Carmen Velilla

Bilingual senior PMM with 18 years across B2B, SaaS and complex multi-brand portfolios. Builds the marketing foundations that growth-stage companies need but don't have positioning, messaging frameworks, ICP definition, GTM strategy. Twice the first PMM hire, twice built everything from scratch.

Known for translating product complexity into commercial value, making cross-functional teams work, and asking the uncomfortable questions early. Currently combining active consulting with an MSc in Artificial Intelligence.

Fractional PMM at Independent Consultant — Fractional PMM (2026-01 – Present)

• Working with early-stage founders on 0-to-1 marketing foundations: value proposition, ICP definition, messaging frameworks and customer lifecycle strategy.
• Engagements span healthtech (pre-seed, three-market GTM) and B2B manufacturing (branding, positioning, customer lifecycle). Multilingual, multi-market context from day one.

Global Head of Marketing & Board Member at Workspace 365 (2024-01 – 2026-01)

Promoted to board level; expanded remit from UK to full UK/NL GTM ownership, leading a bilingual team of 5+ across two countries.

• Scaled messaging framework across UK and NL; extended vertical value propositions and buying committee messaging into sales enablement, partner comms and lifecycle content.
• Built first ABX programme: webinar delivery, in-product messaging, targeted mailers and onboarding review — designed to move customers from sign-up to genuine adoption.
• Tested direct and channel GTM models across verticals in a high-ambiguity environment; built team operating rhythm across UK and NL.
• First fully remote, foreign-born board member in the company's 15-year history
• 70+ media placements in 18 months through first-ever PR and thought leadership programme
• Built first hybrid international team; created communication rhythms and alignment from zero
• Two industry award wins through original research and brand visibility
• Migrated CRM from Pipedrive to HubSpot in-house, cutting reporting time ~20%

UK Marketing Manager at Workspace 365 (2022-07 – 2024-01)

First UK marketing hire. Built full GTM from zero: messaging, sales tools, onboarding content and lifecycle comms in under 6 months.

• Partnered with founder to reset global value proposition within first 6 months — adopted across UK and NL sales, partner and CS teams.
• Built first messaging framework: vertical value propositions for healthcare, education, public sector and construction; distinct tracks for economic buyer, champion and end user.
• Ran first UK primary research study — 1,000+ respondents — findings directly shaped ICP prioritisation and vertical messaging.
• Reset global value proposition within 6 months, adopted across UK and NL
• Built UK channel programme from scratch; onboarded 4 MSP partners in 12 months
• First UK hire to reach board level promoted to Global Head within 2 years

Product Marketing Manager at Epwin Group (2020-07 – 2022-09)

Led product marketing across four brands: ~10 launches per year against defined revenue and pipeline targets.

• Built digital and creative function from scratch, cutting external agency dependency and reducing campaign turnaround by ~50%.
• Created scalable launch playbook adopted group-wide. Managed budgets across brands, improving ROI ~20%.
• Launched Stellar aluminium category: £5m first-year sales; won Best New Product and Best Promotional Campaign (Glass & Glazing Products Magazine)
• 40+ product launches across multiple brands and routes to market
• Built the launch and enablement model that became the group standard

Marketing Executive → Brand Manager at Epwin Group (2012-01 – 2020-01)

Progressed from Marketing Executive to Brand Manager over 8 years through consistent commercial delivery and cross-functional credibility.

• Protected brand positioning through major group merger; maintained distinct identity across a consolidated portfolio under significant internal pressure.
• 20+ product launches, building reusable sales tools and campaign templates that improved field team efficiency.

Multilingual Account Manager at PetSafe / Staywell (2005-01 – 2012-01)

Customer queries, returns and product support across UK, Spanish and Italian markets, in all three languages.

Marketing Specialist at CSV Charity (2005-01 – 2012-01)

Owned all editorial and comms output. Delivered journalism training to 15 young adults.

Marketing Consultant at Crealia Agency (2005-01 – 2012-01)

Managed 15 client accounts across B2C, B2B and early-stage startups. Positioning, comms strategy and product launch plans.

Internal Comms Executive at Ingersoll Rand (2005-01 – 2012-01)

Internal comms across 5 manufacturing sites and 800+ employees. Built the company intranet from scratch.

MSc in Artificial Intelligence – Big School (2026-01)

Diploma in CIM Marketing Diploma – The Professional Academy (2014-01 – 2015-01)

BA in Journalism – University of Navarra (2001-01 – 2005-01)

Erasmus Year – Università degli Studi di Perugia (2002-01 – 2003-01)