Podcast guest
Working systems. Not decks. I advise founders, operators, and boards on governance, go-to-market, and the systems that hold when pressure hits.
No media training. No talking points memorized off a card. Just what actually happened, and what I did about it.
Bio
I advise founders, operators, and boards on governance, go-to-market, and the operating systems that hold when pressure hits. Over a decade of independent work across the Americas and Lusophone Africa, in English, Spanish, and Portuguese. You talk to me directly. No account team, no junior standing in for me, no deck theater.
The work behind this page is real, not theoretical: a board one meeting from losing its founder, a payment processor about to cut off a merchant's traffic, a department closing under strict labor law with zero lawsuits, a vendor reversing a termination in seventy-two hours. Those are the stories I bring to an episode, with the specifics intact.
Featured on podcasts including Business Superfans and Abstract Essay. I also run ROI Wire for outbound and paid visibility in recovery, audit, specialty finance, and related niches, so when I talk go-to-market I am still running it, not recalling it from a slide.
Why book me
Real cases, not frameworks
Specific situations with the names removed, not a borrowed consulting model.
Three languages, one operator
English, Spanish, and Portuguese, live, with no interpreter and nothing lost in translation.
Plain answers
No hedging, no jargon, no circling back to a talking point. If I do not know, I say so.
Topics
Boards under pressure
How to keep a board one meeting from resignations from actually walking.
Silence is data
Treating founder silence as signal instead of alarm, and why panic is usually the wrong first move.
Read the case or the note Silence is data.
Go-to-market systems that hold
Chargebacks, processor warnings, and fixing the cause instead of the symptom.
Read the case. For a risk or termination angle: Vendor termination reversed
Cross-border and Lusophone operations
What holds together in a US market can quietly break in Lusophone markets, from negotiation style to a compliance detail nobody flagged.
Clean shutdowns under labor pressure
Closing a department under strong labor protections with zero lawsuits.
Meeting cadence
How often a strained board should actually meet, and why the honest answer is rarely the one people expect.
Pick up the phone
When to call instead of sending another deck.
Host rule
One show notes URL per episode, please. Case studies and notes are preferred. Marketing-ops episodes should link to roiwire.com instead.
Past appearances
Business Superfans Advantage
Episode 199. How cross-cultural communication kept an $8M partnership from unraveling over a miscommunication that looked, at first, like a betrayal.
Abstract Essay
Season 6. A conversation on operating across borders and what actually changes when the market does.
Sample questions
When a board is one meeting from walking, what do you fix first?
Not the agenda. The information they are not getting, which is usually why trust broke in the first place.
How do you treat founder silence as data without escalating into panic?
Silence almost always means burnout, not betrayal. I check for that before I assume the worst.
Checkout confusion versus fraud: how do you keep a processor from killing paid traffic?
Fix the confusion in the flow first. Most disputed charges are customers who did not recognize their own purchase.
What does a vendor risk team usually misread, and how do you reverse a termination fast?
They read a business model from the outside and guess wrong. Getting the right people in a room usually settles it in days, not months.
Which parts of a US go-to-market playbook break in Lusophone markets?
The assumption that a deck can substitute for a relationship. It cannot.
How do you shut a department down under labor pressure without a scene?
Legal compliance first, then the exits, then the message. Never the reverse.
Meeting cadence: how often should a strained board actually meet?
Usually more than they want to and less than they fear.
When do you pick up the phone instead of sending another deck?
The moment a written update would need a follow-up call just to explain it.