Marcelo Goudard
Chief Growth Marketing Officer & AI Systems Executive | Dubai, UAE
Dubai, United Arab Emirates
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Marcelo Goudard is a Dubai-based senior marketing, commercial growth and strategic operations leader with 18+ years of international experience across more than 30 organisations, 15 sectors and 12 countries.
His work spans growth strategy, brand, CRM and customer lifecycle, performance marketing, digital transformation, commercial operations and applied AI systems.
More recently, Marcelo has focused on building practical AI-enabled systems for marketing, content, customer intelligence, reporting and workflow automation, connecting technologies such as OpenAI, Claude, Gemini and n8n with real business processes.
His perspective combines executive marketing leadership with hands-on systems development. He speaks about growth, modern marketing leadership, AI adoption and how organisations can turn technology into measurable commercial outcomes.
Area of Expertise
Topics
AI Is Not the Strategy: Building Systems That Actually Move the Business
Most companies are adopting AI by adding new tools to old workflows. They generate more content, automate more tasks and experiment with increasingly capable models, yet the commercial impact often remains difficult to see.
The problem is rarely the model. It is the system around it.
Drawing on hands-on experience building AI-enabled workflows for marketing and commercial operations, Marcelo Goudard explores how organisations can move from isolated AI experiments to repeatable operating systems.
The session covers how to identify the right business bottleneck, structure inputs and rules, decide what should be automated, preserve human judgement where it matters, and connect the resulting workflow to measurable business outcomes.
The central argument is simple: competitive advantage will not come from access to AI models. Everyone will have access to them. It will come from understanding the business well enough to build the right systems around them.
Target audience: marketing leaders, founders, growth executives, digital transformation teams and professionals responsible for AI adoption.
Preferred format: 20-30 minute talk, followed by Q&A.
Suitable for: business, marketing, growth, AI and digital transformation conferences, leadership events and executive workshops.
No specific technical requirements.
The Metrics That Actually Matter: From Marketing Activity to Commercial Accountability
Marketing teams often report what is easiest to measure rather than what matters most to the business.
Impressions, clicks, engagement and lead volume can all be useful, but they become dangerous when they are disconnected from customer value, revenue, retention and commercial outcomes.
In this session, Marcelo Goudard explores how marketing leaders can build a measurement system that connects day-to-day activity with business performance.
The session covers leading versus lagging indicators, attribution limitations, customer lifecycle metrics, commercial accountability and how leadership teams can create a reporting cadence that supports better decisions rather than simply producing more dashboards.
The goal is not to measure everything. It is to identify the small number of signals that genuinely help a business understand whether its growth system is working.
Target audience: CMOs, marketing leaders, growth teams, founders and commercial executives.
Preferred format: 30–45 minute talk, followed by Q&A.
Suitable for: marketing, growth, analytics, leadership and business conferences.
Building the AI-Enabled Marketing Team: What to Automate and What to Keep Human
AI is changing the structure of marketing teams, but the most important question is not how many tasks can be automated.
It is where human judgement still creates disproportionate value.
In this session, Marcelo Goudard presents a practical framework for redesigning marketing workflows around AI and automation.
The session examines which activities are strong candidates for automation, where human review remains essential, how roles evolve when execution becomes faster, and why positioning, creative direction, commercial judgement and strategic decision-making become more important rather than less.
The objective is not to replace the marketing team with AI. It is to remove low-value friction so that people can spend more time on the decisions that actually affect the business.
Target audience: marketing leaders, AI adoption teams, founders, growth executives and digital transformation professionals.
Preferred format: 45-60 minute talk, followed by Q&A.
Suitable for: AI, marketing, digital transformation, leadership and future-of-work events.
Growth Is an Operating System, Not a Campaign
Businesses often talk about growth as if it were the result of a successful campaign, a new acquisition channel or a larger marketing budget.
Sustainable growth works differently.
It emerges from the interaction between acquisition, positioning, customer lifecycle, CRM, product, commercial execution, data and leadership decisions.
In this session, Marcelo Goudard presents a practical framework for thinking about growth as an operating system rather than a collection of marketing activities.
Drawing on experience across multiple industries, markets and stages of business maturity, he explores how to identify the real constraint to growth, distinguish activity from progress, establish meaningful leading indicators and create a management cadence that connects marketing activity to commercial outcomes.
The session is designed for leaders who want to move beyond channel optimisation and understand the architecture behind repeatable growth.
Target audience: CMOs, growth leaders, founders, commercial executives and senior marketers.
Preferred format: 15 minute talk, followed by Q&A.
Suitable for: growth, marketing, business strategy, leadership and commercial conferences.
No specific technical requirements.
The Modern CMO: From Marketing Department to Commercial Growth Engine
The traditional boundaries of marketing are disappearing.
Customer acquisition, CRM, data, automation, brand, product experience, revenue operations and AI increasingly overlap, yet many organisations still manage marketing as an isolated communications function.
This creates a gap between marketing activity and commercial accountability.
In this session, Marcelo Goudard examines how the role of the modern CMO is evolving from managing channels and campaigns to designing an integrated commercial growth system.
The discussion covers organisational design, measurement, customer lifecycle, capital allocation, technology, cross-functional leadership and the growing importance of AI-enabled operations.
Rather than asking how marketing can generate more activity, the session asks a more useful question: how should marketing be designed if its ultimate responsibility is sustainable business growth?
Target audience: CMOs, marketing directors, growth executives, founders and senior business leaders.
Preferred format: 15 minute talk, followed by Q&A.
Suitable for: marketing leadership, CMO, growth, digital transformation and business strategy events.
No specific technical requirements.
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