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Macarena Franco SumarivaMF

Macarena Franco Sumariva

Product Development/Project Management/CX and EX

€320/day
Madrid, ES
8-15 years

Average response time: 1 hour

Freelancer profile translated to English.
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About Macarena

Professional with over 15 years of experience in product management and consulting. I have developed my career in multinational HR companies such as Randstad and Alight, transforming products and services to differentiate ourselves in the market, increase internal efficiency, and generate tangible value. Previous experience in consulting applying methodologies and frameworks to solve complex problems and design personalized actions with business impact.
My value proposition focuses on addressing the end-user experience from a holistic perspective, integrating strategy, product, process, technology, and people. And continuous improvement. Abstract and conceptual vision, ability to translate complex problems into actionable ideas. Creativity and out-of-the-box thinking. Focus on tangible impact, how the business can capitalize on opportunities. Hands-on leadership, direct involvement in execution. Cross-functional project management, cross-functional collaboration, aligning strategy and implementation.
I am motivated by professional challenges, continuous learning, and the opportunity to surpass myself in each project. Currently exploring more about Artificial Intelligence and how to integrate it into business. Personally, I enjoy sports, cinema, and spending time with family and friends.
Currently seeking responsibility projects for integral experience management that connect product, processes, technology, and people, with real business impact.
  • Spanish

    Native or bilingual

  • English

    Fluent

Can work on-site
Madrid (up to 50km)

Experience

  • Freelance
    Freelance
    CONSULTING AND AUDITS
    August 2025 - Today (1 year)
    Madrid, Spain
    Projects to improve digital customer experience in the professional services sector (product, bookings, mailing, billing)
    Digital Transformation Customer Experience Wix CRM Project Management
  • Phone House
    Head of Customer Experience
    RETAIL (SMALL BUSINESS)
    January 2024 - August 2025 (1 year and 7 months)
    Madrid, Spain
    Redefinition of the Customer Department with the objective of generating economic impact, optimizing multi-channel customer interactions to increase store traffic and average LTV per customer,
    - Analysis of customer purchasing behavior to identify cross-selling opportunities,
    - CRM update integrating multiple sources into a single repository (Data Lake) and GDPR compliance,
    - From mass campaigns to customer segmentation by engagement, product, behavior, and NPS. Average email marketing open rate of 40%. Call Center conversion up to 10%,
    - Definition and construction of dashboards for data-driven decision-making,
    - New procedures and tools. Setup of new email marketing tool and new Call Center team (sizing, training, scripts, new formats, A/B testing...). 2 direct reports. Collaboration with Data, Marketing, and Operations teams
    Customer Relationship Management (CRM) Email Marketing Customer Experience Customer Segmentation and Analysis Customer Loyalty/ Retention
  • Alight
    Senior Product Manager
    HUMAN RESOURCES
    June 2021 - December 2023 (2 years and 6 months)
    Madrid, Spain
    Alight is a leading provider of cloud-based HR technology and services (benefits, health and wellness, payroll).
    - Launch of the first AI-based employee chatbot, reducing HR tickets and improving employee experience. Senior Product Manager with end-to-end product responsibility, from roadmap definition to client activation. Implemented in a Free/Premium model for all clients, achieving 10% adoption in its initial phase,
    - Project management of new functionalities for the Alight Worklife ecosystem (employee portal, People module, SaaS client dashboard). Agile methodology, cross-functional collaboration. Evangelization and change management.
    Product Management Employee Experience Customer Experience AI Chatbot Agile Methodology

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Education

  • Bachelor of Arts (B.A.)
    University of Sevilla
    2005
    Bachelor of Arts (B.A.)
  • SAFe Certified Product Owner/Product Manager
    Northwestern University;
    2023
    SAFe Certified Product Owner/Product Manager

Skill set

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