Barcelona, Catalonia, Spain
Make it happen, because no one else will do it for you. I am a Head of MarTech and Technical Architect with over 8 years of experience building and scaling marketing data infrastructure for high-growth global platforms. I operate at the intersection of growth strategy and backend engineering, translating commercial goals into scalable technical infrastructure. I specialize in full-stack overhauls that fix data fragmentation. Currently, I am directing the post-acquisition data architecture redesign and infrastructure migration to unify the stack across Mytheresa, Net-A-Porter, and Mr Porter. My focus is on architectural logic, data sovereignty, and protecting marketing P&L. • Built custom, warehouse-first attribution and tracking frameworks from scratch, eliminating costly third-party MMP dependencies and protecting multi-million euro monthly marketing investments. • Improved overall tracking data integrity by more than 50% and accelerated campaign speed-to-market by 80%. • Reduced technical troubleshooting times by 4x and optimized the integration of a multi-million euro data stack. I lead teams with objective logic, transparency, and empathy, focusing on building high-trust, low-politics environments where developers and analysts have the independence to take absolute ownership. Outside the data stack, I keep my balance through kitesurfing, snowboarding, and exploring the intersection of creative technology and peak performance.
Department Leadership: Direct the global MarTech department of analysts and developers. Manage a €1M annual core vendor contract budget while advising on the integration of a multi-million euro cross-departmental data ecosystem (Databricks, CRM, and personalization platforms). Post-Acquisition Integration: Leading the structural redesign and asset migration to unify fragmented web, SPA, and hybrid React Native frameworks into a single group-wide architecture. Data Autonomy: Built a proprietary, warehouse-first attribution and tracking framework from scratch, eliminating multi-million euro dependencies on external MMPs while securing absolute data fidelity across multi-million euro monthly marketing budgets. Data Integrity: Automated data validation directly within front-end deployment pipelines, custom tracking libraries, parallel tracking pipeline and TMS monitoring, cutting troubleshooting times by 4x, reducing untracked data by 50%, and accelerating fix times by 80%.
Operational Transition: Handled the administrative and organizational transition of the technical team into the new group entity following the acquisition.
Roadmap Strategy: Led the global MarTech roadmap, aligning data and engineering capabilities with Marketing and Product business goals. Data Quality Overhaul: Delivered a 45% improvement in data integrity by building pipelines that systematically isolated and removed corrupt data profiles. Real-Time Data Processing: Deployed Snowplow Analytics to fix critical tracking gaps, moving from 24-hour batch processing to near-real-time streaming (98% data availability improvement).
Infrastructure Re-Platforming: Led the MarTech and tracking integration during a company-wide web and mobile app re-platforming, cutting GTM deployment lead times by 60%. Data Governance: Accelerated incident recovery speeds by 80% by introducing standardized tracking schemas and stricter data protocols during core system migrations. Team Leadership: Assumed interim management of the technical team prior to official promotion, aligning daily workloads and scaling the engineering onboarding framework.
Executive Alignment: Reported directly to the VP of Growth, aligning technical roadmap priorities and capital allocation with high-level business growth objectives. Cross-Functional Ownership: Served as the primary technical liaison between Growth, Product, and Data Engineering to manage data tracking frameworks, marketing automation, and global product feed infrastructure. Data Pipelines & CRM: Built multi-touchpoint automated CRM journeys and managed ETL pipelines handling data processing and automation for over 1M users. Operational Efficiency: Developed internal engineering resources and deployment templates, reducing campaign launch lead times by 75% (from 4 working days to 1 working day).
Automation Frameworks: Accelerated campaign speed-to-market by 80% by building automation frameworks within and alongside Braze, eliminating manual operational overhead for global marketing teams. CDP Architecture: Engineered event manipulation logic within mParticle (CDP) to optimize data granularity, ensure high-accuracy event separation, and streamline data pipelines for downstream analytics. Interactive Engineering: Developed high-performance interactive "Playable" web experiences for CRM (in-app) and performance marketing channels, using custom code to scale user engagement. Ecosystem Management: Managed a global marketing technology stack including Braze, mParticle, and Adjust to execute automated user lifecycle journeys and cross-channel tracking across global markets.
Performance & Delivery: Led a team of marketing account specialists focused on Google Ads acquisition, managing day-to-day operations and scaling workflows to meet strict performance metrics. Enablement & Onboarding: Designed and delivered technical training programs covering advanced Google Ads product knowledge, optimization frameworks, and operational strategies. Data-Driven Reporting: Monitored team KPIs continuously, building and presenting metric-based performance reports to executive stakeholders to drive acquisition growth. Resource Allocation: Managed cross-team task distribution, established deployment deadlines, and resolved operational bottlenecks to maintain a high-velocity output.
Portfolio Management: Managed a high-growth portfolio of diverse businesses, aligning Google Ads deployment strategy directly with client commercial KPIs. Strategic Planning: Built multi-quarter growth plans and risk mitigation strategies to maximize ad spend efficiency and identify scalable acquisition channels for clients. Performance Optimization: Delivered technical and strategic recommendations to improve campaign performance, scaling client ROI through data-driven optimization frameworks. Cross-Functional Collaboration: Collaborated across internal account teams to ensure execution of complex media strategies, consistently exceeding portfolio growth targets.