Available for projects
Growth Sprint · GTM · Fractional Head of Marketing

Your breakthrough is real. The market doesn't reward what it can't understand.

Senior marketing leadership for Climate, Hardware and AI companies — and the investors who back them. I turn deep technology into commercial traction. Ex-Google — nine years across Pixel, Android, Nest and Ads.

See if we're a fit → Proof of work →
Gabriella Araújo I'm Gabi. Nine years at Google across 1B-user products. Google · Google.org · VC-backed startups
$2.5M from a single growth experiment at Google, scaled into broad impact 5+ Pixel hardware launches across Europe — GTM lead at Google 5,000 businesses on a new SaaS product in weeks, €0 spend — a 0→1 launch $2M client raise — launch strategy & execution, press +100% vs target
The argument

Most tech companies treat product marketing as something to add later. But it's not a layer you add. It's the foundation.

Maybe one of these is you.

You've proven the product. Now the board wants commercial traction — and there's no marketing engine to deliver it.

Sales writes its own pitch. The website says what the product does, not why it matters. Starting marketing with a fractional lead might be it for you. I drive growth without the headcount.

Buyers misread what you do — and it's stalling deals and capping growth.

The narrative, positioning, and value prop aren't doing the work they should. Product marketing means working closely with product and sales team, and landing a master story that clicks.

A major launch or market entry is close — and there’s no go-to-market motion behind it.

The commercial machinery — positioning, press, pipeline — isn't ready. That gap needs closing fast. I jump in to plan and execute your launch. Don't do it the messy way. Been there, done that.

You have a Head of Marketing — but product marketing is the gap holding GTM back.

They have the vision and the team. They need someone to own product marketing and GTM execution at depth. I'll be their copilot all things product marketing.

As the first Head of Marketing, building from zero, or as the Product Marketing Lead your Head of Marketing is missing. The foundational work is the same either way.

The disciplines

Nail the positioning. Build the growth engine.

Product Marketing

Who it's for. What it solves. Why now.

You get it right by starting with the customer, not the product — interrogating what they actually believe, not what you wish they believed. Build positioning from that, then messaging, then story. Do it in that order and your sales cycle shortens, your press lands, your fundraise has a story investors can repeat.

You can't GTM your way out of a PMM problem.
Go-to-Market

Which channels. In what order. With what motion.

Right now, GTM is the most interesting playground it's ever been. AI makes it faster and cheaper to test than any point in the last decade. But testing without a thesis is still just noise. The work is building a motion where experiments have an answer to report back to.

One channel that works beats five that don't.
Where to start

One way in.
A few ways forward.

Start hereSee if we're a fit Most common way in The Growth Sprint DiagnoseBuildHandover
For ongoing, embedded or investor needs Fractional Head of Marketing · ongoing PMM & GTM Lead · embedded Interim Head of Marketing · project For investors · PE & growth

In one bounded sprint, I map and fix the product marketing & GTM holding growth back — de-risked, not just diagnosed. Or, if you already know what you need, come straight in.

The Growth SprintNew

Most early marketing hires don't fail at execution. They were scoped wrong before day one.

Founders hire before they know what they actually need. Six months and a senior salary later, the hire is underperforming — not because they're wrong, but because the brief never was.

CMO tenure is the shortest in the C-suite. The cause is usually a mis-scoped role — not a bad hire.

Find the real constraint — then fix it. Three phases, one engagement.

Phase one Diagnose Weeks 1–2

A focused diagnostic — founder interviews, customer conversations, competitive mapping, GTM audit. The brief that should exist before any marketing hire is made.

See what you get
→

Constraint diagnosis

What's actually blocking growth — named, with evidence.

→

Positioning & messaging brief

The story that needs to be true — built from customer interviews.

→

GTM motion recommendation

Which channels, in what order, with a thesis behind each.

→

Ideal hire specification

Who to hire, when, and what they need to own — if at all.

Phase two Build Weeks 3–6

I execute the one or two highest-leverage moves the diagnosis surfaced — not a report handed over, but the work done. Proving what compounds, building the system, handing off clean.

See what you get
→

The top fixes, executed

Positioning live, the priority channel running — not slideware.

→

A marketing system that runs

Cadence, tooling and measurement in place, ready to hand over.

→

A clean handoff

To the hire we spec'd — or a bridge until the right one lands.

Phase three Handover Week 7

Delivered running, documented and handed over — to the hire we spec'd, or a bridge until the right one lands. You stay in control of all of it.

Priced against the outcome.
Not the hours.

The diagnosis de-risks the €200K hire; the build delivers the traction.

Diagnose · Build · Handover · flat fee, fixed scope — pricing shared on the call
Book a call →
Ongoing & interim

Four ways to go deeper.
(Embedded and hands-on.)

Fractional Head of Marketing

Start fractional. Hire full-time with something that works.

The scope is Head of Marketing level, without the headcount. Seed to Series A · no marketing hire yet — or a small team that needs vision, a plan and hands-on support

You have the product. You have the funding. You don't have the marketing function yet — and that's exactly the right moment to start fractional. Build it properly, prove what works, learn what you actually need. When you're ready to hire full-time, you're hiring into something that already exists. Not starting from zero.

Product Marketing & GTM Lead

Working alongside your Head of Marketing or CMO.

Own the product marketing and GTM motion. Series A to B · Head of Marketing or CMO in post · product marketing gap to fill

Your marketing leader has the vision and the team. What's missing is someone to own the product marketing and GTM depth — building what's absent, shipping foundational work, moving fast. I work alongside them, not around them.

Interim Head of Marketing

Stepping in for a launch, expansion, or repositioning sprint.

