Experience

You can also find my complete and updated career on my Linkedin Profile.

Self-Employed (present)

Main Projects:

- share GmbH - Social Start Up, Berlin: analysis of marketing campaigns and activities.

- Peek & Cloppenburg - large German Fashion Retailer, Düsseldorf: analysis of loyalty data base and definition of CRM strategy for increasing repeat buyers.

- Sofar Sounds - Music Events company, London: defined customer segments for user base reactivation.

Whole Whale (1 yr 2 months)

Provided services through a Franchise model, founding my own company: Impact Measures UG.

Business development responsibilities: lead generation, participation in webinars by partners (i.e TechSoup), localisation of services offer for both Spain and DACH.

Services Lead (Digital Analyst) tasks: management of customers’ Google Ad Grants account, creation of KPIs Framework and implementation in Google Data Studio.

Whole Whale is a certified B Corporation, digital agency that leverages web data and tech to multiply the impact of nonprofits through services, products, and content.


adidas (3 yrs 2 months)

Global Director Consumer Analytics, Sep 2017 – Feb 2019 (1 yr 6 months)

- Built and managed the Consumer Analytics team: recruited and hired 4 internal and 7 external CRM Analysts from 5 different countries.

- Defined quarterly OKRs aligning with several Digital Teams.

- Created the KPI Framework for Consumer Engagement Teams and oversaw its implementation first in Tableau and then its migration to MicroStrategy.

Senior Manager Consumer Analytics, Jan 2017 – Sep 2017 (9 months)

- Provided deep dive analysis for Consumer Engagement team, analyzing a data base of more than 10MM records.

- Product Owner of Consumer Analytics Reporting and Visualization: set the product vision, wrote user stories, defined acceptance criteria and prioritized developers’ tasks.

Senior Data Scientist , Jan 2016 – Jan 2017 (1 yr 1 month)

- Reviewed and re-worked the models built by vendors for CRM targeting.

- Aligned markets to global data science strategy for e-commerce.

SAS Institute (3 yrs 5 months)

Customer Intelligence Solution Manager Iberia, Oct 2014 – Dec 2015 (1 yr 3 months)

- Contributed to the sales of software implementation projects valued in more than 1MM euros by supporting sales teams with Proof of Concepts, RFP technical answers and other pre-sales activities.

Head of Customer Intelligence Argentina, Uruguay and Paraguay, Aug 2012 – Sep 2014 (2 yrs 2 months)

- Contributed to the sales of software implementation projects valued in more than 1MM USD by supporting sales teams with Proof of Concepts, RFP technical answers and other pre-sales activities.

- Demonstrated the tools and their value in multiple conferences

Banco Galicia (1 yr 9 months)

Senior Data Scientist - Business Intelligence - Marketing , Apr 2010 – Dec 2011 (1 yr 9 months)

- Created marketing segments for email personalization using different data science models, developed in IBM SPS Modeler.

- Re-evaluated the credit risk assessment model by challenging the established rule based approach.

- Recruited, hired and managed 1 Junior Data Scientist.

Unilever Argentina (4 yrs 1 month)

All roles under the career path for Trainees. One of the 12 elected candidates among 5,000 applicants.

Customer Marketing Analyst - Customer Development, Mar 2009 – Jan 2010 (11 months)

Senior Category Analyst and Planner

- Responsible of preparing category reports, including the analysis of market and internal sales data. Detect category opportunities and present them to the sales and marketing team.

- Planning acitivities to increase market share. Colaborate with the marketing team to execute the plans.

Trade Marketing Analyst - Customer Development, Mar 2007 – Feb 2009 (2 yrs)

Mar07-Sep07 Trade Planner Indirect Channel

Planning special activities for Wholesalers.

- Asisting on visibility plans for Wholesalers.

- Coordinating the activation of marketing activities in the clients of the cluster.

Oct07-Feb08 Trade Analyst Indirect Channel

- Analysing clients' and market information to create reports for managers and sales executives.

- Collaboration with trade planners in the planning of special activities for specific clients.

Mar08-Feb09 Trade Analyst Drugstore Channel

- Analysing market and internal sales data to deliver precise and concise information for managers and sales executives.

- Collaboration on special activation planning for clients in the cluster.

- Automation of data handling, programming in VBA code.

Tools: Microsoft Excel (Advanced), Access, Cognos-Sinfonia, SAP and customized tools.

Logistics Coordination Analyst - Customer Development, Jan 2006 – Mar 2007 (1 yr 3 months)

- Assigning stocks priorities for key customers.

- Link between Sales and Supply Chain.

- Final coordination of products launches.

- Customer Service reporting

Tools: Microsoft Excel, VBA Basic, SAP, Cognos-Sinfonia, others.

Grupo Peñaflor

Logistics Foreign Trade Analyst, Nov 2004 – Dec 2005 (1 yr 2 months)

- Registering International clients orders and following its development.

- Contacting clients for information on their orders status

- Optimizing containers loads.

Tools: JDEdwars, Microsoft Excel, Cube IQ, others.