All mentors

🟧 Hugo H. Macedo 🟧

B2B & SaaS | GTM Strategy | Product Marketing | 0 to $100M

Lisbon, Portugal (+00:00 UTC) English, Portuguesefrom Lisbon, Portugal
Usually responds in 12 hours
$100 / hour
Price per hour
30 min60 min
Time Blocks Available
4.99
18 reviews / 28 sessions
Mon
12
Next availability

Bio

Boasting 25+ years of experience, Hugo excels at the intersection of marketing, product innovation, and strategy. In the last decade, he led the marketing arm of AI startup Unbabel during a 10x growth spurt and drove Product Marketing at B2B SaaS PandaDoc, doubling its scale. Beyond the office, he's a sought-after speaker, mentor, and startup advisor. His knack for connecting the dots across diverse sectors turns untapped potential into tangible value. In a world settled on easy answers, Hugo is the one asking the pivotal questions that drive meaningful change. Fun fact: Have you ever managed a product that you cannot experiment? Hugo did, he was once the Brand manager for Tampax! He learned a lot…

Expertise

  • Building a team

    Built many teams over the years, small, big, layered, cross-functional, remote, hybrid. I also helped other managers to build and manage their teams. Besides that is a topic I cover in other mentoring and advising gigs.

  • Go to market strategy

    As VP of Marketing or Product Marketing Leader, I have created, contributed, and implemented GTM strategies and plans. Besides a strategic perspective, it requires a multi-functional approach and engagement to ensure that strategy can be aligned with leadership and the teams engaged to support its execution.

  • Product launches

    As VP of Marketing and Product Marketing Leader, I have led and coached several product launches from a marketing and cross-functional perspective. This experience has given me the critical skills to effectively communicate a product's value proposition, align teams across departments, and strategically position products in competitive markets.

  • Product market fit

    At Unbabel, I have been there - before and after and crossing. I know what it is, and what to look for, and a way to do it at different scale. I also have worked actively at PandaDoc on Product-market-fit expansion - to new segments and use-cases, with the same product or with a multi-product strategy

  • Product marketing

    Built Product Marketing team and capability from the ground up at PandaDoc - B2B SaaS $50-100M. Recognized speaker and influencer, speaker at PMA. I have hired, structured, and evolved an 8-person team. Established and managed stakeholders from C-level to cross-functional teams. Extensive experience in positioning, ICP, personas, go-to-market strategy, marketing orchestration, customer journey mapping, and adoption strategies.

  • Venting frustration

    Startup challenges can be hard, frustrating, tiring and you may feel desperate. It's ok. I've been there, I've coached others in the same situations, I'm here if you need someone to listen and maybe offer some options so you can see that "you're in a tunnel, not in a whole"

Toolkit

  • Miro logo

    Miro

    my go-to tool for whiteboarding, building illustrations and charts to explain concepts, flowcharts, and many other - love the "infinite canvas". Great to collaborate and work remotely on.

  • Zapier logo

    Zapier

    I don't remember when I started, but I've used it since the beggining, to atomate everything that I couldn't have resources for a developer. Integrating forms with GSheets (my database!), email, slack, zendesk, and many others I used for acquisition, customer marketing, support and other use-cases

Experience

  • Farol Growth Partners

    Founder and Managing Partner

    Building a new kind of Go-to-Market and Growth firm to help companies Unstuck Growth and create sustainable growth engines. We don't deliver presentations or reports. We deliver Revenue Growth.

  • HUMAN READY

    Chief Growth Officer

    Human-Ready builds Advisor: an AI business advisory platform that automates what top strategy consultants do: scenario planning, rolling forecasts, spend optimization, and board-ready answers, grounded in enterprise data. As CGO, I lead marketing and sales. My mandate: build a repeatable go-to-market motion beyond founder-led growth and develop the brand and messaging foundation that connects our platform to the executives who need it most.

  • Forbes Communications Council

    Official Member

    Forbes Communications Council is an invitation-only organization for senior-level communications and public relations executives.

  • PandaDoc

    Global Product Marketing Leader

    Hired and built the team and Product Marketing scope. Positioning. Segmentation. ICP. Personas. Product Strategy and Go-to-Market Strategy. Launches. Continuous Product comms and enablement. Product-Market-fit expansion strategy. Market and Category intelligence. Product Adoption.

    B2B

  • Unbabel

    VP Marketing + VP Community (Crowdsourcing)
    •unbabel.com

    Built, developed, and led the Marketing at Unbabel and contributed to growing the business 10x. I covered different areas of Marketing: DemandGen, Events, Product Marketing, ABM, Partnership Marketing, Customer Marketing, Content Marketing, branding, and PR. As VP of Community - I led the crowdsourcing unit, from sourcing to product and support.

    B2BArtificial IntelligenceEnterprise SoftwareTranslation Service

  • Revenue Collective

    Member

    The Revenue Collective is a private, invitation-only community of sales and marketing executives at growth-focused companies.

