Personal Profile

I am a Digital Marketing professional with over 15 years’ experience in a wide range of roles. I have been focused on SEM for the last 9 years, working on SEO, Analytics and CRO projects. I have a wealth of experience working in SEO and consider myself to be very technical, working on a range of website migrations and redesigns.


Key skills


  • Digital Marketing: Organic search, link building, social media, reputation management, e-mail marketing, PPC, content personalisation and CRO
  • Analytics: Google Analytics, Google Tag Manager, Adobe Omniture, Hitwise, YouGov, SessionCam
  • Copywriting: Research and development of content for different audiences (English and Spanish)
  • Webmaster: Familiar with web design, publishing, FTP and web server systems
  • Graphic Design: Able to design from Power Point presentations to brochures and digital material
  • Languages: Spanish (native speaker), English (fluent)




ICM – Marketing Management/ Advanced Diploma

London – 2010


BA – Social Communication / Journalism (Major in Audiovisual Production)

Universidad Santiago de Cali, Colombia – 2002



Professional Training:


Conversion Rate Optimisation Workshop

General Assembly, London – 2015


Google Analytics Individual Qualification

Google Conversion University – 2015


Google AdWords Partners

AdWords Fundamentals & Advanced2014


Microformats, Schema & Rich Snippets Workshop

Brighton SEO – 2012


Diploma in Digital Cinema 3GP (3GP, mobile video format)

ICESI. Cali, Colombia – 2006




Adobe: Dreamweaver, Photoshop, Premiere, InDesign, Captivate

Technical languages: HTML, CSS, Schema

Tools: Moz, Google Analytics, Tag Manager, Hootsuite, Linkdex, IIS SEO, Screaming Frog, Mailchimp, SEM Rush, Adobe Omniture, Tableau, Maxymiser, Optimizely, Qubit, Google Optimize, Hitwise, YouGov, SessionCam

CMS: WordPress, Drupal, Magento, Bigcommerce, Sitecore, Umbraco

Career History

Senior Digital Manager, Non profit organization (Mat Cover)

May 2019 – Current (End Feb)


Managing the digital channels across the organisation. Advising and supporting stakeholders with digital solutions.

  • Devising and implementing a SEO strategy covering technical and content aspects. The website had never been optimized for SEO.
  • Developing a SEO content strategy that resulted in the creation of an online magazine and a podcast, also maximizing the effort behind content production by repurposing material that is created for online channels. Thanks to this content the charity managed to increase its brand awareness rating.
  • Improving the UX across different digital touchpoints by implementing new processes, systems and infrastructure.
  • Improving the performance of paid campaigns by mapping and analyzing user journeys, detecting bottlenecks and A/B testing.



Digital Manager, Fundraising Company

Nov 2018 – April 2019


In charge of the digital presence of the organisation. Devising a long-term Social Media strategy in order to generate all-year round awareness for the events and qualifications offered.


  • Working alongside the Head of Marketing and Digital in the tendering process for a new CMS provider, gathering technical requirements and liaising with different providers.
  • Coordinating the early stages of the website redesign process. Analysing the data for the current website in order to map the best performing content.
  • Supporting the Fundraising Convention team on the launch of their new website and leading the new app development.



eCommerce Optimization Analyst – Global, High end retailer 

July 2018 – Oct 2018

Contract role with the Ecommerce Omnichannel team.


  • Taking ownership of the web analytics. Reviewing the current Google Analytics and GTM set up which was previously managed by a third party.
  • Working with the Omnichannel Project Manager to prioritize initiatives and feed into overall digital roadmap.
  • Analyzing user behavior in order to provide insights for to the creation of new content/campaigns and AB/MVT testing.
  • Developing the optimization plan and setting up a prioritization model.
  • Setting up automated reports in Google Data Studio.
  • Providing advice on technical aspects to improve across all the website locales (UK, US, JP, ROW), to improve SEO performance.


Digital Optimization Manager, British Charity Organization 

Aug 2016 – June 2018


Leading a specialized team of digital analysts, developing strategies to optimize the user experience and conversion rates in digital channels. In this role I was also in charge of the SEO strategy.


