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Malt Tech Trends 2026
Alicia GonzalezAG

Alicia Gonzalez

Marketing Strategy Consultant | Data Analysis

€850/day
Fribourg, CH
3-7 years
Data Analysis
Positioning Strategy
Business Intelligence (BI)
Consumer Insight
Digital Marketing Strategy

Average response time: 1 hour

Freelancer profile translated to English.
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About Alicia

About me

A team knows its company inside out. An outside perspective can sometimes reveal what habit makes invisible.

Marketing is not just about campaigns or performance indicators. Behind every piece of data lies a behavior, a motivation, and a growth opportunity.

As a consultant in **Marketing Strategy, Data Marketing, and Business Intelligence**, I assist SMEs and sales departments in analyzing their data to transform it into concrete, measurable decisions.

My approach is based on a simple conviction: KPIs answer the"what,"but it is their interpretation that allows us to understand the"why."I analyze consumer behavior, customer journeys, weak signals, and market trends to identify the most relevant development levers.

Beyond the numbers, I am interested in what truly influences decisions: consumer psychology, customer experience, digital usage, and societal changes. This cross-functional approach allows me to offer strategic recommendations adapted to each company's challenges.

I intervene in particular on:

  • Marketing audits and customer journey analysis;
  • Definition and analysis of KPIs;
  • Segmentation and analysis of purchasing behaviors;
  • Local and digital marketing strategies;
  • Functional design of dashboards (Power BI) for technical teams;
  • Performance-oriented strategic recommendations.

Through my analyses published on LinkedIn, I regularly share my vision of marketing and data, exploring the links between technology, human behavior, and business strategy.

My goal is to help companies transform their data into informed decisions, to build sustainable growth and create more value.
Retail (Small Business)
Consulting and Audits
Social Networks
Banking and Financial Services
Insurance

  • French

    Native or bilingual

  • Spanish

    Native or bilingual

  • German

    Conversational

  • Portuguese

    Fluent

Can work on-site
Fribourg (up to 50km), Lausanne (up to 50km), Neuchâtel (up to 50km), Genève (up to 50km)

Experience

  • indépendante
    Data Marketing and Marketing Strategy / Business Intelligence Consultant
    October 2024 - Today (1 year and 9 months)
    As an independent consultant, I help SMEs and sales departments improve their performance through strategic data utilization.

    My added value lies in bridging the gap between key performance indicator (KPI) analysis and consumer behavioral psychology, in order to transform data into concrete and profitable marketing decisions.

    °Missions and responsibilities:

    - Customer journey audits
    - Analysis of sales journeys and flows.
    - Identification of friction points.
    - Conversion funnel optimization.

    °Data Marketing Strategy:

    - Customer base segmentation.
    - Analysis and decoding of purchasing behaviors.
    - Recommendations to maximize the impact of local marketing campaigns.

    °Business Intelligence Scoping

    - Definition of key performance indicators (KPIs).
    - Identification of essential metrics for business and brand management.

    °Deliverables

    - Local marketing activation plans.
    - Turnkey strategic reports with concrete recommendations to boost on-site sales (Nudge Marketing).
    - Conceptual mock-ups of Power BI dashboards: logical and functional structuring of indicators (KPIs) to guide technical teams in their development.
    - Brand positioning studies: behavioral audits transforming data into immediately actionable commercial actions.
  • MP La sarraz
    Visual Merchandiser
    RETAIL (LARGE RETAILERS)
    February 2021 - September 2024 (3 years and 7 months)
    Visual Merchandiser

    As a Visual Merchandiser, I contributed to optimizing the in-store customer experience through strategic product presentation, aimed at enhancing their attractiveness and boosting sales.

    Main responsibilities:

    • Design and implement attractive window displays and sales areas, in line with brand identity.
    • Optimize the customer journey to encourage product discovery and purchase.
    • Implement merchandising recommendations and promotional campaigns.
    • Analyze the commercial performance of different sales areas and adjust layouts based on results.
    • Collaborate with sales teams to ensure optimal presentation of collections.
    • Ensure compliance with visual standards, brand image, and product presentation quality.
    • Participate in collection changes, seasonal reorganizations, and commercial operations.

    Result:
    Through an approach combining aesthetics, purchasing behavior analysis, and customer experience optimization, I helped enhance products, improve their visibility, and support the point of sale's commercial performance.
    Visual Merchandising Customer Journey Sales Analysis Space Planning Merchandising

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Education

  • Digital Marketing & Social Media
    Cadschool Lausanne
    2026
  • Marketing and Communication Assistant
    Imacom
    2024

Skill set

Branding
Marketing Strategy
Data Analysis
KPI Definition and Monitoring
Behavioral Psychology
Positioning Strategy
Google Analytics
Sales Analysis
Digital Marketing Strategy

Categories