Digital Marketing and Data Analytics Profesional
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Data-driven Marketing and Business Analytics professional with experience across Big Tech and global media agencies. Strong background in marketing analytics, media performance analysis, business intelligence and data science, combining strategic thinking with hands-on technical skills (Python, SQL, Power BI). Proven ability to translate data into actionable insights that improve campaign performance, optimize ROI and support business growth.
Microsoft | Madrid, Spain | Nov. 2024 - Jul. 2025
Collaborated closely with channel partners, distributors, and end customers, aligning sales and marketing objectives to accelerate business opportunities.
Conducted market and competitive research that allowed me to identify business opportunities and adjust the value proposition based on emerging trends.
Measured and analysed the performance of sales campaigns, producing executive reports that facilitated data-driven decision-making.
I analysed the conversion funnel from attendees to leads at events and webinars, strengthening brand and product visibility and engagement with key stakeholders.
Coordinated multi-channel communication campaigns (press content, video, newsletters and social media), improving message consistency and increasing engagement in key product campaigns.
Publicis Groupe | Madrid, Spain. | Jun. 2024 - Nov. 2024
Developed the competitors report from scratch, analysing investment, pressure and visibility using Power BI and providing a strategic overview of the competitive context for future decision-making.
Contributed to the design of media plans aligned with the business objectives and customer needs of the automotive sector (OMODA & JAECOO), optimising investment in multimedia environments.
Analysed campaign performance using tools such as Instar Analytics (Kantar Media), InfoIO and Mosaico (Infoadex), identifying key insights that allowed me to optimise return on investment and improve efficiency in future activations.
Managed the allocation of literals in MasPlus and produced weekly Always On Social follow-ups, ensuring continuous monitoring of results and tactical optimisation of campaigns.
Havas Media Group | Madrid, Spain. | Oct. 2022 - April 2023
Prepared weekly reports on audience ratings, GRPs and television coverage for Hermès, analysing competitors' advertising pressure using Instar Analytics (Kantar Media).
Evaluated monthly dashboard reports in Power BI for Hermès, analysing competitors' campaigns in multimedia environments using tools such as InfoIO and Mosaico (Infoadex).
Extracted and analysed investment and advertising pressure databases, providing a clear and actionable reading of the results for the client.
Executed campaign closures for brands such as AXN, Colonial and Ausonia, evaluating media plan actions in digital and offline environments. I analysed key KPIs (CTR, VTR, clicks, impressions, etc.) and identified opportunities for improvement that contributed to optimising future planning and investment efficiency.
Universitat Oberta de Catalunya | Sep. 2025 - Present
Linear Algebra, Probability and Statistics, Programming for Data Science, Databases for Data Warehousing, Fundamentals of Networks and Architectures, Non-Relational Databases Architectures, Statistical Analysis, Data Typology and Visualization, Machine Learning, Big Data and Deep Learning.
Complutense University of Madrid | Feb. 2024 - Feb. 2025
WordPress, Google Ads, Google Analytics 4, SEO, SEM, Big Data, CRO, Growth Hacking, RTB, Social Media Plan, Amazon Advertising, Email Marketing, Ecommerce and Online Reputation.
Postgraduate Certificate in Data Science for Risk Control in the Design & Maintenance of Lineal Works
Polytechnic University of Madrid | Sep. 2024 - Dec. 2024
Statistics, Linear Regression and ANOVA. Programming in Python, Databases Management, SQL and Big Data. Clusters, Decision Trees, Random Forest, Gradient Boosting, Time series (ARIMA Techniques).
Francisco de Vitoria University | Sep. 2019 - Jun. 2023
Business Organisation and Administration, Microeconomics, Macroeconomics, Accounting, Statistics, Commercial and Market Research, Commercial Logistics, Distribution and Pricing Strategy, Sales Techniques and Commercial and Financial Management.
Francisco de Vitoria University | Sep. 2018 - Jun. 2022
Campaign strategy and implementation, media strategy and programmatic buying, advertising communication, strategic planning, law, brand marketing, social psychology, protocol and event management, web design, copy strategy, photography and design tools (Photoshop, Illustrator, Premiere and InDesign).
