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Work Background
Indicia WorldwideSenior Digital Optimisation Manager
Jun. 2023Madrid, Community of Madrid, SpainAs a Senior Digital Optimization manager, I lead the agency's Performance Optimization team, driving impactful strategies for our global B2B and B2C clients. My role encompasses leading a multidisciplinary team of optimizers, analysts, designers, and optimization developers to enhance digital experiences and maximize conversion rates and ROI across various industries and markets. - Team leadership: I oversee and mentor a diverse team, including CRO specialists, data analysts, UX/UI designers, and developers, ensuring seamless collaboration and innovation in all optimization efforts. - Strategic optimization: I develop and implement data-driven conversion optimization strategies, tailored to each client’s unique goals and market dynamics, focusing on enhancing user experiences and driving measurable results. - Global client engagement: I partner with international clients to understand their business objectives, provide strategic guidance, and lead them through successful optimization projects that align with their KPIs. - Data & Insights: Leveraging advanced analytics, A/B testing, and user research, I identify key areas for improvement and guide the team in executing strategies that enhance performance across digital platforms. - Cross-functional collaboration: I work closely with internal and external stakeholders, ensuring that our design, development, and marketing efforts are fully integrated and aligned with our optimization goals. - Continuous improvement: I monitor key performance indicators, analyze results, and provide actionable insights, driving continuous improvement and innovation in our optimization practices.
asistensiGlobal Head of Growth
May. 2022 - May. 2023Madrid- Responsible for Asistensi’s global growth and leading the Demand Generation global team with a focus on overall revenue-growth. - Launched 5 new markets in Latin America and Southeast Asia: Dominican Republic, Mexico, Honduras, Guatemala and the Philippines. - Developed Go-to-market, performance marketing, SEO, affiliates marketing, partnerships, and other growth strategies for each market, resulting in 165% increase in revenue growth. - Optimised lead generation and qualification process, reducing CAC by 35%. - Implemented new marketing channels, increasing lead volume by 270%, and CR by x6. - Led the CRO program, increasing conversion rate by 150%. - Collaborated with product team to launch new features and products, resulting in a 15% increase in customer acquisition. - Develop and implement innovative and data-informed full-funnel digital strategies, that are integrated with overall business objectives. - Web analytics: lead the implementation and maintenance of the successful digital measurement strategy for all the Asistensi's and related brands domains.
asistensiCRO & Experimentation Manager
Aug. 2021 - Apr. 2022Madrid- Lead Asistensi's data measurement, optimisation, and personalization strategy. - Developed an experimentation framework and led a CRO program, increasing website conversion rate by 40%. - Conducted A/B tests and analysed data to identify and implement improvements to promotional landing pages, resulting in a 25% increase in conversion rates. - Collaborated with UX/UI designers and developers to implement website and app improvements.
Global Kapital GroupHead of Digital Marketing & Growth
Jul. 2020 - Aug. 2021Madrid⚡ Lead the creation, execution and optimization of acquisition, lead generation and growth strategies for the South Europe & LatAm Business Units. ⚡ Plan all activities related to SEO, PR, branding, inbound and performance marketing, marketing automation and digital analytics. BUSINESS ANALYTICS & MARKETING AUTOMATION ► Drive data analytics activities to improve business strategy and marketing effectiveness. ► Build data models for better ROI attribution, gathering data from a variety of platforms and sources (Google Marketing Platform, Salesforce, Leadbook, Cellxpert…). ► Forecast marketing campaign growth and ROI. Achieve maximum ROI by collecting and analyzing data, and identifying trends and insights. ► Build and maintain a solid marketing database of the key target audience to increase the MQL (marketing qualified leads). PERFORMANCE & GROWTH MARKETING ► Manage the strategy, execution, analysis and ROAS of growth campaigns across digital marketing channels (search, display, social, email, native advertising, affiliate network...). ► Manage a customer segmentation strategy, associated attribution model, and user funnels optimizations, to maximise the lifetime value of all customers. SEO ► Lead SEO regional roadmap to win share of voice in key intent categories and drive relevant traffic. ► Create content, outreach and backlink strategies. ► Manage SEO audits, analysis, and documentation. BRAND STRATEGY & CONTENT MARKETING ► Develop the local brand and content strategies across all marketing channels and customer touch points. ► Oversee the production of creative executions and content marketing activities, and reviewing all digital campaigns, ensuring that marketing activities are aligned with compliance standards and brand guidelines. ► Organising and coordinating events and webinars to generate brand awareness. ► Liaise with third party agencies and internal teams to develop content/assets as needed.