  • Improving conversion rates through A/B testing and MVT projects. Analyzing and mapping user journeys, detecting bottlenecks in the conversion funnels and formulating hypothesis.
  • I managed to increase the conversion rate for the donations (funds) by 12.5% after testing multiple variables on the donation button on the main site’s header.
  • Increased the Gift Aid contributions by 700% by testing a different layout in the donation form.
  • Increased the signups for fundraising bike ride by 60% by adding urgency messages.
  • Planning and co-ordinating the implementation of tests and content personalisation projects with the digital marketing executives, UX analysts, acquisition and email marketing team, and developers.
  • I managed to decrease the bounce rate on the heart health section by 25% by providing personalized content to the different segments (GPs, patients, carers, etc).
  • I was a key stakeholder on the website redesign and content migration. I oversaw the migration process and monitored web traffic and SEO rankings during this process.
  • Providing recommendations for the optimization of websites, from technical aspects to content structure.
  • I managed to place us in the answer box for competitive medical terms, above other sites like Wikipedia, NHS or Mayo Clinic.
  • Managing the digital optimization budget and liaising with third party agencies.
  • Liaising with the development team for the implementation of technical changes on the websites.



SEO Analyst

June 2015 – July 2016


Taken up on a brand-new role in the organisation, I had the challenge of being the first ever in-house SEO analyst. I managed the overall SEO strategy for their main website (average traffic of 1 million visits/ month) and microsites (fundraising and e-commerce).


  • Increased the organic traffic on the main website by 20% during my first 3 months in the organisation.
  • Managed to get the number of pages being indexed by search engines three times higher.
  • Wrote the technical SEO guidelines for the development of sites and campaign microsites.
  • Liaising with the internal Digital Systems team and external agencies for the implementation of technical SEO requirements.
  • Put in place a local SEO strategy for the charity shops which generated an increase of 250% YoY in the organic traffic to the shop location pages and 75% of the shops being featured in Google’s snack pack. The charity with the higher number of outlets in the UK (725 shops).
  • Implemented schema mark-ups.
  • Set up automated reports using Google Analytics API and excel add-on, making more efficient and timelier for the different teams to get their data delivered.
  • Carried out training sessions for the content editors and digital champions of the different areas of the organisation.
  • Optimising microsites for seasonal and brand campaigns.
  • Increased the organic traffic to the online shop by 40%.
  • Increased the organic traffic to the CPR content by 117% YoY and managed to get answer box placement for competitive terms
  • Preparing and presenting quarterly reports for the heads of the different departments, providing actionable insights.



Digital Marketing Manager, Internet Marketing Serivce 

Oct 12 – May 2015


Managing a team of digital marketing execs and was the lead on multiple projects across the different areas of digital.


  • Managed SEM, Social Media and PPC campaigns for clients across different market sectors.
  • Reporting on KPI and planning a strategy based on data.
  • Coordinated the technical SEO work stream, i.e. identifying requirements, briefing technical team and managing implementation with developers.
  • Liaised with PR agencies and sales team to support SEO activity.
  • Supplier Management. Selected key SEO suppliers and manage the ongoing relationships, ensuring delivery of required services.
  • Content strategy and copywriting for e-mail marketing campaigns, websites and blogs.
  • Designed and implemented email marketing campaigns.



SEO Consultant

Feb 2011 – Sept 2012


  • Designed and implemented SEO campaigns. Competitors’ analysis, keyword research, XML sitemap creation, link building, SEO copywriting.
  • Developed strategies to minimize the impact of Google’s algorithm updates and coordinated the implementation with developers and copywriters.
  • Set up Google Analytics projects tracking e-commerce goals.
  • Social Media management. Implementing campaigns targeting different audiences. Creating competitions on Facebook for followers.
  • Reputation management. Set up blogs, vlogs, Wikipedia pages and link building strategies to counteract bad publicity.
  • Managing Google AdWords campaigns. Analysed traffic data to find out new trends and opportunities to optimize clients spend.
  • Brand awareness in digital channels through off-page activities such as online PR, Social Media and Blogging.
  • Bilingual SEO copywriting (English/Spanish).



SEO Junior Executive and Researcher, Experience days Company

Jan 2010 – Dec 2010


  • Worked in the implementation of the SEO strategy for the sites:
  • In-house SEO. In charge of the implementation of SEO techniques across website: Keyword analysis, metatags optimization.
  • Provided guidance for the design of the site’s structure.
  • Generated and managed website content.
  • Link building, keyword research, SEO copywriting.
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