Greater Madrid Metropolitan Area
Two decades in the creative industry — from international film and TV sets to building a company's entire marketing and operations engine from scratch. 20+ years, one constant: I build the system that's missing rather than wait to be handed one. I currently carry five interconnected functions at The Lemon Tree Education at once: marketing strategy and budget, revenue operations, creative direction, creative/production operations, and hands-on design. I conceived and coordinated the company's CRM (ActiveCampaign) architecture — the operational backbone connecting marketing and sales — and set and protect the creative standard across every campaign and brand touchpoint. Before that: sixteen years as an independent creative and production professional (2003–2019) — art direction and production design on major international film and television (Game of Thrones for HBO, Ridley Scott's Exodus: Gods and Kings, Jack Ryan for Paramount/Amazon, Still Star-Crossed for Shondaland/ABC), advertising campaigns (Carolina Herrera × US Vogue, M&C Saatchi), and self-employed work spanning design, photography, video and web across Madrid, the Canary Islands, London and international assignments — including a two-year design consultancy for an international engineering firm. Core areas: →Marketing strategy, budget ownership & CAC optimisation →Revenue & business operations — CRM architecture, workflow design, KPI systems →Creative direction — brand identity, campaign concepting, messaging for family audiences →Creative & production operations — pipeline, vendor network, always-on content cadence →Team leadership (8 direct reports) and cross-department coordination Madrid-based. Spanish (native), English (bilingual, British-educated), French (basic).
Own multi-channel marketing strategy and department budget across paid (Meta, Google) and organic channels. Building out the measurement layer — CAC, channel attribution, and lead-to-enrollment conversion — as a live, evolving discipline this year.
Lead Revenue Operations across marketing and sales — conceived and coordinated the company's CRM (ActiveCampaign) architecture and automation system from the ground up, in partnership with a dedicated automations specialist. Own the workflows connecting lead generation to enrollment, and building out retention and cohort-based reporting on top of that foundation.
Run the company's end-to-end content production pipeline — brief through shoot/edit through delivery — at always-on, weekly volume. Source, onboard and manage a network of creators and freelancers; built the asset taxonomy and tagging system the team works from. The operational backbone that keeps every campaign and channel supplied and on-brand.
- Client: WaterWipes - US Agency: Nail Communications - Director: Jeffrey Dechausse - Producer: Nathan Haener - DOP: Tobia Sempi - Art Director: Elena Machado
TV Series, Season 1, 8 episodes. - Production Designer: Ruth Ammon - Supervising Art Director: Barbara Perez-Solero - Set Decorator: Delia Piccirilli
Clients: Carolina Herrera & US Vogue Photographer: Mario Testino Set Decorator: Jack Flanagan