PAÚL HERRERA YÁNEZ

Developed and launched a comprehensive brand awareness strategy for key brands (Pata Negra, Don Simón), targeting 8M potential younger consumers (21-44 years) across digital channels, significantly amplifying market reach.

Orchestrated a digital strategy that amplified brand share of voice, increasing traffic to brand sites by 50% within 6 months and engaging 8 million potential consumers across social networks.

Directed the end-to-end eCommerce strategy (brand, product, pricing, logistics, customer service), reversing a 25% decline in H1 to achieve a 35% increase in H2 2024 revenue, integrating Shopify.

Managed a 50M€ media budget and orchestrated multi-channel digital strategies across SEO, SEM, display, affiliates, social media, and CRM, collaborating with agencies to ensure omni-channel effectiveness.

Devised and executed a go-to-market strategy that scaled DTC eCommerce revenue to 170M€ by aligning marketing and sales, curating product portfolios, and designing promotions and distribution.

Directed a 120M€ digital performance marketing budget, overseeing CRM, Social Media, SEM, SEO, Display, Affiliates, PPC, and ABM campaigns to significantly enhance B2B online sales.

Launched new B2B2C platforms, generating 35% of D2C sales contribution from key target groups including students, health services, enterprises, and government.

Implemented strategic services programs (Insurance, Re-purchase, Subscription, Installment) that drove over 40% of new orders placed yearly, optimizing customer acquisition.

Acted as European and HQ Project-in-Charge for global digital initiatives, including SMB site relaunch and NPS projects, leading cross-functional European teams.

Managed and mentored a high-impact internal team of 17 members and an external agency team of 15, fostering collaboration and achieving project milestones.

Formulated and secured approval from Korea HQ for a data-driven customer engagement strategy, directly aligned with corporate KPIs to enhance brand loyalty and customer lifetime value.

Accelerated customer retention rate by 8% through targeted CRM and paid media communications (SEM, Social, Display), achieving objectives for retention, capture, recovery, and loyalty.

Drove online sales growth across major marketplaces (Amazon, PCComponentes, El Corte Inglés), maximizing conversion and profitability while maintaining brand consistency.

Promoted loyalty programs through native apps (Samsung Members, Samsung Pay, Samsung Rewards), successfully engaging 12 million active users.

Aligned local market insights with HQ in Korea and other Subsidiaries, improving ownership experience and influencing global strategic decisions.

Built and led a 16-member local CRM team, optimizing resource allocation to support strategic initiatives.

Directed the Data Analytics team to develop propensity models and dashboards, generating strategic insights for top management and increasing email open rates by over 50%.

Managed digital transformation projects, including Mobile App and Web development, establishing a 360º customer-centric vision to unify customer data and enhance omnichannel capabilities.

Strategically managed loyalty programs, expanding cardholder base to 8.5 million and driving 75% of sales through loyalty consumers.

Established and executed high-value partnership marketing strategies with key companies (CEPSA, EDP, ORANGE), securing over 150 million euros in annual investment.

Controlled P&L and ensured profit generation for marketing actions, achieving a minimum ROI of 4.5 on a 135M€ budget.

Led Business Intelligence and Analytics teams, developing propensity models and algorithm personalization to generate strategic insights and reporting.

Mentored and developed a 30-person team, fostering a strategic mindset shift and enhancing skill sets through targeted development programs.

Managed comprehensive loyalty strategies across all retail formats and services, including Hypermarkets, Supermarkets, E-Commerce, Credit Card, and Travel.

Configured and optimized CRM platforms, leveraging RFM Matrix to achieve a 10% increase in incremental sales by boosting basket size and purchase frequency.

Designed and executed multi-channel CRM campaigns (vouchers, email, SMS, App Push) to significantly increase basket size, store visits, and purchase repetition.

Developed and implemented the ChequeAhorro loyalty strategy as a key tool for customer retention and engagement.

Oversaw multi-channel communication strategies, coordinating in-store, web, brochure, and external campaigns for consistent brand messaging.