Description

I help companies transform data and insights into business impact — across France, Spain, Europe, and globally.

With 20 years of experience in Marketing Insights, mainly at P&G (FMCG) but also for other FMCG and B2B companies for the last 12 months, I bring a unique ability to turn data into clear, actionable strategies.

Whether you're looking to optimize your media spend, strengthen your consumer understanding, build omnichannel excellence, or embed sustainability into your strategy, I can help.

🔍 MARKETING STRATEGY & CONSUMER INSIGHTS

- Identify knowledge and organizational gaps

- Integrate multiple data sources (qualitative, quantitative, sales, MMM, Ecom KPIs) into compelling, insight-led stories

- Drive impact across teams and decision-making

- Transform teams with new processes and culture

📊 MEDIA EFFECTIVENESS

- Lead multi-country test & learn programs (achieving +10–30% ROI increase)

- Recommend ROI measurement (MMM, A/B testing) and audience tools (TV, Digital, Cross-media)

- Define media principles and build practical simulation tools

🛍️ RETAIL INSIGHTS, E-COMMERCE & OMNICHANNEL

- Translate consumer insights into omnichannel execution: Retail Media, E-commerce, CRM, mass/personalized promotions

- Help Marketing & Sales teams define their Retail & Ecom Data Strategy

🧩 TAILORED INSIGHTS & INTELLIGENCE ORGANIZATIONS

- Define and operationalize data strategies

- Create global guidelines and drive local adoption

- Navigate global matrix organizations

- Lead cross-functional projects and coach teams

🌍 DRIVE SUSTAINABILITY

- Facilitate workshops (e.g., Climate Fresk, 2 Tonnes) to kickoff sustainability roadmaps (in just 3 hours)

💡 SKILLS

- Analytical, detail-oriented, focused on execution

- Strong collaborator (internal, external, international)

- Clear communicator — written and spoken

Trilingual: French, Spanish, English

Based in Madrid. Available for freelance missions in France, Spain, Europe, and globally.

Industry field of expertise

Languages

Spanish
Native or bilingual
English
Fluent
French
Native or bilingual

Workplace preferences

Can work on-site

Madrid (up to 50km), Barcelona (up to 10km)

Nutreco NL
Head of Marketing intelligence
AGRICULTURE
December 2024 - Today (1 year and 6 months)
Tres Cantos, Spain
Nutreco is a B2B company that provides animal nutrition solutions for livestock, petfood and horse in Spain and Portugal. Its purpose is to feed sustainably the world growing population - and as animal protein is nearly 10% of the food sector € in iberia, this purpose has lots of implication. My role consists in:
- Set up the marketing intelligence function in Nutreco Iberia market: client and data-driven mindset, process, tools, timings...
- Untap growth opportunities in the egg, milk, poultry/beef meat market, aiming to reduce antibiotics and increase animal welfare and production sustainability
- Guide product innovation and collect famers´ insights to optimise the launches
Consumer Insights B2B Culture Change
Procter & Gamble
Global Insights, Retail Media & Ecom Director - P&G Global Customers teams
November 2020 - August 2024 (3 years and 9 months)
Madrid, Spain

- Retail Insights: Enable a strong data partnership for P&G in Carrefour 40 countries to accelerate on category management and retail media
- Retail Media & CRM: Develop onsite strategy & design the 1st ever offsite project via LiveRamp clean room. Bring to life personalised promotions
- E-commerce: Bring P&G back to growth at CRF.com via assortment, UX/ navigation, pricing/promo & traffic strategy
- Sustainability: Ground the P&G-Carrefour Sustainablity roadmap into solid consumer insights
- Media effectiveness: Via a special 4 months mission, bring MMM and A/B tests to life in Spain across all P&G brands
- Multi Cultural Leadership: Animate a team of +150 P&Gers working for Carrefour globally, and core sub-teams of 15-20 P&Gers on data / retail media / ecom topics
Procter & Gamble
Head of Media effectiveness & Strategic consumer insights - P&G France
June 2019 - November 2020 (1 year and 5 months)
Paris, France

- Media effectiveness: Lead corporate digital acceleration (MMM and A/B test, Amazon DSP, Meta/YouTube media mix...) and major TV optimizations (more prime time, ageing target)
- Strategic country insights: Lead the understanding of French consumers, particularly about sustainability & impact of Covid
- Brand insights: Detect Marketing mix & innovation opportunities for P&G brands (Pampers, Always…)