• 415-***-**** •
Marketing & Digital Specialist
Marketing professional with 25+ years experience in digital and traditional, mainly in areas of Strategic Marketing. Of these, I have worked in BBVA for over 18 years where I have developed both my personal and professional profile and managerial skills. Self-motivated, high achiever, highly analytical, problem-solver and a fair, empathetic leader.
Passion for the job, able to employ unique marketing techniques.
Marketing Digital Agency
Chief Marketing Officer
2017 - 2018
Managed, as part of an international digital marketing agency, the expansion in the North American market, opening and launch the Houston office.
Reported directly to CEO with accountability for all marketing plans/programs, sales strategies, partnership development, and customer service/retention. Conducted in-depth market and customer research, devised advertising and interactive programs, and maintained important industry relations.
Directed an exhaustive search for new office space, negotiated lease agreements and secured a new location, which increased employee satisfaction and relations with companies in the sector..
Expanded international market reaching more than 15 new clients through creative prospecting and successful presentations to key decision markers.
Coordination in the set-up of the company’s subsidiary.
Establishment of the strategic lines of the business development plan for T2O media USA both in terms of customers of the current base installed in Spain with interests in the region (cross / up selling) and in the collection and generation of local opportunities new business (NNBB) in this same market.
Responsible for team recruitment, coaching, training and evaluation.
Reference in the representativeness of the company in the market.
Founding Partner and Marketing Director
2014 - 2017
Founded Naak with two colleagues of the MIB (Internet Business Master) to promote a watch brand via e-commerce and Social Networks.
• Design and creation of the product and creative concept. Test product.
• Preparation of the launch plan on digital platforms.
• Familiarization of product and client protocols.
• Launch on digital channels (influencers).
• Elaboration of metrics and monitoring.
• Sales through eCommerce: 50,000 watches 1st. year.
Social & Digital Media Marketing
2014 - 2017
Developed Social Media Plans for individuals and companies by bringing in marketing experience and the digital language of communication to different channels. Segmentation, analytics & metrics, creative (advertising), search marketing, web design & development, conversions: ROPO, channels, social networks, affiliates, content marketing, gamification, in short, a new challenge for us, as professionals and as consumers. Some clients: Sr. José Luis Moreno and Metrovacesa
Knowing the best way to position content, no matter the platform.
Knowing the right piece to put in front of the right audience.
Curating short lists and networking with other industry leaders whose influence can move the needle for your company.
Listening to your audience and translating needs and pain points into relevant content and products.
Creating offer awareness that doesn’t feel intrusive or overly sales-y.
Dynamically connecting with your audience and building a tribe around your bran
BBVA Head of Strategic & Digital Marketing for SME, large businesses, Corporations.
Madrid, Spain & Portugal
2011 - 2014
Member of the Steering Committees for SME’s, large businesses, Corporate & Institutional banking within BBVA.
Drawing up and executing the annual multichannel Marketing Plan: generation de demand, optimization of processes, retention and customer loyalty.
Designing the digital transformation strategy: multichannel distribution, digital offer of products and services, and process simplifying.
Achievement: Development and Implementation of BBVA in your company’ (including International). Tailor-made digital platforms (web performance tracking, analysis, client data base, e-servising). www.bbvacontuempresa.es.
Achievement: “YO SOY EMPLEO”, a marketing initiative to support SME’s and autonomous. Calls with great repercussions between the businessmen and high qualification on part of the clients.
Director of Promotion and Media (Marketing)
Director New Business Models
2008 - 2011
Development and processing of the annual media plan (online y offline).
Directing a team of five bankers and handling a 50 million euro Budget.
Advertising Campaigns. Responsible for launching more than 20 advertising campaigns including the renowned “LIBRETÓN BBVA” campaign.
Integration of corporate sponsorships in business strategies (League BBVA and NBA)
Achievement: Efficiency in promotional management. Launching of a new line of business.
Developing a non financial BBVA offer through a multichannel sales platform.
CEO BBVA Servicios S.A. (www.decomprasbbva.com).
Putting together and leading a 40-strong team.
Achievement: Leadership. Cross-selling. Synergies.
Dinero Express BBVA
Marketing Director – Banking for Immigrants & the Underserved Credits
2004 - 2008
Defining a wide range of financial and non-financial Services aimed at resident immigrants.
Launching of Dinero Express, S.A. tailor-made banking for immigrants. New business model and Business Case - IESE, IE Business School.
Development of numerous sales channels: Dinero Express, ATM’s, contact center & digital.
Achievement: Launching of the company Dinero Express, S.A. for the commercialization of the immigrant segment. A new business model that was a success story for many business schools (IESE, IE).
Finanzia Banco de Crédito BBVA
Marketing & Excellence Director
1996 - 2004
Development/execution of the annual marketing plan. Sectors: automotive, consumption and equipment.
Implementation of the Certification ISO9002 for the entire network of sales. Pilot and success for the BBVA Group in the implementation by its development without external resources.
Plans of motivation; elaboration and implementation for the teams at the internal level.
Head of Marketing & Excellence
1990 - 1996
Customer service in the sales and post-sales.
Design and execution of the marketing plan and commercial actions.
Support to Fleet management.
Management of financed operations and process improvements. Financial proposal coordination/financial suppliers.
Communications. (Brand image).
Instituto Superior para el Desarrollo de Internet. ISDI
Master’s Degree Internet Business, MIB
IE Business School
Master’s Degree of Business Administration.
School of Business Management and Marketing ESIC
Graduate in Business Management & Marketing
2014 - 2015
2003 - 2004
1985 - 1990
Houston Food Bank
Association AL PASO
Promotion and personal development, quality of life and the social integration of persons with disabilities through the equestrian world.
English and Mathematics
Aug. – Sep. 2014