Oscar López Cuesta

Associate Professor at Esden Business School
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Contact Information
us****@****om
(386) 825-5501
Location
Madrid, Community of Madrid, Spain, ES
Languages
  • Español Native or bilingual proficiency
  • Inglés Full professional proficiency

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Matthias Mondini

Oscar is a true industry expert when it comes to Audience Management, DMPs, CDPs and CRMs. Working with Oscar is easy: he is not afraid of rolling up the sleeves and always focused on what matters most. Oscar brings strategic vision as well as hands-on operational expertise of implementing top-notch solutions. He is a creative thinker connecting the dots between business and tech requirements with an extraordinary ability to understand both sides of the business. Oscar demonstrated great ownership by taking on projects beyond his scope, acting on behalf of the entire company and beyond his own responsibilities. Personally, I learned a ton from Oscar during the time we shared and I am grateful having had the chance to work with a professional like Oscar.

Miguel Troyano Cuadrillero

During the time Oscar and I we have been working together, I have seen him to be able to impact significantly business performance and increase website conversion rate (CRO) at Orange Spain with Big Data Marketing projects combined with Martech (Data Management Platform, Customer Data Platform, Personalization…). Oscar has demonstrated a great leadership managing multidisciplinary teams and stakeholders on a collaborative way, making him able to have lateral influence on others team or departments for achieving his goals. It is a pleasure to work alongside him because of his positive mind, his eagerness and commitment to reach goals and out of the box attitude.

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Credentials

  • Leadership in times of volatility and uncertainty
    IE Business School
    Feb, 2022
    - Nov, 2024
  • Data Science, Machine Learning and AI for Business
    IE Business School
    Jan, 2022
    - Nov, 2024
  • Contentsquare Expert in Campaign Management
    Contentsquare
    Dec, 2021
    - Nov, 2024
  • Contentsquare Expert in E-Merchandising
    Contentsquare
    Dec, 2021
    - Nov, 2024
  • Contentsquare Expert in Web Analysis
    Contentsquare
    Dec, 2021
    - Nov, 2024
  • ContentSquare Certified Expert
    Contentsquare
    Nov, 2021
    - Nov, 2024
  • ContentSquare Certified Fundamentals
    Contentsquare
    Oct, 2021
    - Nov, 2024
  • Foundations of User Experience (UX) Design
    Google
    Mar, 2021
    - Nov, 2024
  • DoubleClick Bid Manager TrueView Fundamentals
    DoubleClick
    Oct, 2016
    - Nov, 2024
  • DoubleClick Dynamic Creative for Media Agencies
    DoubleClick
    Oct, 2016
    - Nov, 2024
  • DoubleClick Rich Media Fundamentals
    DoubleClick
    Oct, 2016
    - Nov, 2024
  • DoubleClick Search Fundamentals
    DoubleClick
    Sep, 2016
    - Nov, 2024
  • DMP Publisher Certified by Krux Academy
    Krux Digital
    Jul, 2016
    - Nov, 2024
  • DoubleClick Ad Exchange Fundamentals
    DoubleClick
    Jul, 2016
    - Nov, 2024
  • DoubleClick Bid Manager Mobile Fundamentals
    DoubleClick
    Jun, 2016
    - Nov, 2024
  • DoubleClick Bid Manager Fundamentals
    DoubleClick
    Apr, 2016
    - Nov, 2024
  • DFP Audience Fundamentals
    DoubleClick
    Dec, 2015
    - Nov, 2024
  • DFP Fundamentals For Traffickers
    DoubleClick
    Dec, 2015
    - Nov, 2024
  • Advanced Certificate in English
    Cambridge University Press
    Jun, 2011
    - Nov, 2024
  • Advanced Business English
    Anglia Examinations
    Aug, 2009
    - Nov, 2024
  • First Certificate in English
    Cambridge University Press
    Jun, 2009
    - Nov, 2024
  • Tealium Audience Stream Customer Data Platform (CDP) - Basic
    Tealium
    Jan, 2022
    - Nov, 2024
  • Dynamic Yield Personalization Business Certification Program
    Dynamic Yield
    Aug, 2020
    - Nov, 2024
  • Google Analytics IQ Certification
    Google
    Oct, 2015
    - Nov, 2024

Experience

    • Spain
    • Higher Education
    • 1 - 100 Employee
    • Associate Professor
      • Jun 2023 - Present

      Professor for Customer Data Platform (CDP) and Data Driven Marketing Professor for Customer Data Platform (CDP) and Data Driven Marketing

    • France
    • Telecommunications
    • 700 & Above Employee
    • Head of Audience & Martech
      • Mar 2019 - Present

