Oscar López Cuesta
Associate Professor at Esden Business School- Claim this Profile
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Bio
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.
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.
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.
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.
Credentials
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Leadership in times of volatility and uncertainty
IE Business SchoolFeb, 2022- Nov, 2024 -
Data Science, Machine Learning and AI for Business
IE Business SchoolJan, 2022- Nov, 2024 -
Contentsquare Expert in Campaign Management
ContentsquareDec, 2021- Nov, 2024 -
Contentsquare Expert in E-Merchandising
ContentsquareDec, 2021- Nov, 2024 -
Contentsquare Expert in Web Analysis
ContentsquareDec, 2021- Nov, 2024 -
ContentSquare Certified Expert
ContentsquareNov, 2021- Nov, 2024 -
ContentSquare Certified Fundamentals
ContentsquareOct, 2021- Nov, 2024 -
Foundations of User Experience (UX) Design
GoogleMar, 2021- Nov, 2024 -
DoubleClick Bid Manager TrueView Fundamentals
DoubleClickOct, 2016- Nov, 2024 -
DoubleClick Dynamic Creative for Media Agencies
DoubleClickOct, 2016- Nov, 2024 -
DoubleClick Rich Media Fundamentals
DoubleClickOct, 2016- Nov, 2024 -
DoubleClick Search Fundamentals
DoubleClickSep, 2016- Nov, 2024 -
DMP Publisher Certified by Krux Academy
Krux DigitalJul, 2016- Nov, 2024 -
DoubleClick Ad Exchange Fundamentals
DoubleClickJul, 2016- Nov, 2024 -
DoubleClick Bid Manager Mobile Fundamentals
DoubleClickJun, 2016- Nov, 2024 -
DoubleClick Bid Manager Fundamentals
DoubleClickApr, 2016- Nov, 2024 -
DFP Audience Fundamentals
DoubleClickDec, 2015- Nov, 2024 -
DFP Fundamentals For Traffickers
DoubleClickDec, 2015- Nov, 2024 -
Advanced Certificate in English
Cambridge University PressJun, 2011- Nov, 2024 -
Advanced Business English
Anglia ExaminationsAug, 2009- Nov, 2024 -
First Certificate in English
Cambridge University PressJun, 2009- Nov, 2024 -
Tealium Audience Stream Customer Data Platform (CDP) - Basic
TealiumJan, 2022- Nov, 2024 -
Dynamic Yield Personalization Business Certification Program
Dynamic YieldAug, 2020- Nov, 2024 -
Google Analytics IQ Certification
GoogleOct, 2015- Nov, 2024
Experience
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Esden Business School
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Spain
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Higher Education
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1 - 100 Employee
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Associate Professor
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Jun 2023 - Present
Professor for Customer Data Platform (CDP) and Data Driven Marketing Professor for Customer Data Platform (CDP) and Data Driven Marketing
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Orange
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France
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Telecommunications
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700 & Above Employee
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Head of Audience & Martech
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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
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Ministerio de Cultura
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Spain
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Government Administration
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700 & Above Employee
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Collaborator
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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.
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IEDGE Business School
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Spain
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Higher Education
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1 - 100 Employee
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Associate Professor
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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.
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Idms School
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Madrid Area, Spain
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Associate Professor
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Feb 2018 - Present
Professor for Data Management Platform (DMP) and Data Driven Marketing Professor for Data Management Platform (DMP) and Data Driven Marketing
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Mondragon Unibertsitatea
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Spain
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Education Management
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400 - 500 Employee
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Associate Professor
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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
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PRISA Brand Solutions
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Spain
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Advertising Services
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100 - 200 Employee
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Senior Business Insights & Audience Data Analyst
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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
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Mutua Madrileña
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Spain
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Insurance
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700 & Above Employee
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Digital Intelligence Strategist
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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
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Financial Times
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United Kingdom
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Newspaper Publishing
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700 & Above Employee
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Advertising Audience Analyst
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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
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DIRECT SEGUROS
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Spain
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Insurance
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1 - 100 Employee
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Web Analytics & Web Media Technician
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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
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Online Marketing Technician
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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
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Michelin
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France
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Motor Vehicle Manufacturing
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700 & Above Employee
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Marketing in Maps & Guide (maternity leave cover)
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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
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Orange España
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Spain
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Telecommunications
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700 & Above Employee
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Business Intelligence
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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
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KIABI
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France
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Retail
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700 & Above Employee
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Training & Development
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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.
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Education
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ESIC: Business & Marketing School
Master in Marketing Management (GESCO), Marketing -
Universidad Camilo José Cela
Bachelor's degree, Psychology -
Esden Business School
Digital Marketing Management & Internet Business Communication (web 2.0), Digital Analytics -
Aula Creactiva
Graphic Design Master, Graphic Design -
Aula Creactiva
Web Design Master, Graphic Design -
IDMS school
Web Analytics Programme on Adobe Analytics (Omniture), Web Analytics -
Altair International School
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IE Business School Executive Education
Executive MBA, Business Administration and Management, General