  • McKinsey & Company

    Associate - Expert

    Established and developed the Communication department of a public sector institution in Angola. Including Communication Strategy, Stakeholder Management and Team Management.

    B2B

  • Founder Institute Lisbon

    Director

    The Founder Institute is a global network of startups and mentors that helps entrepreneurs launch meaningful and enduring technology companies. Through our four month idea-stage incubator program, you can launch your dream company with expert training, feedback, and support from experienced startup CEOs, while not being required to quit your day job. Our unique Bonus Pool also shares equity upside with all participants, creating local, teamwork-based ecosystems where great startups can flourish. I launch and lead the Founder Institute Lisbon Chapter.

  • Beta-i - Associação para a Promoção da Inovação e do Empreendedorismo

    Co-Founder

    Part of the founding team that developed the roots of currently one of the most recognized and important portuguese organizations for the development of entrepreneurship. Actively involved in the design of Beta-start accelerator program and as mentor and coach of participants

  • Beta-i - Associação para a Promoção da Inovação e do Empreendedorismo

    Business Innovator

    We develop change programs within companies and institutions to foster innovation using a new methodology - Lean Innovation - that we have developed with our experience with startups accelerator programs. Our Lean Innovation approach is inspired by Design Thinking, Business Model Innovation and Lean Startup. Our Programs can go from Evangelising Presentations, Action Learning Training Workshops and Innovation Teams Facilitation and Consulting.

  • ViewDo S.A.

    Director & Partner

    ViewDo is a start-up focus on innovative products and technologies that leverage the link between online and offline interactions. We developed and launched 2 products: Swypit : a system that enables brands to expand their online impact form offline events. Through a proprietary technology based on RFID and QRCodes we make it easy for consumers to share their experience in brand activation events to their social network. We multiply by a factor +100 your events impact! Elizabet - qwin of challenge (beta): a new social betting game (web&mobile) where consumers can challenge their friends in any bet. An innovative product in the social gaming/entertainment space with potential mass appeal.

  • ActualSales

    Partner & COO

    COO responsible for General Management, Finance Accounting Financing, Legal and International Expansion. As Board Member actively participated in the expansion and innovation plans. In 3 years we have: - grown the business from 1M to 12M revenue - opened Brasil, Spain and Mexico local operations - we grew from a team of 10 to more than 80 people across geographies - opened 5 new business units (new business models) - achieved the 8th "best company to work for" from Exame/Accenture (2010) - entered the Innovative SME Network from COTEC - Grand Prize for Effective Advertising (2010) - status of PME Lider (2011) (SME excellence certification)

  • Optimus

    Marketing Manager - Aquisition&Loyalty

    Design, Develop and Deliver the Marketing Plan for Optimus Residencial Customers. Includes Value Propositions, Pricing, Mobile Phones portfolio management, Promotions, Loyalty programs and whatever it takes to grow!

  • Optimus

    Business Unit Manager - Optimus Home

    Launch & development of "Optimus Home" product as Business Unit Manager - with responsibility across all operational areas - Product, Advertising, Backoffice, Customer-Care, Sales, IT-Telco. In 2 years became the success story of the Portuguese Telecom market with more than 300k subscribers and 50M revenue (profitable) - 2nd market position in a matured market of fixed voice communications. Several marketing and operations innovations successfully implemented including new products, new channels, new process and operational systems.

  • Optimus

    Distribution Development Manager

    Manage a team to develop Projects in: BUsiness Development, Comercial strategy, Channel strucuture & Efficiency for the Mass Market Business Unit

  • Optimus

    Marketing Manager - Mobile Phones & Channel Marketing

    Enable and develop a team to perform, including in the following responsabilities: Mobile phone Marketing management: assortment and marketing plan Interface between Marketing and Sales - deployment of plans Supply Chain Management - production planing and sales forecast

  • Optimus

    Partnership Manager - Data Services

    Lead a team that develoed a new Business based on Partnerships to develop Mobile Data Services based on SMS technology. - Business Models - Define Process for the Business Model requirements - Partner relations and negotiation - New Business creation oportunities

  • Optimus

    New Business Analysist

    Analisys of new Business Oportunities in Mobile Data aplications and services. Project: Mobile-Marketing Market Oportunities, Business MOdels, Strategic evaluation, organization implications

  • Procter & Gamble

    Assistant Brand Manager

    Brand Management: marketing plans, promotions, pricing, sales, advertising, PR Analysis, Recomendations, Implementations of Marketing Plan Brands: Old SPice, Clearasil, Vicks, Tampax Area: Portugal and Spain

    B2C

  • Procter & Gamble

    System Analyst

    Manage Systems deployment in Business Unit. Systems: marketing and Sales systems, Infrastructure Project Management Business Integration

    B2C

My best written content

Made within Glyfada