Alba Alfaro Email & Phone Number

Barcelona, Ct, Es

Remote

Argentona, Catalonia, Spain

• Analyzed business priorities & market opportunities to allocate media budget. • Defined individual strategies for each product aimed at ensuring maximum consumer relevance across the consumer decision journey, including different eCom approaches, tailored specific media approaches & identified key opinion leaders to work with (total of 28 campaigns for Eucerin and 2 for Hansaplast).• Optimized of website, CRM, loyalty club, and social media owned channels.• Achieved on average 54% VTR on skippable paid video formats.• Increased Eucerin SEO by 18% Q1 2020 vs. LY• Reported paid media reactivity on sell-out & competitor analysis to top management.• Brought Spain under HQ’s radar with CRM pilots to improve email marketing journeys and DB maintenance.• Worked alongside Brand Managers, eCommerce, PR, Shopper & Customer Marketing teams to create omnichannel strategies and media briefs.• Established new initiatives to inform, educate, and engage with non-digital peers about the evolution of our digital ecosystem & digital market trends

Frankfurt Am Main Area, Germany

• Navigated C-Level and Executive team within Korean/EU HQ through a $10M Data-driven marketing campaign to push online sales. • Created pilot projects across EU subsidiaries to accelerate digital transformation and growth including CRM/DMP.• Pitched internally LG eShop project in 5 countries. Expected 7-digit target revenue through direct end consumer sales.• Setup of eCom UX & Content Guidelines to fully optimize customer experience.• Monitored brand image through major EU eRetailers (ElCorteInglés, Saturn, Media Market, Otto, Currys, FNAC,…) powered by software tools

Frankfurt Am Main Area, Germany

• Established new ways of working to avoid communication silos among team members (7 nationalities) and other internal stakeholders. • Developed and implemented pan-European digital strategies.• Allocated budget across all marketing channels according to business priorities.• Coordinated multiple campaigns between external agencies and client’s team members.• Established relationship with digital media vendors and negotiated collaborations ensuring always the best deal.• Trained a team of 8 people on digital media planning, optimization and reporting.• Clients: Hugo Boss, Monsanto, Giesecke & Devrient, Emirate airways

Barcelona Y Alrededores, España

• Developed programmatic strategies to increase Media Markt’s brochure visibility and boost sales.• Weekly investment of €60K (60% programmatic 40% direct buying of fixed placements).• Clients: Media Markt.

Barcelona

• Managed €12M account (TV & Radio) in a high-paced setup.• Acquired extended TV planning and buying knowledge.• Assessed multiple media vendor proposals for our clients and developed detail oriented competitor reviews.• Clients: LIDL, DKV Seguros.

Barcelona, Catalonia, Spain

• Analyzed media consumption of target audiences, planned Print, Radio, OOH, and Digital campaigns, and followed-up with reports.• Coordinated campaigns for Burberry’s account with the London team.• Clients: Burberry, Desigual, Findus, Zurich Insurance Group, Asus.

Scrum Master

Design Thinking, Lean Startup, Agile, Scrum, Kanban, OKR, Lean Change Management, UX, Extreme Programming

Strategic Thinking

Diagnostics, alternatives and business choices.

Programa Thepowerecommerce, Ecommerce Expert - Ecommerce Launch And Management

Online profesional training by top disruptive and successful start-up CEOs, founders and team to be specialized in Digital Transformation.

Bachelor Degree In Advertising And Public Relations (In-Person Class)