Certified Salesforce Product Owner, double star Ranger, business focus

Ana de la Morena – CV Page *

Madrid, Spain +34-671-**-**-** ***********@*****.*** http://anadelamorena.50webs.com/ 16 years experienced Salesforce CRM Digital Transformation Product Owner. Business, Marketing & IT cross-functional, driven, proactive, solution-oriented/ problem solving mindset, versatile, customer focused, motivated, creative, innovative, analytical, team-player, collaborator, coaching, facilitator, strong project management in complex international environment, Agile methodologies, excellent communication skills in Spanish & English. Double Major in Business Administration & Marketing, Master in Web Design, Salesforce Admin 201.

#Project #Management #PM #Agile #Salesforce #CRM #CX #Digital #Marketing #Email #Web #Design #CMS

#UX #Automation #Ecommerce #Mobile #Fintech #Insurance #Banking #Software #Internet #FCMG #Consulting PROESSIONAL EXPERIENCE 2020-ongoing: Salesforce Product Owner @Insurance Company Insurance, Madrid, Spain. Project Management of Digital Transformation initiatives, driving change focused on adoption and UX with different SF Clouds: Sales, Service, Marketing and Communities/ Experience Cloud. Key achievements: GA tracking, Interactive Campaigns +50 user stories (dynamic opportunities, partner personas, CMS, web appointment flow redesign, interactive events management…) 2012-20/ STRATEGIC FREELANCE PROJECTS & COLLABORATIONS:

2019/ 2020. Salesforce Communities Customer Portal Agile Product Owner @Red Commerce Consulting, Madrid, Spain. Drive product requirements definition, project & product planning with Agile Scrum methodologies: user stories, FDD/ BDD, Continuous Delivery & Integration, Sprint planning, Design Thinking, facilitating and guiding the scrum team. Key achievements: Salesforce Communities MVP/ Proof-of-Concept, product backlog, process flows.

2016/ 3 months. Precision Marketing Strategy with Salesforce Marketing Cloud @Coca- Cola & Gigigo FCMG, Madrid, Spain. Develop a long-term business strategy, to improve products, processes and channel policies. Key achievements: Strategy alignment wih SMC customer journeys across WEBU Western Europe.

2014/ 6 months. Salesforce Marketing Cloud CRM Consulting & Digital Transformation

@BBVA Consulting, Finance & Banking, Madrid, Spain. Key achievements: Disruptive campaigns with Salesforce Journey Builder, 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), with product objectives fulfilled, deadlines met and high customer satisfaction.

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

@General Motors Automotive, Madrid, Spain. End-to-end responsibility for implementation, international stakeholders’ management, issues resolution. Key achievements: +40% Sales Conversion A/B split tests; +180% Contact Response Time< 1 day; +30%Opening Rates; +10% annual online lead generation across all margin campaigns 2016-9 (3 years) CRM & Reporting Sales and Marketing Support Manager @Altadis, Imperial Tobacco, Imperial Brands FCMG, Madrid, Spain.

Digital transformation, CRM and mobile sales enablement: standalone and team work with IT, Sales, Marketing to launch high-quality product experiences with CRM SF Sales Cloud and mobile apps.

Key achievements: responsive sales corporate intranet featured in internal magazine, event management app, vending machines ticketing website. Ana de la Morena – CV Page 2

2015/ 1 year. Email Marketing Manager @Investing.com Internet Fintech start-up, Madrid, Spain

International Digital Advertising (display, affiliation, email marketing) campaigns in 16 languages

Key achievements: Webinar newsletters design; growth-hacking high-converting innovations (multi- device responsive design, HTML5 banners, automated testing A/B testing) with ROI increased by 50%. 2008-11/ 4 years. Ecommerce & eCRM Manager @BMW Group Automotive, Madrid, Spain. Transversal role within iconic BMW, MINI, BMW Motorrad brands.

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

Lead Generation/ Growth hacking eCRM, Digital, Email Marketing multi-channel campaigns

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

Key achievements: Siebel CRM migration, Virtual Center Psyma top5, BMW Newsletter best practice 2006-8/ 2 years. CRM Consultant @Oracle Information Technology IT, Madrid, Spain.

CRM functional analysis team-player on Oracle Siebel Sales/ Service/ Marketing full lifecycle projects with partners, local and international teams (Oracle India)

Key achievements: Fixed-price project transferred out of deadline successful go-live. 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 Ranger. Salesforce Certified Administrator 201, 2020. Salesforce Marketing Cloud Email 101/102/103/104, MobileConnect 101/102, Journey Builder/ Predictive Intelligence/ Guided Selling 101, Exacttarget 2015. Salesforce App Development Salesforce1 Platform & point- and-click Force.com, Udacity. Salesforce Service Cloud, KB, Reports & Dashboards, Epam 2014.

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

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

Scrum & PM 2014: Diploma in Project Management, Alison; Scrum Fundamentals Certified, Scrum Study Registry; Managing business & projects of 21st century Scrum, XP, Lean & Kanban methodologies. Rey Juan Carlos University.

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. IT SKILLS

Microsoft Office365 – Project – Visio – SharePoint – Teams – Planner - OneDrive – Skype CRM

Salesforce (Marketing Cloud, Sales Cloud, Service Cloud, Communities/ Experience Cloud, Chatter, CRM Content Manager), Siebel, Oracle eBusiness Suite, Clarify CRM Google Analytics, Tag Manager, Web Designer, DoubleClick Campaign Manager

+ Adobe CC, Hubspot, MicroStrategy, ServiceNow, Clarity, JIRA Programming HTML5 - CSS3 – XML – Bootstrap – SQL – Email (Fluid, Responsive)

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