Brand and marketing leadership, conducted with discipline and taste.
Alejandro Miramontes built his career inside some of the most demanding marketing rooms in the world. He now runs a fractional CMO practice from Vancouver, by appointment only.
Mexico City.
Alejandro was born and raised in Mexico City — a city that teaches you, early, that taste and noise are not the same thing. He grew up between the visual culture of the Centro and the commercial energy of Polanco, and learned to read a brand the way other children learn to read a street.
He studied marketing because it was the closest available discipline to what he actually wanted to do: build the things people remember.
H&M Mexico.
In 2012, H&M chose Mexico City as its point of entry into Latin America. Alejandro was the first marketing manager hired for H&M Mexico, and the only one for the four years that followed. The mandate was simple in description and impossible in execution: open the country at the standard of Stockholm.
The Santa Fe opening drew two thousand people to the door. By the time he left, H&M had become a fixture of how Mexican retail was discussed — not a foreign brand operating in Mexico, but a Mexican story told in Swedish.
Vancouver.
He moved to Vancouver to take on senior marketing roles at Hootsuite and, later, Axon. The Pacific Northwest gave him what Mexico City could not: distance. A different operating pace, a different relationship between marketing and engineering, a different definition of what a brand had to do to be taken seriously by a technical room.
He stayed because the work was good and the city kept teaching him things.
Sangre de Mar.
In parallel to the corporate work, Alejandro founded Sangre de Mar — a brand of his own, built from scratch, with no committee. It was the discipline he had been recommending to other founders, applied to himself.
The brand is small, deliberate, and signed. It is also the reason he can sit across from a founder and speak to the experience of having built one.
Now.
The fractional CMO practice is the synthesis. Three to four clients at a time. Six-month minimum engagements. The full Conductor Method, embedded. Every deliverable signed personally.
He does not scale the practice by hiring associates. He scales it by saying no.
How he works.
The Conductor Method is five phases — Listen, Diagnose, Curate, Conduct, Deliver — in that exact sequence, without skipping. Listening is two weeks of structured interviews. Diagnosis follows. Only then does anything get curated, and only then does anything ship.
Most engagements that go wrong, in his experience, go wrong because someone started conducting before they finished listening.
Personal.
He cooks. He reads physical books. He swims in cold water more often than is strictly reasonable. He keeps a small list of restaurants in Mexico City he will recommend to a client only after the engagement is signed.
He answers his own email.