Curriculum Vitae
José Ignacio Carnés Sánchez
Nacho Carnés · International Senior Digital Marketing Executive
- E-mail: nachocarnes@gmail.com
- LinkedIn: linkedin.com/in/nachocarnes
- X: @nachocarnes
Executive Summary
Perfil ejecutivo
Strategic and highly organized International Senior Digital Marketing Executive with over 25 years of experience in multinational companies and multicultural environments. Expert in building business value through the integration of Strategic Innovation and Advanced Data Technology (MADtech). Proven track record reporting directly to CEOs and CMOs to lead digital transformation, retail media, and investment optimization on a global scale. Additionally, serves as a Senior Guest Lecturer at top-tier institutions including ESIC, ESADE and ICEX, contributing to the industry through academic leadership and thought leadership.
Professional Experience
Experiencia profesional
Dunkin' BeNeLux
2024 — PresentDunkin' BeNeLux
October 2024 – Present
Head of Strategy, Data Strategy & Paid Media · Amsterdam, Netherlands & Madrid, Spain
- Leading Global Digital, Data, and Paid Media strategies for the Benelux region (Belgium, Netherlands, Luxembourg).
- Leading the Omnichannel Strategy definition & implementation, bridging the gap between digital consumer touchpoints & interactions and physical store visits to drive measurable business results.
- Directly reporting to the CMO and CEO.
Senior Leadership & Advisory
2014 — 2024International Senior Marketing Advisor, Coach, Lecturer & Speaker
December 2020 – October 2024
Madrid & Seville, Spain
Mariquita Trasquilá — Marketing Director
July 2023 – Dec 2023
- Leading eCommerce marketing strategy for fashion retail in Spain, Italy, and France.
City Sightseeing Worldwide — Head of Digital Marketing
March 2022 – Dec 2022
- Directing global digital efforts for the world's leading open-top bus tour operator.
B4Bind™ — Senior Executive Advisor
Dec 2020 – March 2022
- Providing strategic advisory and GTM (Go-To-Market) strategies for senior business projects.
Elixinol
November 2019 – November 2020
Marketing Director, EU & UK · Málaga, Spain
- Implementing new MarTech tools and launching CBD supplements and skincare lines across Europe.
- Directly reporting to the CEO.
Accenture Interactive
April 2017 – November 2019
Senior Digital Marketing Lead · Madrid, Spain
Lead of Programmatic Marketing, Innovation & Thought Leadership
Dec 2018 – Nov 2019
- Strategic Liaison between Iberia and the Accenture Innovation Center in Sophia Antipolis, France.
Paid Media Strategy & Programmatic Marketing Lead
Apr 2017 – Nov 2018
- Managed full-funnel digital investment and strategy for top-tier accounts.
ROI UP Agency
September 2016 – April 2017
Head of Data, Measurement & eCommerce · Madrid, Spain
- Exclusively managed the European Paid Media strategy and implementation for Barceló Hotels.
G DATA
December 2014 – August 2016
Global eCommerce Manager · Bochum, Germany & Amsterdam, Netherlands
- Establishing the G DATA Trading Desk and leading global acquisition, retention, and SEO/ASO programs from the German Global HQ.
Growth & Specialized Roles
2004 — 2014Kaspersky
August 2009 – November 2014
Senior Marketing Lead · Madrid, Spain
Senior Manager, Global Digital Marketing Organization
Feb 2013 – Nov 2014
- Leading global strategic branding and ROI optimization (Display, SEO, Paid Media, Affiliates, Re-Targeting). Reported to the VP of Marketing and VP of Digital Marketing (Europe).
Marketing Director, Iberia
Jan 2012 – Jan 2013
- Head of marketing operations for Spain and Portugal.
eCommerce & Digital Marketing Manager, Iberia
Aug 2009 – Dec 2011
- Managing digital sales growth and performance marketing.
