Toni Martí Barberà Email & Phone Number

Barcelona Area, Spain

BarcelonActua.org, a non-profit organization, is the charity social network of the city of Barcelona. It has more than 12,000 users that offer or ask for help by interacting through the platform or participating in face-to-face activities organized and conducted by volunteers and BarcelonActua staff.I am part of the founding team and I focus my advice, guidance, and support on Digital Marketing and Information Technology areas.

Barcelona Area, Spain

Ireland

Energia is the independent retail arm of Viridian Group, the leading independent energy company in the all-Ireland market. Energia supplies competitive gas and conventional and renewable electricity to the business energy markets across Ireland and the domestic energy market in the RoI.As Customer Value Manager at Energia, I took care of existing customer base (45,000 Commercial and 150,000 Domestic). My main objectives included: ➜ Developing customer retention strategies and… Show more Energia is the independent retail arm of Viridian Group, the leading independent energy company in the all-Ireland market. Energia supplies competitive gas and conventional and renewable electricity to the business energy markets across Ireland and the domestic energy market in the RoI.As Customer Value Manager at Energia, I took care of existing customer base (45,000 Commercial and 150,000 Domestic). My main objectives included: ➜ Developing customer retention strategies and campaigns. ➜ Analysis of customer segments which will provide insights on customer trends and behaviours.➜ Increasing customer loyalty to maximise the lifetime value from each. Show less

Irish International BBDO | Proximity is a creative advertising and CRM agency that produces great brand communications ideas, which work throught-the-line across a wide range of media.I help clients engage with their customers by defining and executing CRM strategies and programmes:➜ CRM framework and strategy for telco and energy companies. ➜ Definition of Personas and mapping of Customer Journeys (B2B and B2C).➜ Design and implementation of customer segmentation model for… Show more Irish International BBDO | Proximity is a creative advertising and CRM agency that produces great brand communications ideas, which work throught-the-line across a wide range of media.I help clients engage with their customers by defining and executing CRM strategies and programmes:➜ CRM framework and strategy for telco and energy companies. ➜ Definition of Personas and mapping of Customer Journeys (B2B and B2C).➜ Design and implementation of customer segmentation model for a Loyalty Programme (Retail)➜ Emailing campaign planning and management Show less

Barcelona

The UPF Barcelona School of Management is the business school of Pompeu Fabra University, one of the best universities in the world according to main international rankings.I joined UPF when the Direct and Digital Marketing Master's program initiated its first edition in 2005. Since then, I have became one of the main contributors in the faculty covering the following modules:➜ Marketing Research: Qualitative and quantitative techniques, ...➜ Customer Intelligence: Database… Show more The UPF Barcelona School of Management is the business school of Pompeu Fabra University, one of the best universities in the world according to main international rankings.I joined UPF when the Direct and Digital Marketing Master's program initiated its first edition in 2005. Since then, I have became one of the main contributors in the faculty covering the following modules:➜ Marketing Research: Qualitative and quantitative techniques, ...➜ Customer Intelligence: Database, data mining, ...➜ Customer Loyalty KPIs: Customer-life-time value, churn rate, ...➜ Finance and Economics: Business plan, NPV, IRR, P&L, ROI, Payback, ...In 2009, I extended my collaboration by mentoring students that are assigned to define and develop a complete Digital and Direct Marketing strategy and plan for an existing or start-up company of any industry. The resulting product covers all of the contents of Master's degree. A few examples are:➜ Vueling (airlines)➜ Probike and Backstage BCN (retail)➜ BarcelonActua.org and Talita (non-profit organizations)More info: http://www.barcelonaschoolofmanagement.upf.edu/master-in-direct-and-digital-marketing Show less

Barcelona Area, Spain

Foxize School is an advanced school of digital business. It offers 3-hour professional courses focused on Business, Marketing, Communication, Analytics, E-commerce and Management Skills.In its formation in October 2012, I became one of the core lecturers and I currently give some of the most demanded CRM courses such as:➜ How to Design and Implement a CRM Strategy: A Clear, Practical, and Actual Methodology➜ CRM Analytics: How to Make Profitable Customer… Show more Foxize School is an advanced school of digital business. It offers 3-hour professional courses focused on Business, Marketing, Communication, Analytics, E-commerce and Management Skills.In its formation in October 2012, I became one of the core lecturers and I currently give some of the most demanded CRM courses such as:➜ How to Design and Implement a CRM Strategy: A Clear, Practical, and Actual Methodology➜ CRM Analytics: How to Make Profitable Customer RelationshipsMore info: http://www.foxize.com/es/profesor/toni-marti-barbera-31 Show less

