Greater Madrid Metropolitan Area
I’m a senior analytics professional with 15+ years of experience helping global brands turn data into strategic advantage. From telecom and automotive to hospitality, I’ve led the transformation of Marketing and CRM analytics into performance engines - designing ecosystems, scaling intelligence, and empowering teams across functions and markets.
As Senior Manager of Global Marketing Analytics, I lead the vision and execution of a global analytics strategy to elevate marketing effectiveness, optimize investments, and drive growth across all customer touchpoints. -Define and lead the global marketing analytics roadmap, aligning business priorities with data capabilities. -Develop and scale end-to-end measurement frameworks to track marketing performance across the full funnel, from awareness to conversion and retention. -Partner with global and local teams to build scalable analytics solutions and data products that deliver insights at scale and empower data-driven decisions. -Own the integration of diverse data sources into a unified marketing intelligence ecosystem. -Architect of Radisson’s first‑party data ecosystem, owning the design, activation, and governance of first‑party data and scoring models across all channels, enabling consistent, reliable, and scalable data activation powering CRM campaigns, loyalty moments, paid media, web/app personalization, and automation. -Drive advanced analytics nsuring the organization leverages state-of-the-art analytical capabilities. AI consulting for Customer Centric projects. -Identify growth opportunities by using data to enhance customer acquisition, loyalty engagement, personalization, and media mix effectiveness.
-Lead the strategic use of data to drive customer-centric decision-making across CRM & Loyalty. -Design and own the CRM & Loyalty analytics ecosystem, providing a single source of truth for campaign performance, customer behaviors, and engagement metrics. -Drive process optimization and automation initiatives to reduce manual work, streamline campaign operations, and accelerate insight delivery. Main technologies used are: T-SQL, Azure Synapse, SQL Server, Power BI, Power Automate, R, SAP.
Responsible for the enterprise customer data processes and systems. Empowering the digital and data-driven transformation of the company. Responsibilities include: *Manage multidisciplinary teams *Analytical Platform Management & Improvement *Data Analysis, Data Science and Business Intelligence project management *Data Architecture, Data Sources & Systems Integration *Machine Learning Consulting *Hyperpersonalization & Automation Main technologies used are: R, SQL, Informatica Power Center, AWS, Redshift, Oracle 12c, Adobe Experience Cloud, Tableau.
Analytical CRM Management and development of the enterprise Data Analytic Platform. Leading the team of analysts, developers and data engineers in an agile software development environment: - Data Integration: Automating data ingestion, pipelines and ETLs flows from heterogeneous and ever growing data sources. [Informatica Power Center, PL/SQL] - Cloud Infrastructure: Using scalable and distributed infrastructure. Development of APis to enable interactions with external applications. [AWS] - Data Architecture / Modelling: Designing the data model to meet data requirement for the customer related business processes. [Redshift / Oracle] - Advanced Analytics: Developing predictive models with Data Mining / Machine Learning algorithms. Productivization and automated audit. [Rstudio, Docker, Jupyter Notebooks] - Marketing Automation: Enforcing Next Best Action/Offer strategy. Automation of the customer interactions following a data-driven approach. [Adobe Experience Cloud] - Data Visualization: Developing reports and dashboards to track and measure every activity in the platform. [Tableau] - Continual improvement of the platform in an agile environment [JIRA, Bitbucket, Confluence] Main technologies used are: R, SQL, Informatica Power Center, AWS, Redshift, Oracle 12c, Adobe Experience Cloud, Tableau.
Lead Data Analyst in the CRM team. - Data Quality/Data Governance: Improving the quality of the data. Developing profiling , standardization, cleansing and monitorization processes. Focusing on the management of data usability and integrity. - Data Mining: Data pre-processing. Discovering new patterns in customer-centric datasets. Clustering, classification and result validation. - Process Mining: Discovering process models throughout the organization to ensure conformance and improving performance. - Machine Learning: Predictive modeling and data driven insights focused on the customer (purchase behaviour, product affinity, customer lifetime value, opt-out risk, etc) - Data Visualization: Illustrating data insights with dashboards, storytelling and interactive charts and reports. - GIS: Giving geographical and location intelligence support to the different stakeholders in the decision-making process. - GDPR survivor. Main technologies used are: R, SQL, XML, Unix Scripting
International projects for telco companies: ***Data Migration project (Deustche Telekom) -Delivery team during development phase (Madrid, Spain) -Support during deployment phase (Madrid, Spain & Munich, Germany) >Technologies: Siebel 8.1, Oracle 11g, SQL & PL/SQL, Unix Shell Scripting ***E-Commerce project (France Telecom) -Design and Development of an E-Commerce Web Portal (Madrid, Spain) >Technologies: Oracle ATG ***Order Management Solution project (Telefónica España) -Design and Development of an Order Management Solution for Service Fulfilment based on Oracle SOA (Madrid, Spain) -Offshore (India Delivery Center) Delivery team lead during development phase. >Technologies: Oracle SOA, PL/SQL, XML, Unix Shell Scripting ***CRM and Billing project (Telcel Mexico) -Delivery team during development phase (Madrid, Spain) -Support during deployment phase (Madrid, Spain) >Technologies: PL/SQL, XML, Unix Shell Scripting
Technical Support