I'm Elsie. I build the marketing that brings service businesses their next clients.

I didn't start in marketing. I trained as an industrial engineer at Universidad Tecnológica de Panamá and spent my first years restructuring processes at Argos, a cement and concrete company. That's where I learned to map how things really work, find the bottleneck and measure whether a change made a difference. I still work that way.

Then came an MBA at Universidad Adolfo Ibáñez in Chile, and a pull toward communication and culture. I founded Cultura Top, a digital cultural media outlet that grew to more than 12,000 followers with no ad budget. It was my first lesson in building an audience from nothing.

From there I built a digital marketing department from scratch at 4toestudio, an agency serving retail, lifestyle and real estate brands. I joined Banistmo, part of Grupo Bancolombia, as a digital marketing analyst, implementing conversion tracking to measure marketing's contribution to the bank's digital sales. Later, at WX Digital Agency, I led inbound marketing for B2B accounts, with sustained 15% monthly organic growth, and helped organize the HubSpot User Group in Panama.

Along the way I taught marketing at university level and led more than 25 workshops, training over 2,000 professionals.

In 2021 I founded Smartregy, my consultancy, to offer companies what I had seen missing everywhere: senior strategy combined with hands-on execution and honest measurement. Through Smartregy I've worked with hotels, foundations, festivals, insurance brokers, software companies and industrial service firms in Panama, the rest of Latin America and the United States.

Clients always hired me, not a logo. So today I work under my own name, as a Fractional CMO for service businesses. It's the same work and the same person, now said plainly.

Diagnose before you spend. Most marketing problems aren't campaign problems. They're positioning, conversion or follow-up problems. Finding the real one saves months and money.

Measure what the business cares about. Leads, clients, bookings, enrollments and what each one costs. Not likes.

Strategy is only as good as its execution. I don't hand over a deck and disappear. I set up the campaigns, write the content and sit in the weekly meeting.

Honesty is part of the service. If marketing isn't your bottleneck, I'll tell you, even if it means less work for me.

Service businesses, B2B and B2C, where a new client is worth thousands of dollars: hotels and hospitality, education and nonprofits, insurance and financial services, professional and technical services and software.

I work remotely from Panama City with companies in the United States and Latin America, in English, Spanish and French. Panama runs on UTC-5 all year, so we share your working day.

Culture has always been part of my life, which is probably why working with the Panama Jazz Festival and Fundación Danilo Pérez has been among my favorite projects. I write about marketing and growth on Substack.

If you'd like to work together, book a call. I'll tell you honestly whether I can help.