EU-based
remote-first
Content, growth and systems
strategy → execution → results
8+years
agency, in-house, consulting
Trilingual
English, Spanish and Catalan
Hey, it's Roger.
Content and growth strategist. Based between Barcelona and Warsaw.
Most content people think in deliverables. I tend to think in loops: what does this piece connect to, what does it build toward, what does the reader do differently after reading it.
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That habit came from somewhere, and it's not a marketing background.
FIRST JOB
Running communications for a university. Press office, institutional relationships, journalists, stakeholders, students, staff. Different audiences, different registers, different things they needed to hear and different reasons they needed to hear it.
AGENCY
SEO strategy at Digitas/Publicis London with enterprise clients: H&M, ASOS, GSK, Nissan, Bupa Global, Haleon. Technically about search. Actually about understanding how people look for things, and what it means to be found the right reason.
IN-HOUSE
Head of Content for a subscription platform. That's where my thinking shifted. The job wasn't to produce content—I produced a lot of it, across video, podcast, webinars, courses—but to understand the business as a live system.
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Content decisions rippled into retention numbers, into platform design, into how subscribers talked about the product to other people. I had to think ahead: what does this series do to churn three months from now? What does this editorial pivot signal to the audience we're trying to keep?
I'm someone who can read a content operation structurally, understand what's broken and why, build the strategy from diagnosis, write content, and stay long enough to see whether it worked.
CONSULTING
Along the way I've done consulting work that had nothing to do with copy and everything to do with how a company actually functions. I like that kind of work. It keeps the strategy honest.
BUILDING
Recently I co-built a fully operational app that automates inventory management for private healthcare businesses. I don't write code. I diagnosed the system, designed the solution, and made it happen.
Same thing I do with content operations, but in a different domain.
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However, I do experiment constantly—building AI tools for my own workflows and client ones, testing what actually works versus what just sounds like it should.
OUTSIDE OF WORK
I read a lot. Mostly literature and essays, some philosophy. I'm writing a novel, which has nothing to do with marketing and everything to do with why I care about language in the first place.
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I also train martial arts—boxing and BJJ. That probably explains more about how I approach hard problems than anything else on this page. You get comfortable not knowing what's coming, and you learn to stay calm when it does.