Globalia
November 2007 – August 2009
Digital Marketing Manager (AirEuropa & Halcón Viajes) · Madrid, Spain
- Managing SEO, SEA (Paid Search), Social Media & Paid Social, Display Ad (Media Planning) for AirEuropa.com and HalconViajes.com.
Yahoo
March 2005 – October 2007
Research & Promotion Responsible · Madrid, Spain
Strategic Marketing & PR Liaison
- Negotiated collaboration agreements with PlayStation, ESIC, and major publishing groups.
Research & Product Launch Specialist
- Lead audience analysis and UX research. Key member of the GTM (Go-To-Market) teams for Yahoo! Answers, Messenger VoIP, Go, and Panama.
Columbia TriStar Films (Sony Pictures)
February 2004 – February 2005
Promotions Manager · Madrid, Spain
- Leading OOH and promotional campaigns for blockbusters including Punisher, Spider-Man 2, Spanglish, Di que si, or Hellboy.
- Managing partnerships with Adidas, Reebok, RayBan, Pizza Hut, Foster's Hollywood, PlayStation, or Sony Music.
Early Career
1998 — 2004Mercedes-Benz Magazine
June 2003 – February 2004
Advertising Director · Madrid, Spain
- Directing advertising agreements for the luxury lifestyle magazine with major media agencies and premium brands.
escaparateinmobiliario.com
February 2002 – May 2003
Marketing y Communication Responsible · Madrid, Spain
- Launch and promotion of escaparateinmobiliario.com, a digital platform designed to facilitate real estate transactions for apartments, urban flats, and rural properties.
Netthink (Carat)
August 2000 – January 2002
Media Planner · Madrid, Spain
- Media planning and buying management for NEC and strategic support for Telefónica digital campaigns.
Look&Enter
August 1999 – July 2000
Account Executive · Madrid, Spain
- Account management for Alcatel, Endesa, and Allied Domecq.
Olivetti
March 1999 – July 1999
Assistant · Madrid, Spain
Delvico Bates
November 1998 – February 1999
Trainee · Madrid, Spain
Lecturer & Professorship
Senior Guest Lecturer & Professor · 2008 — Present
- Core Institutions
- Lead professor at ESIC Business & Marketing School (since 2008), and guest lecturer at ESADE Digital Business School, Universidad Francisco de Vitoria (UFV) and Universidad Santiago de Compostela (USC).
- International Scope
- Visiting professor for International MBA and Master programs at CEDIM Business School (Monterrey, México) and Universidad Sergio Arboleda (Colombia).
- Digital Ecosystems
- Collaborator with specialized digital institutions including KSchool (2010-2022), The Valley Digital Business School, Skiller Academy, and WINDUP School.
- Executive Training
- Instructor for digital transformation programs at ICEX, EOI, and Adigital (digitalXborder).
- Areas of Expertise
- Delivering advanced modules on Digital Marketing, MADtech, Data Strategy, Programmatic Marketing, and Digital Transformation for executive and post-graduate levels.
Education
Formación académica
Master's Degree in “Data Mining & Marketing Intelligence”
January 2006 – June 2006
ESIC, Business & Marketing School · Madrid, Spain
Master's Degree in “Advertising Management”
October 1998 – June 1999
UCM (Universidad Complutense de Madrid) · Madrid, Spain
Bachelor's Degree in “Information Sciences: Advertising & Public Relations”
October 1993 – September 1998
UCM (Universidad Complutense de Madrid) · Madrid, Spain
Additional Information
Información adicional
- Languages
- Spanish (Native), English (Full Professional Proficiency).
- Honors
- I-COM Madrid Advisory Board Member.
- Publications
- Co-author of “Estudio del Arte de DOOH en España”, «El CEO Digital, claves para reforzar la estrategia internacional», «Anatomy of Digital Advertising Fraud», «Guía INKS2015» and «Libro Blanco del Comercio Electrónico». Ver publicaciones
¿Trabajamos juntos?
Análisis 360° de tu marketing y una estrategia completa y detallada para alcanzar tus objetivos.