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. 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 concentrates 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 around 30,000 students, 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.io is developed by Jordi Marca. It sets out a definition, a framework of ten official layers and principles and an starting plan. 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.

Beyond marketing: five languages, street photography, the piano, culture and democracy, and a sustained interest in what technological change asks of people.

Appointments

Founder & CEO, Gotoclient

Barcelona · 2009 to present

Senior Manager, Consumer Marketing EMEA (Palm), HP

2007 to 2009

Marketing Manager, Southern Europe (Palm)

2003 to 2007

CEO, RunRunPromos (today part of Gotoclient)

2014 to 2019

Instructor, LinkedIn Learning

2024 to present

Member, Forbes Agency Council

2021 to 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