Commercial results across markets

A selection of results from previous engagements. Selected public evidence is linked where available; further references are available on request.

1.5m → 6.2mVisitors in 12 months

−50%Cost per acquisition

+20%Lead quality

Market Expansion for Alibaba.com across EMEA and Brazil

From 1.5 Million to 6.2 Million Visitors in 12 Months

Entering Brazil with no existing infrastructure, local network or established playbook was a commercial challenge, not simply a marketing one. I built the marketing function from the ground up, developed the route-to-market strategy and helped secure government-level partnerships supporting cross-border trade between Brazil and China. Unique visitors grew from 1.5 million to 6.2 million in the first year, while active SME buyers across the UK and EMEA increased 2.5× in two years.

External evidence: Alibaba Group and Empreendedor

Global Marketing Turnaround for Liquidity Services

Cost Per Acquisition Down 50%. Lead Quality Up 20%

Taking ownership of a global marketing function across three countries means making difficult decisions quickly. I restructured the team, rebuilt the campaign strategy and replaced activity for activity’s sake with a data-driven approach tied to commercial outcomes. Cost per acquisition dropped by 50%. Auction participation increased by 30%. A single email campaign generated 97 new bids worth $37,000 with an open rate of 46.59%.

Government Export Programme for UK Trade and Investment

50+ CEOs Advised. 30% Higher Participation. Real Market Access Delivered.

Co-leading the UK government’s E-Exporting Programme meant working directly with founders and CEOs who needed more than advice. They needed introductions, approved access to major international marketplaces and a strategy they could actually execute. Programme participation increased by 30%. Leads from emerging international markets grew by 20%. The first government-backed B2B initiative connecting British companies with China’s 1688.com was built and delivered through this programme.

External evidence: GOV.UK and the China-Britain Business Council

Danish Ministry of Foreign Affairs building at Asiatisk Plads in Copenhagen

Government-Backed Digital Export Programme, Danish Ministry of Foreign Affairs

11 Global Marketplace Partnerships. Danish Businesses Supported into Digital Export.

Denmark’s online-export ambition needed to become a practical route to market for its businesses. As the programme’s London-based e-commerce expert, I helped Danish companies develop international e-commerce strategies, identify the right marketplaces, secure introductions and move from export ambition to execution. The programme established partnerships with 11 major platforms—including Zalando, OTTO, Wayfair, OnBuy and Fruugo—with the potential to reach hundreds of millions of users.

External evidence: Danish Ministry of Foreign Affairs

Photo: Jørgen Schytte / Danish Ministry of Foreign Affairs

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What clients say

My clients are typically founders, directors and CEOs of growing businesses who know their product is strong but need a senior marketing partner to take ownership of strategy and results.

Ravi KariaFounder and Director, Pertemba

Adriana was pivotal in getting us approved onto key international marketplaces when we had been struggling. She brought the right contacts, the right knowledge and handled everything with professionalism and drive. Exactly the kind of specialist you need when you are trying to grow in markets you do not yet fully know.

Pamela HsiehFounding Partner, Pachamama Capital; ex-Alibaba

Adriana led the go-to-market strategy for Alibaba.com's entry into Brazil. What sets her apart is her ability to look at a complex challenge, analyse it properly and turn it into a real commercial opportunity. One of the most creative and commercially sharp marketers I have worked with.

Per Kaag AndersenTrade Council, Danish Embassy in London

Adriana quickly became a driving force in our e-commerce programme, well beyond her original remit. She operates effectively at both strategic and consultancy level, and her depth of knowledge in international e-commerce is immediately apparent. A genuinely valuable asset to any organisation expanding into new markets.