Strategy & growth
An independent view of your business, backed by leadership experience. I work with you on commercial priorities, marketing investment and market expansion, with a clear view of profitability.
STRATEGY · OPERATIONS · AI
There’s more potential
in your business.
At Straight Line Advisory, we help businesses grow and improve profitability through strategy, operational efficiency and practical applications of AI.
We work alongside your team, from understanding the challenges to putting improvements into practice.
17+years of executive experience
7international companies in Carlos’s career
Europe & LATAMregional leadership and market expansion
WHERE I CAN HELP
A sharper focus on what moves your business forward.
360° operational audits
I look at how your business actually works: customer journeys, conversion, CRM, reporting and team structure. Together, we identify friction, assess its commercial impact and agree what to tackle first.
AI & process automation
I identify repetitive tasks and practical ways to automate them, from reporting to internal workflows. The aim is simple: give your team time back and make everyday work more reliable.
AUDIT 360 PERFORMANCE
A complete picture of how your business works.
Growth is not always about spending more. Sometimes, it starts with improving what happens between the first customer contact and the way your teams work.
Look beyond individual departments.
I review the customer journey, the data and the way your teams work, to understand where opportunities are being lost.
Team sessions · Data review · Customer experience360°Your business
Acquisition & marketing
Onboarding & conversion
Payments & checkout
Product & experience
Customer relationships
Teams & data
Know what is worth changing first.
I assess the expected commercial impact of each finding, alongside the effort and coordination it needs. We agree the priorities with your team.
Decisions supported by evidenceCommercial impact
Effort required
Dependencies
Priorities agreed togetherA clear business case for what to tackle first and where to invest.
Give your team a workable plan.
The diagnosis becomes a roadmap with owners, milestones and a way to track progress. If you need support with implementation, I can stay involved.
From findings to actionQUICK WINSStart with achievable changes
Remove friction in everyday work.
CROSS-TEAM CHANGESGive each action a clear owner
Align the people who need to work together.
STRATEGIC IMPROVEMENTSPlan the changes that need investment
Set milestones and track progress.
Opportunities with an estimated business impact
A prioritised action roadmap
Owners, milestones and progress tracking
FROM MY LINKEDIN
Articles and reflections.
What AI means for our teams, the decisions we make and the way we work.
AI is here.
Fire Everyone, AI is here
AI is changing tasks that used to fill entire working days. In this article, I explore what that means for managers and teams, and why experience and the ability to question an answer still matter.
Written by Carlos Azcárraga and shared by Straight Line Advisory.
Read the article on LinkedIn ↗Original article in English.Continue the conversation on Straight Line Advisory’s LinkedIn page.
CARLOS AZCÁRRAGA · FOUNDER & LEAD CONSULTANT
An adviser who knows
what it takes to lead.
Over 17 years, I’ve held CEO, Managing Director and senior marketing roles across 7 international companies. My experience spans full P&L responsibility, market launches and the day-to-day work of aligning commercial, product and operational teams.
Today, I bring that experience to businesses looking for a clear outside perspective and practical support. You work directly with me, from the first conversation to the decisions that follow.
- CEO & Managing Director
- Commercial strategy & P&L
- Europe & Latin America
LET’S TALK
Tell me what you’d
like to improve.
A few lines about your business and the challenge you’re facing are enough to start. I’ll get back to you personally.
Prefer email?carlos@straightlineadvisory.net