Career Journey
April 2024 - Present
Director Paid Search Marketing
GroupM
- Managing a team of over 40 experts for clients including Deutsche Bank, Sky, Nestle, and IKEA.
- Developed an AI performance marketing solution improving customer acquisition cost and ROI.
- Significantly improved agency unit profitability through strategic adjustments.
June 2022 - March 2024
Director Media Activation
EssenceMediaCom
- Led multi-channel strategy (Social, Search, Programmatic) for clients like Airbnb and TUI.
- Co-executed the go-to-market strategy for DynMedia, resulting in over 250,000 subscriptions in the first year of the launch.
September 2020 - May 2022
Senior Professional Performance Marketing
JustEat Takeaway
- Achieved >15x ROAS with over €1M incremental revenue in 8 months.
- Established the B2B Performance Marketing department for all European markets.
April 2019 - August 2020
Performance Marketing Specialist
Foot Locker
- Implemented and scaled new Paid Social and Programmatic channels across all EMEA markets.
- Generated over €10M in revenue in the first year on Paid Social channel with a +10 ROAS.
January 2013 - March 2019
Performance Marketing Manager
Biodiet BCN
- Led the full digitalization of an offline business, including web design and paid campaigns.
- Increased monthly revenue by 150% after implementing a full measurement and performance plan.
My Thoughts on Marketing & Psychology
I regularly write about the intersection of human behavior and marketing.
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The Copy Choice Overload
An exploration of how understanding cognitive biases like choice overload can lead to more effective marketing copy and improved conversion rates.
Revolutionizing Retail Strategy
A look into the science of shopping and how insights from Paco Underhill's decision-making research can reshape retail environments for better engagement and sales.