I’ve never been great at staying in one lane.
Marketing & Growth Strategist
Content, SEO & Product-Led Growth | AI-Driven Marketing Workflows
My career has moved across marketing, strategy, product, and brand. Not because I couldn’t commit, but because the problems I find most interesting tend to sit at the edge of all of them. The moment where a brand decision is also a product decision. Where a strategy question is really a storytelling question. Where AI changes the answer to something you thought was settled. That’s the territory I like to work in.
I currently lead client marketing strategy at King’s Crest Global, a digital strategy and product agency that works with clients across 16+ countries. Before that, I moved through brand consulting at Joker Strategic Advisory and Product Marketing Manager at HMS Communications, picking up a working theory that the interesting problems always sit at the edge of more than one discipline. I’ve spent over 10 years across agency, marketing, and product roles, developing a working theory that the most interesting problems are always disciplinary crossovers. I have an MSc in International Business, completed as a double degree in Shanghai, which is where I developed a stubborn habit of asking why the answer in one market is the wrong answer in another.
On AI and why it’s not a detour
A few years ago I started paying close attention to what AI was actually doing to marketing and strategy work, not the hype version, but the day-to-day version. What it means for how we brief, think, position, and decide. What it means of how the consumer behaves online, how they find and purchase new products and services.
Working Notes is where I think in public. Some posts are strategic, some are practical, some start as an irritation and end up as a framework. The topics tend to cluster around AI for business, marketing strategy, and whatever’s sitting at the intersection of the two.
There’s no algorithm I’m feeding here. Just things worth writing down.
The rest
Based in Lisbon. Occasional surfer. Compulsive photographer. Fully at peace with the dog obsession. You can find me on LinkedIn — where I am still trying to figure out what write about, though I am leaning towards strategy and AI — and on Instagram — where the photography and the dogs get more airtime.
If you want to talk about a workshop, a project, or just have a question worth discussing: filipavdb@gmail.com.