Defined scope. Defined end point. Any stage · launch · new market · repositioning

A bounded period of hands-on marketing leadership for a specific moment — a product launch, a new market entry, a repositioning. Clear deliverable, clean handoff.

For investors & their portfolios

Diligence before the deal; interim leadership after.

Pre-deal marketing audit. Post-deal interim, built to hand over. PE / growth-backed · portfolio companies · value-creation windows

For investors and their portfolio companies: a fixed-fee commercial diligence on the marketing function, or interim leadership that stabilises, builds the engine, hires the permanent leader, and exits. See the investor brief →

AI-native marketing

A small team with the output of a big one.

The tools are only as good as what you build around them — here's what I build with them.

I build marketing operating systems — automated pipelines, agent workflows, and content engines that run without a full team behind them.
Fluent across AI tooling — from prompt engineering to orchestrating multi-agent flows. I create bespoke approaches that fit the business, not off-the-shelf setups.
I can help build your AI marketing team — the agents, automations, and scripts that give a small team the output of a much larger one.
For technical founders: we can talk about the stack — the architecture, the tools, the integrations. You'll know exactly what you're getting.
EXAMPLES OF TOOLS I WORK WITH
Gemini Pro OpenAI Claude Cowork Claude Code n8n Clay Zapier Google Apps Script Perplexity Attio Granola
Where I go deep

Three domains.
Hardware. AI. Climate.
Each one breaks differently.

HARDWARE / DEVICES

Hardware GTM is genuinely hard.

Hardware GTM doesn't forgive shortcuts. The cycles are longer, the channels are messier, and the buyers have been trained on software — they'll misread your product before you've had a chance to position it. It's a different beast. You have to plan far ahead and stay agile when things change, because they always do. From product education to post-sale, you're constantly zooming out and drilling in at the same time. That balance is hard to teach. It comes from doing it.

AI Enterprise & CONSUMER

In AI since before anyone called it that.

I've spent a lot of time on both sides — marketing technology to enterprises and SMBs, and building growth for consumer apps at Google scale. Photos, Maps, Android. Understanding the product deeply, then building the loops that drive acquisition and keep people coming back. I was writing AI into product messaging before it became the story everyone wanted to tell. What I've learned is that in AI, trust is everything — and building it takes more than good copy. 

CLIMATE TECH

The biggest commercial problems of our generation.

Energy, mobility, materials, food systems — the biggest markets on earth, being rebuilt from scratch. The challenge isn't usually the technology. It's making the commercial case without leaning on sustainability as the hook. Buyers don't want to pay a green premium. The story has to win on its own terms — cost, performance, scale. That's the marketing problem I find most interesting.

Proof of work

From the portfolio.

Foundation
Google
PIXEL · ANDROID · NEST · ADS · SMB

Nine years at Google spanning Pixel, Android, Nest, Ads, and SMB — leading go-to-market across Devices, Android and B2B. Startup-like projects inside one of the world's largest companies: new phones, smart speakers, platforms at scale — alongside 1B-user products. A decade managing budgets of every size.

Normative.io & Google.org
Climate SaaS · B2B · SMB
5,000 companies using the product in the first weeks. Zero marketing spend.

Led marketing for the 0-1 launch of the SMB carbon calculator — positioning, messaging, and launch motion for a new category where the product had to do the talking.

Metris Energy
ENERGY SOFTWARE/HARDWARE · 2024
Thousands of earned media impressions, above target. Leads generated.

GTM and press strategy around the €2M funding announcement. Built commercial momentum around the raise moment.

Eunice
Fintech · VC-backed · Millions raised
Named the company at its most fluid, formative stage.

Named after Eunice Newton Foote — climate scientist and pioneer — when the brand was still being shaped and evolving. The name brought in culture to the company from day one, held through a pivot into fintech. The team has since raised millions in funding.

Major EU Hardware Co.
Hardware · Senior marketing engagement
Invited in by the Head of Marketing to lead product marketing for their upcoming hardware launches.

Invited as a Product Marketing & GTM Lead embedded alongside the team to own the go-to-market motion at depth. An example of how the Product Marketing & GTM Lead engagement happens in real life.

In their words
“Working with Gabriella as our fractional CMO for the Metris Energy launch was invaluable. Her product marketing and go-to-market expertise significantly contributed to our successful company launch.”
Natasha Jones · Co-founder, Metris Energy
“One of the most detail-oriented people I’ve worked with — she drives the big-picture goals while keeping a sharp grasp on daily execution, and pushes for excellence without creating a stressed environment.”
Gastón Tourn · Chief Growth Officer, Oddbox (ex-Google)
“That rare marketer — strong analytical chops with great creative skillsets. She navigated a very large, cross-functional organization with a combination of expertise and empathy.”
Raja Saggi · B2B tech leader (ex-Google)

Ancient Athens had the agora — an open square where trade and philosophy shared the same ground. The best idea didn't win because it was clever. It won because it could be understood. Deep tech founders face the same challenge. Different century, same square.

Gabriella Araújo Summing it up

The scale of Big Tech.
The independence of a senior operator.

Hi, I'm Gabi. I left Google because the most interesting problems were somewhere else — with founders who have something real but haven't yet built the commercial engine around it. That gap exists at Seed and it exists at Series A. I build the marketing function, find the positioning, get the GTM motion right. I also angel-invest in technical companies, so I understand the pressure from both sides of the table. I work fractionally — strategic depth without the full-time overhead. The goal is always to leave something that holds.

9
Years at Google across
hardware and software
10+
Years managing marketing
budgets of every size
B2B
+ B2C
Both sides of the
commercial equation