- How Gabriel Avi’s entrepreneurial journey shaped his business vision and leadership at Blue Marketing
- Why people, culture and operations have always been at the centre of Blue’s strategic decisions
- How long-term vision, adaptability and responsibility built a company ready to grow under high-pressure scenarios
The story of Blue Marketing begins before technology. It begins with decision-making, risk and responsibility.
In the special 100th episode of Bluecast, Gabriel Avi, Founder and Head of Partnerships at Blue, steps out of his role as host and into the interviewee’s seat. The result is an honest account of real entrepreneurship, leadership shaped through daily practice, and the evolution of a company that started small but always thought big.
👉 Watch the full Bluecast episode to follow this journey in detail.
Entrepreneurship before it became a trend
Gabriel’s first entrepreneurial experience began during secondary school, at a time of family necessity. Balancing full-time studies with night shifts, he was first exposed to business, hard work and decision-making.
This early start shaped a practical mindset that remains with him today. Entrepreneurship was never about speeches or glamour. It was always about execution, adaptability and responsibility.
After graduating in technology, Gabriel worked within large companies and well-established structures. He gained technical expertise, but also realised he did not see himself in rigid environments with limited autonomy and little room for innovation. The desire to build something of his own continued to grow.
The birth of Blue and a focus on people
Blue Marketing was founded in a context of uncertainty, without robust structures or abundant capital. What existed instead was complementary skill sets, trust and a great deal of operational work.
From the outset, technology was a solid pillar. But the true differentiator emerged elsewhere: close, human and responsible service. While the market offered tools, Blue chose to offer people genuinely taking care of brands.
This positioning was not crafted in presentations. It was proven in practice and recognised by clients themselves.
The first major test and a turning point
The company’s first Black Friday, in 2018, marked a decisive turning point. Extreme scale, technical pressure and maximum performance expectations put the entire operation to the test.
The technology held. The operation responded. Clients delivered results.
At that moment, it became clear that Blue was no longer a project in development, but a company ready to operate in the most critical e-commerce scenarios.
Culture as a competitive advantage
Throughout the interview, Gabriel summarises Blue’s DNA in one word: culture.
For Blue, culture is not institutional rhetoric. It is daily behaviour. It is operational excellence, individual accountability, the ability to solve problems beyond one’s formal role, and honest human relationships, even when they require difficult conversations.
This cultural foundation sustained the company’s organic growth for years, without direct investment in marketing, driven solely by reputation, results and relationships.
Leadership that evolves over time
Gabriel openly describes his own evolution as a leader. In the beginning, his approach was more conciliatory. Over time, he developed the maturity to understand that leadership also requires direction, clarity and firmness.
Today, his style combines genuine connection with people, contextual awareness and clear guidance. In this model, leadership goes beyond work. It is about developing people in a holistic way.
Vision for the future and legacy
When speaking about the future, the vision is pragmatic. External changes will always exist: privacy, technology, new media models. The true differentiator lies in how a company prepares internally.
The creation of BMS and the evolution of the business model reinforce this thinking: less dependence on external factors and greater control over technology, data and strategy.
Ultimately, what Gabriel seeks to build goes beyond products or titles. It is legacy. A positive impact on the people he encounters along the journey, both within and beyond Blue.
Continue following Blue Marketing’s content and discover how leadership and culture shape resilient companies.
