I'M MARCOS,A PRODUCT LEADER BASED IN LONDON, SHIPPING WITHOUT BORDERS.
Product consulting and fractional product leadership, usually for teams somewhere between first traction and scale.
FROM 0 TO 1 TO +$2B.
Starting at research, through ideation and validation to launch to finally product-market fit, and from PMF to global scale. The strategy and execution changes. The principles not so much.
Generalist depth.
Not an oxymoron. Research, product strategy, operations, data, growth, measurement, growth. I work in systems and you will get the whole package, even if it goes beyond the JD.
A decade at Meta took me from sales to product, from machine learning, to business integrity, to commerce, to messaging, to VR, to wearables. I led major product launches: GDPR readiness, Political Ads, the EU Parliament Elections, and the first ML model for Commerce Solutions (which scaled to a $2B+ run rate). I was part of the first wave of WhatsApp exploration on wearables (do you remember Rayban Stories?) and emerging tech (metaverse explorations and beyond), managing teams and budgets along the way. Earlier: product marketing for advertisers in 128 countries across EMEA. Since leaving, I've run a portfolio: product consulting (including back at Meta on SMB Commerce and GenAI video), fractional/NED roles for startups and NGOs, and teaching AI applications at the London School of Public Relations. I also build. Pulp (redefining cinema), QueSitio (voice-built websites for LatAm entrepreneurs), Its A Jug (climbing safety), Mog (consumer) and Squared Coaching (a passion venture where every coaching engagement funds one for someone starting out in their careers). I am now building and advising, while scoping my next full-time role. Always happy to connect.
Five³
Five principles, five don'ts, five worked examples of what I think every product leader should embrace. Here are the first two:
- 01
Ground your strategy
Many product leaders still confuse vision with strategy. You want to find a hidden treasure — that is the vision. Strategy is drawing the map and deciding which paths are worth walking. A poor understanding of the problem space translates into an incredibly vague strategy.
- 02
Agility as a creed
Agile to research, agile to build, agile to pivot, agile to sunset. Adapting quickly to the market, the technology or the customer means being willing to pivot, and not getting hung up on what you have already made.
The rest is a conversation
Systems thinking, cultivating discomfort, anti-fragile teams, the five ways leaders get this wrong, and five teardowns of launches that cost real money at a company you have heard of. I would rather walk you through it than have you skim it.
GET IT IN FULL →
A decade of major launches
Mostly genuinely hairy projects (from regulatory-critical launches to building the company's first ML commerce model, to metaverse explorations) plus a recent return on contract for GenAI video.
do you know many people have contributed to $2B+ ML commerce run-rate?
Four times the adoption goal
Global go-to-market for WhatsApp Avatars, the Consumer Experiences insights roadmap and Metaverse strategy, plus interim leadership of the London PMM site.
87M MAU on a 20M goal
The company's first ML commerce model
Unblocked training data for Meta's Shop Ads optimisation model across Instagram and Facebook, launching the Alpha that scaled into a $2B run-rate product.
21.2% CPA improvement · $2B+ run-rateRegulation, elections, and signal loss
GDPR go-to-market across EMEA, political ads transparency for 27 EU countries, the Off-Facebook Activity rollout, and LATAM performance marketing growth.
2.6M EU users authorized · zero escalations
Marketplace to Micro-SaaS
Joined to lead the pivot from a Marketplace model to Micro-SaaS. Rebuilt the roadmap to reverse churn and moved the business toward recurring value.
5x user growth with stable retentionTrust-first climbing partners
A climbing partner matchmaking platform, taken from idea to live product — trust and verification, live safety check-ins, a UK crag/gym dataset.
Voice notes to websites
A voice-note-to-website builder focused on micro-nanopreneurs, side hustles and temporary gigs.
Redefining cinema
An independent venture rethinking how cinema gets lived. We're bringing alternative content to the cinema, things that you truly want to watch with other people, bringing the buzz and excitement back to a fading space.
Custodianship, not stewardship
A membership network of deliberately under-built wild bases across northern Spain, positioned around custodianship rather than stewardship, with members contributing upkeep rather than just paying to consume. Membership based.
Don't kill mog
The best anti-procrastination pet you will find. A focus timer with consequences. Subscription based.
Teaching AI in practice
Teaching AI applications at the London School of Public Relations.
Where the measurement habit started
Quantitative brand health and advertising impact research out of Buenos Aires — pre/post ad testing, 360° campaign ROI, regional coordination and team management.