IKEA

Multi-disciplinary team of Engineers, Designers, Data and UX Researchers solving user pain points and identifying opportunities to improve our Loyalty program (IKEA Family) for our 180M members.

- Drive the discovery, design, development and implementation of "Rewards from IKEA Family" based on user needs and the company's product strategy and vision.
- Responsible for data analysis, experimentation and reporting on the product to drive changes and improvements to the user experience.
- Partner with engineering, data and design to find the best path to delivery. Align with relevant stakeholders and business functions.
- Optimize team environment and ways-of-working for enhanced velocity, impact and a great culture.

Technologies: Salesforce Marketing Cloud, QlikSense, PowerBI, Contentful, Optimizely, Contentsquare, Figma, Miro, Confluence, JIRA.

Digital Product Manager 

SCRM Lidl International Hub

The Salesforce Marketing Cloud domain is in charge of deploying, scaling, supporting and leveraging SFMC for Lidl Plus app (loyalty and rewards app) in over 28 European countries using Agile methodologies (Scrum). Currently Lidl Plus has more than 45M registered users. 

- Articulate the vision, roadmap and releases. Prioritizing CRM Marketing features and new functionalities based on business value and impact.
- Define, prioritize and deliver features based on requirements, discovery and market needs.
- Help to remove friction from the product development process to ensure the timely, accurate and successful delivery of products. 
- Ensure technical requirements are met, in order for the development team to efficiently & successfully implement new features. Ensure quick and scalable implementation.
- Close and frequent collaboration with stakeholders, other squads, product managers and executives.
- Documentation and training materials, providing support for the users.

Technologies: Salesforce Marketing Cloud, Confluence, JIRA.

Product Manager CRM

Alea

Alea is an awarding-winning leader in the field of online gaming (multi-platform online casinos).

- Successfully lead the CRM tooling migration to FastTrack on a limited time frame of 6 months (incl. vendor decision, CRM base setup and IP warmup).
- Creation of roadmap and prioritisation of backlog; by translating customer needs into defined features.
- Lead and develop the international CRM campaign strategy.
- Automation and continued optimisation of onboarding, churn-prevention and retention lifecycles.
- Definition and maintenance of reporting dashboards, including performance metrics and key business KPIs for overall program performance.
- Overseeing optimisation of all retention touch points and improvement of player experience. 


Technologies: FastTrack, Looker, Jira and Confluence

foodspring

foodspring provides functional products and services that help customers to lead healthier lives.

- Define, implement and scale multi-channel international strategy to maximize customer lifetime value.
- Create a coherent data-driven communication strategy across the whole customer journey.
- Improve customer retention and engagement, ensuring maximum profitability.
- Establish relevant KPIs and dashboards to understand consumers' behavior.
- Lead and encourage a team of 3 CRM experts that have responsibility for customers across all regions.
- Communicate and collaborate closely with cross-functional teams and stakeholders.

Technologies: Optivo/Episerver, Google Analytics, Tableau, CleverPush, Zenloop

Head of CRM

adidas

I'm working in Global IT division as engineering lead for the Salesforce Marketing Cloud team, using Scrum methodology. 
We are in charge of deliver digital communication solutions on various communication channels to adidas consumers globally; translating business requirements into product requirements.

- Leading and developing a cross-functional team of 5 engineers within an international, Agile environment. Being responsible for the growth, development and happiness of the team members.
- Accountable for delivery and quality of the implemented solutions, performance of the team and recruiting top talent.
- Identifying dependencies and coordinate the stakeholders involved.
- Working closely with the Project Manager and Product Owners to understand and execute business needs.
- Building processes, guidelines and documentation to improve quality encouraging innovation.
- Constantly gathering feedback, analyzing and adapting the processes to get the team to provide results as efficiently as possible.

Technologies: Salesforce Marketing Cloud, Confluence, JIRA.

Consumer Engagement Technical Lead

PageGroup

Page Group, is a global recruitment company that operates under three brands, Michael Page, Page Executive and Page Personnel.

- Responsible for planning, setup, execution and optimisation of CRM campaigns; including key client (B2B) and candidate (B2C) journeys.
- Developing and implementing Marketing Automation using Salesforce Marketing Cloud.
- Monitoring and analysing key metrics to optimise segmentation, conversion rate, openers and clickers.
- Technically coordinating projects: gathering and defining requirements, identifying dependencies and chasing the stakeholders involved.
- European project management, connecting technical and marketing teams.

Senior CRM Executive

Splio

- Leading the Full Service team in charge of planning, implementation and analysis of CRM programms: welcome, birthday, inactives, re-engagement...
- Development of emails and templates using HTML, CSS and media queries (Responsive Design for mobile devices).
- Creation of SMS campaigns and landing pages.
- A/B test implementation, database segmentation, campaign automation, personalization with dynamic content.
- End-to-end testing, using Litmus, Email On Acid and other testing tools.
- Reporting and monitoring in order to improve marketing campaigns. 
- Project management and coordination of technical integrations.
- Expert in the tool, taking part in new developments and testing.
- Product and HTML training, processes documentation.
- Giving support to Spanish, Italian, German and Dutch clients.

Head of Full Service

- Client portfolio management:  Sephora, The Body Shop, The Phone House, Desigual, Forum Sport, VeryChic... And onboarding for new clients.
- CRM/Customer lifecycle strategy consultancy, maximizing revenue opportunities and customer loyalty.
- Creation of emails and templates using HTML and Responsive Design.
- Segmentation, personalization, A/B testing, campaign execution.
- Analysis and optimization of campaigns to improve delivery and open/conversion ratios.
- Expert in the ESP tool, taking part in new developments, testing and trainings.

Account Manager & Producer

Starfish Media N.V

- Translating and writing content for SEO manager.
- Responsible for the presence and monitoring in social networks (Facebook).
- Collaboration in website frontend development.

Customer Support Agent

Ayuntamiento de Vitoria-Gasteiz

- Developing with Grails (open source web application framework that uses the Apache Groovy programming language, based on Java), Alfresco (open source enterprise content management system), Javascript, Jquery, HTML and CSS.
- Using agile methodology (Scrum, TDD), SpringSource Tool Suite and Redmine tools.

Grails and Alfresco developer

Panrico

700 hours of internship. 
- Link between the marketing department and the point of sale.
- Collaboration in commercial actions, advertising, promotion and strategic marketing plans.
- Supply analysis, planograms, collaboration with Key Accounts.
- Data collection, TNS, measurement and KPIs analysis.
- Reports, graphs and information necessary for projects and presentations.

Trade Marketing Assistant

I love interacting with humans as much as I do with technology.

More than 10 years of experience in Global Digital Products. Solid experience bridging the gap between business objectives and digital initiatives. 

I have quite an extensive knowledge of Marketing Technology (demonstrated through my hands-on experience with various tools and successful implementation across multiple roles). Additionally, my blend of computer engineering and marketing expertise equips me with a deep understanding of both technology and business.

I am a believer that motivation to learn, team work and being able to leave your comfort zone are the keys to succeed in anything.

Experience in Customer Engagement, Product Management, MarTech, Leading teams.

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