Civitatis.comPerformance Marketing Analyst
Sep. 2018 - Jun. 2020Madrid, Madrid, Spain⚡ Collection and analysis of quantitative and qualitative data in order to provide internal stakeholders with actionable insights and to improve business strategy and marketing effectiveness. ► Build and provide support on multi-source automated dashboards. ► Measuring and analyzing online marketing campaigns, including organic and paid searches, email, affiliation, display, social... ► Find the story in the metrics, create and communicate findings by analyzing data from a variety of sources (GA360, DCM, D&V360, SA360, Firebase, Adjust, CRM...). ► Support the Performance Marketing and all digital operations teams in digital analytics projects. ► Derive insights from A/B testing to help support site experience improvements and other business objectives. ► Work with various teams to ensure accurate tagging for new site releases as well as continuously debugging, optimizing, and enhancing existing implementation to support business requirements. ► Monitor digital landscape and changes in the environment to provide relevant and timely updates. ► Serve as an analytics evangelist across the organization helping others to understand how to use data to inform their work.
Civitatis.comSEO & Content Manager
Jun. 2016 - Aug. 2018Madrid⚡ As the SEO Content Manager at Civitatis (the leading online travel platform for booking activities in the Spanish-speaking market), I was responsible for developing the content marketing and social media department from the ground up. - Created from the ground up and leading the content marketing, SEO, and social media department. Developing and supervising an SEO-based growth strategy, resulting in 80% organic traffic growth YoY. - Coordinated civitatis.com’s marketplace launch, with over 50K product pages in the best SERP’s organic positions, resulting in an 83% increase in organic traffic growth. - Launching over 50 travel guides’ domains, resulting in 200K-300K visitors per month from organic traffic from each domain. Some of the travel guides: disfrutaroma.com, nuevayork.net, disfrutaviena.com, disfrutahongkong.com, atenas.net...
GlobovisiónContent Producer & Project Manager
Jan. 2014 - Jun. 2015⚡Manage and prioritise various project types (complex high-end video productions, newscasts, digital and social content...) from concept and editorial planning, to pre-production, production and post-production.
► Develop strategic plans for News and Information growth and increased ratings in existing and new platforms using analytics.
► Key role in the newsroom digital integration and restructuring Globovision's information operations.
► Definition of editorial guidelines, development of the stylebook and crisis protocols.
► Delegate assignments, production, editing, promotion, graphics and writing responsibilities to indicated staff members.
► Manage project budgets through proper scope definition, risk management and change management protocols.
► Workflow and process improvement among project teams.
FeelanceDigital Content Consultant
Jan. 2013 - Jun. 2016⚡ Delivering client-specific consultancy for brands in the Latin American market.
► Definition of SEO and content strategies, stablishing a content calendar per channel, ensuring all messages are aligned with brand identity and business goals.
► Multi-channel content development (web, Social Media, email, offline campaigns…) and editorial planning.
► Writing entertaining and informative search engine optimised copy.
► Repurposing content for different channels including social media and video.
GlobovisiónDigital Content Manager
Jan. 2013 - Jan. 2014⚡ Develop communications, digital content marketing and social media strategies.
⚡ Lead the digital team: copywriters, digital producers, community managers, and content marketing specialists.
🚩 Supervise social media management and interaction with a digital community of 3.5 million followers on Twitter (the account with the largest number of followers in Venezuela).
► Supervise online breaking news coverage and oversee homepage programming for the web and app platforms.
► Assign stories, edit, produce and publish in own CMS.
► Work closely with News Director to prioritise a mixture of daily and weekly assignments that cover the waterfront of World and local news.
► Identify news stories of the day and plans coverage that is appropriate for various digital media platforms (website, mobile apps, newsletters, and social media).
► Experiment with new formats for social media content creation.
► Digital news coverage stylebook development. ► Train Reporters on how to cover news for digital platforms.
► Online reputation management after digital brand crisis.
GlobovisiónDigital Content Producer
Jan. 2011 - Jan. 2013⚡ Promote a digital-first approach to news.
► Write news stories under the pressure of deadlines in a fast-paced environment.
► Produce and edit content that can be used for various platforms.
► Post and update news content on various platforms.
► Optimise news websites for search (SEO).
► Follow trending topics on social networking, including Google, Twitter and Facebook for story ideas and headlines that optimise Globovision.com’s reach in search engine optimisation.
► Respond quickly to breaking news, global and local situations, contributing to the news team's coverage of the event.
► Work with news team on stories and editorial direction.
Correo del ÁvilaDigital Content Curator
Jan. 2010 - Aug. 2011► Digital content creation and curation.
► Social Media & Digital Marketing.
UCAB - Universidad Católica Andrés BelloDigital Content Producer
Jan. 2010 - Jun. 2011► Collaborate on digital marketing and internal communications activities. ► Search Engine Optimisation.
► Digital content creation and brand management.
UCAB - Universidad Católica Andrés BelloJournalism & Editorial Writing Assistant Professor
Oct. 2009 - Jul. 2011Caracas
Colegio Mater Salvatoris CaracasSpanish Teacher
Sep. 2009 - Jul. 2010
Planta BajaDigital Copywriter
Jan. 2008 - Jan. 2010
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