I help technical teams clarify their message and turn scattered marketing work into repeatable systems.
I work across positioning, content, campaigns and the systems that connect them. I currently lead marketing at Outsight in Paris. My experience spans agency work, retail and technical B2B companies, and I like understanding a complicated problem well enough to make the next step useful. More about me.
A practical example: turn a technical product brief into a campaign your team can review, run and improve.
Illustrative workflow · sample outputs, not client results
Start with the handoffs, repeated tasks and decisions slowing the team down. Rank the opportunities before adding another tool.
You leave with: a ranked opportunity map and one workflow to tackle first.
Find your first workflowConnect a structured brief to a draft, a source check and a human approval. Use the tools your team already knows.
You leave with: a working workflow, a review checklist and clear ownership.
Explore the systems sprintDocument the inputs, review rules and exceptions. Compare the work with your starting point and improve what actually matters.
You leave with: operating notes, a handover and a measurement plan.
Read about marketing systemsA repeatable input, a clear reviewer and an output the team already needs. Validate effort and impact with your own baseline.
Approval stays with your team. An AI draft is a starting point.
Leading global marketing for SHIFT, Outsight's Spatial Intelligence Platform. Positioning a deeply technical product (3D LiDAR, real-time Motional Digital Twins) for airports, logistics, smart cities and retail.
"En los aeropuertos aún nos encontramos con tecnologías de hace más de 30 años."We're finding out that some airports are still working with technologies that are 30 years old.
Read on Innovaspain
"The operations team at airports can learn and see exactly what they will do tomorrow."
Read on Euronews Next
"Si se detecta una cola larga en seguridad, el sistema avisa a los operadores para que abran más puestos."If a long queue forms at security, the system tells the operators to open more lanes.
Read on La Vanguardia
Map the recurring work, choose the highest-return move, and put the smallest useful automation or agent live with a human approval point. The team gets the working system, operating notes, and a 30-day measurement plan.
See scope and fitTurn a complicated product into one positioning sentence, a message architecture, and a complete homepage draft. The technical mechanism stays intact. The buyer finally knows what to repeat.
See scope and fitQuiet engagements, longer than a quarter. Positioning, content systems, CRM hygiene, pipeline reviews, briefs that ship. The result is a marketing function that gets sharper every month.
Talk about a retainerAlso available on Malt for short engagements and via the CV for longer-term projects.
Choose one recurring workflow, specify the boundary, build it in Make or n8n, test failures, and measure the first thirty days.
Run one focused session that ranks the work, screens the risk, and chooses the AI move the team can actually ship.
Move from customer evidence to one positioning sentence, a proof hierarchy, and a complete homepage outline.
All three guides. Choose the move, build the workflow, and explain the system clearly enough that people can act.
A practitioner report. Three places AI earns its keep. Three where it costs more than the time it saves. And one operator test that ends the budget debate. Drawn from the AI Marketing Audit submissions and a year inside a deep-tech marketing function.
"Eduardo led the digital transformation of Fausto Salazar — built our e-commerce from scratch, redesigned our social presence, and shipped SEO and SEM strategies that lifted organic traffic and sales. His comprehensive digital strategy integration resulted in sales increase and customer satisfaction."
"Eduardo crafted content that resonated with the audience and drove engagement, executed highly effective outreach campaigns, and used marketing automation to streamline processes. His management of social media and events kept brand presence strong, consistent, and impactful."
"Eduardo's ability to think strategically while managing the finer details is truly impressive, and he excels in high-pressure situations. He brings a positive energy to the workplace, fostering a collaborative and supportive environment."
"Eduardo is a take-charge person who can settle ideas into designs that work. He is easy to approach and highly motivated in his craft."
Eduardo de la Espriella, also published as Eddie Espriella, is Marketing Team Lead at Outsight in Paris and the author of Margin Notes, a publication on marketing and useful technology. He holds an MSc in AI for Marketing Strategy from EPITA × EM Normandie and has eleven-plus years of marketing leadership across Europe, Latin America, and the United States. He works with B2B technical companies — deep tech, SaaS, industrial AI — introducing AI to existing marketing teams without losing brand voice or team trust.
Three things. Leads global marketing for Outsight's SHIFT Spatial Intelligence Platform — real-time 3D LiDAR digital twins for airports, smart cities, logistics, and retail. Writes Margin Notes. Takes a small number of consulting engagements: an AI Marketing Sprint, a Positioning Sprint, and fractional marketing leadership for teams between hires.
A publication on marketing, useful technology and the work behind both, in five formats: field notes (what happened this week), opinion (a falsifiable take), breakdown (a brand or tool taken apart), playbook (a procedure to run on Monday), and reading week (annotated commentary on others' writing). Annotated, opinionated, written from the practice. Read more about the publication.
Start with the free AI marketing audit. Companies can hire me for a two-week AI Marketing Systems Sprint or a three-week Technical B2B Positioning Sprint. If you want the method and can do the work yourself, the shop has step-by-step guides from €29. Accepted consulting projects are invoiced in euros through Revolut Pro.
A free eight-question diagnostic that returns a personalised, ranked opportunity map of the AI moves your B2B marketing team should make first, given its current stack, audience, and goals. Plus a ready-to-paste prompt you can take to Claude, ChatGPT, or any other assistant. About four minutes to complete. Take it
Paris, France. Works across the European Union, Latin America, and the United States. Trilingual in Spanish, English, and French.
