Growth & Brand
Positioning, portfolio architecture, campaigns and growth plans that connect brand and business.
C-level judgement. Proven execution.
Accelerating your company's growth without taking on the structural cost of a full-time leadership team.
I am Jon Mielgo, a Fractional CMO/CGO. I step in when a company needs senior thinking, real focus and execution capacity to move the business, not just presentations.
Chief Marketing & Growth Officer who analyzes, diagnoses, prioritizes and activates.
More than 20 years leading
marketing and sales globally.
Superpower
Operating at the exact intersection.
I operate at the intersection of growth, brand, consumer, data, digital and AI. I combine strategic vision with a strong bias for execution and results.
Consumer
Reading cultural tensions, category signals, occasions and behaviours to make better decisions.
Data & Digital
CRM, ecommerce, marketplaces and measurement systems to move conversion, return and commercial focus.
Artificial Intelligence
AI tools and systems applied to research, content, diagnosis and workflow acceleration.
“I turn insights into decisions, and decisions into tangible impact.”
Foundations
A solid business foundation, with digital vision and a future-facing mindset.
Strong financial and management foundation.
- Business Administration and Management
- Master's in International Trade
- Experience building brands and businesses across FMCG, medical retail and QSR
Deep understanding of today's technology ecosystem.
- MIB at ISDI (Digital Business)
- Specialization in AI tools and systems applied to business
- Ability to translate technology into decisions and real activation
Experience building and scaling global brands
Popeyes
BRAND
Repositioning
+21% SSS
Hero
eCommerce
Digital growth
+329%
Nutella
LICENSING
Cobranding and licensing
DM3
Popeyes
Trends
Restaurant + Delivery
Popeyes +37% SSS
Mondelez
PORTFOLIO
Innovation + repositioning
+18pp margin
Hero
KIDS
New category
Hero KIDS
Nutella
Foodservice development
Creating consumption moments
+72% volume sales
Nutella
Emotional connection
Local insights
+135% volume sales
Burger King
CRM & Loyalty
Journey building and optimization
4M active users
Burger King
INFLUENCERS
Grand King campaign
+14% SSS
Evax
Innovation
360 marketing plan
+3.5pp volume share
What I can do for your business as a Fractional CMO/CGO.
I do not step in as an external observer. I step in to give direction, prioritize and activate concrete projects with real impact.
Brand
Positioning and portfolio architecture
From redefining a brand to structuring ranges, messages and growth priorities.
Marketing Campaigns
Campaigns and locally relevant activations
Ideas and plans that connect with consumers and with the real cultural context of each market.
Go-To-Market
Launch plans by channels and countries
Design of effective plans to land innovations, extensions or brands by channel, market and business priority.
Digital
Social, ecommerce and marketplaces
Content, conversion strategies and growth across owned channels and platforms.
Influencers & UGC
Plans with creators and user-generated content
Strategies to generate traffic, relevance and credible social proof.
Innovation
Insight, innovation and range extensions
Consumer-led ideas for new occasions, formats and claims.
Consumer
Trends and deep consumer understanding
Reading categories, signals and behaviours to make better decisions.
Data & CRM
Data-driven decisions and first-party data activation
Measurement, follow-up and reporting frameworks with a real business focus.
AI-first
Systems and agents to accelerate work
AI applied to research, audits, content, packaging and diagnosis.
A fractional CMO/CGO for moments when the business needs more judgement, more focus and more traction.
Many companies are already doing marketing. What is missing, in many cases, is clear direction that aligns business, consumer, brand, innovation and channels, and turns that into decisions and execution with real impact.
When the business needs strategic clarity and real focus to prioritize what truly drives growth.
When the CEO or leadership team needs C-level marketing and growth judgement that can be translated into execution.
When growth needs to accelerate, a launch has to happen or a brand needs repositioning without oversizing the structure.
When marketing needs to evolve toward a data-driven model that connects analytics, investment and business decisions.
When the goal is to activate AI and digital capabilities with tangible impact, beyond the narrative.
When marketing is already in motion, but there is no integrated strategy connecting brand, consumer, digital and business.
When you need senior growth leadership without taking on the structure of a full-time CMO/CGO.
When the company is entering a new phase: accelerating growth, launching innovation or expanding into new markets and channels.
When decision-making needs to become more professional, moving from intuition to systems based on data and return.
When you need someone who combines business vision and execution capability and can generate impact from day one.
What people who have worked with me say
Chief Executive Officer
“His ability to structure, prioritize and simplify complexity has been key. On top of that, he integrated AI intelligently to improve efficiency and accelerate decision-making.”
Daniel Devai
Managing Director
“Jon is deeply results-oriented and strongly committed to execution. His communication and influence make it possible to align teams and get things done.”
Jordi Riera
Chief Retail Excellence Officer
“Jon stands out for his strong analytical ability to deeply understand the retail business funnel and identify new growth opportunities. He combines strategic vision, close coordination with sales and a high level of rigor in execution and team development.”
Federico Bardelli
Managing Director
“Jon combines consumer sensitivity and strategic vision to detect new growth opportunities. His ability to integrate marketing, sales, R&D, supply and finance teams turns complex projects into real businesses.”
Javier Uruñuela
Global Brand Director
“Jon has the ability to turn culture into brand. Working closely with teams, he created initiatives as relevant as Nutella tacos or the Día de Muertos campaign in Mexico.”
Emerson Sens
Commercial Director
“Jon has a very solid strategic mindset without losing touch with business reality. He stands out for the way he integrates teams, clients and functions to build more relevant brands.”
Arturo Fontangordo
Head of National Accounts
“Jon has the ability to connect very different teams to build unique launches. He combines strategic vision, creative sensitivity and a strong analytical orientation to grow brands profitably.”
Eva Nogués
Creative Director and Co-Founder
“Jon turns the brief into a competitive advantage: clarity, insight and data that make ideas work.”
Néstor García
Strategic Consumer & Market Insight Leader
“Jon combines deep knowledge of research methodologies with a unique ability to turn consumer insight into business decisions.”
Erika Mijares
It is not a deck. It is a system to understand the business, make better decisions and execute them with focus.
01
Diagnosis
I analyse the business, consumer, channels, competition and data to identify the real frictions that are limiting growth.
02
Strategic focus
We define where to play and where not to, prioritizing the levers that can truly move the business.
03
Activation
I translate strategy into concrete initiatives across brand, growth, innovation and channels, ensuring impact from the short term.
04
Follow-up
We measure, adjust and reorder priorities to keep the strategy alive, relevant and results-oriented.
Frequently asked questions
When does a Fractional CMO/CGO make sense?
When you need senior thinking and leadership capacity, but it still does not make sense to hire a full-time CMO/CGO.
Do you only work on strategy?
No. I can work on strategy and also land specific projects with the team, partners and internal owners.
How do you integrate AI?
As a real working tool: for research, analysis, content, trend detection, packaging, audits and activation.
What would a first engagement look like?
It usually starts with a diagnostic and prioritization phase, and then becomes a flexible partnership with a monthly or quarterly focus.