AI systems
Agentic workflows, retrieval, CRM automation, and internal tools.
RAÚLMERMANS
I work at the intersection of AI systems, brand strategy, and product execution — building tools and workflows that are technically structured, commercially useful, and culturally aware.
CurrentlyCRM & AIPerfumerías Primor+ IndependentInternal AI tools
Brand + product
Interfaces and identity systems shaped around operational logic.
Creative proof
Photography, visuals, campaigns, and generative direction.
About
A short version
of the story.
My work sits between AI systems, product logic, and brand intelligence. The creative side is not a separate lane; it is the taste and adoption layer around the tools.
Business school gave me the vocabulary for brand, growth, and customer behavior. Code and AI gave me the ability to turn that thinking into interfaces, automations, and productized workflows.
At Primor, I work close to CRM, lifecycle execution, luxury partners, and internal AI adoption. Independently, I build applied AI systems for reporting, audits, prospect intelligence, creative operations, and internal tools.
The multicultural and visual side still matters: it helps me read tone, context, trust, and taste. That is useful when an AI workflow has to be adopted by real people, not just pass a demo.
Geography3 cities, 5 languages
Málaga36.7N · 4.4Whome
Madrid40.4N · 3.7Wnow
Orlando28.5N · 81.4Wexchange
Languages
- ESSpanishNative
- ENEnglishNative
- NLDutchBasic
- DEGermanBasic
- ITItalianBasic
Case Studies
Apps
Visuals
Photography
Trajectory so far.
Five years moving between brand, technology, and the operational tissue that connects them, from a marketing degree in Madrid to building agentic systems for live cultural infrastructure.
Sep 2021
Started at IE University
BBA · Marketing
Madrid. IE High Potential Award scholarship. First exposure to programming, business-driven IT, and digital marketing analytics.
MadridScholarshipBBA
Mar 2023
IE Marketing Lab
Project Leader · 8+ companies
Led a team of five delivering marketing solutions for partner companies. Client work, strategy, and creative problem-solving on a deadline.
LeadershipStrategyClient work
Sep 2023
WeFeel App Challenge
Branding & Marketing Trainee
Pitched business recommendations across brand, value proposition, and product direction. Three were approved for implementation.
BrandPitchAdopted
Jan 2024
Exchange · UCF
University of Central Florida · Orlando
A semester abroad that sharpened customer-experience instincts and gave service marketing a different cultural vantage point.
USAService marketing
Jun 2025
Freelance · AI & Automation
Independent practice · Madrid
Started prototyping lightweight apps and internal tools through AI-assisted development, agentic workflows, Codex, Claude Code, and n8n.
Codexn8nAgenticSaaS
Jul 2025
Graduated
IE University · BBA, Marketing
Closed the chapter with a marketing concentration, an exchange semester, and four years of practical project work behind me.
GraduatedMarketing
Aug 2025
Perfumerías Primor
CRM Specialist · AI Automation & Brand Growth
Lead CRM and lifecycle execution for an 8M+ user database, partner with luxury houses, and support internal AI adoption.
ConnectifLifecycle8M+ usersLuxury
Now
Building the next thing
Agentic AI · GEO/AEO SaaS · Creative ops
Going deeper into agentic systems, retrieval, AI fluency, and the practical loop of shipping, measuring, and learning.
AgenticSkillsRetrieval
A practice, not a job title.
One practice with a clear hierarchy: applied AI systems first, supported by product logic, brand intelligence, and creative direction.
Lead practice
Agentic AI
& automation.
Multi-step systems for audits, reporting, prospect intelligence, CRM, creative ops, and the handoffs between them.
Claude CodeOpenAI Codexn8nMCPRetrieval
Creative
Creative
direction.
Art direction, brand voice, and visual identity for digital products and campaigns. The taste layer that keeps systems human.
IdentityVoiceArt direction
Software
Prototyping
& tools.
Internal applications, lightweight SaaS, and MVPs shipped through AI-assisted development and product-minded execution.
ReactNext.jsClaude Code
Brand
Brand as
system.
Translating positioning into the operational systems that carry it, so the output still reads like the brand.
LuxuryPositioningSystems
Generative
Generative visual systems.
Pipelines that produce campaign-consistent visual variations while preserving art direction, lighting, and continuity.
n8nImage modelsStyle locksAsset variation
Fluency
Teaching
the loop.
Finding where AI helps a team, prototyping the workflow, and training people on the use cases that stick.
WorkshopsAdoption