Jose Luis López Cadavide

As head of media strategy at Diageo, I worked for global brands developing and executing campaigns in Spain, Portugal, Italy, France, and Greece, in both digital and traditional environments (On & Off media).

✅ Key Responsibilities:

• Design and execution of Paid Media strategies (digital and offline) for various markets

• Coordination and media buying for multichannel campaigns

• Management of Amazon Ads strategy in Spain and Italy

• Development of Retail Media strategies with partners such as CRF, El Corte Inglés, or Glovo

• Definition and execution of the digital strategy for premium brands in multiple countries

As Digital Marketing and E-commerce Manager at Samsung, I led the creation and execution of digital campaigns for all the company's business units (TV & Audio, Mobile, Home Appliances, IT…), from strategic briefing to media planning, coordinating internal teams and collaborating agencies.

I was also responsible for Samsung Spain's e-commerce channel, defining the global traffic acquisition strategy (SEO, SEM, Social Ads) and working on the continuous improvement of the platform's usability and conversion to maximize sales results.

Owned media played a key role in my day-to-day, and my work focused on generating accurate, customer-centric digital assets. The maintenance and optimization of the website and mobile site, as well as local digital communication on social media, were essential parts of my responsibilities.

Furthermore, I designed a customer retention strategy based on 1-to-1 communication, crucial for reducing churn and increasing loyalty in the digital environment.

Finally, I coordinated cross-functional digital projects both locally and internationally, focused on improving business performance and customer experience across all digital touchpoints.

Certainly, here's a summary of the key points of your experience as Digital & E-commerce Manager at Samsung, ideal for highlighting on your Malt profile or as a LinkedIn summary:

✅ Key Points

Traffic acquisition strategy (SEO, SEM, Social Ads)

Continuous improvement of online store usability and conversion

Management of owned media: website, mobile site, and local social media.

Design and execution of retention strategies based on CRM and 1-to-1 communication.

Coordination of external agencies and internal marketing and technology teams.

Leadership of local and international digital projects focused on business and user experience improvement.

As CRM manager for the Spanish market, I led the optimization of our email marketing practices with a focus on results: increased conversion, better engagement, and direct revenue growth.

✅ Key Responsibilities:

• Optimization of email campaigns and ECRM strategy

• Definition of new strategic functionalities in the CRM tool

• KPI and trend analysis to improve performance

• Testing and continuous improvement in segmentation, targeting, and personalization

• Design of the multichannel contact roadmap for customers

• Integral coordination of campaigns (design, copy, translation, sends)

• Collaboration with Paid Media, PR, social media, and web teams for integrated actions