GLOBAL MARKETING & COMMUNICATIONS MANAGER
COMPANY: E D E N R E D ( S e p 202 1 - CURRENTLY)
Edenred, present in 46 countries and the creator o f Ticket Restaurant®, stands as a global leader in flexible remuneration
and employee social benefits. My challenge is to lead and transform the organization amidst increasing competition,
particularly from digital startups.
Responsibilities:
• Identify issues and pain points through design thinking workshops and stakeholder interviews, addressing crucial needs.
• Develop and manage the annual strategic plan and budget.
• Build a team from scratch, recruiting new profiles in UX/UI design, marketing automation, SEO/SEA marketing, and
communication.
• Establish Sales Force database segmentation.
• Implement Power BI, attribution models, and analytics dashboards.
• Conduct UX research, interviews, and focus groups, creating buyer personas and customer journeys for key insights.
• Design a loyalty program (ABM) for growth with clients like Coca-Cola, Samsung, Endesa, El Corte Inglés, BBVA, among
others.
• Revamp website, blog, app, and digital platforms.
• Create lead generation campaigns and devise a new content strategy for the blog and social media, emphasizing social
selling through Linkedin.
• Implement SEO strategies and the marketing automation platform, defining workflows, customizations, and email
marketing.
Achievements:
• Implemented a loyalty program, increasing sales by 35%.
• Redesigned demand generation campaigns, boosting MQL by 40% for the pre-sales team.
• Elevated the multi-channel user experience, resulting in higher satisfaction rates.

COMPANY: M A N U S A ( J a n 201 8 - S e p 202 1 )
Manusa is a global leader in intelligent security systems, IoT, smart access controls, motion sensors, and automatic
doors, catering to various sectors worldwide. With an R&D department and technical services, they operate in Europe,
Asia, Africa, the Middle East, and Latin America. Their business model involves direct sales and distribution through
authorized resellers globally. In 2018, the traditional family-owned company underwent a significant digital and cultural
transformation, with my pivotal role in leading the shift toward digitalization and process simplification.
Responsibilities:
• Conducted UX research, interviews, and focus groups, shaping the customer journey and gathering insights.
• Led the implementation of the user interface, overseeing the development of the website, blog, app, and platforms.
• Designed a new branding strategy, including a successful brand restyling and relaunch with a fresh look & feel.
• Launched a new e-commerce platform.
• Developed the “Digital Work Place” to address essential needs of the sales team and clients, digitizing catalogs,
•showcasing flagship projects, providing training, and centralizing branding materials and sales tools.
• Implemented a CRM, marketing automation, and provided the sales team with MQL.
• Executed the digital communication strategy on social media.
• Led paid media campaigns and successful lead generation initiatives.
• Generated inbound marketing actions, including SEO, content creation, email marketing, and webinars.
Achievements:
• Guided the branding and positioning strategy, implementing visual changes across various platforms, and introduced
new technological projects to enhance the user, team, and client experience.

COMPANY:INGRAM MICRO (Nov 201 6 - N o v 201 7 )
Ingram Micro, a global tech solutions provider operating in 160+ countries, distributes products for renowned
manufacturers like HP, Microsoft, Cisco, Apple, Xiaomi, Eaton, Intel and others. Offering logistics, storage, and distribution
services to a vast network of resellers, retailers, and business partners. My role was crucial in driving sales growth for
small and medium business clients by executing a successful digital strategy, including the relaunch of an outdated
e-commerce platform, significantly improving the user experience.
Responsibilities:
• Conceptualized, created, and managed the new E-commerce channel, collaborating with brands, stakeholders, UX/UI
designers, copywriters, and technology teams.
• Created the ABM program , produced various email marketing campaigns through marketing automation tools.
• Organized events (online/offline), webinars, and promotional activities with brands like Cisco, Microsoft, HP, Apple, and
Xiaomi.
• Launched performance marketing campaigns (display/search) and devised the digital communication strategy on social
media.
• Managed digital analytics, creating and monitoring dashboards with key business metrics.
Achievements:
Successfully launched a revamped e-commerce, improving the user experience and growing the business by 28%.
Developed creative campaigns contributing to the growth of small and medium businesses, acting in an advisory role to
boost their sales.

COMPANY: S O N Y ( O c t 201 4 - O c t 201 6 )
In charge of Marketing and Communication for the Smartphones, Audio and Wearables division at Sony Xperia.
Specialized in developing and executing omnichannel B2B/B2C strategic plans, creating digital marketing campaigns
for platforms such as the website, e-commerce, and physical brand stores. Responsible for strategically managing
partnerships, building key alliances through promotional and communication initiatives in co-branded activities with
e-retailers, wholesalers, telecom operators, and technology stores.
I worked closely with stakeholders, including sales, technology, product, and customer care teams, while also leading PR,
marketing, media, and events agencies.
Responsibilities:
• Lead the in-house marketing team.
• Manage the marketing budget, define KPIs metrics, and analyze ROI.
• Generate insights through digital analytics, CRO, and A/B testing.
• Design CRM strategy (lead scoring/lead nurturing) by personalizing email marketing campaigns through automation
tools.
• Create and coordinate inbound marketing strategy (Content, Social Media, SEO, SEA, newsletters, and blogging).
• Oversee the visual merchandiser team, salespeople and promoters, providing training and creating incentive plans.
• Conduct benchmarking.
• Category management: Control product layout and displays in Sony Stores and client points of sale (online/offline).
Achievements:
• Led the brand repositioning in POS and digital channels, achieving creative product displays that enhanced the user’s
shopping experience, resulting in a 35% increase in sales.
• Restructured the sales team, nurturing talent through my “Xperia Academy” project, where promoters attended a
business school to enhance their skills and learn sales techniques.

COMPANY: PHILIPS (May 2009-Sep 2014)
Led the marketing department at Philips for Consumer Goods, Healthcare, and Lighting, overseeing digital marketing
and communication strategy for omnichannel execution. Collaborated with clients in supermarkets, DIY stores,
wholesalers, e-commerce platforms and more.
Responsibilities:
• Designed e-commerce, branding, communication, and digital marketing strategy.
• Defined go-to-market and launch strategy for Philips LED lighting, emphasizing energy efficiency programs.
• Led internal marketing team and agencies with budget management.
• Established KPIs, monitored ROI, and directed PR agency as a communication bridge.
• Co-defined action plans with stakeholders and executed inbound marketing actions.
• Managed social media and directed paid media campaigns (display/search). Focusing on the product launch in HUE.
• Developed CRM and marketing automation strategy, providing MQLs to the sales team.
• Orchestrated event and seminar production, including brand exhibitions and point-of-sale promoter supervision.
Achievements:
• Elevated brand visibility in physical and digital points of sale, contributing to a 30% increase in annual sales.
Positioned the brand as a leader in the LED lighting market.
• Streamlined consumer purchasing with innovative projects demonstrating the transition to LED lighting. Developed an
app for retrofitting calculations during the LED transition.
• Proposed globally recognized campaigns, acknowledged as best practices. Collaborated with global teams.

COMPANY: A LCAT E L ( A p r 2006- A p r 2 0 0 9 )
Led brand identity initiatives in mobile phones focusing on impactful displays across diverse channels. Responsibilities
included planning and executing Direct-To-Consumer and brand strategies in point of sales.
Achievements: 30% increase in displays. Implemented and designed incentive for the sales team plan resulting in a 26%
sales boost in the first year. Fostered strategic partnerships for collaborative campaign design with retail partners.