I get called in when something commercially important is stuck.

A new public website had been in the works for three years without shipping. I cut the scope back to a genuine MVP and put it live in January 2020 — it is the site in production today — then rebuilt digital acquisition around it, including a personalisation programme an Accenture Song benchmark identified as the strongest in Spanish financial services.

Student acquisition depended entirely on performance media while media costs inflated at double digits. I ran the investment across the group's universities and business schools in Spain and Latin America, brought cost per lead down while the market moved the other way, and delivered the April enrolment intake.

Full marketing perimeter of a fund-owned group — media, web, creative and design, product and martech — with a team of 25+ across Spain, Ecuador and LATAM, and a seat on the executive committee. Brought in brand-lift and geo-testing work with Deloitte's Data & AI practice so that investment decisions stopped resting on last-click.

Digital lead for a regulated product division selling direct to consumers. Owned the digital sales channel, the asset roadmap and a loyalty programme that became the industry's reference point, and measured campaigns against non-exposed control groups rather than platform-reported numbers.

Eleven years from marketing specialist to owning paid media and performance for the consumer business. Product Owner of the first business squad created outside IT in the company — the one that built the new online store.