About Me
Professional identity
Jukka-Pekka Spets is a Strategy Architect, Growth System Architect and Fractional CMO working at the intersection of systems thinking and AI-driven decision intelligence. He designs growth systems for complex, regulated and international environments, connecting brand, acquisition, data and AI into a coherent operating model.
What I do
I help leadership teams turn fragmented marketing into a structured growth system with clear priorities, accountability and measurable economic outcomes. The work focuses on decision clarity, system design and performance governance rather than isolated channel tactics.
Background
Over 18+ years, I have led and built digital, SEO, paid media and analytics functions across iGaming, SaaS, travel, real estate ecosystems and B2B. The consistent lesson: sustainable performance comes from systems where each activity has a defined role, feedback loop and economic outcome.
How AI changes the work
AI does not replace thinking. It exposes weak systems and rewards strong ones. My focus is to design systems that use AI and GEO to prioritise intent, relevance and actual value, while reducing waste and converting data into decisions.
Core Focus Areas
- Growth system architecture
- AI + GEO-based acquisition models
- Performance structure (SEO, PPC, CRO, programmatic)
- Measurement and decision frameworks
Who I work with
Companies operating in competitive and regulated markets where performance, compliance and scale must coexist within the same structure.
Availability
– Fractional CMO engagements
– Growth system consulting
– AI-powered market strategy
FAQ
What is a Growth System Architect?
A Growth System Architect designs the structure that connects brand, acquisition, data and execution into a measurable growth operating model, with clear priorities and feedback loops.
What is a fractional CMO in this context?
A Fractional CMO provides senior marketing leadership without a full-time hire, focusing on decision clarity, operating model structure and performance governance at leadership level.
What markets do you work in?
Primarily complex and regulated environments, including iGaming, SaaS, travel, real estate ecosystems and B2B.
Where are you based?
Gibraltar–Spain, working internationally.