Experience

After my time at Adalab, I decided to use this period to broaden my perspective on marketing and explore new ways of working.

I have explored how AI can be applied to business and marketing in greater depth, completing a master's programme in AI for Business, Marketing and Sales at IEBS and experimenting with generative AI and automation tools. I have developed projects applying these technologies to marketing processes, from campaign analysis and trend research to content creation.

I have also spent time exploring my creative side, experimenting with image and video generation and new ways to develop visual concepts.

Alongside this, I have continued to contribute to occasional marketing projects, helping to solve campaign problems and identify opportunities for improvement.

This period has broadened my skills and perspective. Alongside my experience in Performance Marketing and acquisition, I now have a wider view of how technology can support better analysis, more efficient ways of working and better-informed decisions.

At Adalab, I took responsibility for the overall acquisition and digital growth strategy, working across different channels and overseeing SEM, SEO and content agencies. I also contributed to identifying and activating new acquisition channels.

This was a particularly important period because acquisition decisions were directly my responsibility. I also worked closely with other teams, especially Sales and Content, focusing on lead quality and its connection to the business.

The number of qualified leads increased by 20% compared with the previous year.

This was also when I confirmed something important to me: I want to keep growing in roles where I can contribute sound judgement, make decisions and understand the business beyond a single channel.

I managed Performance Marketing strategy across multiple markets, working with Google, Meta, Bing and TikTok and overseeing more than €3 million in annual advertising spend.

During this period, I restructured accounts and funnels, worked on investment allocation and developed new acquisition streams. These decisions contributed to a 40% increase in conversions over the period managed and to the development of a B2B strategy that achieved 30% more sign-ups in its first year.

Above all, this was where I started to look beyond the campaign itself.

Lead quality, the user journey, the type of customer we were acquiring and investment allocation all became part of the same decision.

At ABA English, I managed acquisition and re-engagement campaigns across international markets, working with the data, content and design teams.

This period broadened my perspective on digital acquisition and helped me understand more clearly that acquiring a user is only one part of the process. What happens afterwards also determines the value of that acquisition.

This was my first role in digital marketing and the experience that helped me realise I wanted to build my career in this field.

I worked on SEM strategies and the end-to-end management of campaigns for clients across different sectors. I also took part in meetings, reporting and direct client relationships. Accounts I worked on included F.C. Barcelona, Desigual, Elsevier and Grup Julià.

It was a role focused largely on execution, but it taught me something I still rely on today: the importance of working methodically, understanding the details and making things work.