Daniel Fernandez Email & Phone Number

Barcelona, Catalonia, Spain

Barcelona, Catalonia, Spain

Development and implementation of the Marketing strategy (pre and post new regulation) for a new market at Mansion Casino. Main responsibilities:• Brand positioning strategy (market research, competitive analysis, brand tagline, tone of voice, USP definition...)• Acquisition plan (welcome offer and acquisition offer analysis, promo definition...)• CRM plan (weekly promo and product plan definition, Life-cycle stage framework, data attributes, automated flows, ad-hoc user betting behaviour, campaigns...)• Team management, alignment and/or collaboration with the different teams and Heads of relevant departments for the project such as Branding, Acquisition, CRM, VIP, CS, Casino, Product, Design, Payments, Legal...)

Barcelona, Catalonia, Spain

Responsible for the optimisation and development of the online Acquisition and Retention activities in new and existing markets such as Brazil, Peru or Canada. Acquiring new customers in a cost-efficient manner, optimising the channels towards CPA targets, keeping GGR/ bonus ratio at sustainable levels, building the CRM strategy, defining the life-cycle stages, data attributes, KPIs, VIP identification, VIP management and Club promo (loyalty) activities are some of my main responsibilities. Management team of 6 people based in two different offices (Buenos Aires and Barcelona).

Gibraltar

Development and implementation of the initial Customer Engagement team (Platform choice, Team management, Planning, Strategy, Bonus management and Campaign Implementation included). Planned and run integrated On-boarding, Retargeting, Retention, Reactivation, X-Sell, Up-Sell and Loyalty campaigns for App, Mobile and Desktop users across different Geo’s and channels with number of actives, LTV and profitability always in mind.

Gibraltar

Senior Digital Marketing Manager working across multiple channels with focus on App Marketing and Mobile Web ( ASO, Competitor Analysis, CPI and CPA campaigns, In-app advertising, A/B testing, analytics and performance tracking).

London, United Kingdom

Responsible for acquiring qualified traffic for the Virgin Media website across the main online marketing channels. Optimising the activity to deliver ROI, sales and revenue targets whilst maintaining cost efficiencies. Design of the attribution model and analytics strategy (tracking) that is currently used for the measurement and forecasting of the activity (Adobe Analytics). Implementation of an agile methodology within the internal team and the agency to ensure a strong level of flexibility and dynamics required in a market characterised by increasing customer demand & growing competitive landscape.Personalisation of the site, development of content strategy and Mobile Web optimisation have been the focus of my latest projects. The earlier mentioned have been delivered through applying a test and learn approach (A/B testing).

London

Focusing on identifying, targeting and retargeting most valuable customers in the UK markets across different platforms (FBX, RTB) and devices (Desktop, Tablet, Mobile):• Optimisation of the retargeting performance in a post-click modeling.• Launch of prospecting activities such as behavioral, contextual or look-alike activities. (post-click and post-view attribution).• Integration with eCRM and Social Media channels.• Allocation of the budget, collaboration with other channels, reporting, and management of the relationship with contracted agencies and direct partners are the main responsibilities of my role.

London, United Kingdom

Google Squared is a six week full-time Marketing course focused on personal development, management and group dynamics in a work environment. The course reviewed the latest trends in the industry and discussed the current challenges that companies might nowadays be facing such as:• Adaptability to change (Web, Mobile, Apps)• Integration of Digital Marketing into the traditional Marketing Mix• Technology disruption• Relationship between agencies and companies• Boundaries between collaboration and competitionThe different views of twenty other marketers participating in Google Squared together with some inspirational presentations of industry leaders such as Neil Perkin http://neilperkin.typepad.com/, John Willshire http://smithery.co , Nathan Guerra http://www.youtube.com/user/dracnath, Nico Perez http://www.mixcloud.com/ or Ajaz Ahmed http://amzn.to/HyOBvT helped to gain a wider view of the present and future of Marketing.

London, United Kingdom

Responsible for the growth of the Affiliates program and the optimisation of Meta partners in the UK and French markets.• Direct management of the direct partners and the growth of each of the accounts. Booking of tenancies, e-coupons and rate negotiations.• Management of relationship with contracted agencies, Segmentation of Longtail partners and weekly communication/content strategy.• Optimisation of aggregators (price comparison sites CPC) focusing on efficiency as well as growth)

London, United Kingdom

Development and management of the PPC cruise account in The UK market. The aim was to drive relevant traffic to the site in order to increase the number of conversions to hit revenue targets.• Keyword expansion based on Search Query reports and ad copy testing (CTR’s improv.) • Extensive account optimisation revealing non-converting areas of the activity; eliminating irrelevant traffic and developing negative terms.• Brand reputation management campaign (driving users to relevant parts of the site dealing with customer support and complaints).

United Kingdom

Management of different accounts across industries with the following goals in mind:• Improvement of the SEO rankings and the brand visibility on SERP’s.• Community management and social media integration with other channels.• SEO audits, competitor analysis, reporting, keyword research and link building were some of the most important activities covered on the role.

Barcelona Area, Spain

It was very exciting to work for Interseal and participate in the company’s growth and development over the years. Main responsibilities of the role were:• Performance monitoring and success measurement.• Managing the existing client portfolio (retention schemes) and new client acquisition.• Managing marketing campaigns on local and national scale.• Strategic and peak season promotion, new product launches, stock inventory and sales management.• Sales, turnaround, transaction and revenue reporting both internally and externally.• Personnel management and staff training, development and evaluation.Managing the marketing department allowed me to experience the growing value of digital strategies alongside more traditional, offline marketing. Therefore, I decided to use my managerial experience, business and marketing knowledge to work for a well-known UK brand so that I could fully deploy all the digital tools available in this digitally-developed market.

Customer Experience Management, Marketing, 9/10

Marketing, Management And Branding, Marketing, 2:1