Jesús L. Email & Phone Number

Madrid, Comunidad De Madrid, España

- Created dashboards in Looker Studio by integrating and combining data sources with Google Analytics to measure and optimize campaign performance.- Executed queries in AWS Redshift to generate reports and then add to Tableau/Looker Studio, enhancing campaigns performance.- Monitored and resolved services flow errors by conducting queries.- Analyzed events in Google Analytics, such as conversion tracking or potential errors in the conversion flow, to identify drop-off points in conversion funnels and perform retargeting to encourage users to complete the subscription process. Additionally, conducted segmentation and created audiences for remarketing.- Analyzed general KPIs such as churn, billing, CTR%, CPM, CPC, visits, CPA, CVR%, CPL, among others.- Produced scoring reports for campaigns/services/creatives using statistical methods, highlighting the top 5 in each category (considering estimated ARPU, actual ARPU, CVR%, and churn%).- Analyzed profitability KPIs like LTV, ARPU, ROAS (by platform), and ROI, as well as their deviations to calculate optimal CPAs according to the service type.- Forecasted ARPU at the cohort level and compared it with LTV to estimate deviation and calculate the payback period for each service.- Analyzed the placement of each service by acquisition source to optimize investment in the placements with the best performance (depending on campaign objectives: clicks/acquisitions).- Evaluated existing upsells to optimize them within original services, thereby improving the performance of each campaign.Achievements:- Developed reports in Looker Studio that enabled the acquisition team to optimize their data-driven decision-making.- Achieved a 10% (+-3%) reduction in marketing investment due to the generated reports.- Created better-segmented audiences for services, resulting in an increased lifetime value (LTV) of users.

Madrid, Comunidad De Madrid, España

As a qualified professional with extensive experience in data analysis, I have a proven track record of analyzing key performance indicators (KPIs)- Analyze different KPI's such as CPC, CPM, CPE, QVR, CPQV, ROAS, and others, accordingly with the campaign strategies (Branding and/or Performance)- Report on KPI results and make recommendations for changes in strategy based on these results.- Create new media plans for new campaigns, using historical KPI's to optimize investments based on the required strategy.My experience in forecasting budgets based on KPI results further strengthens my ability to provide valuable insight into campaign performance, ensuring goals are met and exceeded.Additionally, I took responsibility for managing accounts receivable for managed campaigns, demonstrating my ability to work collaboratively with other members of different teams to ensure the smooth running of all campaign related activities.My strong analytical skills, coupled with my ability to work well in a team, allow me to produce detailed reports and drive effective decision-making at all levels of an organization.

Madrid, Comunidad De Madrid, España

As a seasoned financial professional, I have played a key role in preparing monthly financial reports, including profit and loss (P&L), balance sheet (BS), and cash flow statements, reporting these to both the controller group and the Head of Mondia Advertising . My responsibilities have included managing accounts payable and accounts receivable, negotiating payment terms with suppliers, and analyzing marketing costs to optimize EBITDA.I have a proven track record of analyzing product profitability on an individual basis, using this analysis to optimize investments and generate greater profit, while detailing this by service, partner, and landing page. Furthermore, my expertise in budgeting has enabled me to create monthly and annual marketing investment budgets, allocating investment amounts based on the profitability of each service.I have also supervised approved monthly and annual budgets to ensure that the trading team does not exceed them. My experience in analyzing new digital services based on Business Cases with different KPI's of the sector and the country, along with my expertise in analyzing different KPIs such as ARPS, LTV, LT, Churn Rate, Billing Rate, Conversion Rate, and Cohort report analysis , further showcases my analytical abilities.In terms of achievements, I have contributed significantly to the Performance EBITDA by marketing cost analysis, resulting in cost optimization and profitability improvement. Moreover, I have implemented innovative payment models, such as the CPA model, leading to payment per user up to 3 times more than the revenue share model based on gross income.Finally, my contribution to the development of the "Clean D" project has enabled us to analyze the payback of the investment made by each user through the accumulated income and forecasted income per subscriber (current accumulated ARPS and accumulated ARPS forecast).

Madrid Y Alrededores, España

- Prepare weekly income reports using SAP Business Objects, Backoffice, and Tableau platforms.- Conduct fraud analysis by analyzing subscriber databases of different services in various countries and reporting any suspicious activities to the operations team to take necessary actions through the anti-fraud system.- Evaluate and analyze the profitability of individual Licensor providers by calculating content costs.- Calculate and analyze the revenue generated by various partners.- Manage collection and payment processes.- Provide support for cash flow analysis.- Perform bank account reconciliation by comparing income and expenses made during each month.Achievements:- Developed a fraud analysis method that resulted in detecting and preventing fraudulent activities, which saved the company thousands of dollars in revenue.- Identified a cost-saving opportunity by analyzing individual profitability of different Licensor providers, which resulted in cost savings of 10%.- Streamlined the payment and collection processes, reducing turnaround time by 20%.- Generated monthly cash flow statements, which were used to make strategic financial decisions.

Máster En Dirección Y Gestión Financiera

Diplomatura, Diplomado En Evaluación De Proyectos, Sobresaliente

Economía

Inglés, Avanzado

Licentiate Degree, Economics

Bachelor'S Degree