Marketing leader with a decade in wellness and wearables will lead go-to-market strategy as Vibes AI proves that cognition, like fitness, is trainable through daily practice.

NEW YORK, Monday September 14, 2026 - Vibes AI Inc., a NeuroWellness company using voice, sound, and responsible AI to help people understand and support their cognitive wellness, today announced the appointment of Carmen Murillo as Head of Marketing. Murillo will lead go-to-market strategy, product positioning, and market storytelling as the company works to make cognitive wellness a daily practice rather than a one-time event. Her appointment comes as Vibes AI scales its flagship voice-and-sound AI model and prepares for its next stage of growth.

Vibes AI is built on a simple premise: cognition is trainable. The same way the body responds to repeated training, the brain responds to repeated practice. Vibes AI reads a person's cognitive state from the voice, uses composed 40hz sound to shift it, and measures the change. The model is designed to help people detect changes in their state early and build restorative practices that support prevention. It does not diagnose.

That premise depends on habit. A brain is not trained by a single session any more than a body is trained by a single workout. It is trained by small actions repeated until they hold. Murillo has spent her career on exactly that problem: turning customer insight into measurable growth, and turning products into repeated behavior.

Over the past several years, Murillo has led go-to-market and product marketing for consumer brands across LATAM and North America, with a consistent pattern of translating customer insight into measurable results. At Avocado Wellness Marketing Agency, she led the go-to-market strategy for a smart home IoT product to 20 percent market penetration in its first quarter, beating sales projections by 15 percent while managing a 2 million dollar marketing budget that delivered a 10 percent lift in ROI. At Newlink Corp, she grew share of voice across LATAM markets by 18 percent and turned customer insights into product feature recommendations that improved product-market fit by 30 percent. Earlier, at Ad Pros Advertising Agency, she scaled advertising budgets from 100,000 to 1 million dollars a month while holding a 20 percent increase in ROI.

"I hired Carmen because she understands the hardest part of what we do," said Joanna Peña-Bickley, CEO and Co-Founder of Vibes AI. "Cognition is trainable, but only through practice, and practice only happens when something becomes a habit. A great launch gets someone to try a product once. Lasting cognitive wellness comes from small actions repeated until they become identity. Carmen has spent her career making the healthy choice the automatic one. Marketing at Vibes AI is not just about acquiring customers. It is about helping people build a daily practice they come back to, so the brain gets the repetition it needs to change."

Murillo grew up in Bogotá, Colombia, where she studied Industrial Design at Pontificia Universidad Javeriana before earning a Master's in Strategic Marketing at the University of the Arts London. That combination, a designer's eye for how people actually use products paired with a strategist's read on markets, has defined her work since.

She traces her focus on wearables and wellness back roughly six years, to a period when she began studying how the strongest brands in the category succeeded. Her conclusion shaped her philosophy: the products that helped people most were not the ones with the most features, but the ones people returned to without thinking. She has since argued that marketing's real job in health is not to persuade someone once, but to make the healthy choice the automatic one.

"A press release, a launch, a perfect ad, none of that changes someone's health," said Murillo. "What actually improves their health is whether they come back to it tomorrow, and the day after that. If cognition is trainable, then sound is the training, and habit is what makes the training stick. Vibes AI isn't selling a scan you take once a year. It is building a daily practice where people can watch to move in the right direction. That is a habit-forming product, and it needs habit-forming marketing behind it. That is exactly the problem I have spent my career solving."

As Head of Marketing, Murillo will lead go-to-market strategy, product positioning, brand and market storytelling, and customer growth and engagement. She joins as Vibes AI moves its flagship voice-and-sound AI model toward wider daily use. The model pairs voice technology with personalized Restorative Audio and gives people a Daily Brain Readiness score they can track over time, a design built for routine rather than occasional intervention.

The next stage of Vibes AI's growth depends on the same principle Murillo has built her career on: that meaningful outcomes are small habits, repeated long enough to become identity. That is the work she now leads.

About Vibes AI Inc.

Vibes AI Inc., is a neurotechnology company working at the intersection of voice, sound, and responsible AI. Its mission is to accelerate access to cognitive wellness by helping people understand their cognitive state and build restorative practices into everyday life. The company's approach is designed to help people detect changes early and support prevention. It is non-diagnostic and does not replace clinical care. 

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