Global Head of CRM

• Aug 2022 - Present

Head of Marketing Strategy. Product and Innovation

• May 2021 - Mar 2022

Head of Customer Experience, Loyalty and Retention

• Jan 2019 - May 2021

Head of acquisition analytics and budgeting for Spain, Italy and PortugalMarketing Product Mix definition and annual acquisition forecast responsible as well as cost strategyWorking on a daily basis with Marketing, Sales, Finance, IT, Legal & Comms teamsChampion market Data Analytics Project Manager at Plan International HQLeading a team of 9 peopleDDBB Strategy: creation and development of segments on CRM to deliver value and quality engagement with the organisation. Drawing and executing specific plans for every segment in terms of marketing campaigns, digital and offline communicationsProduct life-cycle management.Growth strategy lead: drawing Customer Journey looking for the best customer experience (buyer persona, archetype, jobs to be done)Offline marketing plan: design of strategic materials sent throughout the year as the Welcome Pack, Annual Report, Tax Certificate, othersOnline marketing plan: content plan, inbound strategy for every CRM segmentMarketing automation from the sign-up until discontinuationFunnel management: lead generation, lead nurturingMarketing Campaigns: both relational (content plan to highly engage and inform customers) and transactional campaigns (upselling, cross-selling, e-commerce) to maximise customer lifecycle valueIdentify and develop partnership initiatives to lead cross-marketing activities to support marketing annual campaignsClosely monitor budget and track progress performance: KPIs in terms of Acquisition, Retention, Customer experience, Customer Service and Communications: ROI, Churn Rate, LTV, NPS, OR, CTR, Conversion, CPA, CACRetention Tools definition and execution to retain and reengage customersLoyalty Intranet Area management and design: UX and UI, wireframes, audit & optimization, navigation structure (structure, arborescence). UX tools: Hotjar, Google Analytics, Google Tag Manager, Marketing Automation, Prestashop, Figma, HubspotContact Centre strategy and management. Telemarketing campaigns

Senior Retail Marketing Coordinator and Digital Content Manager - Las Rozas Village

• Sep 2017 - Jan 2019

•Outlet Fashion Industry. High Networth and luxury products•Execution and final approval over the whole 360º Marketing Plan•Marketing campaigns responsible•Special marketing projects manager: new product development, translations, brand elements and merchandising according to different target markets and campaigns’ promotional strategy: EMEA, Korea, China, MENA and LATAM•Design, production and implementation of B2B and B2C printed materials•Off Media Plan responsible:Newspapers, Magazines, OOH, Billboards, Special formats, Radio•Brands management: Trade Marketing, design and execution of promotional strategy and product and brand activations in-store•Category review against sales KPIs to mitigate deviations and drive product and brand strategy•Loyalty Programme management. Brand design. Customer Journey. Communication cycle. Engagement and emailing, promotions and benefits strategy through partnerships. Marketing Automation, Inbound Marketing•Gift Card programme responsible: Packaging manager. Work with Design, Legal and Finance Teams to comply with guidelines. Offers creation, promotions, savings, agreements with payment platforms (Alipay, MasterCard) negotiation. Sales trainer to match ROI expectation. •Content manager. Web update every day. Umbraco Platform daily use. Google Analytics.•Omnichannel Content Strategy: Paid, Owned, Shared •Negociating external BBDD agreements and online promotions to generate cross marketing activities•Visual Merchandising and signage design according to law, store requirements, corporate guidelines and campaigns•Mystery Shopper Programme Design and evaluation •Budget holder.Salesforce management. Oracle Purchase Orders#Fashion #Luxury #Tourism #Hospitality #PromotionalStrategy #Merchandising #Activations #OOH #ATL #Advertising #MarketingCampaigns #ContentManagement #ShoppingCentre #Category #StockManagement #Princing #FieldMarketing #BrandDevelopment #TeamTrainer #MediaAgencies #CRM #Loyalty #CustomerExperience

