Barcelona, Catalonia, Spain
Leader in Marketing Strategy, Data and Consumer Experience, with extensive international experience across Europe and Latin America. Proven track record in leading high-performing, cross-functional teams and delivering integration projects involving MarTech, AdTech, CRM and Analytics, driving brand growth and maximizing marketing investment efficiency. Recognized for designing and scaling innovative frameworks for audience management, automation and governance, consistently achieving measurable improvements in ROI, engagement and personalization within complex, matrixed organizations. Adept at translating complex data and insights into actionable strategies, acting as a strategic bridge between marketing, data and technology, and inspiring teams to drive continuous improvement and business impact.
Drive the integration of insights, analytics, CRM and technology for Food brands across Zone Europe, acting as the bridge between marketing, data and technology to enhance consumer engagement and business performance across all journey stages. • Achieved a 12% uplift in marketing ROI by scaling investment efficiencies and optimizing campaign effectiveness and media planning across markets. • Orchestrated CRM and media automation through API-based integrations between CDP, MarTech and AdTech platforms, driving a 20% increase in targeting precision and campaign efficiency. • Partnered with Consumer & Marketplace Insights, Media, IT and CRM teams to align data architecture and measurement frameworks, ensuring governance, adoption and scalability across the region. • Applied Design Thinking to enhance consumer experience design, ensuring continuity, consistency and measurable impact across touchpoints.
Led data and analytics initiatives enabling the Food Category to identify marketing efficiencies, optimize CRM and enhance reporting capabilities across Europe. • Produced analytics revealing €3.2M in potential savings by internalizing agency services and optimizing media investment effectiveness. • Developed the Audience Framework and CRM Playbooks, standardizing activation models and driving efficiency and consistency across markets. • Coordinated dashboarding (Lviv), Data and CRM (Lisbon) teams to streamline insights and accelerate data-driven decision-making. • Supported Global CX and MROI initiatives, aligning Zone Europe analytics, CRM and MMM frameworks, and integrating data automation between CRM and media ecosystems.
Analyzed and interpreted digital performance data for multinational clients, supporting decision-making and continuous optimization. • Improved user experience by identifying performance gaps and implementing targeted, data-driven solutions. • Developed automated dashboards for KPI tracking, performance validation and management reporting. • Led data-driven experiments to accelerate learnings, validate insights and scale successful marketing initiatives across client portfolios.
Responsible for CRM (acquisition/retention/win-back), online/off-line strategy, and brand strategy for clients such as Santander Bank, Banco Toyota, Petrópolis Group, and Porto Seguro. Support for CRM implementation, calendar planning & execution of the CRM plan, delivering effective and timely across all CRM touchpoints (E.g. Email, Mobile App Push Notifications, SMS channels). Measure performance, build and analyze reports, plan and manage test/control design and execution, and provide actionable recommendations. My team and I collaborated to acquire new clients to the agency and make the business grow 2,2MM in annual net billing.
Create attractive strategies and plans along with platforms that allowed engagement and build enriching experiences for different types of consumers. Simultaneously, I developed plans and executed integrated CRM marketing campaigns. Responsible for map out customer journey plans and leverage marketing automation tools for customer lifecycle marketing. As a strategic planner in The Group Comunicação, I had 70% of approval in account competitions and collaborated with the agency to conquer one of the most important awards for Live Marketing agencies in Brazil: Promotional Agency of the Year in 2016.
Development of strategic planning - on and offline - aimed at generating awareness, consideration and engagement/conversion with different targets. To achieve this, I used tools such as CRM platforms, customer insights and behavior, trend watching and cool hunting to develop 360 plans for clientes.