MARCELO GOUDARD
Chief growth marketing officer
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Executive Biography
Marcelo Goudard is a commercially disciplined growth marketing leader, Chief Marketing Officer & Chief Growth Officer based in the UAE. With over eighteen years of international experience, he has established a reputation for building scalable growth systems that bridge the gap between ambitious brand positioning and rigorous financial performance.
His executive trajectory is defined by a deep commitment to P&L accountability and strategic capital allocation. Marcelo specializes in transforming marketing departments into profit centers by integrating high-precision performance marketing with robust CRM frameworks and advanced analytics. His leadership ensures that every growth initiative is grounded in operational alignment and measurable unit economics.
Operating at the board and executive levels, Marcelo navigates the complexities of international markets to drive sustainable expansion. He is recognized for his ability to synchronize cross-functional teams around a singular commercial vision: ensuring that growth is not merely fast, but architecturally sound and built for long-term equity.
Commercial Discipline
Capital Allocation & P&L Stewardship
Growth is a function of disciplined capital allocation. Marcelo Goudard focus on building systems where marketing investment is directly tethered to long-term profitability and sustainable expansion within the UAE landscape.
Operational Unity
Cross-Functional Strategic Alignment
Removing silos between brand positioning, performance marketing, and CRM is critical. Marcelo Goudard builds organizational structures where data flows freely and units operate in strategic lockstep to drive expansion.
Evidence-Based Growth
Executive Decision-Making Systems
Implementing rigorous analytics integration to facilitate high-stakes executive decisions. Marcelo Goudard's approach prioritizes evidence over intuition, ensuring that growth hypotheses are tested against commercial outcomes.
Selected Writing
The Discipline of Strategic Growth in the UAE
Capital Allocation for Sustainable Scaling
Profitability vs Performance: A Commercial Lens
The Evolution of Growth Marketing Leadership
Medium — 2026
Substack — 2026
Medium — 2025
Substack — 2025
MARCELO GOUDARD
Chief marketing officer &
chief Growth officer
Commercially grounded growth leadership focused on scalable systems and sustainable expansion.
DUBAI, UNITED ARAB EMIRATES
15+ YEARS OF INTERNATIONAL STRATEGY