I write LinkedIn content for marketing agency CEOs who want to lead both their company and their industry | +50M impressions generated in 18 months.

In August 2021 I found out I was going to be a father.

From that moment on I outlined (and executed) a plan to quit my 9-5 job, build my own online business and be able to organize my life in my own way.

9 months later I sent my resignation letter.

How did I do it?

In 3 steps:

- I learned how to create effective social media content
- I built a recognized personal brand
- I designed a business my way

All in 9 months.

And I'm convinced that anyone could (and should) do it.

That's why, in my membership, I teach other entrepreneurs how to build a powerful personal brand on LinkedIn so they can attract clients and opportunities.

But I'll tell you more about that here:

incognitocontentmastery.com

LUIS GARAU

Emigrar por carta

From podcast to community (and it keeps growing).

Co-Founder

Exitalia Internat. Consulting

Currently building the PR & Marketing department at Exitalia.
My role focuses on creating meaningful connections between wineries and wine writers, critics, influencers, and educators -always aiming to align the right stories with the right voices.

What drives me is helping wineries (and the wine industry as a whole) thrive, especially in a landscape that’s constantly evolving.

PR & Marketing Project Manager | Wine industry

Since launching my gastronomic business in 2019, I've been developing my skills in ghostwriting and copywriting—first out of necessity, then by choice. Over the years, I’ve deepened my knowledge through hands-on work, courses, and continuous learning.


Today, I use those skills to help wineries and wine professionals connect more meaningfully with their audiences and turn that connection into consistent, qualified leads through three high-impact services:

Content Audits & Research
I analyze websites, newsletters, and brand messaging to uncover gaps, opportunities, and alignment with consumer expectations and values.

Email Mini-Courses
I create 5-day educational email series designed to attract wine lovers aligned with each winery’s philosophy and offerings—warming them up to become loyal customers. These email courses build trust, spark curiosity, and generate leads on autopilot while wineries focus on what they do best: making great wine.

Newsletter Ghostwriting
Once the audience is in, staying top of mind is key. I write and manage value-driven weekly newsletters that nurture their lists, strengthen their brand voices, and keep their wines on the radar.

Because good wine deserves to find the right table 🍷

(Ghost)writer | Wine industry

Instituto Baikal

Instituto Baikal is an educational organization whose vision is to "expand your universe."

📍I worked as a team member for the Digital Communication area, especially editing videos and assisting in the curation of content uploads to YouTube.

👉🏽 I applied to be part of it since I admire the organization and most of the professors who teach in it; and, after answering an email sharing the reasons why they should select me as a volunteer, I got in.
Then, my boss gave me the chance to become part of the communication team, even though she knew I was already counting my days to move to Europe...

💥During this short period, I contributed to reaching the necessary hours of visualization on YouTube to monetize. I also assisted on the first steps of the creation of LinkedIn's profile.

✅ This job helped me gain first-hand experience working remotely in the digital communication area of an organization while I was finishing my bachelor's degree in marketing and moved to my home town before emigrating to Europe.


👉🏽 Since December, I am back to volunteering at Instituto Baikal while I start my job search in Europe in branding, communication, and/or marketing for the alcoholic beverage industry.

Communication Assistant

Bodega Puerta del Abra

Bodega Puerta del Abra is the first vine project to produce wine in the Balcarce region (Buenos Aires province, Argentina), becoming a pioneer winery. It belongs to La Gloriosa S.A. company.

💥 In 2022, I carried out harvest without the direct supervision of my boss, who was on maternity leave. I only consulted her for the most important decisions. This led me to earn the title of "second winemaker."
💥 This vintage has already received good criticism from the wine experts, especially the white wines (the first ones to be released), as shown in the photographs.


📍The most important jobs had to do with: monitoring of the fermenters and wines; supplier management; and the use of a management system for inventory control (CALIPSO).
I also collaborated on writing web pages, especially for the black truffles project.

✅  I attended wine fairs and made presentations to journalists and wine specialists as well.
✅  This job helped me improve and boost my soft skills by working with multidisciplinary teams and having inspiring conversations which led me to the place where I am now: working on my own project to help professionals become better leaders.

💥 According to my boss, Delfina, I helped her become a better leader.

👉🏽 I quitted this job with very long notice, so the team had enough time to find someone else suitable for it, and I could leave my place in peace... Since the role took care of an important load and variety of tasks (which also included the black truffle project monitoring assignments).

Assistant Winemaker

I began at Bodega Puerta del Abra giving a hand for harvest, since my boss knew there was a "winemaker in town" and reached out to me to help them with 2021's vintage.

👉🏽 Thanks to my proven skills and my optimal relationship with the team, I then stayed and became the lab and cellar assistant!

💥 During my first year at Bodega Puerta del Abra, my biggest accomplishment was obtaining the Indicación Geográfica Balcarce (geographical indication), achieving an historic milestone in the region's winemaking industry.
From this achievement, I was able to demonstrate my analytical and self-management skills.

Lab and Cellar Assistant

Club de Cocina y Vinos - KORU & Haz Que Suceda

Club Koru was my first gastronomic entrepreneurship! It was a gastronomic club for people to meet "with wine as an excuse."

👉🏽 I arrived at this idea in 2018 after realizing there are not a lot of places for adults to meet new people and, in this way, fight against loneliness.

