Madrid, Community of Madrid, Spain
Head of Ecommerce at Decathlon. A professional with over 20 years of experience in digital marketing and ecommerce, focused on driving business transformation and delivering results. My track record includes over 14 years of leading diverse ecommerce projects at El Corte Inglés, alongside a valuable international tenure in Ireland with Brown Thomas Arnotts (Selfridges Group) and the sustainable start-up, Theya Healthcare. My foundational strategic skills were built during my early years at WPP Group agencies. I bring an innovative, creative, and commercial mindset to drive growth in the Sport, Luxury, Fashion, and Sustainability sectors.
The Spanish Association of Executives and Directors (EJE&CON) is a non-profit organisation that promotes the presence of women in senior management and board positions. Founded in 2015, it is made up of more than 1,400 professionals from large companies, executives committed to talent without gender or generational bias. Among the most relevant projects are the EJE&CON Gender-Free Talent Awards, which recognise organisations that work to promote equality, and the EJE&CON Code of Best Practices for Talent Management and Improving Company Competitiveness, which currently has more than 4,180 member companies. More information at https://ejecon.org/
- Accountable for digital sales performance and implementation of the strategic plan and roadmap for the Home, Furniture, and Tech categories, representing 41% of Arnotts' website sales and 15% of total sales on Brown Thomas' website. - Drove profitability by conducting cost analysis to include publishing, fulfilment, product and returns costs to ultimately increase margin line in P&L. - Defined and led initiatives to optimise user experience (UX) and customer experience (CX) across navigation, new service propositions and omni-channel campaigns to increase CVR and overall engagement. - Collaborated with cross-functional teams across Digital, Buying and Marketing. Using data to work with key stakeholders, guiding and influencing category focuses and commercial opportunities. - Developed workflows and critical paths for successful promotional and brand campaigns execution, standardising processes and speed to site. - Worked with analytics and optimisation teams to build and monitor clear reporting dashboards with a focus on key trading metrics (QlikSense & Google Analytics): traffic, sales, assortment, margin, stock, best sellers, and trends. - Conducted A/B testing to optimise content and product merchandising strategies.
- Led the E-commerce expansion strategy in the UK and Ireland. - Defined and led the migration to Shopify, collaborating with international suppliers. - Coordinated the creative process of new branding in the US, from defining brand strategy and naming to creating brand manifesto and developing visual identity. - Defined and coordinated digital strategy and roadmap for each product, ensuring a consistent presence across all B2B and B2C channels, including web, social media, CRM (Klaviyo), and Blog.
- Led the strategic plan and roadmap focused on UX and CX optimization, introducing premium services such as Personal Shopper and live Chat. - Defined multichannel communication strategy (Web, App, CRM...) focused on awareness, acquisition, and CRO. - Supervised the design and implementation of digital marketing actions such as SEO positioning, PPC campaigns, acquisition strategies, and luxury customer identification on the website and in-store. - Directed the omnichannel strategy with the IT, operations, and store teams to optimize real-time stock. - Defined and supervised key indicators of sales, traffic, conversion, and engagement to optimize the conversion funnel.
- Developed and led the Retail Media strategy in Fashion, transforming web spaces into monetizable opportunities. - Defined and negotiated omnichannel strategic plans with fashion and accessories brands, establishing strong commercial relationships with prominent brands such as Ralph Lauren Group, GAP, Michael Kors, Tommy Hilfiger, CK, among others. - Led 360 campaigns that linked all channels (Web, store, Social Media, Email), providing customers with a unified vision and increasing traffic, conversion rates, and sales, strengthening brand engagement. - Optimized campaign creation and launch processes, standardized business through automation and integration of new technologies, reducing Time to Market. - Defined forecasts and reporting with conclusions and insights from a business perspective to build brand loyalty and increase investment in the next campaign.
- Led and coordinated the Fashion category, integrating over 200 brands and managing 20,000 SKUs with a team of 12 people. - Led the migration to the new ATG ecommerce platform, defining requirements and functionalities with the IT team to optimize navigation and maximize conversion rate (CRO). - Optimized supply chain and purchasing processes in collaboration with the team to reduce delivery times from 14 days to 72 hours, increasing web stock. - Defined a strategy focused on branded content and performance in collaboration with the creative team and SEO to increase conversion, aligning the communication strategy with other channels.