Descripción

I help companies transform data and insights into business impact — across France, Spain, Europe, and globally.

With 20 years of experience in Marketing Insights, mainly at P&G (FMCG) but also for other FMCG and B2B companies for the last 12 months, I bring a unique ability to turn data into clear, actionable strategies.

Whether you're looking to optimize your media spend, strengthen your consumer understanding, build omnichannel excellence, or embed sustainability into your strategy, I can help.

🔍 MARKETING STRATEGY & CONSUMER INSIGHTS

- Identify knowledge and organizational gaps

- Integrate multiple data sources (qualitative, quantitative, sales, MMM, Ecom KPIs) into compelling, insight-led stories

- Drive impact across teams and decision-making

- Transform teams with new processes and culture

📊 MEDIA EFFECTIVENESS

- Lead multi-country test & learn programs (achieving +10–30% ROI increase)

- Recommend ROI measurement (MMM, A/B testing) and audience tools (TV, Digital, Cross-media)

- Define media principles and build practical simulation tools

🛍️ RETAIL INSIGHTS, E-COMMERCE & OMNICHANNEL

- Translate consumer insights into omnichannel execution: Retail Media, E-commerce, CRM, mass/personalized promotions

- Help Marketing & Sales teams define their Retail & Ecom Data Strategy

🧩 TAILORED INSIGHTS & INTELLIGENCE ORGANIZATIONS

- Define and operationalize data strategies

- Create global guidelines and drive local adoption

- Navigate global matrix organizations

- Lead cross-functional projects and coach teams

🌍 DRIVE SUSTAINABILITY

- Facilitate workshops (e.g., Climate Fresk, 2 Tonnes) to kickoff sustainability roadmaps (in just 3 hours)

💡 SKILLS

- Analytical, detail-oriented, focused on execution

- Strong collaborator (internal, external, international)

- Clear communicator — written and spoken

Trilingual: French, Spanish, English

Based in Madrid. Available for freelance missions in France, Spain, Europe, and globally.

Ámbito de especialización en el sector

Idiomas

Español
Bilingüe o nativo
Inglés
Competencia profesional completa
Francés
Bilingüe o nativo

Preferencias de lugar de trabajo

Acepta trabajo presencial

Madrid (hasta 50 km), Barcelona (hasta 10 km)

Nutreco NL
Head of Marketing intelligence
SECTOR AGROALIMENTARIO
diciembre de 2024 - Hoy (1 año y 6 meses)
Tres Cantos, España
Nutreco is a B2B company that provides animal nutrition solutions for livestock, petfood and horse in Spain and Portugal. Its purpose is to feed sustainably the world growing population - and as animal protein is nearly 10% of the food sector € in iberia, this purpose has lots of implication. My role consists in:
- Set up the marketing intelligence function in Nutreco Iberia market: client and data-driven mindset, process, tools, timings...
- Untap growth opportunities in the egg, milk, poultry/beef meat market, aiming to reduce antibiotics and increase animal welfare and production sustainability
- Guide product innovation and collect famers´ insights to optimise the launches
Consumer Insights B2B Culture Change
Procter & Gamble
Global Insights, Retail Media & Ecom Director - P&G Global Customers teams
noviembre de 2020 - agosto de 2024 (3 años y 9 meses)
Madrid, Spain

- Retail Insights: Enable a strong data partnership for P&G in Carrefour 40 countries to accelerate on category management and retail media
- Retail Media & CRM: Develop onsite strategy & design the 1st ever offsite project via LiveRamp clean room. Bring to life personalised promotions
- E-commerce: Bring P&G back to growth at CRF.com via assortment, UX/ navigation, pricing/promo & traffic strategy
- Sustainability: Ground the P&G-Carrefour Sustainablity roadmap into solid consumer insights
- Media effectiveness: Via a special 4 months mission, bring MMM and A/B tests to life in Spain across all P&G brands
- Multi Cultural Leadership: Animate a team of +150 P&Gers working for Carrefour globally, and core sub-teams of 15-20 P&Gers on data / retail media / ecom topics
Procter & Gamble
Head of Media effectiveness & Strategic consumer insights - P&G France
junio de 2019 - noviembre de 2020 (1 año y 5 meses)
Paris, France

- Media effectiveness: Lead corporate digital acceleration (MMM and A/B test, Amazon DSP, Meta/YouTube media mix...) and major TV optimizations (more prime time, ageing target)
- Strategic country insights: Lead the understanding of French consumers, particularly about sustainability & impact of Covid
- Brand insights: Detect Marketing mix & innovation opportunities for P&G brands (Pampers, Always…)