Digital Marketing Strategist. Product Director and Content Manager
- Madrid Area, Spain
- Marketing and Advertising
Estrella Alamo's Overview
Estrella Alamo's Summary
Skilled marketing professional with 15 years of experience in Digital Marketing and Product Management. Expertise in launching and development of large online projects for multinational companies in Spain as well as in smaller projects with an international focus. I was a member of the team who created Terra for Telefonica and later founded the Ya.com network (Viajar.com, Finanzas.com…) Afterwards, I worked in the media business (Vocento) and most recently in the entertainment sector for one of the most renowned start-ups in the country (Planeta Red). All this has provided me with a deep knowledge of digital content, its marketing and communication principles along with a solid understanding of social media, mobile platforms and their users.
My aim as Marketing Manager is to help companies to create, grow and evolve their digital strategy. I can contribute to the definition and tactical execution of the strategic marketing plan and apply the acquired business knowledge to the planning, development and operation of the promotion and online sales channels.
I consider myself to be a forward-thinking, creative person. I am eager, flexible and results-oriented. I like teamwork in an international and multilingual environment.
Estrella Alamo's Experience
Product and Marketing Director
Privately Held; 11-50 employees; Entertainment industry
March 2008 – December 2013 (5 years 10 months) Madrid Area, Spain
Creation and promotion of cross-platform (mobile, web, SmartTV, Facebook) and multilingual streaming music apps to sing with a social twist (RedKaraoke) Official applications for Alejandro Sanz and other artists as well as thematic apps (Kids).
Main achievements: successful re-orientation of the business model. Reaching +2M registered users, 2M downloads in a year, up to a 5.5% conversion. International presence in strategic markets (USA, LATAM -incl. Brazil-, Japan) Featured in numerous occasions by the editorial teams of the AppStore and Google Play in several countries as well as in The New York Times, Techcrunch, The Next Web …
Tasks: develop, manage and execute the digital media strategies to attain user acquisition, engagement and revenue.
Market analysis and segmentation
Brand creation and corporate identity
Comprehensive Marketing Mix Management
- Product: definition, execution and quality control for all the apps: mobile, web, SmartTV, HTML5, Facebook, User based web redesign coordinating the external contractors. Led the launch and product positioning in the USA, Spain and Japan, while making the value proposition and translating the technical features into benefits that drove the product demand.
- Price: setting, implementing and tracking of the pricing strategies and sales
- Promotion: SEO; SEM; ASO in app stores. Social media strategy. Email campaigns, push notifications, display, exchanges and offline marketing actions such as external communications and media relationships, press releases, events and trade shows.
- Placement: inclusion in the Appstores of Apple, Google, Samsung and other platforms. Affiliate program and prepaid cards.
E-commerce: creation and development of an online shop for downloading backing tracks.
Public Company; 1001-5000 employees; Online Media industry
2006 – 2008 (2 years)
At the helm of the SEO strategy for the 28 digital properties of this media group (news classifieds and ecommerce), I was also responsible for planning, consultancy, execution of guidelines, hiring and managing external agencies and in-house training. Major achievements: #1-3 search results positions for loteria de Navidad (Spanish Christmas Lottery), Oscars and Declaracion de la renta y Hacienda (income tax). I also regard as an special achievement my successful introduction of the benefits of implementing a search optimization and social media strategy as a main driver to accomplish the traffic objectives as well as a branding aid for this news organization.
Metrics Manager, Search Manager and Documentation Project Manager
Privately Held; 201-500 employees; Telecommunications industry
July 1999 – March 2006 (6 years 9 months) Madrid Area, Spain
At Ya.com I took several responsibilities and managed a group of 5 people. As Analytics Manager I was in charge of reporting and analyzing the traffic KPI and represented the company at the Nielsen Online Audience Panel Business Committee. Moreover, I was a member of the international Search project of T-Online defining common metrics and indicators for the Spanish and Portuguese partners. I also managed the selection and relationship with the search providers (Google and FAST) and designed a proprietary system of paid inclusions. At the same time, I managed the SEO strategy for the portal network that included news, travel, finance, automotive and entertainment websites.
Teacher at CALSI Master (Contents and Legal Aspects of the Information Society)
Educational Institution; 1001-5000 employees; Higher Education industry
2004 – 2004 (less than a year)
Digital Sources module
Public Company; 10,001+ employees; Telecommunications industry
October 1998 – June 1999 (9 months)
Member of the original team who created the Terra portal at Telefonica. While working in this Internet pioneering service in Spain my responsibilities were making a website index (as Editor) and analyzing the editorial contents for developing our own content management system.
Estrella Alamo's Languages
English(Full professional proficiency)
Catalan(Native or bilingual proficiency)
Spanish(Native or bilingual proficiency)
Estrella Alamo's Skills & Expertise
- Information Systems
- Information Retrieval
- Web Analytics
- Online Advertising
- Social Networking
- Community Sites
- Google Adwords
- Google Analytics
- Online Marketing
- Web 2.0
- Web Marketing
- Mobile Marketing
- Digital Strategy
- Digital Marketing
Estrella Alamo's Education
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