Marketing leadership,run by the persondoing the work.
I help organizations clarify their positioning, set marketing priorities, and move from strategy through execution, directly, with no account layers in between.
Who I help
I work with organizations navigating growth, repositioning, or entering new markets. That includes healthcare companies scaling across different buyer segments, health plans, providers, employers, as well as B2B SaaS and established companies that need sharper positioning and execution.
If you need senior marketing strategy and direct execution without building a full internal function, I'm who you're looking for.
The Thinking
Most growth problems aren't growth problems. They're positioning problems, sequencing problems, or the absence of a go-to-market system a team can run.
Every engagement starts with what you're building and what's at stake. I work with founders who can't stop thinking about an idea, leadership teams trying to build something better, and companies with real purpose behind the work.
Behind that is fifteen-plus years of operating experience. I've built teams, owned budgets and a P&L, launched products, built brands, and created go-to-market strategies, inside large organizations and small ones. That experience shapes every engagement.
The work is thinking and execution held together. Strategy you can act on this quarter, not a deck that lives on a shelf.
As HB & Co. grows, that standard stays the same.
Growth-stage and venture-backed companies: organizations moving fast, often past initial product-market fit, that need senior marketing judgment without slowing down to build an internal function from scratch.
Established mid-market organizations: companies with an existing customer base and operations that need sharper positioning, a coordinated go-to-market plan, or leadership to unify marketing efforts across teams and vendors.
The Work
Outcomes first, then what it takes to deliver them. Work ranges from a focused strategic project to ongoing leadership.
Fractional Marketing Leadership
Embedded CMO-level leadership to set direction, coordinate resources, establish accountability, and drive execution.
- —Marketing strategy and prioritization, owned end to end
- —Coordination of internal teams, agencies, and freelancers
- —Budget and spend decisions with clear reporting
- —Hiring and team-building as the function grows
- —Executive reporting and decision support for leadership
Executive Marketing Advisory
Senior strategic counsel for organizations with internal resources that need review, guidance, and decision support.
- —Regular strategy reviews and working sessions
- —Review of plans, campaigns, and agency output
- —Guidance on positioning and go-to-market decisions
- —A sounding board for leadership on marketing priorities
- —Recommendations you can act on, not just a deck
Go-to-Market + Positioning
A defined engagement to clarify audience, positioning, messaging, launch priorities, roadmap, and KPIs.
- —Audience and segmentation definition
- —Positioning and messaging framework
- —Launch priorities and sequencing
- —Go-to-market roadmap with owners and timelines
- —KPIs and a measurement plan
Marketing Growth Diagnostic
A focused assessment that identifies what's working, what's limiting growth, and the highest-priority actions for the next 90 days.
- —Audit of current marketing activity and spend
- —Channel and funnel review
- —Positioning and messaging assessment
- —A prioritized 90-day action plan
- —Clear guidance on what to stop, start, and keep
Strategy is only valuable when it leads to clear decisions and coordinated action. I combine senior-level thinking with direct involvement, giving clients experienced leadership without layers of account management between them and the work.
I've been in the seat.
Working with an established ERP/business software consultancy serving the Caribbean market on lead generation and go-to-market strategy.
Track record, before HB & Co.
#1 organic search ranking achieved as the first full-time marketing hire at DeLorean AI.
5x increase in sales opportunities after rebuilding strategy and funnel at eMed.
Part of the team behind CarePlus's first 5-star Medicare Advantage plan rating from CMS, as the company's second marketing hire.
10,000+ new members in Devoted Health's first year — one of the fastest-growing Medicare Advantage plans in the industry's history. First hire in Provider Marketing.
Grew the marketing team from 1 to 13 at eMed.
Multi-million-dollar marketing budget managed and team built from the ground up as Interim CMO at eMed.
The titles have changed. The job has always been the same: figure out what will move the business forward and make it happen.
Founder
Carolina Arguelles
Founder & Strategic Lead
I know what it feels like to build something you believe in.
I've spent 15+ years building brands, teams and growth strategies across startups and established companies. I've owned budgets and a P&L, launched products, built go-to-market strategies and led teams, but I've also been the person in the weeds figuring out what needs to happen next and getting it done.
That combination matters to me. I can think at the executive level and still roll up my sleeves.
I built HB & Co. because the work I love most is with people who genuinely care about what they're building. Founders who can't stop thinking about an idea. Leaders trying to build something better. Companies where there's real purpose behind the work.
I care about the business beyond the deliverable. I want to understand what you're building, why it matters and where you're trying to take it, then help you get there.
HB & Co. can grow. The work can get bigger. More people can come around the table. But that part won't change.
I want to work with people who care deeply about what they're building.