Rocío González Email & Phone Number

Majadahonda, Es

Madrid

Departamento De Comercialización E Investigación De Mercados.

Madrid Area, Spain

Madrid Y Alrededores, España

Reporting to the marketing director of Spain was responsible for the entire area of market research and CRM of the customer base of Spain.During my time in Fujitsu, I defined the exploitation processes of the Siebel CRM, which was very outdated and obsolete.

Reporting to the marketing director of Spain and Portugal, I was responsible for all the external communication actions that were carried out at IKEA Portugal since before the launch of the brand in the Portuguese market until 4 years after opening the first store in Lisbon.I started in January 2004 preparing the entire opening of the store in Lisbon as well as the general launch of the IKEA brand in Portugal.My main responsibilities were:• Define the external communication strategy and prepare the annual communication plan and implement the actions that are necessary for its fulfillment.• Control and track the budget.• Participate in the selection of service providers (agencies) as well as maintain and ensure the correct relationship with them.• Coordinate the proper integration of the media (RRPP, in store comunication, etc ...).• Design and implement the strategy of brand positioning, ensure and ensure the adequacy of the external communication plan with the needs of the stores.• Create and update the data model for the distribution of the catalog in the area of ​​influence of the store.• Human resources management. Management of the marketing team from its selection, training and development.

Reporting to the Marketing Director, and being involved in the implementation and launch of the company in Spain, I highlight as main responsibilities:• Identification of strategies and actions to attract and retain customers, including the implementation of the company's CRM. Customer segmentation: Definition of the customer profile, definition of cross-selling actions and communication.• All marketing actions bellow-the-line: identification of business opportunities, holding events, briefing the agency, implementation of the action to analyze results and report preparation.• Business Analysis: including analysis of market and competition and preparation of the necessary information to reach commercial decision-making.

Responsible for customer loyalty.Realization of segmentation projects, research of potential clients and analysis of the product portfolio to cross-sell on the basis of customer data and thereby increase their relationship with the bank. With these segmentation projects using data mining techniques, the bank could offer each customer the products and offers that best suited their needs and financial profile by migrating customers for the 'TOP' group.

Working in this newly created area at IBM, required me to have a good knowledge of Data Mining tools and techniques to subsequently form a team of technicians and salespeople and develop this area within the company.These projects required a strong relationship with marketing departments of the different IBM client companies, in which customer segmentation and retention projects were developed.

Phd In Data Science, Data Science And Big Data, Cum Laude

Title of the thesis: DEVELOPMENT OF A HYBRID SYSTEM OF DIFFUSED LINGUISTIC RECOMMENDATION APPLIED TO THE E-COMMERCE OF A RETAIL COMPANY.

Data Analysis Using Python

Neuromarketing Expert, Marketing

Máster Universitario En Educación, Especialización En Matemáticas, Matemáticas

Licenciado En Ciencias Matematicas, Estadística