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Salesforce Product Owner Bilingual English-Spanish

Madrid, Spain
January 11, 2020

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Ana de la Morena – CV Page *

Madrid, Spain +34-671-**-**-** 15 years experienced CRM & Digital Marketing & Sales Transformation Product Owner. Business, Marketing & IT cross-functional, driven, proactive, solution-oriented, creative, analytical, strong project management & communication skills. Double Major in Business Administration and Marketing, Master in Web Design. Fluent in Spanish & English. Consulting, Project Management, CRM, Salesforce, Customer Experience CX, Agile Product Owner, Email Marketing, eCRM, Digital Marketing, Marketing Automation, Ecommerce, Mobile Sales Enablement, Financial Services & Banking - Internet – Software – Marketing & Advertising – FCMG EMPLOYMENT 2012-9/ STRATEGIC PROJECTS & COLLABORATIONS:

2019/ current. Salesforce Communities Customer Portal Agile Product Owner @Adecco & Everis

HR & Consulting, Madrid. User stories backlog, POC Proof-of-Concept, project planning.

2016/ 3 months. Precision Marketing & customer journeys strategy & design with Salesforce Marketing Cloud @Coca-Cola & Gigigo FCMG, Madrid, Spain. Key achievements: Strategy alignment across WEBU/ Western Europe customer journey mapping.

2014/ 6 months. Salesforce Marketing Cloud Exacttarget CRM Consulting & Digital Transformation @BBVA Consulting, Finance & Banking, Madrid, Spain. Key achievements: Disruptive campaigns with Journey Builder, Journey Maps, Contact Builder, Predictive Intelligence, Automation Studio, MobileConnect, Email, Microsites/ Landing Pages.

2013/ 9 months. Salesforce Service Cloud CRM Project Manager@Coca-Cola FCMG, Madrid, Spain. Key achievements: Successful go-live of 2 end-to-end Salesforce roll-outs

(+50 requirements), high customer satisfaction and Salesforce adoption among final users.

2012/ 6 months. Country Implementation Manager ‘Excellence in Lead Management’

@General Motors Spain Automotive, Madrid, Spain. Key achievements:+40% Sales Conversion A/B split tests; +180% Contact Response Time< 1 day; +30%Opening Rates; issue fixed +10% annual online lead generation across all margin campaigns. 2016-9 (3 years) CRM & Reporting Sales and Marketing Support Manager @Imperial Tobacco FCMG, Madrid, Spain.

Project and Change Management, Digital transformation, CRM, Customer Experience/ CX and collaboration projects on mobile sales enablement: mobile apps (Salesforce1, SharePoint, OneDrive, Skype, MicroStrategy Mobile), Salesforce Sales Cloud, etc with marketing and sales departments.

Key achievements:

Successful launch & development of responsive sales intranet featured in internal magazine, event management app and appointment system for vending machines. 2015/ 1 year. Email Marketing Manager @Internet start-up, Madrid, Spain.

International Digital Advertising & Email marketing ROI-driven campaigns: display, affiliation & internal newsletters in 16 languages (English = working language)

Key achievements: Webinars’ newsletters design; high-converting innovations (fluid/ responsive design, HTML5 banners, A/B testing) with ROI increased by 50%. 2008-11/ 4 years. Ecommerce & eCRM Manager @BMW Group Automotive, Madrid, Spain. Ana de la Morena – CV Page 2

Transversal role within BMW, MINI, BMW Motorrad brands.

Ecommerce - Spanish Virtual Centre (Dealer locator, RFO, RFI, Test Drive Appointment)

eCRM, eMarketing, Digital, Email Marketing, multi-channel integrated campaigns.

Siebel CRM: analysis of requirements, project & migration planning, team coordination.

Key achievements: Siebel CRM migration Project Manager within a successful upgrade; Virtual Center in top5 benchmarking Psyma study; BMW Newsletter, best European practice. 2006-8/ 2 years. CRM Consultant @Oracle Information Technology IT, Madrid, Spain.

CRM Consulting to implement Oracle’s EBS & Siebel Sales, Service, Marketing full lifecycle projects.

Key achievements: Fixed-price project transferred out of deadline successful implementation. 2005-6/ 1 year contract. Quality Rater @Google Internet Company, Madrid, Spain. SEO project. 2004-5/ 9 months internship @AC Nielsen Market Research, Madrid, Spain. Internship. EDUCATION

Main studies: 1999-2005: Double Major in Business Administration & Marketing. Grade: Outstanding B (6/6years). ICADE, Comillas Pontifical University. Madrid, Spain.

Master in Web Design. Technical University of Madrid (Polytechnic), Spain, 300hrs. 2005-6.

1999: Diploma of The International Baccalaureate® (IB). Ramiro de Maeztul, Madrid, Spain.

Courses & Certifications:

Salesforce: Salesforce Marketing Cloud Email 101/102/103/104, MobileConnect 101/102, Journey Builder 101, Predictive Intelligence 101, Guided Selling 101, Exacttarget, 2014/5. Salesforce App Development Salesforce1 Platform & point-and-click, Udacity. Salesforce Service Cloud, Knowledge Base, Reports & Dashboards, Epam. 2013-4.

Hubspot Design + Email Marketing +Inbound Sales +Inbound Certification, expires in 2018.

HTML5, CSS & Javascript WebApps Design. Technical University of Madrid, Spain, 2015.

Diploma in Project Management, Alison. 2014.

Managing business & projects of 21st century: Scrum, XP, Lean & Kanban methodologies. Rey Juan Carlos University. 2014.

Cloud Computing, E-commerce & Web Analytics. EOI (Escuela de Organización Industrial) 2014.

Digital Marketing Certificate, IAB Spain (Interactive Advertising Bureau) 2014.

Digital Branding and Engagement Certificate, CurtinX, Curtin University through edX, 2015.

Google 2014-5: DoubleClick Campaign Manager Fundamentals, Ecommerce Analytics From Data to Decisions, Analytics Platform Principles, Digital & Mobile App Analytics Fundamentals.

Oracle Software: PL/SQL, Oracle eBusiness Suite, Siebel CRM. 150hrs. Oracle Spain, 2006-8. IT SKILLS

Microsoft Office365 – Project – Visio – SharePoint – Teams – OneDrive – Skype Adobe CC (XD, Photoshop, Firewoks, Dreamweaver)>>>Responsive UX Web, Mobile & Apps CRM Salesforce Lightning (Marketing Cloud, Sales Cloud, Service Cloud, Communities, Chatter, Content Manager), Siebel CRM, Oracle eBusiness Suite, Clarify CRM Google Analytics, Web Designer: HTML5 Banners/ Display, DoubleClick Campaign Manager

+ Hubspot – Interspire Email Marketer – Cognos – MicroStrategy – JIRA, VersionOne– Remedy Programming HTML5 - CSS3 – XML – Bootstrap – SQL – Email (Fluid, Responsive)

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