Behind every insight, strategy, and bold idea is a team of passionate thinkers, doers, and dreamers.
Chief Lemon
Founder & CEO
Carlos Hernandez Jr. brings 25 years of global experience in market research, with a knack for transforming brands into something truly unforgettable. Whether in Europe or across APAC, Carlos has made a career out of helping businesses stand out by infusing creativity into every strategy. He’s worked with major players in FMCG and healthcare, always driven by a passion for understanding people and cultures.
Carlos doesn’t just deliver insights; he turns them into powerful, creative strategies that give brands a distinctive edge. His journey has taken him from shaping healthcare campaigns in APAC to uncovering consumer behaviours in Europe, all with the goal of making brands not just seen but remembered.
Lemon Qual
Qualitative Expert
Alejandra Arreaga is a seasoned branding and consumer insights expert with over 20 years of experience helping international brands connect with their audiences in meaningful ways. Based in London, she blends her expertise in strategy and design to create unique brand worlds that resonate deeply with consumers, ensuring that every interaction feels like more than just a transaction.
Alejandra’s career spans both agency and client sides, where she’s managed complex global projects and developed consumer-driven strategies that inspire change. Her background in marketing, combined with her passion for interior design, allows her to bring a fresh, creative perspective to brand development, always focused on enhancing the consumer experience.
Lemon Trends
Future & Cultural Insights
Rodrigo Turra is a visionary in futures thinking and cultural insights, with over a decade of experience in connecting the dots between emerging trends and creative strategy. Based in Amsterdam, Rodrigo specializes in helping brands navigate the complexities of the 21st century by tapping into the ever-shifting cultural landscape.
As the creator of “The Nexialist” newsletter and a seasoned researcher, Rodrigo thrives on bursting the bubbles of conventional thinking. His work ranges from trend analysis to project management, always with a focus on inspiring creativity and innovation in marketing and design teams.
Lemon Consulting
Marketing & Business Expert
Marcos Leal is a seasoned commercial and marketing strategist with a deep passion for creating innovative business models that balance profit and purpose. With over two decades of experience across various global industries, Marcos has a proven track record in commercial acceleration, strategic marketing, and brand development.
His work spans continents, from Latin America to Europe, where he has led award-winning marketing campaigns and driven substantial growth in the healthcare, energy, and infrastructure sectors.
Fluent in multiple languages and a certified Six Sigma Black Belt, Marcos excels in transforming complex challenges into actionable strategies that deliver long-term value and impact.