Conjunto de habilidades profesionales (24)
Sector de especialización
Carmen en pocas palabras
I specialize in leading marketing strategies infused with state-of-the-art technology to exceed customer expectations and exceptional experiences at every touchpoint, propelling brands and businesses towards sustainable growth.
With over two decades of global experience at renowned companies such as Coca-Cola, Pullmantur Cruises (Royal Caribbean), and Philips Morris, I've honed my expertise in reshaping traditional marketing paradigms to thrive in the digital age, while prioritizing customer needs and desires.
I can make meaningful contributions to your company in the following areas:
1️⃣ Crafting and Executing Innovative Marketing Strategies:
- Definition and implementation of omnichannel marketing strategies.
- Design and execution of comprehensive 360 marketing campaigns.
- Development of new digital products and channels to enhance brand visibility.
2️⃣ Redesigning Customer Experience for Sustainable Growth:
- Creation of company-wide strategies to ensure a seamless and personalized customer journey.
- Guidance on leveraging user insights for the conceptualization of new and innovative digital products/services that answer your consumer demands.
- Collaboration management to ensure consistent delivery of exceptional customer experiences across all touchpoints towards sustainable growth.
3️⃣ Formulating Customer Strategies for Enhanced Engagement:
- Definition of robust data models for a comprehensive understanding of consumer behavior.
- Identification of opportunities to optimize products and services based on customer feedback.
- Shaping of loyalty program strategies to foster long-term customer relationships and drive business growth.
4️⃣ Leading Marketing Strategy with Technological Capabilities:
- Leveraging tech to drive the execution of marketing strategies.
- Harnessing the power of data analytics and AI to optimize campaign performance and ROI.
Happy to connect and explore how I can tailor my expertise to meet your unique business needs
Experiencia
- Marketing Consultant/Digital Business/Fractional CMOLeading marketing through technology | Digital transformation strategy web2 & web3 | Customer experience | Customer strategy (CRM B2C & B2B ) | Data strategyVIAJES & TURISMOnoviembre de 2023 - Hoy (1 año y 1 mes)Madrid, EspañaI lead 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 𝘄𝗶𝘁𝗵 𝗰𝘂𝘁𝘁𝗶𝗻𝗴-𝗲𝗱𝗴𝗲 𝘁𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆 to 𝗲𝘅𝗰𝗲𝗲𝗱 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗲𝘅𝗽𝗲𝗰𝘁𝗮𝘁𝗶𝗼𝗻𝘀, deliver 𝗲𝘅𝗰𝗲𝗽𝘁𝗶𝗼𝗻𝗮𝗹 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝘀 at every stage of the customer journey, and overcome business challenges, 𝗺𝗲𝗿𝗴𝗶𝗻𝗴 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆, 𝘁𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆, 𝗮𝗻𝗱 𝗱𝗮𝘁𝗮 to drive brands towards 𝘀𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗹𝗲 𝗴𝗿𝗼𝘄𝘁𝗵 and 𝗯𝗿𝗮𝗻𝗱 𝗽𝗿𝗲𝗳𝗲𝗿𝗲𝗻𝗰𝗲.🎯My experience: global companies and premium brands such as 𝗖𝗼𝗰𝗮-𝗖𝗼𝗹𝗮, 𝗣𝘂𝗹𝗹𝗺𝗮𝗻𝘁𝘂𝗿 𝗖𝗿𝘂𝗶𝘀𝗲𝘀 (𝗥𝗼𝘆𝗮𝗹 𝗖𝗮𝗿𝗶𝗯𝗯𝗲𝗮𝗻), and 𝗣𝗵𝗶𝗹𝗶𝗽 𝗠𝗼𝗿𝗿𝗶𝘀, where I have contributed to realigning their traditional marketing strategies and business models to 𝗰𝗼𝗺𝗽𝗲𝘁𝗲 𝗶𝗻 𝘁𝗵𝗲 𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝗮𝗴𝗲 while staying true to the needs and desires of their customers.🌟 Key Highlights:✅ 𝗢𝗺𝗻𝗶𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: By orchestrating cohesive strategies across all touchpoints, I ensure every interaction with the brand leaves a lasting impression, 𝗱𝗿𝗶𝘃𝗶𝗻𝗴 𝗴𝗿𝗼𝘄𝘁𝗵 𝗮𝗻𝗱 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘀𝗮𝘁𝗶𝘀𝗳𝗮𝗰𝘁𝗶𝗼𝗻.✅ 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Identifying pain points and gaps to create 𝗻𝗲𝘄 𝗽𝗿𝗼𝗱𝘂𝗰𝘁/𝘀𝗲𝗿𝘃𝗶𝗰𝗲 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝗶𝗲𝘀, driving both 𝗮𝗰𝗾𝘂𝗶𝘀𝗶𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗿𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻.✅ 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: I excel in formulating tailored CRM strategies for both B2C and B2B environments. By leveraging data insights, I create 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗲𝗱 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝘀 at each touchpoint and every stage of the lifecycle 𝘁𝘂𝗿𝗻𝗶𝗻𝗴 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗶𝗻𝘁𝗼 𝗮𝗱𝘃𝗼𝗰𝗮𝘁𝗲𝘀 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗯𝗿𝗮𝗻𝗱.✅ 𝗧𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝗶𝗰𝗮𝗹 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽: At the forefront of marketing innovation with technology, I empower brands to stay ahead in a 𝗿𝗮𝗽𝗶𝗱𝗹𝘆 𝗲𝘃𝗼𝗹𝘃𝗶𝗻𝗴 𝗹𝗮𝗻𝗱𝘀𝗰𝗮𝗽𝗲.
