felipe diacono.

For founder-led professional service businesses in the US and Canada

You want more clients.
What should your marketing focus on next?

You have an established service, existing clients, and a business you want to grow. But you’re not sure which marketing efforts are working or where to invest next. And even with people helping, you’re still the one deciding what happens and keeping it moving.

I help you identify the priorities most likely to bring qualified leads and new clients, then lead the work with your team and contractors.

Book a free introductory callSee client results
Felipe Diacono
Felipe DiaconoMarketing leadership experienceHP · Nokia/HERE · Samsung (Whisk)

Selected current and past clients

Cerebral Tax Advisors
Document Authentication Canada
Shifa Dental
Immigration Pros
WorkVantage
Study Vantage
Avalia Contabilidade
The Centre for Sacred Deathcare

You know your business. Deciding how to market it is less straightforward.

Referrals may still bring most of your clients. You might also have a website, content, campaigns, or people helping with marketing. But you’re still deciding what happens next, without a clear view of what deserves your time and budget.

I work with established professional service firms that want to grow and need someone to help make those decisions, spot overlooked opportunities, and turn priorities into action.

SELECTED CLIENT RESULTS

Helping service businesses attract and win more clients.

Tax advisory · United States01

Cerebral Tax Advisors

More than doubled annual new-client signups

Cerebral wanted to grow beyond referrals and a single main source of leads. As its fractional marketing lead, I helped diversify acquisition and bring more qualified visitors to its website. My work spanned positioning, content, and website conversion to help turn that traffic into inquiries and new clients.

Year-over-year result: Annual new-client signups more than doubled from 2022 to 2023, as reported by founder Alexis Gallati.

Watch Alexis’s testimonial
Preview of the Canadian immigration case study
Immigration services · Canada02

Canadian immigration firm

3×Total leads
More than 2×Website conversion rate
17% lowerAd spend

The firm relied heavily on one acquisition channel and was attracting too many unqualified leads. I helped sharpen its messaging, improve website conversion, diversify lead generation, and give the marketing team clearer direction.

Total leads tripled while unqualified leads decreased, with lower advertising spend.

Measurement period: 2022 results compared with 2021.

Read the case study PDF

From priorities to practical work

Focus the work on what can help the business grow.

I connect your growth goals with the marketing work that deserves attention, from positioning and acquisition to conversion, follow-up, and measurement. We choose the priorities, agree on who does what, and review what is working.

Marketing leadership

  • Strategy
  • Priorities
  • Team direction
  • Execution

  1. Positioning & messaging

    Customer insights · Value proposition · Copywriting

  2. Client acquisition

    Paid campaigns · SEO direction · Partnerships

  3. Websites & funnels

    Landing pages · Conversion improvements · Lead journeys

  4. Content & visibility

    Content creation · Video scripts & production coordination · Events & webinars

  5. Follow-up & automation

    Email sequences · Lead nurturing · Marketing workflows

  6. Measurement & improvement

    Lead sources · Conversion · Performance reviews

Google Ads Search Certification
Google Ads Search Certification
Inbound Certified, HubSpot Academy
HubSpot Academy · Inbound Certified

Ways to work together

A focused first step, or ongoing marketing leadership.

Choose ongoing marketing leadership or a focused project with a clear handover. You can start with either.

Fractional Marketing Leadership

For businesses that need someone to lead marketing, support their team, and keep growth priorities moving.

  • Set the strategy and priorities: Decide what to focus on, where to invest, and what to change.
  • Lead your team and contractors: Turn the plan into clear responsibilities, coordinate the work, and review what gets delivered.
  • Help get the work done: Write or improve messaging, website copy, emails, and campaigns where your business needs support.
  • Review results and adjust: Assess lead quality, conversion, and spending to understand what is working and improve what comes next.
How we work together

We start by understanding your business, reviewing your marketing, and agreeing on the priorities. From there, I lead a weekly working session, coordinate progress between meetings, and keep the plan current as we learn.

I personally handle strategy, messaging, performance analysis, and agreed hands-on work. I brief and guide your staff or specialists on work such as design, development, and production.

The starting partnership provides approximately 25 hours of my time per month, averaging about six hours per week. We agree on the level of involvement and division of responsibilities before starting.

These hours include meetings, preparation, analysis, communication, and delivery. Advertising, software, and specialist-production costs are separate and agreed in advance.

From US$2,500/month

Book a free introductory call

Marketing Strategy & Action Plan

For businesses that need to clarify their marketing direction, decide what to tackle first, and leave with a plan and practical work they can use.