Marketing Campaign Planner

• Oct 2016 - May 2017

•FTC Maternity Cover. •Leading commercial campaigns and coordinating different teams involved (Category, Finance, Demand Forecasting, Creative, Production)•Management of end-to-end campaigns roadmaps: planning, execution and evaluation in multichannel environment applying strong commercial awareness to translate post campaign evaluation analysis into actionable insight•Responsible for category development: Make Up, Fragrance, Skin Care, Personal Care, Hair Care, Jewellery and Watches•Understanding competitor activity and latest trends to sell through new and different ideas implemented in brochures•Running the overall campaign financial statistics in GSAM, managing the whole campaign through MAPS tool to manage offers and pull out relevant information to be analysed and ensure both category strategies and creative direction are aligned to achieve sales objectives(KPIs)•Design of pricing strategy and offers of new launches and existing products•Inventory analysis and estimates review against targets, updating the Leader List to ensure that Supply Chain use the adjusted estimation of stock needed•Brochure guidelines and briefs for category spreads: campaign insight, mood and store concept to be delivered by Creative team•Analysing the performance of campaigns to identify best practices and needs of improvement•Presenting campaign financials to the Commercial Marketing Head as well as to the Country Manager•Working with the local team to maximize plans between field and marketing•Distributing paginations with local teams to deliver the best Printing & Production. Final check of all spreads•Cosmetics Industry #MarketingCampaigns #BrandDevelopment #ProductLaunches #CategoryManager #ProductManager #CampaignManager #Financials #KPIs #FieldMarketing #ProjectManager #BrandAwareness #ATL #BTL #Analytics #CreativitySkills #Sales #Forecast #Fragrance #Makeup #PersonalCare #HairCare #SkinCare #Jewellery #Watches #Homewear #E-commerce #Seo #OnlineMerchandising

International Project Manager

• Aug 2015 - Oct 2016

• Designing projects for many types of clients, in special educational environment• In-depth client study, operating environment and briefing. Project design according to the client needs or expectations• Design a quality guide according to law compliance in each area• Stakeholders Management : Negotiation , business meetings and project presentations• Project planning: risks, issues, barriers and improvements• Project development and implementation monitoring, environmental impact and quality•Budget and funding management dealing with public authorities and companies• Co-working with external companies to get objectives• RRHH profiles design to get an accurate Project team selection, tasks distribution and weekly monitoring through Microsoft Project Software• Managing timing, processes, inventories, delivery times, deadlines and also coordinating logistics. In some cases we manage financial states related to public funding for public schools or companies• Implementing different types of matrix and kpi to control and measure results at the end of each project to write conclusions in a final report and surveys for the companies and institutions involved in• Agile Methodology, product design, MVP mldel design• Kpi measures and presentation design #ProjectManager #BudgetHolder #Financials #CRM #ERP #Purchasing #Negociation #AccountManagement #CustomerJourney #ScrumMaster #MicrosoftProject #Agile #Trello #Jira #MicrosoftExcel #BigData #BI

Shopper Insights and Category Strategy Analyst

• Feb 2015 - Aug 2015

Successfully designed a new strategy for Travel Retail en EMEA for Summer Fragrance CampaignWeekly control of sales, implementation and promotion in each Duty Free retailer store in every airport in UK and EMEA•New Product Development, Product Launches. Packaging, fragrances, placement, brand identity, naming, product concept•Merchandising and facing analysis, design of a new category with procurement department through the insights extracted from data.•Developing a marketing strategy aligned with the brand strategy and sales channels while focussing on Distribution, Display, Promotion and Price•Design of the category sales and promotional plan according to budget. P&L review•ATL/BTL activities, manage and monitor all Brand Activations•Trade Marketing: annual strategy design and in-store implementation•Ensure a right Brand POS Allocation and visibility in-store (planograms)•Increase success rate of promotions and brand perception (KPI: footfall, conversion rates, capture rate, loyalty programs, average ticket, number of units sold, net price per unit)•Accurate Stock management ensuring availability•Database creation, marketing research, consumer behavior analysis•Design and creation of market research: quantitative and qualitative: surveys, focus groups, testing•Social Media monitoring, identifying trends for different campaigns•Training and Development of regional teams on a continuous basis#Retail #CosmeticsIndustry #LuxuryProducts #TravelRetail #CategoryManagement #ProductManagement #Sales #PromotionalStrategy #PricingStrategy #TradeMarketing #Merchandising #ProductPlacement #Fragrance #Makeup #PersonalCare #HairCare #SkinCare #ProductLaunches #DutyFree #ProjectManagement

