Alfonso Hervas

- Technical and creative coordination of the Digital Marketing area.

- Development of the annual marketing plan, planning and scheduling of all digital actions in Spain and transversal support to other Macmillan Europe markets.

- Definition of objectives and design of conversion funnel optimization plans for the E-commerce and other corporate sites.

- Comprehensive management of SEO and corporate SEM campaigns.

- Project for optimization and improvement of user experience of the intranet for prescribers and increase in acquisition.

- Definition of different KPIs, analytics, and design of the most suitable attribution model per channel.

- Design and coordination of a digital ecosystem improvement project, unifying and migrating 4 corporate sites with different audiences and languages under a single domain.

- Loyalty, recommendation, and lead acquisition plans based on budget.

- Email marketing campaigns.

- Design of social media discourse and post creatives. Annual content planning and Facebook Ads campaigns.

- Coordination of the technical and creative team in the UK and Spain.

- Development of the digital strategy for www.envirofone.es (currently www.envirofone.com/en-gb).

- Management of changes and optimization of E-commerce performance. Optimization of the conversion funnel as well as different ratios and KPIs, conversion rate, ROAS, and overall performance improvement.

- Development of a plan for improving user experience (UX) and the purchasing process flexibility.

- Lead acquisition plan and definition of strategy per channel.

- Coordination of SEO agency. Writing of adapted content and monthly web audit. Keyword research.

- Management of price comparison websites and Marketplaces as part of the traffic acquisition and product sales strategy.

- Coordination of SEM/PPC campaigns: search, display, remarketing, branding, blogging, Facebook Ads, etc... budget 100K/year.

- Study of the customer journey and definition of buyer personas. Definition of the most suitable attribution model to assign a percentage value per channel.

- Coordination of different creatives, landing pages, display, email marketing, etc...

- Coordination of Affiliate campaigns.

- Weekly presentation of a dashboard with C2B area performance to my reports in Spain and the UK with different KPIs: conversions, performance, gross margin, EBITDA, etc...