Barcelona Area, Spain

Guest lecturing at La Salle, an international University that offers a holistic program in Management, Engineering, Architecture and Entrepreneurship.I joined La Salle in 2014 to complement the traditional vision of "Principles of Marketing" course with specific Digital Marketing lectures that cover the following topics:➜ The Digital Consumer➜ Building Brands in the digital era➜ Promote through the Social Network➜ E-commerce

Barcelona Area, Spain

RACC, the Royal Automobile Club of Catalonia, the leader automobile club in Spain and insurance company, was founded more than 100 years ago and has more than 1 million members. It has a very wide services portfolio focused on car insurance and roadside assistance needs, as well as other products and services such as a travel agency, mobile communications and other insurance lines (household, medical, etc).I joined the company to define and implement the CRM strategy. The main goal was… Show more RACC, the Royal Automobile Club of Catalonia, the leader automobile club in Spain and insurance company, was founded more than 100 years ago and has more than 1 million members. It has a very wide services portfolio focused on car insurance and roadside assistance needs, as well as other products and services such as a travel agency, mobile communications and other insurance lines (household, medical, etc).I joined the company to define and implement the CRM strategy. The main goal was moving the organization from a very deep product-centric vision to a customer-centric one.I defined and developed the RACC's CRM strategy and change management plan:➜ 360-degree customer profile/view ➜ Marketing campaign management➜ Sales force automation➜ Customer care and post-sales services➜ Customer Intelligence (customer value segmentation and churn prediction)Additionally, I advised the Managing Directors in the decision making process through internal consultancy work related to:➜ Multi-channel strategy➜ Pricing policies➜ Customer acquisition and loyalty strategies Show less

Barcelona Area, Spain

After the acquisition and merger of Manga Films and Notrofilms, Vértice Cine became the film distribution business unit of Vértice 360º, a publicly traded audio visual group in Spain. Its catalogue includes more than 3000 movies.I joined the company to define a Direct and Digital strategy in order to develop new revenue lines by targeting new market segments (schools, councils, hotels…):➜ Launch the new brand, "Directo 360"➜ Design new, tailored offering for each… Show more After the acquisition and merger of Manga Films and Notrofilms, Vértice Cine became the film distribution business unit of Vértice 360º, a publicly traded audio visual group in Spain. Its catalogue includes more than 3000 movies.I joined the company to define a Direct and Digital strategy in order to develop new revenue lines by targeting new market segments (schools, councils, hotels…):➜ Launch the new brand, "Directo 360"➜ Design new, tailored offering for each segment➜ Develop digital and direct sales channels (e-commerce, telesales, emailing, mailing, …)➜ Plan and execute on-line and off-line communication plansOn the other hand, I was also asked to negotiate with the main Spanish Video-On-Demand operators, and to lead the Video-Home Entertainment BU to take control of the negative market-share tendency. Show less

Barcelona Area, Spain

After the liberation of the Spanish telecommunication market, Retevision became the second telecom operator in 1998. In 2002, Auna brand was launched as a result of the merger of Retevision with the main cable operators in Spain. In 2006, ONO bought Auna, becoming the number one cable operator in Spain.➜ From 1998-2001: I led a 50-person team that ensured the correct planning, development and implementation of the processes and systems for Customer Care Services (Contact Center, Billing… Show more After the liberation of the Spanish telecommunication market, Retevision became the second telecom operator in 1998. In 2002, Auna brand was launched as a result of the merger of Retevision with the main cable operators in Spain. In 2006, ONO bought Auna, becoming the number one cable operator in Spain.➜ From 1998-2001: I led a 50-person team that ensured the correct planning, development and implementation of the processes and systems for Customer Care Services (Contact Center, Billing and Collecting, Credit Scoring, Service Provisioning, and Post-Sales). I also led the Web Enabled Call Center project.➜ From 2001-2002: I created the Customer Intelligence department from scratch and developed customer value segmentation, predictive churn models, up-selling, and cross-selling score algorithms.➜ From 2003-2007: Leading a 10-person team, 8 consultants, and 60 telesales representatives, I defined and implemented the loyalty strategy which included cross-selling, retention, and win-back customer policies. I launched the first loyalty program for business customers in the Spanish telco industry. Show less

Barcelona Area, Spain

Leading a 6-person team, I was responsible for the support service to assist user (salesmen) that began operating with a new Sales Force Automation (SFA) system.

Barcelona Area, Spain

I managed projects related to system development and implementation for Contact/Call Centers.

Master'S Degree, Secondary And Upper Secondary Education, Vocational Training And Foreign Language Teaching

Professional Diploma, Strategy, Development & Innovation

Master'S Degree, Marketing

Master Of Business Administration (M.B.A.)

Master'S Degree, Computer Science