Author

Jordi Marca

Author of the Frontier Marketing framework documented on this site

Marketing strategist · Founder of Gotoclient · Barcelona

Biography

Jordi Marca is a marketing strategist whose work examines how technology restructures markets, organisations and the practice of marketing itself. He has worked in B2B technology marketing for more than two decades, in roles spanning product marketing, international go-to-market and demand generation.

He began his career in product and consumer marketing at Palm, holding responsibilities for Southern Europe and, later, the EMEA region through the company’s acquisition by HP. In 2009 he founded Gotoclient in Barcelona, where he leads strategy and innovation, with go-to-market programmes developed in more than twenty countries for technology brands including Apple, Epson, Canon and MediaMarkt.

His teaching and writing concentrate on the same questions that animate Frontier Marketing: AI-mediated discovery, Generative Engine Optimisation and agentic systems, and the conditions under which organisations remain legible and relevant as intermediation changes. He is an instructor on LinkedIn Learning, where his courses have reached more than twenty thousand learners, and was a member of the Forbes Agency Council from 2021 to 2024.

He studied Political Science at the Universitat Autònoma de Barcelona, completed a master’s degree in Marketing and Distribution at the Universitat Politècnica de Catalunya, and pursued executive education at IESE Business School.

Relationship to Frontier Marketing

The Frontier Marketing framework documented on frontiermarketing.org is developed by Jordi Marca. The framework sets out a definition, a seven-layer architecture, ten propositions and an adoption playbook. The phrase “frontier marketing” has been used in other contexts by others; this site documents one specific framework and makes no claim of priority over the phrase itself.

Appointments

Founder & CEO, Gotoclient

Barcelona · 2009–present

Senior Manager, Consumer Marketing EMEA (Palm), HP

2007–2009

Marketing Manager, Southern Europe (Palm)

2003–2007

CEO, RunRunPromos (today part of Gotoclient)

2014–2019

Instructor, LinkedIn Learning

2024–present

Member, Forbes Agency Council

2021–2024

Education

IESE Business School

Executive education · PDD (2007), Advanced Digital Media Strategies (2014)

Universitat Politècnica de Catalunya

Master's degree, Marketing & Distribution · 2001

Universitat Autònoma de Barcelona

Degree, Political Science · 1997