritized initiatives, Go-to-Market strategies and acquisition, demand and conversion mechanisms.

    We test our hypotheses to understand what generates interest, business opportunities and customers.

  5. 05

    Learn

    Turn data into better decisions.

    We measure, listen and seek to understand why things happen.

    We analyze Marketing & Revenue, acquisition, conversion and retention indicators to discover what works, what needs to improve and what we can learn.

    Not every experiment works, but every experiment should help us learn something.

  6. 06

    Scale

    Do more of what demonstrates value.

    When we find consistent signals, we focus resources, strengthen capabilities and expand what has real potential.

    Scaling doesn’t mean multiplying efforts indiscriminately. It means growing without losing sight of efficiency, profitability and the people who make that growth possible.

Build with clarity.Learn with evidence.Scale with intention.

Discover how I work
Paula Alvarez Pogranizky, Fractional CMO and Marketing & Growth leader, in Argentine Patagonia.

Companies I’ve worked with

  • Revlon
  • Danone
  • Skydropx
  • Pickit
  • Santander Rio
  • Pirelli
  • Branca
  • Unilever
  • clicOH

09About Paula

Hi, I’m Paula.

My first career was in Visual Arts. I studied Fine Arts and lived in New York, where I worked in art galleries. Quite far, at least on the surface, from the world of Marketing & Growth where I’ve spent more than two decades.

Over time, I discovered those worlds weren’t so different.

Art gave me a way to observe, connect ideas and find perspectives that aren’t always obvious. Marketing and business taught me to turn that perspective into decisions, teams and results.

My career has taken me through agencies, multinational companies, startups and scale-ups, leading brand, Marketing & Growth strategies for B2B, B2B2C and B2C companies across Latin America and the United States.

I’ve built and led teams, developed brands and Go-to-Market strategies, supported expansion and worked on challenges where positioning, customer acquisition and revenue needed to move forward together.

Along the way, I also earned an MBA from Universidad Torcuato Di Tella, which helped me deepen that connection between strategy, leadership and business.

If there’s one thing I’ve learned, it’s that growth rarely depends on a single big idea. It depends on our ability to connect the right decisions and build the conditions that make them work.

Today, I work as a Fractional CMO, closely with founders and leadership teams. I like to get involved, understand challenges from the inside, ask good questions and find opportunities that can turn into tangible results.

I’m still as curious as when I started, excited by ideas, people who dare to build and businesses with something interesting to contribute.

There are still few things I enjoy as much as watching a project I’ve been part of grow.

  1. Creativity
  2. Strategy
  3. Marketing
  4. Growth
  5. Business Leadership
20+ years
Marketing, Growth & Business Leadership
MBA
Universidad Torcuato Di Tella
Visual Arts degree
Creative foundation, strategic thinking
B2B · B2B2C · B2C
Experience across business models
LATAM · USA
Leadership and growth strategies across international markets
Explore my journey

10Ideas

Thinking that comes from the work.

I’m interested in ideas that help us make better decisions.

I write about Marketing Strategy, Growth, brand positioning, Go-to-Market, Revenue Architecture and Fractional Leadership, drawing on the experience of working inside companies and supporting their challenges.

These aren’t recipes. They’re perspectives, frameworks and lessons to help us think differently about business.

Explore Ideas

Growth Systems & Revenue

Growth is not a channel. It’s a system.

What happens between positioning, marketing, product, sales and revenue often explains far more about a company’s growth than the performance of any individual channel.

6 min read

Fractional Leadership

What a Fractional CMO does (and doesn’t) do

Senior leadership, focus and direction for companies that need to make better decisions and build their next stage without adding a full-time structure.

5 min read

Strategy & Positioning

Strategy is choosing where to focus

Having plenty of opportunities doesn’t mean having a strategy. The value lies in identifying which ones make sense for this business, at this moment and with these resources.

4 min read

11The Greenhouse Notes

Some ideas deserve to leave the slide deck.

What I’m thinking, seeing and learning while I build.

The Greenhouse Notes is my newsletter on Marketing & Growth, business strategy, leadership and creativity.

I share ideas, frameworks, trends worth watching, useful tools and a few recommendations that have nothing to do with marketing.

Because good ideas also emerge when we look beyond our own industry.

  1. 01

    Something I’m thinking about

    An idea, a question or a perspective that’s on my mind.

  2. 02

    Something I’m seeing

    Movements, signals and shifts I’m noticing in the market.

  3. 03

    Worth knowing

    Frameworks, tools, articles and people worth discovering.

  4. 04

    Outside the deck

    Culture, creativity, books, places and other things that feed curiosity.

Explore past issues

Issue #02

Ideas for clearer thinking, without unnecessary noise.

The Fractional Table, a community and gatherings for senior professionals working through the Fractional Leadership model.

12 — The Fractional Table

There’s so much we can learn from others who are building, too.

A space to share experiences, exchange good practices and learn from peers. To talk about what works, what we’re still discovering and how we can keep growing together.

Because leadership doesn’t mean having all the answers, and this journey doesn’t have to be a lonely one.

The Fractional Table brings together Fractional CMOs, CFOs, COOs, CROs and other senior professionals for monthly gatherings to share perspectives, build relationships and continue developing this form of leadership.

CMO · CFO · COO · CRO · CPO · People

I’d like a seat at the tableThe Fractional Table

13Growth Greenhouse

Build. Think. Connect. Grow.

Growth Greenhouse brings together three things that shape how I think about work: building businesses, sharing knowledge and connecting people.

Work

Ideas become decisions. Decisions become growth.

I work alongside founders and leadership teams to develop strategies, brands and Marketing & Growth systems connected to business priorities.

Thinking

What we learn while building deserves to be shared.

I turn experiences, questions and ideas from everyday work into perspectives that can help others think more clearly about their challenges.

Community

Good connections help great ideas grow, too.

I build spaces where leaders and senior professionals can share experiences, learn from peers and find new ways to collaborate.

14Contact

What are you building right now?

It might be a company, a brand, a new market or an idea that still needs to take shape.

If you’re looking for Marketing & Growth leadership, a strategic perspective or someone to think through and build the next step with, I’d love to hear about the challenge.

Build with clarity. Learn with evidence. Scale with intention.