I have been telling stories my whole life. I just didn't know it was a skill until much later.
When I was a child, I was the kind of person who finished a book and immediately started inventing the next chapter. Walking to school, I was narrating. Falling asleep, I was building worlds. Conversations that hadn't happened yet. Projects that existed only in my head. A story running constantly in the background, sometimes useful, sometimes exhausting, always there.
For a long time I thought this was just how I was wired. A quirk. Something to manage rather than something to use. Then I moved to Panama at 25 and built a surf hostel from scratch.
No roadmap. No budget. No guarantee it would work. Just a place I believed in and a story I needed to tell about it clearly enough that the right people would find it.
That is where I learned what I have been doing ever since.
A beautiful thing with no clear story is just a well-kept secret. It doesn't matter how good the work is. If the words don't match what you've built - if the brand doesn't carry the weight of what you've actually created - people don't find you. Or they find you and don't quite get it.
I got obsessed with that gap. The distance between what someone has built and how they talk about it. Between the quality of the work and the clarity of the brand.
I have spent the last several years closing that gap for other people.
I'm Margaux.
Brand narrative and positioning strategist. French by origin, based on the Pacific coast of Panama. Mother of a daughter who is watching everything I build, which is the clearest editorial filter I have found.
I work with founder-led brands: people who have built something real and know their brand isn't doing it justice yet. Coaches, retreat leaders, independent studios, service businesses. What they have in common is that the work is good, the brand just hasn't caught up.
My job is to find what makes their work irreplaceable, put words to it, and build everything around that.
I have done this for 10+ brands, including Sansara Resort - a surf and yoga retreat on the Pacific coast of Panama that I have worked with as a brand partner from early positioning through to communications strategy.
I work in English. A veces en español.
What I believe about brands:
The best ones are not built on strategy alone. They are built on a story that is specific enough to feel true, and clear enough to travel.
I am not interested in viral. I am not interested in posting schedules or content hacks. I am interested in the thing that makes your work irreplaceable and making that impossible to miss.
That is human marketing. Not performance. Not reach. The right story, told well, to the right people.
My daughter will not be impressed by follower counts. She will want to know if the work meant something. That is the bar.
A life between cultures,
I live between the ocean and small village life in Panama, in a community of people building things from scratch. That environment shapes how I think about brands. Everything here grows slowly or not at all. The work that lasts is the work that is rooted in something real.
I surf when I can. I read constantly. I have conversations in my head before they happen, a habit that has never left me and that turns out to be genuinely useful when you are trying to find someone's story.
I started a podcast, Season 1, twelve episodes on personal branding and visibility because I believe the things I say privately in strategy sessions deserve to be said out loud.
If something here resonates :
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A 6-week brand program. Find your positioning, build your story, create a visibility system that fits your life.
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A full strategic engagement. I work directly with you on positioning, narrative, and the copy that matters most.
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Send me your website or LinkedIn. I'll record a 5-minute video showing you exactly what's not converting, what's missing, and what's not clicking. Personal. Specific. No pitch.
If you are not sure where to start, book a free 20-minute call.
We look at where your brand is right now. I tell you honestly what I think would help whether that is Spark Lab, The Brand Foundation, the freebie, or something else entirely.