Javier Lopez-Sanz Chulvi
Verified Expert in Marketing
Marketing Expert
Quezon City, NCR, Philippines
Toptal member since May 26, 2026
Javier is a bilingual Spanish and English professional with 20+ years of experience in marketing, branding, and international business development across Asia and Europe. An entrepreneur at heart, he founded a furniture studio in the Philippines that imports from China. Javier currently works as an independent consultant on business strategy, marketing, and branding projects for a diverse portfolio of clients.
Project Highlights
Education Highlights
Expertise
- Ad Strategy
- Branding
- Business Development
- Business Strategy
- Content Strategy
- Creativity
- Entrepreneurship
- Marketing
Work Experience
Marketing and Branding Consultant
Manila Central University
- Worked with the President and Executive Committee in building marketing plans and overall strategy.
- Audited the previous marketing efforts and created a new plan, ensuring a sustainable and realistic use of the existing resources.
- Guided the team on the implementation of the plan and provided continuous feedback on new materials.
- Participated in the creation and management of some of the most important events for the university.
- Worked with the leadership on aligning the marketing initiatives with the company's growth objectives.
Founder and Managing Director
WMaya
- Founded the company and created the brand, positioning, and product from scratch.
- Built a lean structure and pricing system to make the business sustainable and low-risk at a very early stage.
- Promoted the collection via Meta Ads, i.e., Instagram, and achieved 18x ROAS, making $9,000 revenue from ads with $500 ad spend, with the first campaign.
Head of LaLiga Philippines
LaLiga
- Worked with the international director on building a specific strategy for the Philippine market.
- Established relationships and collaborations with major local stakeholders, including federations, academies, and brands.
- Doubled the expected results in the number of brand activations in the first year, increasing the reach from 15 to 32.
Global Communications and Branding Director
GuardRails
- Collaborated directly with the CEO on the marketing strategy and lead generation initiatives.
- Built a branding and content strategy from scratch.
- Created a sustainable high-quality content creation system flow.
Global Marketing and Communications Director
TDCX
- Started the marketing department from scratch in the Philippines with two employees, and grew it to a global team of 20 employees and 25 collaborators across 12 countries.
- Defined the storytelling and key messages while creating a system to keep the brand consistent and cohesive across locations.
- Achieved an 88% decrease in CPA in the Philippine market through improved messaging, design, and ad management.
Marketing and Sales Manager
Learntalk
- Worked with the Founder and CEO on the overall business strategy, pricing, targeting, and marketing plan.
- Created the brand personality, look and feel, tone, and key messages.
- Closed deals with some of our most important clients in Spain.
- Managed both B2C and B2B strategies in collaboration with the CEO.
Project History
WMaya Brand and Promotion
https://www.wmaya.com- 18x — ROAS (Instagram Ads)
- 45 — Lead Generation
The challenge was to launch a new brand and boost sales. After creating the brand from scratch and our first catalog, we needed to put the word out there and start getting orders. We were completely unknown in a fairly saturated market.
We developed a strategy focused on both B2B and B2C. For B2B, we reached out to hundreds of interior design studios, introducing the brand and special terms for a potential collaboration. For B2C, we leveraged Instagram ads, carefully defining audience parameters to reach the right people.
We started warm conversations with 45 studios, and confirmed formal collaborations with 12 in the first year. With the first Instagram campaign, we converted a $500 investment into $9,000 in sales, achieving an 18x ROAS.
MCU Marketing and Branding Consultancy
- +237% — Facebook Post Reach
- +290% — Facebook Likes and Reactions
- +440% — Facebook Shares
Manila Central University (MCU) is a 120-year-old institution. There was a need to modernize the brand, the content, and the public perception of the university. The limited team and resources were another challenge.
We revised the brand, storytelling, tone, and visuals. We created clearer messages around the MCU’s selling points. We developed a sustainable content strategy that balanced different topics and ensured the current team could handle them to the quality we needed.
Compared with the previous year, specific topics on Facebook saw significant increases in post reach (+237%), likes and reactions (+290%), and shares (+440%). Furthermore, we continue to see enrollment grow as the brand becomes stronger.
Full Marketing Strategy and Department Creation
- 88% Decrease — CPA
- 100% — Brand Alignment Across Group Locations
The company was growing fast, but didn’t have a designated marketing team. Being present in 12 countries made it challenging to maintain consistency in messages or visual direction, as each location had different market needs.
We created a 360 marketing plan while building the marketing team. We started with the Philippine market and built a system and network of collaborators to ensure consistency across locations, including Asia, Europe, and South America.
The main KPI in the Philippines (CPA) decreased by 88% with the new strategy. We grew the team to 20 members and 25 collaborators in other countries and achieved 100% brand alignment across locations despite different languages.
Athleisure New Brand and Concept
- 100% — Brand Manual Creation
The project’s founder had an idea, but we needed to create the brand, logos, visual identity, positioning, and product design from scratch. For this, we first needed to conduct market research, analyze competitors, and identify the business opportunity.
We created a detailed branding plan. We studied the market, the competitive landscape, and the industry gap we could fill, leveraging our strengths and resources. We spotted the right audience to create a clothing brand that fits their needs and lifestyle.
The founder liked the concept, storytelling, visuals, potential campaigns, and everything presented, and he quickly decided to move forward with everything recommended. The project is ongoing.
Education
Master's Degree in Sports Marketing
IMF Smart Education - Madrid, Spain
Master's Degree in Business Administration (MBA)
University Camilo Jose Cela - Madrid, Spain
Bachelor's Degree in Advertising and Public Relations
University Antonio de Nebrija - Madrid, Spain
Certifications
Executive Training in Commercial Management and Sponsorships
LaLiga Business School
Professional Tennis Coaching Certification
European Registry of Tennis Professionals
Skills
Core
Marketing, Branding, Content Strategy, Lead Generation, Paid Advertising, Brand Marketing, Ad Campaigns, Digital Marketing, Marketing Strategy, Social Media Strategy, Audience Engagement, Instagram Growth, Audience Targeting, Content Creation, Content Marketing, Facebook Ads, Marketing Leadership, Copywriting, Sales, Brand Activation, Email Marketing, Content, Social Media
Business Models
Business to Business (B2B)
Platforms & Tools
Adobe Suite, HubSpot
Other
Meta Ads, Presentations, Entrepreneurship, Business Strategy, Business Development, Web Content, Communication, Ad Strategy, Creativity, Storytelling, Brand Positioning, Growth Strategy, Marketing Plans, Performance Metrics, Content Optimization, Scripting, Professional Services, Writing, Copy Editing, B2B Lead Generation, Creative Strategy, B2B Marketing, Marketing Consulting, Strategic Communication & Messaging, Client Management, Landing Page Optimization, Commercial Strategy, Google, Design, Business Administration, Project Management, Team Management, Growth Marketing, SEO Copywriting, AI Content Creation, eCommerce, Auditing, Slack, Jira, Wix Studio, MacOS, Hootsuite, ManyChat, Strategy, sports marketing, Sponsorships, Production, International Relations, Corporate Social Responsibility (CSR), Event Strategy, Coaching, Sports, Instagram, Consulting, Positioning, Market Fit, Digital PR, Conceptualization, content plan, Events, Recruitment, Budgeting
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