      Managing a team of 11 people to lead strategic initiatives in: * Big Data Marketing: Strategy of Advanced Analytics Models applied to advertising and personalization * Martech: - Digital Analytics: Google Analytics 360 - Audiences: Salesforce Audience Studio Data Management Platform (DMP), Oracle Bluekai Data Management Platform (DMP) and Tealium Audience Stream Customer Data Platform (CDP) - Personalization/Conversion Rate Optimization (CRO): Dynamic Yield - Tag Management: Tealium IQ and Tealium Event Stream - Digital Experience Analytics (DXP): ContentSquare *Legal liaison for Digital Show less

    • Spain
    • Government Administration
    • 700 & Above Employee
    • Collaborator
      • Oct 2018 - Present

      Participation in the working group of experts selected and coordinated by Ministerio de Educación through Instituto Nacional de las Cualificaciones (INCUAL) to: - Detail our professional experience and knowledge for defining job descriptions and occupations of digital marketing - Identify emerging occupations of digital marketing - Analyze each occupation and their associated training description to design competencies for Vocational Education. Participation in the working group of experts selected and coordinated by Ministerio de Educación through Instituto Nacional de las Cualificaciones (INCUAL) to: - Detail our professional experience and knowledge for defining job descriptions and occupations of digital marketing - Identify emerging occupations of digital marketing - Analyze each occupation and their associated training description to design competencies for Vocational Education.

    • Spain
    • Higher Education
    • 1 - 100 Employee
    • Associate Professor
      • Jun 2018 - Present

      Professor for Data Management Platform (DMP) and Data Driven Marketing in the advanced course of programmatic advertising. Professor for Digital Analytics in the Big Data & Digital Analytics Master. Professor for Data Management Platform (DMP) and Data Driven Marketing in the advanced course of programmatic advertising. Professor for Digital Analytics in the Big Data & Digital Analytics Master.

  • Idms School
    • Madrid Area, Spain
    • Associate Professor
      • Feb 2018 - Present

      Professor for Data Management Platform (DMP) and Data Driven Marketing Professor for Data Management Platform (DMP) and Data Driven Marketing

    • Spain
    • Education Management
    • 400 - 500 Employee
    • Associate Professor
      • Mar 2019 - Mar 2020

      Professor for Programmatic, Data Management Platform (DMP) and Data Driven Marketing Professor for Programmatic, Data Management Platform (DMP) and Data Driven Marketing

    • Spain
    • Advertising Services
    • 100 - 200 Employee
    • Senior Business Insights & Audience Data Analyst
      • Jun 2018 - Mar 2019

      - Audience segmentation strategies development with different stakeholders through Salesforce Audience Studio Data Management Platform (DMP). - Optimization tactics implementation and analysis. - Reporting system creation for business, campaign and audience insights - Audience segmentation strategies development with different stakeholders through Salesforce Audience Studio Data Management Platform (DMP). - Optimization tactics implementation and analysis. - Reporting system creation for business, campaign and audience insights

    • Spain
    • Insurance
    • 700 & Above Employee
    • Digital Intelligence Strategist
      • Mar 2017 - Jun 2018

      - Leadership in Data Driven Marketing, enabling the ordinary use of data as a strategic component of the company's day-to-day operations for better decision making and process establishment. - Management of Adobe Audience Manager (DMP) in collaboration with in-house departments and partner agencies for use-case activation. - Support the activation of Adobe Audience Manager (DMP) use cases. - Implementation of 2nd Party Data strategy for use in Adobe Audience Manager (DMP). - Strategic accompaniment for the definition and planning of digital marketing strategies. - Advanced analytical support (web analytics, personalization & attribution) for data-based decision making, optimizing and maximizing results. Show less

    • United Kingdom
    • Newspaper Publishing
    • 700 & Above Employee
    • Advertising Audience Analyst
      • Apr 2015 - Mar 2017

      - Enhancing targeting capabilities and audience. - Work closely with campaign team, traffickers and sales to ensure our data collection and segment definition within the DMP (Krux/Salesforce Audience Studio DMP) meets the needs of the business. - Audience reports elaboration for the steering committee. - Seeking ways to use the knowledge learned from marketing activities and off-site buys to learn more about Financial Times audience. - Develop jointly with the Data Scientist audience projects based on Big Data to increase advertising targeting capabilities and revenue. - Working with Marketing to assure that the marketing collaterals for audience targeting are best in class. - Collaboration on transversal projects with the Digital Marketing team to use DMP (Krux/Salesforce DMP) to drive online subscriptions. Show less

