You come for marketing. We redesign the business.

I'm Cande, a founder and strategist from Córdoba, based in Madrid. I've built a digital products business, a studio and a marketplace, and I'm finishing my Master in Management at IE Business School as a Blue Torch Award recipient.

See my work Get in touch

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Now building

A marketplace, from database to first sale.

I scoped it, designed the data model, built the AI tooling and led the team.

Runner-Up, IE Startup Lab

The brief: ~~“Build a marketplace.”~~

Landi

Co-founder, curated marketplace for Córdoba's makers

Makers in Córdoba had great products and no easy way to reach buyers. Getting each one listed was slow and inconsistent.

I found: Onboarding was the bottleneck, not demand. Every hour a maker spends writing listings is an hour they don't make things.
I built: The database schema and the seller onboarding flow, plus an AI tool that writes product listings, built through IE's AI Lab.
Result: 20+ makers onboarded in the first month, first sales, and a team of 6+ led through IE Startup Lab.

Supabase
PostgreSQL
OpenAI API
Lovable
v0
GitHub

Artists, creators and wellness

“I need a new website.”

That's rarely the real problem. I find the one that is, and I build the fix.

Solopreneurs asked for a website or a brand manual. Underneath, they needed a clear offer, a way to sell it and a system that didn't depend on their DMs. So that's what we built.

The ask: ~~“A website for my art.”~~

Abril Herreros

Visual artist, Córdoba

A real audience, 100+ unanswered DMs, a PDF catalog updated by hand and WhatsApp as her entire sales operation.

I found: The problem was operational. She also had a whole revenue line, murals, that she never sold on purpose.
I built: An automated Instagram intake, an online store she runs herself, a packaged mural service and certificates of authenticity.
Result: A store that runs without her. Murals became a formal revenue line.

The ask: ~~“A new brand.”~~

Meri Herlein

Wellness

Lots of talent and lots to offer, but no clear way to package it. Products and services were mixed together and hard to buy.

I found: Before a brand, she needed a business: what to sell, to whom, and in what order.
I built: A service strategy for her products and services, a signature method she can sell (Método EME), and the visual identity to carry it.
Result: A business plan she can run, with a brand built on top of it.

Creators I've worked with

Sports, B2B

Brands that sell through stores, reps and licenses.

Portfolio strategy, brand systems and commercial expansion for sporting goods, from positioning a brand to sitting down with the sales team.

The ask: ~~“Make the brand look better.”~~

SixZero

Racket sports brand

The market opened up and SixZero risked becoming “the cheaper Dunlop,” a race to the bottom.

I found: Dunlop owns performance. SixZero could own enjoyment: families, first rackets, recreational players.
I built: Positioning, buyer personas, voice, visual system and a community plan for each sport.
Result: A two-brand story for retailers: Dunlop for the competitive player, SixZero for everyone else.

The ask: ~~“Grow in new markets.”~~

Sportcom

Sporting goods wholesale

Expansion into Uruguay and the USA, with a sales team working from scattered information.

I found: Reps didn't need more targets. They needed the right tools and someone listening to what was happening in stores.
I built: Brand guidelines and sales catalogs for each market, the customer database, and regular reviews with the sales team.
Result: New customer accounts in both markets. Supplier visits in China, India and Germany, and ISPO as a buyer.

Brands I've worked on

Websites that sell

Fast sites that work as the main point of sale.

For businesses that needed to sell online quickly: clear offer, simple checkout, and a site the owner can run without me.

Speaking and leading

I like being in the room where decisions happen.

And explaining them so people actually act on them.

Cande speaking at an event — Add images/speaking-1.jpg

Cande leading a session — speaking-3.jpg

Founder and President, Branding & Visibility Fellowship

IE Entrepreneurship & Innovation Center. My structure became the model for other fellowships.

Class Representative

Master in Management, IE Business School

Communications, Asociación Mónaco Argentina

Nonprofit linking Monaco and Argentina on education, health and environment

Valedictorian

British School Córdoba

Crear Valor

'">

I wrote a book: Crear Valor.

It's for small business owners, about winning on values instead of price. It's also the topic I most like to talk about.

Read the book (in Spanish)

Academic

Business, communication and a bit of philosophy.

IE Business School

Master in Management, Digital Strategy and Transformation. Madrid, 2025 to 2026

Ranked 2nd in my cohort, GPA 3.93/4
Blue Torch Award for academic excellence
Class Representative
Founder and President, Branding & Visibility Fellowship
Runner-Up, IE Startup Lab, with Landi

Blas Pascal University

BA in Institutional Communication. Córdoba, 2019 to 2023

GPA 9.38/10, Academic Merit Medal
Exchange in Digital Marketing, TIO University, Utrecht

Also

The extra curiosity

Philosophy studies, Universidad Nacional de Córdoba
Business & Leadership Immersion, Georgetown University

About

Hi, I'm Cande.

I started Candislandis selling templates on Etsy and grew it to 700+ sales with a 5-star rating. Clients started asking for more, so it became a studio with 30+ projects across the US, Europe and Latin America.

Somewhere along the way I noticed the design was the easy part. The real work was figuring out what a business actually needed. That's what I do now, and it's what I want to keep doing in product and strategy roles.

Got a problem that isn't what it looks like? Let's talk.

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