Connecting customer data, digital products and business growth. 13+ years building full-stack digital marketing systems across sports, education, tech and beyond.
Landing pages, campaign microsites, CMS platforms and interactive experiences. From UX strategy to hands-on build. A/B testing and conversion optimisation.
HTML/CSS/JSCMSUXCRO
Sports Marketing
Fan acquisition, season ticket campaigns, matchday activation and the intersection of passion and commercial growth in professional sports.
Season ManagementFan JourneyGamificationPhygital Activations
Experience
Where I've worked
BKNDA
Baskonia-Alavés Group
Dec 2023 · Jun 2026 · 2.5 yrs
Sports & Entertainment · Vitoria-Gasteiz / Remote
Head of Digital Marketing
Led digital marketing strategy and execution for Deportivo Alavés (LaLiga) and Baskonia (Euroleague & ACB) simultaneously along with other group businesses (Bakh, Academy, Residence). Full CRM and Marketing Automation overhaul on Salesforce, website ecosystem revamp and performance campaigns across Meta, Google and TikTok. Omnichannel journeys across email & sms. Gamification and phygital initiatives across the group.
Marketing Automation, Inbound & Web Project Manager
Managed Marketing Automation and Web departments with a team of seve plus multiple agencies. Full Inbound strategy revamp on HubSpot CRM, CRO across the full customer journey, CMS platforms built from scratch, and management of dozens of domains. Feature prioritisation, A/B testing and integrations across Slack or WalkMe.
HubSpotCMS from scratchA/B TestingCROUX & ArchitectureTeam management
PS
Product School
Mar 2016 · Mar 2019 · 3 yrs
EdTech · San Francisco / Madrid
Head of Platform & Data / Growth Product Marketing Manager
Complete Salesforce data model restructuring (20+ custom objects, 400k+ Zapier tasks/month). Built a fully automated event-publishing system across Eventbrite, Meetup, website and Salesforce. 75+ automated sequences via Customer.io. Managed paid acquisition achieving 2x ROAS growth. Built a real-time PPC profit dashboard with custom attribution model.
Product Manager / Data Analyst / Global Marketing Manager
Checkout conversion improvement through A/B and multivariate testing, first mobile-optimised checkout (60%+ uplift). New payment methods doubling conversion in key markets. Managed 100+ SEM campaigns, Universal Analytics implementation and trained marketing teams in data-driven decision-making.
A/B testingCheckout CRO100+ SEM campaignsGoogle AnalyticsMySQLProduct Management
EV
eShop Ventures
Apr 2012 · Apr 2013
eCommerce · Madrid
Marketing Assistant & Data Analyst
Daily newsletters, email performance analysis, Shopify content management and marketing campaign profitability analysis across a group of eCommerce brands (MIMUB, MAMUKY, EXPIRIT and others).