Salesforce Sales And Marketing Consultant

Ana de la Morena Fernández

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

· PROFILE. Sales and marketing consultant in Salesforce and digital transformation projects for global brands with agile management, ownership, strong analytical and problem-solving skills, and track record of delivering ROI.

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

· SKILLS. Salesforce Certified Platform Administrator, Salesforce Certified Agentforce Specialist. Salesforce Platform/ Sales Cloud/ Experience Cloud/ CMS/ Field Service/ Service Cloud/ Marketing Cloud, Martech, CRM, BI

(SQL, MicroStrategy, PowerBI, Google Analytics G4), Web/ Emai/ Survey Design, Agile (JIRA, ServiceNow)

· LANGUAGES. Spanish native C2, fluent English C2, German intermediate B1.

· EMPLOYMENT HISTORY.

2026/ current. Product Owner Martech/ Marketing Automation Project, 4Mation Partners, Consulting, remote. ü Design of email marketing campaigns and Journeys within HCPs and clients in health/cosmetic/ pharma with SFMC Salesforce Marketing Cloud, lead capture forms, Preference Center, dynamic pop-ups... ü Agile International Project Management with team of 6 in English, user stories and backlog priorization in Jira. 2025. Gap year in England to improve English.

2020-4/ 4 years. CRM Product Owner Digital Transformation and Sales, Santalucía Seguros, Insurance, Madrid. ü Delivered 100+ new features and new sales portal with Salesforce Clouds (DXP, Marketing, Service, Platform), prioritizing backlog, coordinating stakeholders/ developers, reporting with ServiceNow (WIP, velocity dashboards...) ü Design and automation of sales and marketing processes: event lead capture, policy audit, remote consent... ü Digital Experiences and CMS: Developed 4 training Portals with Salesforce Experience Cloud CMS Workspaces. ü Made insights actionable: led Salesforce analytics transformation with dynamic dashboards and reports, connecting Google Analytics G4, AI lead scoring, adoption surveys, boosting sales adoption from 70% to 99%. 2019-20/ 6 months. CRM Product Owner Salesforce Customer Portal Project, Red Global, Consulting, Madrid. ü Directed HR Customer Portal design project with Salesforce Experience Cloud, with MVP delivered on time. ü Conducted backlog grooming, and sprint planning, coordinating cross-functional teams and stakeholders. 2016-9/ 3 years. CRM Reporting Sales & Marketing Support Manager, Imperial Tobacco, FCMG, Madrid. ü Optimised sales operations with Salesforce Sales Cloud and Field Service. ü Developed a Sales enablement Portal featured in the employee’s magazine. ü Delivered end-to-end sales and marketing analytics, from executive dashboards to forecasting, facilitated decision- making and highlighted new revenue opportunities with Salesforce +MicroStrategy. 2015-6/ 1 year. Email Marketing Manager, Investing, Fintech start-up, Madrid. ü Delivered affiliate marketing mass email campaigns in 16 languages with international team. ü Growth marketing: ROI up by 50% with responsive design, A/B testing, HTML5 banners. Freelance projects 2012-2015:

– Precision Marketing Strategy Project, Coca-Cola, FCMG, Madrid. Defined the Martech strategy with SFMC, focused on email marketing and user journeys, ensuring scalable, high-value implementations.

– Salesforce Digital Transformation Project, BBVA, Finance & Banking, Madrid. Oversee SFMC capabilities - Journeys, Email Studio, and Automation Studio- to drive data-driven marketing, personalization, and customer journey orchestration. Developed disruptive projects: Investment Funds Sales Comparison Tool MVP...

– Salesforce Service Cloud Consultant, Coca-Cola. Directed the successful go-live of 2 end-to-end Salesforce roll-outs +50 requirements within tight deadlines and 10/10 customer satisfaction.

– Country Implementation Manager ‘Excellence in Lead Management’, General Motors, Automotive, Madrid. Led International Growth Marketing Project focused on sales incentives and boosting online sales in a time of crisis with +40% Sales Conversion, +30%Opening Rates, +10% online lead generation. Earlier experience

– E-commerce & eCRM Manager, BMW Group, Automotive, Madrid. Transversal role with BMW, MINI and BMW Motorrad global brands. Directed Siebel CRM migration, Positioned Virtual Center in top-5, designed BMW newsletter featured as best-practice, optimized RFIs and RFPs...

– CRM Consultant, Oracle, Information Technology IT, Madrid. Functional consulting in CRM end to end projects, successful go-live of projects within tight deadlines.

– Quality Rater, Google, Internet, Madrid. SEO Projects.

– Consultant Intern, Nielsen, Market Research, Madrid. Quantitative (surveys), qualitative (focus groups) studies.

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