Hi, I'm Alvaro.

Here to help startups, and mid-career professionals clarify their message, refine their positioning, and craft narratives that resonate, influence, and drive action.
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Who I am

A very short and personal snapshot of a startup marketer and career coach.
  • Argentinian calling The Netherlands home, for over a decade.
  • Over 20+ years of experience in brand marketing, product marketing, and business administration.
  • Certified in Product Marketing, Narrative Design, Positioning, and Messaging. (Product Marketing Alliance)
  • Certified in Workshops Facilitation (AJ& Smart)
  • Experienced in Product Launches and Growth Hacking.
  • Over 10 years of coaching career professionals to gain clarity, confidence and courage in the careers.
  • Lifelong learner dad of two, who loves Neapolitan pizza, sailing, and playing the ukulele.
Connect via LinkedIn

What I do

Turning words into your most powerful asset, so startups and professionals can communicate with clarity and impact.

1) Market Startups & Scaleups

Bring your founding team together to craft a clear narrative, choose a solid positioning, and refine your messaging, ensuring a unified voice. Through structured sessions, we clarify your homepage and get ready for launch.

Check out the workshop

2) Coach Marketing Professionals

Through the Career Calibrator Canvas, I provide 1:1 coaching, workshops and tools so mid-career professionals can gain clarity, build confidence, and move forward with courage in search of new opportunities.

Check out Career Calibrator

What I believe

Stories that resonate, words that convert.

Your words are your most powerful tool in marketing.
(More than images, logos, or designs, what you say is what sticks.)

A powerful narrative doesn’t just sell—it transforms.
(When your message is sharp, simple, and focused, it resonates and inspires action.)

If you confuse your audience, you lose them.
(Clear beats cute or clever every time.)

Working together is easy

Let's collaborate, create, and see results—fast.
  • 1
    Schedule a call

    25 minutes to explore your challenges and boldest dreams. Let’s see if we’re a fit.

  • 2
    Sign the proposal

    One page, crystal clear: goals, terms, and deliverables—no fluff.

  • 3
    Let's get to work

    Fast turnarounds, focused results. Let’s make it happen.

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What others have said

See how impactful messaging drives real results.
Alvaro’s expertise was instrumental in our rebranding, and scaling process. He not only helped reposition our company but also supported us through launching new features, ensuring we communicated our value clearly and effectively.
Lennard Kooy CEO at Storyteq
Alvaro’s strategic approach to rebranding and repositioning our tool led to a successful cohort launch. His marketing strategy made a significant impact in raising awareness and driving adoption.
Sharon Tal Founder at Where To Play (The Market Opportunity Navigator)
Alvaro completely transformed our approach to marketing with a clear narrative and streamlined content strategy. His work was pivotal in our successful exit, aligning our messaging with growth opportunities.
Sasha Martina Founder at Your Talent Agency
Alvaro helped us refine our positioning as OKR experts, dramatically increasing lead generation. His guidance during our book launch made it a resounding success.
Bart den Haak Founder at Moving The Needle
Alvaro’s ability to craft a compelling narrative was key to securing the investment we needed. He truly understood how to communicate our vision and potential to investors
Tomas Pando Founder at MasterMeUp
Alvaro was a driving force behind our rebranding and repositioning efforts. His content strategy aligned our messaging across multiple teams, significantly improving our global presence and outreach.
Jeroen van der Sommen Founder at Akvo

F.A.Q

Hiring an expert isn’t just about getting the job done—it’s about talking to the right people, in the right order, at the right time, saving you time, energy, and resources while ensuring your business communicates its value effectively.

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Who do you typically work with?

I work with startup founder teams (CEO, CTO, CCO, COO and CMO) to work all together and sharpen their narrative, positioning and messaging.

On another front, I also guide mid-career professionals through career pivots, helping them find clarity, confidence, and the courage to take their next big step.

How is this different from hiring a copywriter?

Copywriters focus on crafting individual pieces of content like ads, emails, or web copy. I work on the foundational layer—your narrative, positioning, and messaging strategy. I ensure your story is clear, aligned, and impactful so that every piece of content feels intentional and resonates with your audience.

What’s the value of working with someone who isn’t a native English speaker?

As a Latin American professional, fluent in English, Dutch and Portuguese, I bring precision, care, and cultural nuance to every project. My global perspective and sensitivity to diverse audiences help me craft simple messages that resonate across borders, ensuring your narrative feels authentic and inclusive.

 

Why are words the biggest leverage in marketing?

Words drive clarity, connection, and action. More than visuals or branding elements, what you say defines how people perceive your business or career. The right words can influence decisions, inspire trust, and create meaningful connections. If your message is unclear, you risk losing your audience entirely.

Why is clarity more important than being clever?

Clarity ensures your message lands the first time. Cleverness can be engaging, but if your audience doesn’t immediately understand your value, you lose them. A clear message builds trust, credibility, and inspires action—every time.