- Philip Morris InternationalHead of Consumer Retention and LoyaltyGRAN DISTRIBUCIÓNmayo de 2021 - octubre de 2022 (1 año y 5 meses)Madrid, SpainAs member of the Market Governance Committee, define Consumer Experience Strategy for Customer Retention and Loyalty stages (bond, advocacy and abandonment).Main responsibilities:✪ Define retention and loyalty consumer strategy, objectives & Go to Market strategy for the Spanish Market✪ Collaborate and influence other areas such as Brand, Portafolio, Commercial Operations (retail), Product Development, and Customer Care to ensure strategy is aligned with overall business goals.✪ Lead and engage retention team on proactively identify key consumer/business opportunities to growth along the customer journey stages of bond, advocacy and bond.✪ Sponsor team initiatives with local and Europe region stakeholders✪ Ensure the design, deployment and continuous enhancement of a digital first consumer experienceMain contributions:✪ Reduce abandonment from 15% to 10% by acting into the most vulnerable IQOS users achieving 44% of brand lovers transition to the new tech in the first 3 months.✪ Duplicate users at Loyalty program IQOS Club in the last 8 months thanks to connecting the club with all the Estancos network transforming a B2B program into B2B2C.
- Grupo PullmanturHead of CRM & Customer ExperienceHOTELERÍAmarzo de 2019 - mayo de 2021 (2 años y 2 meses)Madrid, EspañaCreated, lead, and motivated the CRM and CX team to achieve exceptional results driving customer acquisition, retention and reactivation across multiple marketing channels through awesome Customer Experience & Data driven approach.Main responsibilities:- Define Pullmantur Customer Experience & CRM strategy to drive acquisition, retention and reactivation by designing proper value proposition developing a stronger engagement among brand & customers that ultimately drive growth.- Build and lead CRM & CX team from zero: set team governance, strategy, objectives and KPIs- Ideation and execution of the go to market and 360 marketing plans to acquire, engage and convert customers- Bring all Customer DATA together to develop a strong intuition and unified Pullmantur Customer understanding , their behaviors and aspirations.- Leverage on CRM and CX insights to define e-commerce strategy (B2B and B2C) with the focus on increasing direct online sales thanks to personalized offers.- Build a cross functional team with IT, Web, Sales and Contact Center channels to identify opportunities to develop a seamless omnichannel customer experience- Prepare & manage annual budgets in achieving objectives and goals.- Lead CRM capabilities and functionalities Roadmap based on the Business needs, playing an active role with internal stakeholders & IT partner.Main contributions:- Define and internally Sale to CEO and Leadership team the new CRM & CX in 6 months.- Lead and influence IT team with the MarTech stack definition for putting in place the CRM & CX strategy- First Customer Journey Map “AS IS” and “TO BE” of the full cruise experience.
Recomendaciones externas
Formación
- Executive Education, Dirección de MarketingESADE Business & Law School2019Executive Education, Dirección de Marketing
- El primer Máster Online Descentralizado y Tokenizado sobre Web 3.0 e Innovación, Blockchain, Criptomonedas, DeFi, Web3, DApps, NFTs Tokenizacion Startups, Inteligencia ArtificialWeb3MBA2023El primer Máster Online Descentralizado y Tokenizado sobre Web 3.0 e Innovación, Blockchain, Criptomonedas, DeFi, Web3, DApps, NFTs Tokenizacion Startups, Inteligencia Artificial
- Programa de Direccion de Big Data & Business Anal, Big Data / Transformación DigitalIE Business School2018Programa de Direccion de Big Data & Business Anal, Big Data / Transformación Digital
- Licenciada en Ciencias de la Información, PublicidadUniversidad del País Vasco/Euskal Herriko Unibertsitatea1998Licenciada en Ciencias de la Información, Publicidad