Building a Marketing Operating System for a Five-Location Brand

From Zero Infrastructure to a Full GTM Engine Across Portugal and Spain

I joined this multi-location travel and lifestyle rental brand when it had no marketing infrastructure at all, no brand documentation, no GTM process, no KPI visibility. Operating across five locations in Portugal and Spain, I built the entire system from the ground up.

---

5 locations across Portugal and Spain, built into one unified system

200+ piece GTM content calendar, across five platforms

Full marketing operating system built from zero

---

Goals

• Build the company's first real marketing operating system

• Create a content engine grounded in real performance data, not guesswork

• Launch the company's first paid search campaigns

• Give leadership real visibility into marketing performance for the first time

• Build a repeatable brand partnership process for creator collaborations

My Leadership & Role

Brand & Systems Foundation

• Built the company's entire marketing operating system, covering brand foundation, GTM planning, KPI tracking, and campaign workflows

• Created the company's full brand book and resource hub

Content & Paid Media Strategy

• Directed a GTM content calendar spanning 200+ posts across five platforms, grounded in performance data

• Built the company's forward strategy for Meta and Google Ads, including its first PMax campaigns

• Managed the SEO specialist and the full blog review process

Team Leadership

• Directed a cross-functional team spanning organic social, SEO, paid media, graphic design, and content production

• Delivered monthly and quarterly executive reporting

What I Did

1. Built the Marketing Operating System

• Designed the full infrastructure in Notion: brand foundation, GTM planning, KPI tracking, campaign workflows

• Gave leadership a single source of truth for marketing performance for the first time

2. Built the Five-Location Content Engine

• Directed a 200+ post content calendar across five platforms

• Grounded every piece of content in real performance data rather than assumption

3. Launched Paid Search From Zero

• Built the company's first Meta and Google Ads strategy, including its first PMax campaigns

4. Built the Partnership Framework

• Created a structured brand partnership process for influencer and creator collaborations

Results & Impact

• Gave leadership real-time visibility into marketing performance, for the first time in the company's history.

• Built a repeatable, scalable content engine running across five locations in Portugal and Spain at once.

• Established the company's paid search presence from zero.

• Created a partnership framework that could scale creator collaborations without ad hoc approvals.

Key Insights

"A five-location brand doesn't need five different systems. It needs one system built well enough to hold all five."

• Understanding the ICP always comes before the GTM plan, no matter how many locations you're operating in

• A marketing operating system is the difference between a growing brand and one that's just getting busier