Up&Goal is a senior strategy practice that connects market insight, a sharp position and high-impact advertising, so your next launch has a clear route from ambition to demand. No big-agency layers. The senior person you meet is the person who does the work.
GO-TO-MARKET STRATEGY × ADVERTISING · MIAMI, WORKING ACROSS THE AMERICAS
Make the move.
Hit the goal.
GOAL
01
FIND THE LEVERAGE
02
CHOOSE THE POSITION
03
DESIGN THE SYSTEM
04
LAUNCH
05
LEARN
40+
markets coordinated across global, regional and local teams
9
Cannes Lions across recognized global and local work
3
working languages: English, Portuguese and Spanish
1
BRANDS LED ACROSS GLOBAL AGENCIES AND MARKETS
THE PREMISE
A campaign should not just look good. It should know where it is going.
Most launches do not fail on effort. They fail on clarity: the wrong market choice, a position nobody can repeat, agencies pulling in different directions. Up&Goal exists for inflection points, when the stakes are real and the path is not.
Entering a new market
A product, service or brand arriving somewhere it has to earn its place, against local codes and an established leader.
A story that stopped moving
Teams pulling apart
Good agencies and internal teams working hard, but without one shared position, sequence and operating rhythm.
WHAT WE DO
Strategy that ships.
From the market choice to the message in motion, we build the connective tissue between commercial strategy and creative execution.
Go-To-Market Strategy
Audience, category, offer, channels and launch sequence, aligned into one decisive market plan. You get: a GTM plan your leadership can approve and your team can run.
01
02
Positioning & Messaging
A differentiated position and a message system your customers understand, and your team can actually use. You get: the position, the proof points and the language, on a few pages that travel.
03
Advertising & Integrated Campaigns
The campaign idea, audience architecture and channel roles that turn attention into meaningful action, across creative, media, PR, social, shopper and activation. You get: one integrated campaign system, not disconnected executions.
04
Launch Orchestration
Briefs, roadmaps, operating rhythm and measurement, keeping every contributor pointed at the same goal. You get: a launch that stays coherent from kickoff to market, and learns fast.
Three ways to work together
START HERE
The Strategy Sprint
A focused engagement of a few weeks: diagnosis, the position, and a go-to-market plan with clear first moves. Scoped and priced upfront.
BUILD AND LAUNCH
The Launch Partner
Senior leadership through the launch window: strategy, campaign development and orchestration of your agencies and teams until the work is in market.
ONGOING
Senior Counsel
A standing strategic layer for founders and marketing leaders: decisions, reviews and course corrections, without adding a full-time executive.
SELECTED PROOF
The work behind the promise.
OREO’s relaunch in Brazil started with the ritual, Twist, Lick, Dunk, in a distinctly local way, then bridged into the global Wonderfilled platform. The work led to the OREO Global Account Director role, coordinating deployment across markets.
One consumer truth became a new brand platform, ‘The Most Important Ingredient Is You’, and won the business in a competitive pitch.
A platform built on an insight that could travel, defended the business and extended across Latin America, balancing consistency with local relevance in every market.
Senior client leadership for one of Brazil’s major education brands, inside a regional portfolio that represented the majority of the agency’s revenue.
HOW WE WORK
Think. Align. Move.
Find the leverage
1
We diagnose the market, the customer and the commercial reality before prescribing tactics.
2
Choose the position
We make the hard choices: who matters, what promise leads and where the brand can win.
3
Design the system
4
Launch and learn
WHO YOU WORK WITH
Led by Alec Cocchiaro.
Up&Goal is Alec’s practice. His career runs through global agency leadership at FCB New York, The Martin Agency, DAVID Miami, The Community, Leo Burnett and Dentsu: global account direction across 40+ markets, integrated teams of 30+ people and portfolios in the tens of millions. He has launched brands into new markets, defended businesses in competitive pitches and built the operating frameworks that let global, regional and local teams move as one. Executive leadership training at Wharton. Based in Miami, working in English, Portuguese and Spanish.
AT A GLANCE
- Global Account Director, OREO (Mondelez), 40+ markets
- Integrated leadership for CLIF, HALLS and Sour Patch Kids at DAVID
- Cross-channel client leadership for Verizon at The Community
- Regional portfolio leadership at FCB Brasil: SKY, HP, Campari, CNA
- Wharton School, Executive Leadership & Management
- Miami based · EN / PT / ES
Your launch has a window. Windows close.
The brands that win a market are the ones that arrive with a position, not just a product. Let’s build yours.
START
What are you trying to move?
Bring the challenge, the launch or the messy middle. You will get a point of view, and a straight answer on whether and how we can help.