Marketing for industrial companies that have outgrown word of mouth.

Building the marketing engine industrial companies need, from a first audit to a system that brings in qualified customers, so your team can keep running it on their own.

Start with The CInco Audit
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If any of these sound familiar…

let’s talk.

01 “Most of our business comes from referrals and long-time customers.”

02 “Our team is technical. Nobody has time to tell our story.”

03 "Our website hasn't really changed in years."

04 "We tried an agency. They never understood what we sell."

04 "When I ask ChatGPT for suppliers in our category, we're not there."

Strong technical companies often have their best proof hiding in plain sight. Buyers, and the AI assistants they now ask for recommendations, can only choose you if they can find you and understand what you do. That's the gap I close.

Three ways to work together

START HERE - 4-6 WEEKS

The Cinco Audit

Marketing & AI Visibility Audit

A clear look at how your company shows up today, and what to fix first. I review five areas:

1 How buyers and AI assistants find you

2 Your message and positioning

3 Your website

4 How you handle and convert inquiries

5 Your channels and content

You get a findings report, a prioritized 90-day plan and a working session with your team. Run the plan yourself, or with me.

Let's talk about your situation

DAYS PER MONTH - 6-MONTH MINIMUM

Fractional Marketing Lead

A senior marketing lead without the full-time hire.

I build and run the engine: strategy and annual plan, website, CRM and lead handling, customer service set-up, KPI reporting your leadership cares about, management of freelancers or agencies, and AI-powered workflows.

Along the way, I coach your team so they can take it over.

FIXED SCOPE - 6-12 WEKS

Projects

One specific need, solved and handed over.

Growth:

  • Positioning, messaging, launch and sales enablement for a new product line, or a refresh for an existing one

  • A website rebuild for search and AI

  • Marketing operations and AI workflow set-up

  • A new-market entry plan

  • A strategy workshop or training for your team

Change & communications:

Strategic and internal communications for moments that test a company: a new technology or system rollout, leadership or ownership transitions, losing or adding a major brands. Plus executive messaging and internal communication culture.

I start by asking why. Five times.

  • Find the real cause first

    The 5 Whys is the root-cause method lean manufacturing made famous. I use it the same way on marketing: before recommending a channel or a campaign, I find out what’s actually holding your growth back.

  • Built to run without me

    I set up the systems, train your people and hand over. You shouldn’t need a consultant forever.

  • Measured in business terms

    Pipeline, conversion and revenue: the numbers owners and GMs care about, not likes and impressions.

  • AI where it earns its place

    Research, content drafts and market monitoring, so a few days a month deliver what used to take a small team.

  • Strategy-led, with trusted partners

    I lead strategy and manage execution. I will brief and supervise any specialist tasks—whether you bring your own expert or we engage one of my vetted freelancers.

What I’ve built

A marketing function

Team, channels, content calendar, CRM workflows and agency management, plus operational and business KPIs that show both how well it runs and what it delivers.

205% year-over-year growth in digital-channel revenue by year two

1 in 5 new service oportunities brought in by digital channels, peaking at 28%

International market expansion

From choosing the right markets to planning and running the go-to-market.

4 service engagements in a single new territory, in the first year.

A customer service function

Inbound lead handling and qualification connecting Marketing, Customer Service and Sales, plus operational and business KPIs that show both how well it runs and what it delivers.

25% of digital leads converted to sales within 2 months, annual average (up to 55% in the best periods)

An ERP rollout people actually adopted

Change management and strategic communications, adoption barriers addressed, internal change champions developed, and adoption measured and evaluated along the way.

~150 employees

Portfolio expansion and manufacturer partnerships

Outreach, commercial discussions and contracts with global technology manufacturers, plus a launch plan and execution for each new line.

12 new partners acquired within 2 years

A company-wide identity transformation

From internal communications and change management to corporate statements and market messaging, after losing the biggest brand in the portfolio.

Still relevant, with minimal customer churn rate

AI tools

Automated AI agent on WhatsApp: created, trained and launched end to end.

70% of 200+ conversations/month resolved without a human agent

AI automated market research to track regulations, new projects and industry changes.

A weekly brief Sales uses to plan conversations and chase opportunities

Go-to-market strategy and execution

From ideation of a new service, to the design of it and go-to-market strategy, to its sales performance evaluation.

1 order within the first 2 months of go-live.

  • I worked with Natalia for almost seven years at Instrumentos y Controles, first as her peer and later as her direct supervisor in my role as General Manager. In both roles I saw the same thing: a brilliant professional whose work capacity and level of commitment are hard to match. She led the creation of the marketing and customer service departments and turned them into revenue-generating channels. She built a strong LinkedIn presence for the company and headed change management during the Oracle NetSuite implementation, which was key to the system's adoption. She is also an expert in international expansion and in broadening product and service portfolios. Natalia combines creativity, attention to detail, and teamwork. She brings remarkable energy and a positive attitude, and she always shows genuine interest in the members of her teams. Any organization that engages Natalia's services can count on exceptional results.

    John Alvaro Figueroa, Former General, Instrumentos y Controles S.A

  • "Natalia led the launch of our browser extension. She was a contractor who worked like core team. She managed our developers, designers and ad agency, shaped what the extension could do, and built and ran the go-to-market strategy and digital campaigns… Need someone to take a product to market? Hire Natalia. I'd hire her again any day."

    Brendon McCullough, Founder, Dealhack

  • "She is a dedicated, trustworthy, and extremely professional colleague who seamlessly blends strong execution with easy collaboration. In her role, she continues to develop and elevate our company's brand, making a lasting positive impact on our organization."

    Diana Molano, COO, Instrumentos y Controles S.A.

About me

I'm an industrial engineer who ended up in marketing, and that combination is why I am good at what I do. I understand the engineering behind what you sell, I know how to work and speak with engineers and technical experts, and I know how to turn complex industrial solutions into simple and clear reasons to buy.

My work with industrial companies started with an audit. In 2019, a 55-year-old industrial instrumentation and automation company in Latin America brought me in to assess their current state and give them a plan to get started with marketing and find new ways of selling their solutions. They had solid sales and profit, but wanted to grow. Instead of handing it over, they asked me to lead it. One project led to the next, and I ended up building their marketing, business development and customer service functions from the ground up, securing partnerships with 12 international technology manufacturers and guiding the company through an ERP rollout and the end of a long-standing distribution agreement. I still lead that work today.

Through Cinco Services, I want to help a small number of industrial companies do the same.

Before I entered the industrial world, I worked on the Budweiser Canada account at Anomaly in Toronto, led the go-to-market for a Toronto-based tech startup's product launch, and ran digital campaigns for Staples Europe in Amsterdam.

Industrial Engineering, Universidad de los Andes · MSc Marketing Management, Nyenrode University · Certificate in Change Management, Cornell · English and Spanish · Based in Aurora, Ontario

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