    • Spain
    • Insurance
    • 1 - 100 Employee
    • Web Analytics & Web Media Technician
      • Jan 2014 - Jan 2015

      In charge of Digital Analytics and Web Analytics:- Measure and analyses of the audience into directseguros.es using Omniture (Adobe Analytics).- Study of the web users behaviour to identify tendencies, strengths and weaknesses, to propose actions for increasing performance and conversión.- Creation of dashboards in Omniture (Adobe Analytics).- Web analytics reports elaboration for the marketing team and steering committee.- Support to the campaigns team through tag managers solution.- Assist Portugal team into detection of web analytics needs and Omniture (Adobe Analytics) implementation.- Participation and support for A/B testing to the Digital Marketing & eCommerce TechnicianResponsible for Spain Customer Area:- Definition of users flows into digital process.- In collaboration with the Retention Manager and the Strategic Marketing Manager, development of online actions for retention in renewal period.In charge of the app for Spain & Portugal:- Develop of functions that provided value to users and customers.- Design of the app store optimization (ASO) strategy. Show less

    • Online Marketing Technician
      • Nov 2012 - Dec 2013

      Supporting the Online Fidelization & Project Manager in:- Helping on the development of the Customer Area- Giving support on the development of the new app for Android and iOS- Creating Marketing collaterals (promotional pages for up-selling, users guides, etc.).Supporting the Web Content Manager and Web eCommerce Manager on reaching the goals of the SEO 2013 project:- Analysing on Omniture (Adobe Analytics) the SEO conversion- Keyword monitoring- Implementing SEO On Page improvementsTesting digital projects on closed environments with the agencies deliveries and internal providers. Show less

    • France
    • Motor Vehicle Manufacturing
    • 700 & Above Employee
    • Marketing in Maps & Guide (maternity leave cover)
      • Jul 2011 - Jul 2012

      - Implementing the Annual Plan. - Managing suppliers and agencies. - Creating Marketing collaterals (press releases, sales arguments, catalogs, etc.). - Following and managing the Marketing budget. - Measuring the efficiency of the Marketing actions (ROI, Sales, etc.). - Develop of the web site www.mapasyguias.michelin.es - Implementing the Annual Plan. - Managing suppliers and agencies. - Creating Marketing collaterals (press releases, sales arguments, catalogs, etc.). - Following and managing the Marketing budget. - Measuring the efficiency of the Marketing actions (ROI, Sales, etc.). - Develop of the web site www.mapasyguias.michelin.es

    • Spain
    • Telecommunications
    • 700 & Above Employee
    • Business Intelligence
      • Feb 2010 - Feb 2011

      - Supporting the launch and monitoring quantitative/qualitative ad-hoc researchs. - Analyzing telecoms products and services. - Qualitative analyses of competitors advertisement actions. - Creating internal notices from commercial actions of the competitors. - Quantitative and qualitative following of the thoughts and comments made by customers on internet media about telecom products and services. - Preparing monthly competitive maps of landlines telecoms (single play, dual play, triple play, etc.). - Doing the daily report of news about telecom market and new technologies. Show less

    • France
    • Retail
    • 700 & Above Employee
    • Training & Development
      • Feb 2008 - Oct 2008

      - Management of the worker´s data to obtain social aid funds from the European Union (Fundación Tripartita) for continuous training. - Writing the internal communication magazine “Somos Kiabi”. - Drawing up evaluation reports of training activities. - Dealing with the initial training of new shop-managers. - Drawing up new evaluation questionnaires for the continuous training activities. - Management of the worker´s data to obtain social aid funds from the European Union (Fundación Tripartita) for continuous training. - Writing the internal communication magazine “Somos Kiabi”. - Drawing up evaluation reports of training activities. - Dealing with the initial training of new shop-managers. - Drawing up new evaluation questionnaires for the continuous training activities.

Education

  • ESIC: Business & Marketing School
    Master in Marketing Management (GESCO), Marketing
    2009 - 2010
  • Universidad Camilo José Cela
    Bachelor's degree, Psychology
    2004 - 2009
  • Esden Business School
    Digital Marketing Management & Internet Business Communication (web 2.0), Digital Analytics
    2012 - 2013
  • Aula Creactiva
    Graphic Design Master, Graphic Design
    2012 - 2012
  • Aula Creactiva
    Web Design Master, Graphic Design
    2012 - 2012
  • IDMS school
    Web Analytics Programme on Adobe Analytics (Omniture), Web Analytics
    2014 - 2014
  • Altair International School
    2000 - 2004
  • IE Business School Executive Education
    Executive MBA, Business Administration and Management, General
    2022 - 2023

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