Cali, Valle del Cauca, Colombia
Hi, I'm Santiago Ayala, a Web Business Specialist with 3+ years of experience at the intersection of web development, data infrastructure, and marketing automation. My day-to-day splits across three lanes. On the web side, I design, build, and maintain high-converting landing pages and campaign microsites — customizing front-end layers with HTML, CSS, JavaScript, and Next.js, making sure every page is optimized for performance, accessibility, and SEO before it goes live. On tracking, I architect and audit the entire measurement layer: tag management solutions with GTM and conversion signals including Meta Pixel, Google Ads Tag, TikTok Business Pixel, and LinkedIn Insight Tag. My goal is to make sure every key event is firing accurately so the Paid Media team can trust the data they’re optimizing against. Where I enjoy the most is the data connectivity layer. I build API integrations between internal systems, the Data Warehouse, and CRMs like Salesforce, HubSpot, and Podio to automate audience uploads and conversion signals. I use SQL to source and transform data from the warehouse, feeding it into marketing platforms and CRM workflows. I visualize everything in Power BI, Tableau, Google Looker Studio, and Databricks. I also use Claude and N8N to automate operations and remove the repetitive tasks no one should be doing by hand. Contact: [email protected]
- Manage technical SEO and site architecture for various WordPress-based websites and landing pages, using SEMrush and Google Search Console to drive organic traffic growth. - Implement and maintain advanced tracking via Google Tag Manager (Web and Server-side) and GA4, ensuring every form and conversion point across the holding’s companies is accurately measured. - Optimize landing page performance and lead conversion, focusing on improving user flow and form submissions to maximize the ROI of marketing efforts. - Develop API integrations and automations to connect all branding websites with external tools, streamlining data synchronization and reporting processes across the entire holding.
- Managed WordPress sites and landing pages, implementing technical SEO and structural changes that significantly increased organic traffic to the websites. - Optimized lead conversion for every form, ensuring landing pages were high-performing and leads were captured correctly. - Developed new features for the internal CRM using Laravel, Filament, and Tailwind, creating custom tools to streamline data management and internal operations. - Provided technical support to the commercial team, building out functional features in the CRM to help them better track their sales pipeline and lead performance.
I provide a 40-hour course that teaches students how to analyze and visualize data using Power BI, enabling them to create interactive reports and make data-driven decisions.
- Worked with the dev team to implement technical SEO on WordPress and React/Next.js sites, focusing on improving site speed (Core Web Vitals) and site architecture. - Performed technical audits and research using SEMrush and Screaming Frog to find ranking opportunities and fix indexing issues across various websites. - Tracked lead conversions for every form across the holding’s different companies, using GTM and GA4 to accurately measure performance and maximize ROI.
I actively participated in research projects focused on developing software engineering technological solutions to optimize environmental resources.