6 weeks · 7 seats · Fully online · Applications open
The AI CMO Lab is a 6-week cohort for senior marketing leaders who are ready to do both.
Facilitated by Hugo Pereira. Fractional CGO/CMO, author of Teams in Hell, ex-CGO EVBox.
The honest version
I've been in so many rooms with senior marketing leaders for the past years. Different companies, different industries, different team sizes.
The conversation is always some version of the same thing. They're experimenting with AI. They've read everything. Some have even started rebuilding parts of their stack.
But when I ask how they've changed the way they lead their team because of it, there's a pause. Because they haven't. Not really.
And it's not laziness. It's that nobody has given them a honest map for what actually needs to change — in how they communicate, how they make decisions, how they build trust with a team that's just as uncertain as they are.
Leaders who grew up managing specialists are now expected to operate like builders. A large majority feel it. Very few have moved on it. That's what this program is about.
What it is
Every week combines two things that are usually kept separate: what AI means for your GTM motion, and what it means for how you lead, communicate, and build trust with your team.
PS: This isn't a typical course where you listen to someone talking to you or having weekly keynotes. Each session is designed around doing. You will audit your own function, build a real tool, and redesign parts of how your team works, alongside other senior marketing leaders.
Fully online. Live sessions, run over video. The cohort approach is inspired by the altMBA: peer accountability, real homework, and work you bring back to your team and company the next morning. It's fast-paced, it's demanding, and it'll be worth it.
What you walk away with
A personal audit on your leadership approach in the AI age, run at the start and end of the cohort. By the end you see your own shift and have a clearer view of how your role as a leader needs to evolve, and what behaviors to change.
A real AI tool, workflow, or content engine piece that works inside your own team. Not a template. Something you made during the cohort.
A rethought model of your team that accounts for AI agents alongside people, and the language to present it to your CEO.
A working AI setup on your own laptop. Claude Code, Cowork, and your own skills configured properly. A second brain you actually use, not a stack of tabs.
Specific, prioritised, and grounded in your own team and company context. Written in the final week and yours to act on the morning after.
Marketing leaders at the same level, working through the same questions. A cohort that continues long after the program ends.
The framework
A shared understanding of where the team is going, what matters most, and how decisions get made. Hard enough in a stable company. Even harder when the stack is changing every few months.
Confidence that vulnerability is safe and that the team's goals matter more than protecting individual territory. Trust does not survive leaders who say the right things but behave differently under pressure.
The ability to create conditions for focused, high-quality work in a world of AI noise and constant tool launches. Increasingly rare. Increasingly valuable.
The willingness to update your behavior, not just your opinion. Knowing that AI is important is not adaptability. Changing how you lead because of it is.
Based on Teams in Hell: How to End Bad Management by Hugo Pereira. Available now.
Week by week
Fully online. Two live 90-minute sessions per week over video, paired or individual homework, and a few guest practitioner talks. Pace adapts to the cohort.
Still deciding?
Talk directly with Hugo to see if the cohort is the right fit for where you are as a leader right now.
About Hugo
Based in Amsterdam. Facilitating Cohort 01 online.
I've spent 15 years scaling companies. I've also watched what happens to leaders who don't update how they work fast enough.
I was Chief Growth Officer at EVBox when we went from €1M to over €100M, and from 10 to 700+ people. I grew the growth function (marketing, policy, strategy, GTM) from just me to almost 100 people at its peak.
I co-founded and exited Ritmoo, a goal management platform. I wrote Teams in Hell because the human side of leadership needed an honest book, not another framework.
I now work fractionally with B2B scaleups, so I'm inside live marketing and growth problems every week. Not teaching from a case study.
The AI CMO Lab is the program I wish had existed three years ago.
€1M → €100M+
Growth at EVBox as CGO
15 years
Scaling B2B companies
Author
Teams in Hell
Top Voice
LinkedIn on Leadership
The book
Teams in Hell
An honest look at what actually breaks inside scaling teams, and what leaders can do about it before it's too late.
Learn more →Investment
Cohort 01 founding price. 50% of future program pricing.
Invoice issued to your company. Recommended to submit as a professional development benefit.
The guarantee
If you do the work and are not satisfied at the end of 6 weeks, you get a full refund. No questions asked. We ask only that you show up: at least 70% of sessions and at least half the homework.
Apply
Applications close end of June 2026. We'll get back to you soon.
Cohort 02 waitlist
FAQ