About me
I was born in Madrid, Spain, and graduated in Sociology from the Complutense University of Madrid. After completing my studies, I lived in the United Kingdom for over two years, where I broadened my business perspective and pursued additional academic training. Upon returning to Spain, I specialized in HR at Centro de Estudios Garrigues and joined British American Tobacco as an HRBP and HR Generalist.
Simultaneously, I worked as a Freelance Digital Marketer, supporting various companies with expertise in social media, project management, content creation, and communications. Currently, I serve as Head of Marketing at Ontop, where I apply my multi-channel experience and creativity to enhance processes and develop innovative solutions while continuously expanding my skills.
Professional Experience Digital Marketing
Head of Marketing. May 2024 - Present
Ontop. Worldwide
MAIN ACHIEVEMENTS:
RESPONSABILITIES:
- Increase in organic and paid reach: +50% in organic reach and +70% in paid campaigns.
- Increase ROMI: +30%.
- Reduction of unnecessary expenses: +5% through optimization of low-performing channels.
- Manage the annual global marketing strategy and implementation.
- Set ambitious KPIs and drive growth in organic and paid reach, website and blog performance, conversion rates, user acquisition, public appearance, and other strongly connected to the digital marketing strategy KPIs.
- Bring insight-driven recommendations to the table to help design a marketing strategy that will drive business results for each marketing channel and market segment.
- Build the annual digital marketing budget, forecast future results, and track spending.
- Monitor competitor activity and plans – respond accordingly balancing our own plans with raised customer expectations.
- Be a strategic partner and work in unison with other departments and leadership to drive business performance.
MAIN ACHIEVEMENTS:
- Increase in organic and paid reach: +50% in organic reach and +70% in paid campaigns.
- Increase ROMI: +30%.
- Reduction of unnecessary expenses: +5% through optimization of low-performing channels.
RESPONSABILITIES:
- Manage the annual global marketing strategy and implementation.
- Set ambitious KPIs and drive growth in organic and paid reach, website and blog performance, conversion rates, user acquisition, public appearance, and other strongly connected to the digital marketing strategy KPIs.
- Bring insight-driven recommendations to the table to help design a marketing strategy that will drive business results for each marketing channel and market segment.
- Build the annual digital marketing budget, forecast future results, and track spending.
- Monitor competitor activity and plans – respond accordingly balancing our own plans with raised customer expectations.
- Be a strategic partner and work in unison with other departments and leadership to drive business performance.
Digital Marketing Manager. November 2022 - October 2024
ODILO. Worldwide
MAIN ACHIEVEMENTS:
RESPONSABILITIES:
- Optimization and standardization of the app
creation model - CAC reduction of over 50% in B2B2C campaigns for key customer.
- Creation of a data model for the actions performed by the different departments within the company
- Land and own digital marketing strategy, in close collaboration with the Marketing Director.
- Experiment and manage organic and paid acquisition channels and demand generation initiatives.
- Own and manage affiliate partnerships and collaborative campaigns.
- Build transparency and traceability for all of our marketing initiatives – ensure that we can track the performance of different channels and tools.
- Analyze consumer behavior and adjust campaigns towards strategic business goals.
MAIN ACHIEVEMENTS:
- Optimization and standardization of the app
creation model - CAC reduction of over 50% in B2B2C campaigns for key customer.
- Creation of a data model for the actions performed by the different departments within the company
RESPONSABILITIES:
- Land and own digital marketing strategy, in close collaboration with the Marketing Director.
- Experiment and manage organic and paid acquisition channels and demand generation initiatives.
- Own and manage affiliate partnerships and collaborative campaigns.
- Build transparency and traceability for all of our marketing initiatives – ensure that we can track the performance of different channels and tools.
- Analyze consumer behavior and adjust campaigns towards strategic business goals.
Digital Marketing Manager. November 2021 - November 2022
Ufounders. Madrid, Spain
MAIN ACHIEVEMENTS:
RESPONSABILITIES:
- Increased Organic Sales more than 20% in 8
months - Creation of different MVPs to validate new
acquisition channels
- Perform regular research and identification of
keywords across all relevant markets to implement
in content across all - Identify growth opportunities and build Marketing
strategy to address the needs of the business - Develop a content strategy/plan to increase brand
awareness and consumer engagement - Research emerging industry trends and analytics tools
to implement for marketing - Plann the publishing schedule for articles and social
media to maximize organic traffic - Led a team of three freelancers and an in-house
content team
MAIN ACHIEVEMENTS:
- Increased Organic Sales more than 20% in 8
months - Creation of different MVPs to validate new
acquisition channels
RESPONSABILITIES:
- Perform regular research and identification of
keywords across all relevant markets to implement
in content across all - Identify growth opportunities and build Marketing
strategy to address the needs of the business - Develop a content strategy/plan to increase brand
awareness and consumer engagement - Research emerging industry trends and analytics tools
to implement for marketing - Plann the publishing schedule for articles and social
media to maximize organic traffic - Led a team of three freelancers and an in-house
content team
Digital Marketing Executive. November 2020 - November 2021
PONS. Madrid, Spain.
