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I am a well-qualified and trustworthy marketing professional, with 7 years’ experience within a management environment. I hold an IESE Executive MBA coupled with a Master’s degree in Digital Marketing (Web 2.0) (Hons: 8.80) from EUDE and I have international experience in marketing strategy leading the online team brand unit. I have demonstrated excellent negotiation skills, innate ability for marketing, entrepreneurial spirit, decision-making capacity, multicultural sensitivity and teamwork attitude to deliver the highest standards of quality in my work. I am often described as someone who has the capacity to lead people and extract the best of them, especially under pressure. I am focused on results and effectiveness, as well as on building long-term solid partnerships with different stakeholders that create value for my company.
As a result of my international experience, I am working on interim contract and freelance project basis for various clients such as Christina Leonor or Briseis; delivering its marketing strategy, brand communications, campaign planning and customer research. Christina Leonor, my main client, is a Luxury lingerie brand. I am helping them to penetrate in the UK.
Brands: Suma de Letras Hispánica, Suma Internacional, Aguilar, Conecta and Fantascy. Madrid & Barcelona, Spain Responsible for the development and design the annual marketing and media strategy plans, managing the execution of integrated campaigns and ensuring Author Brand consistency, of the definition and control of the annual marketing budget and directly responsibility in the development of new promotion and social media marketing paths: websites, profile management, SEO and SEM campaigns, Facebook Ads campaigns, blogs, viral marketing, etc. I was promoted to the Kids and Young Adult Division as a result of the success of my campaigns, my ethical behaviour, my critical thinking and my team building ability. Key Achievements: Always achieved my sales and marketing goals, having launching to the market more than 450 books per year. Established good working relationships with customers, clients, media and writers. Due to the merge of Penguin and Prisa, I created and launched a new social media strategy for the 17 channels that I was managing. Responsible for the launch for new authors such as Kate Morton, Anthony Doer, Alma Obregón or Elísabet Benavent, four of the most profitable authors at Penguin.
Brands: Alfaguara Infantil y Juvenil, Altea, Beascoa, Cliper +, Montena and Nube de Tinta. Barcelona, Spain As a leader of the Kids and Young Adult Marketing Department, I was responsible for define, design and coordinate product and marketing strategy; I managed and led the execution of integrated campaigns, always ensuring Author Brand consistency across marketing activities in line with Author positioning. I led a team of 8 people to accomplish social media opportunities and customer engagement. Thanks to my experience, I came up to this position with new initiatives and ideas that resulted really profitable for the department. Main responsibilities: B2C Consumer campaigns: Creating and implementing the support campaigns for key titles which include: PR Management - Creation and execution of PR activities in conjunction with Agencies/Freelancers e.g. print and blogger book reviews, author articles, author booking signings/events. PR Contracts – Relationships with key media partners in magazines, newspapers, bloggers and reviewers. Offline Advertising – Print advertisements and outdoor advertising campaigns. On-line Digital marketing activities to build consumer awareness thought website management or social media channels. B2B Trade campaigns: Keeping in mind that my success is the team’s success, I worked hand in hand with different departments: Bookstore Trade – Working in conjunction with Sales to create generic or bespoke in-store Bookstore trade marketing campaigns in line with Author/Brand positioning including Point-of-Sales, Catalogues, Storefronts and promotional activities. E-Retailers – in conjunction with Digital team, creating bespoke promotions and marketing activities in line with Author/Brand positioning. Marketing Materials (e.g. Advanced product sales information, Catalogues, sales briefing and presentations, POS) Managing the creation and design of all marketing materials. Financial and business analysis: Management of the marketing budget. Review of Competitor analysis of sales and trends in Commercial fiction and non-fiction. A full analysis of pre and post product/marketing campaigns utilising and analysing financial/business information to understand customer behaviour and the efficacy of our marketing approaches. Key Achievements: Before leaving the company, my sales were 140% over budget. Improved social media engagement by 30% and opened new online channels to engage the millennials. Played a key role in the worldwide marketing strategy, leading international campaigns in 34 different countries. Implemented new partnerships as Benefit or Ford España.
Co-founder and designer at Elenitos, website and physical shop of personalised jewellery. E-commerce.
(Prisa Ediciones Merge with Penguin Random House in April 2014) Responsible for the global social media project manager, unification of the global social network sites through transverse, landing pages and applications, ensuring the integration of social media campaigns in marketing plans reporting directly to management. Responsible for the design, and development of new products through social media, SEM, SEO, email, mobile, street, and guerrilla marketing
Responsible for Strategic design and implementation of the sales and distribution channels including value proposals, sales incentives and implementation plan; defining, designing and implementation of a web tool for partners (“Smart Channel”) designed for direct sales through the distribution channel (ERP).
First Award for the best tactical action of CAREM