About
Operator first. Consultant second.
I'm Luis Salas, an independent consultant based in Timișoara, Romania. I work with startups, scale-ups, and SMEs across Europe, with a particular focus on fintech and growth-stage companies in the CEE region.
The through-line of my career is taking things from ambiguous to shipped. At McKinsey Digital Labs I led strategy-to-delivery engagements across the Americas for clients in banking, telecommunications, retail, eCommerce, and insurance, building adtech and martech capabilities inside their organisations and producing 40+ transformation roadmaps. At KIMO, a B2B SaaS startup, I was Head of Product and, with a team of one in the function, the product owner too, from early build to 400K users. At Raketech, a publicly listed performance marketing group, I built the CRM and conversion function from zero across 8 products. Before all of that, I ran digital sales and the card portfolio at BAC Credomatic, one of Central America's largest card-issuing banks, where the digital payments product I built came to drive 30% of annual card acquisition.
Alongside consulting, I build my own products. Una is a digital platform for Baby Boomers and Gen X across Europe, designed, built, and operated solo across three markets. It keeps me honest: every framework I recommend is one I also have to live with as an operator.
The pattern across all of it: translate complex requirements into structured plans, coordinate delivery across functions, and ship things that move commercial outcomes.
Experience
Where I've done it
Every engagement below involved building, operating, or transforming something with a measurable commercial outcome.
Bootstrap digital platform for Baby Boomers and Gen X across Europe. Designed, built, and operated solo from zero: product, content, CRM, email, and analytics running across three European markets with a growing subscriber base and no external funding.
Publicly listed performance marketing company. Built the CRM and conversion function from scratch across 8 products in Asia, Europe, and the US. Designed campaign taxonomy, audience segmentation, attribution frameworks, and experimentation backlog. Ran 6+ campaigns per week across acquisition, activation, and retention using Braze. Built real-time KPI dashboards in Looker Studio for conversion, retention, and campaign performance. Achieved 205% conversion uplift through structured test-and-learn cycles with VWO and GA4.
Head of Product and, with a team of one in the function, acting product owner across web, iOS, and Android with a distributed team of 15+. Owned the full lifecycle from roadmap definition through backlog, sprint delivery, API design decisions, and investor narrative. Scaled to 400K users with a 16% DAU/MAU ratio.
Led strategy-to-delivery engagements across the Americas for clients in banking, telecommunications, retail, eCommerce, and insurance. Built and transferred adtech and martech capabilities inside client organisations across Google Marketing Platform, Meta, Adobe Analytics, Salesforce, HubSpot, Segment, and Sprinklr. Developed transaction cost models, ROI frameworks, and investment business cases across payments, digital banking, lending, subscriber growth, and merchandising programmes. Produced 40+ transformation roadmaps for C-suite and product teams.
One of Central America's largest card-issuing banks. Built the bank's first digital payments product from zero and scaled it to 30% of total annual card acquisition. Managed card portfolio economics across Visa, Mastercard, and Amex, covering interchange costs, scheme fees, and cost-per-acquisition. Ran co-marketing programmes delivering 80% growth in card sales, 310% web uplift, and 288% mobile uplift. Built customer segmentation and lifecycle targeting models using Oracle Siebel CRM and core banking data.
Focus Areas
What I work on
Spanish (native) · English (fluent) · Romanian (intermediate) · German (basic)
Have a challenge in mind?
Tell me what you're working on. I'll reply within one business day.