Sales and Marketing Manager

• Nov 2011 - Feb 2015

Head of a team of 6 people:•Responsible for the whole Marketing and Communication strategy: omnichannel 360º Setting goals, organizing tasks, preparing annual budget, applying tactical and corrective actions•Manager in projects for different brands and companies: B2B and B2C products and services•Services, Automotive, FMCG, Pharmaceutical and OTC industry.•Brand development, advertising strategy, marketing planning and events•Corporate Branding: design and creation of brand identity: concept, development and final result•Control of every account and the design of the marketing and sales plan, reporting directly to the Country Manager and the responsible for the trademarks•Budget and Billing Control•Special projects management and merchandising design, product planning and presentation in store•New product Development. Management with suppliers to introduce new products in Asia and new markets•Trade marketing and merchandising design, planning and presentation of product in-store•Digital Projects: E-commerce, SEM, SEO, Display, RTB, Native Advertising•Consultancy Projects.•ATL activities: Control of advetising through TV, Press, Magazines and OHH through Media Agencies•Annual Media Planning. Online, Offline and Social Media•Reviewing campaigns and visuals: final layouts for media•Internal KPI definition and weekly review. KPI Dashboards creation for every client. Analysis of KPI and financial deviations#MarketingResponsible #BrandManagement #Financials #AccountManagement #ProjectManager #ConsultancyProjects #MediaAgencies #BrandAwareness #ATL #OOH #Analyticalskills #CreativitySkills #CorporateDevelopment #CorporateBranding

Product Manager

• Jul 2008 - Dec 2010

•FMCG. Food industry. Wines, spirits, soft drinks, frozen food and dairies•Development of purchasing strategy and commercial marketing strategy with the entire department•Management of product categories and families: Dry food (beverages and dairy products). Calculation of sales forecasts and gross margin together with the procurement department•Negotiation of contracts with suppliers, prices, quantities, logistics and deadlines•Traveling to meetings with suppliers at international events and trade fairs•Financials: KPIs weekly control: Average sales, average ticket, footfall, conversion rate, capture rate, margin, stock, average price per unit•Own brand development, packaging development, testing in-house and testing in the market: manufacturing, logistics, promotional strategy and product implementation in the market analyzing consumer buying patterns to predict future trends•Market and supplier research. Responsible for monitoring sales of each product, price trends and margin levels against expected contributions, investigating deviations and helping to determine and implement corrective actions for the respective product category•Management of promotional strategy and merchandising by negotiating prices and redemptions with other commercial brands to increase their visibility and sales. Brand activations plan•Review of Planograms against sales objective, commercial contracts with suppliers and category development•Consumer marketing strategy•Control of weekly catalogues, brochures and promotional leaflets in store•Control and execution of Trade Marketing strategy and activations•Store management: Stock levels (average stock, security stock and order point)#FMCG #FoodAndBeverage #CommercialMarketing #Financials #CRM #ERP #PurchasingStrategy #Negociation #SuppliersManagement #Brochure #ProductManagement #CategoryManagement #CategoryDevelopment #PricingStrategy #PromotionalStrategy #CustomerJourney #NPD #Planograms #TradeMarketing #FoodIndustry

Account Manager

• Apr 2007 - Apr 2008

•Development of Make Up, Skin Care and Personal Care categories in El Corte Inglés•Maintain and build relationships with key accounts to achieve the highest level of customer satisfaction•Provide regular sales reports to the Sales and Marketing Director•Management of expenditures according to budgetary needs•GPV: Identify new products and marketing opportunities for the firm•Reviewing Planograms against final allocation in-store to maximise sales and visibility•Trade Marketing strategy execution: campaings, activation, graphic design and layout of creativities, stands, promotions display and gifts. Brand activation and campaign animations•Management of promotions, margins of product and implantation in store.•Pricing competitor analysis to manage each product cycle•Merchandising analysis: positioning in store, stand facing and product, implementation of category•Product branding management with design and advertising department: copy and advertising and product image•Analysis and implementation of good practices at the end of each campaign•Training of field sales teams•Offline Media Plan: OOH, billboard execution with external partners, agencies#CosmeticsIndustry #BeautyIndustry #ShoppingCentre #DepartmentStore #Marketing #Category #Merchandising #StockManagement #PrincingStrategy #FieldMarketing #BrandDevelopment #TeamTrainer #FieldMarketing #ProjectManager #MediaAgencies #BrandAwareness #ATL #BTL #OOH #Analyticalskills #CreativitySkills #Sales #Makeup #PersonalCare #SkinCare