Available for projects
Ex-Google · 9 years · Pixel · Android · Nest · Ads

The market can't value what it can't understand.

Fractional and interim Head of Marketing for climate, hardware and AI. Your technology is ahead of the story the market tells about it, and that gap costs you revenue and valuation. I close it.

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

Deep-tech companies optimise product and engineering, then leave go-to-market for later. But GTM isn't a later-stage layer. It's the foundation that valuation is built on.

Maybe one of these is you.

Find yours, and the work it needs is right underneath it.

You've proven the product. Now the board wants commercial outcomes, 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. A fractional lead might be the right first move. I build the engine, hands-on, not just advise on it.

Fractional Head of Marketing →

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.

Positioning sprint →

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, and that gap needs closing fast. I jump in to plan and execute the launch. Been there, done that.

Full GTM sprint →

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.

PMM & GTM Lead →

You've scaled, and a launch, a new market, or a repositioning needs a senior, hands-on marketing lead for a bounded window.

Interim steps in, leads it, builds it, and hands off clean. I do the work, not just direct it.

Interim Head of Marketing →

You're an investor, and a portfolio company's marketing needs diligencing before the deal, or rebuilding after it.

I run the commercial-marketing diligence, or step in as interim to build the engine, prove what works, and hire the permanent leader.

Commercial-marketing diligence →

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.
The work

Eight ways I come in. Pick the shape.

Open any one for the detail.

I lead the marketing function and build it myself, strategy and execution in one. For funded companies scaling through to pre-IPO with no marketing leader yet, or a team that needs senior direction and someone to build it. When you do hire, you hire into something that already runs.
I own the product-marketing and go-to-market depth, alongside your Head of Marketing. Building what's absent, shipping the foundational work, moving fast. For companies that already have a marketing leader in post and a product-marketing gap to fill.
A bounded period of hands-on leadership for a specific moment: a launch, a new market, a repositioning. Defined scope, defined end, clean handoff. I lead it and I do the work.
Find the positioning that makes the market value what you've built. Typically 2-3 weeks, ending in a story your whole team can repeat.
The hero sprint: find the real growth constraint and fix it. 4-6 weeks, the work done, not just a report, with a working go-to-market motion to hand over.
A commercial diligence on a target's marketing: positioning, GTM motion, pipeline quality, team, and where the value-creation upside actually is. Fixed scope, ~2-4 weeks; pricing shared on the call.
Hands-on interim through the value-creation window. Stabilise, fix the positioning, build the GTM motion and the AI systems the company keeps. Then recruit the permanent leader, hand over a working engine, and step out.
A fixed-fee diligence memo and value-creation thesis on a target or portfolio company, with optional execution across the hold.

Not sure which fits? See if we're a fit →

Most common way in

The Growth Sprint

One bounded, fixed-fee engagement to find what's holding growth back and fix it, the work done, not just a report. It comes in three shapes: a positioning sprint, a full GTM sprint, or a value-creation sprint for investors.

See the sprints →
AI-native marketing

The marketing operating system, built in.

AI fluency only matters when it is pointed at a commercial outcome, not used as a slide. The tools are only as good as what you build around them. Here's what I build with them, to move revenue, not just to move faster.

I build marketing operating systems, automated pipelines, agent workflows, and content engines, so the function ships faster and tests more than a traditional team can.
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 keep the system running day to day. This is also what lets one senior operator both lead and execute.
For technical companies: 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 Clay 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 companies 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 spent nine years at Google, seeing marketing from almost every angle, from helping small businesses grow to launching hardware like Pixel and Google Nest across Europe. I scaled products into new markets, turned pilots into multi-million-revenue campaigns, and built zero-to-one launches from nothing. The thread was always the same: take something technical and turn it into growth. That turned out to be the part I love most, so I left to do it with the companies I find most exciting, the ones building real things in Climate, Hardware and AI.

The technology is usually brilliant; turning it into growth is the part that stalls. Closing that gap is the work: sometimes building a company's marketing from the ground up, more often getting stalled growth moving again. I also work with the investors who back these companies, and I invest in technical companies myself, so I know the pressure from both sides of the table. I do the work, not just advise, and these days I build a lot of it with AI, the systems and the agents, not just the copy. 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