EXECUTIVE SUMMARY

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

* Dunkin’ BeNeLux | Head of Strategy, Data Strategy & Paid Media
October 2024 – Present | 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 – 2024)

* International 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 | Marketing Director, EU & UK
November 2019 – November 2020 | Málaga, Spain
• Implementing new MarTech tools and launching CBD supplements and skincare lines across Europe.
• Directly reporting to the CEO.

* Accenture Interactive | Senior Digital Marketing Lead
April 2017 – November 2019 | 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 | Head of Data, Measurement & eCommerce
September 2016 – April 2017 | Madrid, Spain
• Exclusively managed the European Paid Media strategy and implementation for Barceló Hotels.

* G DATA | Global eCommerce Manager
December 2014 – August 2016 | 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 – 2014)

* Kaspersky | Senior Marketing Lead
August 2009 – November 2014 | 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 | Digital Marketing Manager (AirEuropa & Halcón Viajes)
November 2007 – August 2009 | Madrid, Spain
• Managing SEO, SEA (Paid Search), Social Media & Paid Social, Display Ad (Media Planning) for AirEuropa.com and HalconViajes.com.

* Yahoo | Research & Promotion Responsible
March 2005 – October 2007 | 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) | Promotions Manager
February 2004 – February 2005 | 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 – 2004)

* Mercedes-Benz Magazine | Advertising Director
June 2003 – February 2004 | Madrid, Spain
• Directing advertising agreements for the luxury lifestyle magazine with major media agencies and premium brands.

* escaparateinmobiliario.com | Marketing y Communication Responsible
February 2002 – May 2003 | 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) | Media Planner
August 2000 – January 2002 | Madrid, Spain
• Media planning and buying management for NEC and strategic support for Telefónica digital campaigns.

* Look&Enter | Account Executive
August 1999 – July 2000 | Madrid, Spain
• Account management for Alcatel, Endesa, and Allied Domecq.

* Olivetti | Assistant
March 1999 – July 1999 | Madrid, Spain.

* Delvico Bates | Trainee
November 1998 – February 1999 | 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

• Master’s Degree in “Data Mining & Marketing Intelligence” | ESIC, Business & Marketing School | January 2006 – June 2006 | Madrid, Spain.
• Master’s Degree in “Advertising Management” | UCM (Universidad Complutense de Madrid) | October 1998 – June 1999 | Madrid, Spain.
• Bachelor’s Degree in “Information Sciences: Advertising & Public Relations” | UCM (Universidad Complutense de Madrid) | October 1993 – September 1998 | Madrid, Spain.

ADDITIONAL INFORMATION

• Languages: Spanish (Native), English (Full Professional Proficiency).

• 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».

• Honors: I-COM Madrid Advisory Board Member.