MAIN ACHIEVEMENTS:
RESPONSABILITIES:
- Increased Organic Traffic more than 300% in 6 months
- Reduction the brand abuse for Key Customers.
- Collaboration with the creation of the Inside Sales Team.
- Create and update digital content including, web pages, blogs post, and resources using WordPress.
- Utilize organic platforms to support SEO strategy and goals.
- Assist in the creation, optimization, and reporting of paid promotions across search and social.
- Monitor KPIs across marketing initiatives with Google Analytics, Google Search Console, Google Tag Manager, AHrefs and Semrush.
MAIN ACHIEVEMENTS:
- Increased Organic Traffic more than 300% in 6 months
- Reduction the brand abuse for Key Customers.
- Collaboration with the creation of the Inside Sales Team.
RESPONSABILITIES:
- Create and update digital content including, web pages, blogs post, and resources using WordPress.
- Utilize organic platforms to support SEO strategy and goals.
- Assist in the creation, optimization, and reporting of paid promotions across search and social.
- Monitor KPIs across marketing initiatives with Google Analytics, Google Search Console, Google Tag Manager, AHrefs and Semrush.
Freelance Digital & Growth Marketing Manager. October 2016 - November 2020
Freelance. Worldwide
MAIN ACHIEVEMENTS:
RESPONSABILITIES:
- Coordination of more than 50 websites
- Creation of more than 100 websites for clients around the world with WordPress
- Support Digital Marketing Strategy for Key Customers like Real Madrid C.F
- Maintain and grow client’s online presence, ensuring products and services are effectively communicated to target audiences.
- Optimize and implement digital advertising structures and A/B testing, including CPC, CTR, ROAS and ROI.
- Email marketing campaigns and newsletter.
- Creative social media content to achieve goals, reach KPIs.
- Competitive SEO strategies, domain authority analysis and link building.
- Project management for ongoing projects for brand operations.
MAIN ACHIEVEMENTS:
- Coordination of more than 50 websites
- Creation of more than 100 websites for clients around the world with WordPress
- Support Digital Marketing Strategy for Key Customers like Real Madrid C.F
RESPONSABILITIES:
- Maintain and grow client’s online presence, ensuring products and services are effectively communicated to target audiences.
- Optimize and implement digital advertising structures and A/B testing, including CPC, CTR, ROAS and ROI.
- Email marketing campaigns and newsletter.
- Creative social media content to achieve goals, reach KPIs.
- Competitive SEO strategies, domain authority analysis and link building.
- Project management for ongoing projects for brand operations.
Professional Experience Human Resources
HR Generalist. March 2019 - December 2019
British American Tobacco Iberia. Madrid, Spain.
MAIN ACHIEVEMENTS:
RESPONSABILITIES:
- 80% of the recruitment processes covered on time
- Improvement of the Data Quality for Iberia
- Increase the Data Quality to 50%
- Reduction the T&E problem to 70%
- BAT Iberia obtain the Top 5 position on Data Quality from Region
- Responsible for Performance management, Talent Review cycle & Reward processes
- Mapping training needs & strategy, courses organization and budget management
- On-boarding & corporate conferences presentations
- Management of International mobilities inbound and outbound
- Coaching Managers on our HR lifecycle processes
- Quarterly, managing the Headcount Tracker, Employment Expenses budget and Overheads for the department
MAIN ACHIEVEMENTS:
- 80% of the recruitment processes covered on time
- Improvement of the Data Quality for Iberia
- Increase the Data Quality to 50%
- Reduction the T&E problem to 70%
- BAT Iberia obtain the Top 5 position on Data Quality from Region
RESPONSABILITIES:
- Responsible for Performance management, Talent Review cycle & Reward processes
- Mapping training needs & strategy, courses organization and budget management
- On-boarding & corporate conferences presentations
- Management of International mobilities inbound and outbound
- Coaching Managers on our HR lifecycle processes
- Quarterly, managing the Headcount Tracker, Employment Expenses budget and Overheads for the department
HR Business Partner. June 2018 - March 2019
British American Tobacco Iberia. Madrid, Spain.
MAIN ACHIEVEMENTS:
RESPONSABILITIES:
- Update of the 60% of the Job Description
- Contribute to the creation of the Trade Team in Portugal
- Contribute to the setup of the new organization structure and update the system accordingly
- Supporting the Senior HR Business Partner on the Talent Agenda, in terms of Performance management, Talent Review cycle, providing and monitoring the quality of information
- Acting as point of contact for Universities, Temporary Employment Companies, Vendors and Global Business Service’s teams
- Offering support on the Reward related processes (merit salary review, bonus scheme, updating role profiles)
MAIN ACHIEVEMENTS:
- Update of the 60% of the Job Description
- Contribute to the creation of the Trade Team in Portugal
- Contribute to the setup of the new organization structure and update the system accordingly
RESPONSABILITIES:
- Supporting the Senior HR Business Partner on the Talent Agenda, in terms of Performance management, Talent Review cycle, providing and monitoring the quality of information
- Acting as point of contact for Universities, Temporary Employment Companies, Vendors and Global Business Service’s teams
- Offering support on the Reward related processes (merit salary review, bonus scheme, updating role profiles)