"We work to unleash and develop the product and services that customers will love"

From market opportunity evaluation to strategic sales support, we deliver a full range of integrated go-to-market advice, assistance and methods, combining proven, international experience with a first-hand understanding of the latest consumer and business technology trends.

Our Team

Passionate about technology yet sensitive to local differences, we are a team of curious yet practical professionals who have seen and done a lot. We always look for new and refreshing ways to exceed our customers’ expectations when helping deliver the next set of great products and services.

Juan Carlos Sanchez

Juan Carlos brings 17 years of practical strategy, marketing and sales expertise, and is the founder and managing director of Merkado. During this time he has focused on helping international technology companies develop and bring new consumer and business offers to market, profitably.

Juan Carlos has worked extensively with clients in more than 30 markets, on 5 continents, and has successfully delivered on countless engagements, including characterizing new market opportunities, developing market strategies, business case development and sales enablement for new consumer and business propositions.

Previously, Juan Carlos held various consulting, product marketing and sales roles at leading ICT companies, Alcatel, Alcatel-Lucent and BroadSoft.

Juan Carlos holds an Honours Bachelor’s in Physics from McMaster University (Hamilton, Canada), and an International MBA from the Schulich School of Business (Toronto, Canada). He is fluent in English, French and Spanish, and has lived in France, Canada and Spain.

Marty Huisman

Marty brings more than 20 years of high-tech marketing and sales experience. During this time she has focused on market programs like improving customer intimacy and maximizing customer lifetime value for her clients. She is also founder of Markety, an independent international marketing consultancy.

Company’s such as Alcatel-Lucent, Cartesis, SQL / DataStream, Converteam and Axway have relied on her practical yet innovative customer-driven approach. She has successfully delivered numerous market and customer loyalty programs including marketing performance improvement, customer account management, CRM strategies, customer reference programs, lead generation events and marketing transformation programs.

Previously, she held international marketing and channel sales roles at Netscape, Datastream and Symantec.  As an international professional, Marty works across various business cultures and speaks 6 languages: Fluently Dutch, English, French and German, as well as basic Spanish and Italian. She holds a Master of Arts.

Etienne Racine

Etienne Racine brings 17+ years experience helping companies understand new market opportunities in order to effectively innovate and differentiate their offerings.

Etienne’s recent work focuses on understanding consumer end-user motivations for a wide range of products and services offerings by exploring, analyzing, and developing new service concepts to help mobile and Internet service providers develop the right offers. Specific focus areas include end-user devices, home networking, media tablets and other connected devices and services.

As a research director Etienne has lead over 700 1-on-1 interviews, 200+ focus groups, and has written more than 150 client research studies for over 50 established companies. His clients have included Orange, Bouygues Telecom, Tiscali, Nokia, IBM, Panasonic and Condé Nast, as well as global consumer brands like Renault, Nestlé, Carlsburg , L’Oreal, Sephora, and Club Med.

Etienne holds Masters Degree in Ethnology from the École des Hautes Études en Sciences Sociales (Paris, France), and has published a book on ‘Techno Culture’. He is fluent in French and English, having lived in France and Canada.


Juan Carlos Sanchez

Managing Director