About Federico
CMO & Growth Leader with 10+ years of expertise scaling global brands, driving digital transformation, and leading multi-million-dollar P&L strategies in high-growth markets for global leaders like L’Oréal, UNIQLO, Alibaba, McKinsey and Rastreator, as well as 20+ startups as a Marketing Consultant across the US, Europe, and Asia.
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JOVE INSURANCE | CMO | 2023 - Present (Remote, US & Europe)
- Partnering with the CEO to drive international expansion and digital growth strategies.
- Increased lead acquisition by 50%, optimizing full-funnel marketing and conversion strategies.
- Led performance marketing strategies, scaling B2C and B2B channels with data-driven insights.
- Managed a high-impact marketing team (+10) , improving efficiency and increasing ROI by 60%.
ALIEXPRESS (ALIBABA) | Head of Performance Marketing | 2021 - 2022 (Madrid, Spain)
- Led B2B & B2C digital expansion across Europe, aligning with Alibaba’s global vision.
- Increased ROAS by 120%, localizing Chinese performance marketing strategies for EU markets.
- Directed multi-million-dollar media investments, optimizing budget allocation for maximum ROI.
UNIQLO EUROPE | Senior Digital Marketing & eCommerce Manager | 2019 - 2021 (London, UK)
- Led eCommerce & digital expansion across 9 European markets, driving a 30% revenue increase.
- Owned Paid media, Social Media, CRM, SEO & affiliate strategy, optimizing conversion (+15% CR).
- Managed multi-million-dollar budgets, aligning performance marketing with global growth goals.
- Led high-performing teams (+8), scaling omnichannel acquisition & retention across key markets
L’ORÉAL LUXE | Digital & Performance Marketing Manager | 2017 - 2018 (Madrid, Spain)
- Increased online sales by 35% for luxury brands through high-impact performance marketing.
- Led teams (+4) & agencies Paid media, Social Media, CRM, SEO & affiliate strategy, boosting ROI by 20%.
Spanish
Native or bilingual
English
Fluent
French
Fluent
Can work on-site
Madrid (up to 50km)
Experience
- Chief Marketing Officer & Head Of MarketingConsultantE-COMMERCEDecember 2021 - December 2023 (2 years and 1 month)Madrid, SpainConsultantOver the past two years, I have successfully led numerous marketing strategies for small and medium-sized businesses (SMBs) across a variety of industries B2C/B2B. I have a proven track record of driving growth and improving brand awareness, conversion and overall performance for my clients.Main projects:● Jove Insurance - Insurtech: Chief Marketing Officer● Baanx - Fintech : Head of Growth● P3.fi - Marketplace: Head of Marketing● ICEX - Spanish Institute for Foreign Trade: E-Com/Marketing Consultant● ASK Media Group – Agency: Performance Marketing Lead.(EUROPE / US) (EUROPE / US) (FINLAND/PK)(SPAIN) (US)
- Le Fic Marketing ConsultingFounderE-COMMERCENovember 2023 - Today (2 years and 7 months)Madrid, SpainLefic Marketing Consulting is a digital marketing consulting network with an international team of experts in digital marketing and e-commerce with over 10 years of experience. We provide a comprehensive suite of digital marketing services, including digital audits, strategic consulting, tool implementation, campaign management, and comprehensive measurement and reporting.Our expertise lies in crafting customized digital strategies that are tailored to our clients' specific needs and goals. We specialize in Performance Marketing, Branding, Social Media, Web Design, and CRM/Data.
- ALIBABA – MarketplaceHead of Performance and Digital MarketingJune 2021 - December 2021 (6 months)Madrid, SpainHead of Digital and Performance Marketing for Spain, Italy and France.●Develop and execute comprehensive digital marketing plans and manage large scale campaigns and partnerships.●Collaborate with various cross functional teams and lead various external agencies.
Reviews
Sindu
Low Cost Cosmetics
Reviewed on 30/09/2023
Desde el primer día, Federico demostró un compromiso excepcional con nuestro proyecto. Escuchó atentamente nuestras necesidades y metas, y luego diseñó un plan de marketing que superó todas nuestras expectativas. Su creatividad en la creación de campañas publicitarias y su habilidad para optimizar nuestros recursos fueron notables.
Lo que más valoramos de Federico es su profesionalismo y su enfoque orientado a resultados. Siempre está disponible para responder a nuestras preguntas y proporcionar orientación. Gracias a su ayuda, nuestro proyecto ha experimentado un crecimiento significativo en un tiempo récord!
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Education
- Doble grado en Derecho y AdeCUNEF2016