  • Find the gaps and opportunities: Review your customers, messaging, marketing channels, and the journey from first interest to becoming a client.
  • Clarify who to target and what to say: Refine your ideal client profile, positioning, and key messages.
  • Build a prioritized action plan: Set out the recommended tactics, responsibilities, timing, budget considerations, and measures of progress.
  • Put the first improvements into practice: Develop agreed materials, such as website copy, a follow-up email sequence, or campaign messaging.
What you take away

You receive a marketing assessment, recommendations for your audience and messaging, and an action plan your team can work from.

The plan provides detailed next steps for the first 90 days and a broader direction for the following months, adapted to your goals and resources.

Alongside the plan, I develop an agreed set of practical improvements. For example, a project focused on converting more inquiries might include revised service-page copy and a follow-up email sequence.

Two working sessions and feedback on the draft work help refine the recommendations and prepare your team to move forward. We agree on the deliverables and timeline before starting.

From US$3,000Timeline agreed before starting.

Book a free introductory call

What clients say

“Felipe played a crucial role in structuring our marketing department and operations.”

G.C., Founder

Read full testimonial

“Working with Felipe was a gamechanger. He invested time in understanding our industry and audience, assisting us in developing and executing a detailed and comprehensive marketing strategy. Felipe played a crucial role in structuring our marketing department and operations. In a short period, he not only helped us increase the number of leads but also left a lasting impact on how our team thinks about marketing. I cannot recommend Felipe enough.”

“He is great at research, strategy, implementation, and execution in many key areas of marketing.”

Anwar H., Founder at Document Authentication Canada

Read full testimonial

“Felipe has a wide breadth of knowledge and experience in many areas of marketing. He is great at research, strategy, implementation, and execution in many key areas of marketing. He is a vital part of the success of our marketing. I would recommend him to anyone considering him for a project. I will rehire him again soon.”

What about AI?

AI is useful when it helps solve a real marketing problem. I use it to understand your customers, keep your messaging consistent, and reduce repetitive work.

Understand what matters to your buyers

Bring together customer feedback, sales conversations, and market research to identify needs, objections, and opportunities.

Keep your marketing consistent

Use your positioning and business knowledge to guide website copy, emails, content, and sales materials.

Move useful work forward faster

Turn research and existing expertise into briefs, drafts, and reusable content, with human review and direction.

In practice: At Cerebral Tax Advisors, I used AI to analyze hundreds of discovery-call transcripts and inform updated positioning and sales materials.

Felipe Diacono, fractional marketing lead

Based in Rio de Janeiro.
Working with the US & Canada.

Meet Felipe

Senior experience,
with direct involvement.

I'm Felipe Diacono, a marketing professional based in Rio de Janeiro, working primarily with businesses in the US and Canada.

My experience includes regional digital marketing at HP, B2B marketing at Nokia/HERE, and growth marketing at Whisk, part of Samsung. Since 2016, I've also worked with small and medium businesses across advisory services, immigration, healthcare, and education.

I have a degree in Marketing and postgraduate training in Direct and Interactive Marketing. I work in English, Spanish, and Portuguese.

You work directly with me. I stay close to both the business decisions and the work needed to put them into practice.

Upwork Expert-Vetted

LinkedInUpwork
20+ yearsin marketing
Previous corporate experience
HP
NOKIA / HERE
Whiskpart of Samsung

A few practical questions

Before we talk.

Do I need an existing marketing team?

You can have employees, freelancers, an agency, or a combination. If additional skills are needed, I can help identify and manage the right specialists. We'll agree on those costs before committing to them.

Will you do the work or only advise us?

I combine leadership with selected hands-on work. That can include messaging, copy, email, paid campaigns, and conversion improvements. The proposal specifies what I handle personally, what other people handle, and what is included in the fee.

Do we need to start with the one-time project?

No. You can begin directly with the partnership. The first month includes discovery and planning alongside initial improvements. The standalone project is not mandatory.

What if most of our clients come from referrals?

That is a useful starting point. We can assess what already brings clients, identify gaps in the path from first contact to inquiry, and decide which marketing opportunities deserve attention. You do not need an established campaign program to begin.

What happens on the introductory call?

In a free 30-minute call, we discuss your growth goals, how you attract clients, and where you are getting stuck. I share an initial perspective and we consider whether a focused project or ongoing support makes sense.

Book a free introductory call

Let’s talk about where you want the business to go.

In a free 30-minute introductory call, we’ll discuss your growth goals, how you currently attract clients, and where you’re getting stuck.

I’ll share my initial perspective and we’ll see whether a focused project or ongoing marketing leadership would make sense.

Prefer email? hello@felipediacono.com

30 minutes

A conversation about your next priorities.

Book a free introductory call

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