CRM Product Owner & Project Manager

Ana de la Morena Fernández

Senior Salesforce CRM Project Manager focusing on improving sales velocity.

Madrid, Spain Mobile +346******** Email ***********@*****.***

** ***** ** ********** ** consulting managing sales and marketing projects in multinational Fortune 500 and World's Most Admired Companies: Oracle, Coca-Cola, General Motors, BMW Group, Google, Imperial Tobacco.

Double Major in Business Administration and Marketing. Outstanding B. ICADE, Comillas Pontifical University. Madrid, Spain. Master in Web Design,Technical University of Madrid Polytechnic. Managing business & projects of 21st century Scrum, XP, Lean & Kanban methodologies. Rey Juan Carlos University.

Salesforce CRM: Salesforce Certified Administrator, Agentforce Specialist, Agentblazer Legend, Four Star Ranger. Salesforce Platform, Salesforce Sales, Salesforce Experience Cloud, Salesforce CMS, Salesforce Field Service, Salesforce Service Cloud, Salesforce Marketing Cloud SFMC.

Technical Skills: Salesforce Configuration, SOQL, CRM Analytics, HTML, CSS, JavaScript, Google Analytics.

Languages: Spanish native, fluent English (C2), German intermediate.

Cross-functional profile, solution-oriented, analytical, leadership, team coaching, great communicator. EXPERIENCE CUSTOMER MAIN RESPONSIBILITIES DATE

Digital

Transformation Plan

Salesforce Sales

Santalucía

Seguros

Salesforce Sales Project Manager: 1/ Sales enablement with integrated Training Campus for 3 sales channels: Insurance Agents, External Agents and Brokers. 2/ Sales performance: dynamic reports and dashboards with strategic KPIs. 3/ New Portal for brokers. 4/ Continuous improvement plan with +100 requirements delivered. 5/ Successfully managed and delivered a core Project with Salesforce with Agile methodology and a team of 5 consultants. 2020-4

Salesforce

Customer Portal

Red

Commerce

Salesforce Project on new Portal Partner Community design, configuration and MVP, backlog management, team management. 2019-20 CRM Reporting

Sales & Marketing

Support Manager

Altadis

Management of sales projects, including support tools and sales enablement, streamlining sales mobility, deals management and analytics with Salesforce, Microstrategy and SharePoint. 2016-9

Precision Marketing

Strategy Project Coca-Cola Strategy Project for customer journeys with Salesforce Marketing Cloud SFMC across Western Europe, focused on email marketing. 2016 Email Marketing

Manager Investing Webinar newsletters, mass email campaigns in 16 languages; ROI up by 50% with responsive design, HTML5 banners, A/B testing. 2016 Salesforce Digital

Transformation BBVA Project focused on disruptive campaigns with Salesforce, i.e. Investment Funds Sales Comparison Tool MVP. 2015

Salesforce Service

Cloud Consultant Coca-Cola Successful go-live of 2 end-to-end Salesforce roll-outs +50 requirements within deadlines. 2014

Country

Implementation

Manager

General

Motors

Excellence in Lead Management Project: +40% Sales Conversion A/B split tests; +180% Response Time< 1 day; +30% Opening Rates;

+10% annual online lead generation across all margin campaigns. 2012-3

Ecommerce &

eCRM Manager BMW Group Transversal role within iconic BMW, MINI, BMW Motorrad brands. Siebel CRM migration, Virtual Center Positioning. 2008-11 CRM Consultant Oracle Functional consulting in CRM end to end projects. 2006-8 Quality Rater Google SEO Projects. 2005-6

Consultant Nielsen Market Research consulting as an apprentice. 2005

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