📍 It consisted of two parts: one of teaching, for which I prepared and taught an introductory wine course; and another for organizing events, private and open to the public, together with other chefs and bands (for music and wine programs).

👉🏽 By the end of 2019, it was doing great: my project was validated and about to start scaling (despite the beginning of the economic crisis in Argentina), since I had a portfolio of 30 clients, all of them encouraging me to continue. However, I had to close it during the pandemic, even though I organized a few online wine tastings for my usual clients and members, as well as for professionals who requested it (example: a wine tasting for the doctor's community).

💥 When I moved to Balcarce in 2021 to work in Bodega Puerta del Abra, I made new friends, and one of them heard about this project. She immediately asked me to replicate it in Mar del Plata, where we got to organize seven events.

✅ During my time as an Entrepreneur I also managed my own blog, with the idea of communicating some of the wines I drinked as well as explaining and sharing the work that is done in a winery.

💥 It helped me boost my venture and gain confidence along the wine lovers community in the city.

👉🏽 This project and all the work I had done in the region became well known, which made my presence 'reach the ears' of my future boss, Delfina, at the Bodega Puerta del Abra.


📍 IG: @clubkorubb @hazquesuceda.club
📍 webpage: http://clubkoru.com/ (currently does not exist)
📍 wine online courses: https://clubkoru.com/adistancia/

Entrepreneur 

Bodega AlEste

Bodega AlEste is the first vine project to produce wine in the South West region of Buenos Aires province (Argentina), becoming a pioneer winery. It belongs to Daniel DiNucci.

I gave a hand in the marketing and winemaking part of the winery, which did not have the best reputation in terms of quality...

💥 I contributed to the improvement of their products and commercialization, placing them initially in 3 wine stores.

👉🏽 I left the project once they called me to work at Bodega Puerta del Abra.

Consultant Winemaker

Universidad Provincial del Sudoeste

Universidad Provincial del Sudoeste is a public Argentine university with administrative headquarters in the city of Bahía Blanca.

👉🏽 In 2019, I was called by the president, together with another colleague, to start a new wine course since they were noticing an increase in the number of wine shops in the city.

✅ Therefore, we took charge of starting this course from scratch, called Auxiliar Sommelier (Sommelier's Assistant), where we focused on teaching the basics of viticulture, winemaking techniques, wine tasting, and wine service.

📍The Universidad Provincial del Sudoeste was the first public institution to offer this kind of professional training in my country.

💥 This experience helped me gain much more confidence in myself as an educator while teaching 31 students everything I knew about the wine world and the importance of its appropriate communication for selling.

💥 90% of these students now work in the wine business in Bahía Blanca, and their feedback was 100% positive in regards to what they have learned and the value delivered in the course.


👉🏽 We did not continue the year after because of the pandemic, and in 2021 I was in Balcarce, working at Bodega Puerta del Abra.

Teacher

Treasury Wine Estates

👉🏽 Third chance working for TWE, thanks to an invitation from two of the winemakers I had the opportunity to work with in Napa, California, because of an exchange the company organized between some of the wineries overseas.

📍This time, in Australia, mostly as a "crusher winemaker," assisting the winemaking team on the grape intake at Bilyara winery.

💥 I learned a lot from how a winery of this size (40,000 tons of grapes processed this harvest) works in terms of logistics and work flow.

Vintage Winemaker at Wolf Blass (Bilyara)

Divino Nordheim Thüngersheim eG

Divino is a cooperative winery in Germany, in the Franconia region.

👉🏽 I applied this harvest to be a cellar hand in order to further develop my professional
skills and knowledge regarding cellar operations and machinery.

✅ I learned to solve problems from an operational point of view and, at the same time,
internalized the German style of vinification as I got more familiar with machinery not used previously (as a cellar hand), such as the flotation pump and the red press.

💥 To see the value I added, I uploaded the reference letter from my boss, Felix.

Cellar Hand

For years, getting on a plane came with a side of existential crisis.

You know those old-school landing forms that asked, “Occupation?”
Yeah… I never knew what to write.
Sommelier? Is that even a thing? Winemaker? Cellar hand?

And don’t even get me started when new people asked.

Over time, I simplified my answer:

I work in wine.

I started out as a Sommelier... until I realized I was communicating about wine without really understanding it.

So, I packed my bags and went to study Enology and Viticulture -first in Mendoza (Argentina), then in Udine (Italy). That’s where I fell in love with the winemaking process and the stories behind every bottle.

That journey led me to work in 7 countries, across 10 harvests.

Along the way, I started a business (closed it during COVID), went back to the classroom, taught, and supported several winemakers in my region.

But deep down, I started craving something different. A new chapter.
Most of my family had already moved to Europe, and Argentina was getting tougher by the day.

So, I took the leap and moved too.

Since 2024, I’ve been living in the heart of Castilla-La Mancha, where I work in PR & Marketing at an agency. My role focuses on creating meaningful connections between wineries and wine writers, critics, influencers, and educators -always aiming to align the right stories with the right voices.

In parallel, I dedicate the rest of my time to writing and developing my own solopreneur project — helping wineries grow their wine sales through irresistible mini-course lead magnets and engaging emails for their newsletter.

Stick around and let’s enjoy wine together 🍷

My WhatsApp is linked in the bio. If you’d like to chat or swap ideas, just click and say hi!

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The Battle

LUIS GARAU

Melisa Agamennoni

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