Arancha Lois Garcia
B2B-B2C Marketing★Business Development★ eCommerce★ Digital Strategy★ Digital Business
47 years old
Driving License
Madrid Spain
Professional Status
Employed
Available
About Me
Passionate about Strategy, Marketing 360º and Digital Transformation.
More than 15 years working in B2C B2B Marketing, eCommerce and Business Development.
I have conceptualized, launched and accelerated various business projects. Travelling from Product Marketing to Customer Centric Marketing.
Marketing strategy, Business development, eCommerce, B2C B2B Client acquisition are my areas of expertise.
Enjoying what I do, is a constant improving process and working in open, dynamic and learning environment are the keys to my motivation.
More than 15 years working in B2C B2B Marketing, eCommerce and Business Development.
I have conceptualized, launched and accelerated various business projects. Travelling from Product Marketing to Customer Centric Marketing.
Marketing strategy, Business development, eCommerce, B2C B2B Client acquisition are my areas of expertise.
Enjoying what I do, is a constant improving process and working in open, dynamic and learning environment are the keys to my motivation.
Master in eCommerce and Master in Digital Business 2016 by ICEMD. Master project:" Inbound Marketing, Marketing Automation". Digital Specialist, Business and Digital Strategy.
Digital Transformation
eCommerce
Digital Business
Business Development
Estrategia Marketing
Publicidad y Brand Management
Inbound Marketing
Digital Marketing
Media Investment (Off-line & OnLine)
B2B Marketing Acquisition Manager
UNIDAD EDITORIAL
October 2015
to September 2016
United States
- Responsible for setting strategies, introducing business models and for selling Editorial Products (paper +digital), Big Data and Content Marketing to Large Accounts and SMEs. Accountable for handling/measuring their sales pipeline based on sales force productivity progress. Direct report to Sales Director and in charge of a team of four people.
• Direct contact with major corporate clients of the company.
• Established a consulting sales approach in order to understand each prospect’s business and to effectively
sell across both Marketing and Business Development units.
• Outlined and implemented precise tools after thoroughly understanding prospect/clients' requirements
Presenting customized proposals tailored to customers’ needs.
• Identified new business prospects and development opportunities ; Up-selling/cross selling
to our internal customer database.
• Responsible for arranging Business Meetings, client’s presentations, Follow-ups and Closing sales.
• Defined a suitable B2B acquisition dashboard.
• Responsible for Budget Allocation and Management.
• In charged of CRM Dynamics by mapping opportunities, accounts, activities and forecasting future actions.
B2C Marketing Acquisition Manager
UNIDAD EDITORIAL
December 2013
to September 2015
Full-time
madrid
Spain
- Responsible for all Editorial Products Acquisition strategy. Launching and Marketing EL CLUB Loyalty Program and implementing CRM project. Reported to Sales Director and Leading a team of four.
• Definition of EL CLUB Brand Strategy: naming, logo, commercial materials, claims, etc.
• Creative and Media agency Relationship on daily basis : Breifing, budget, follow up.
• Designing and Implementing El Club website and app.
• Defining Product/Offer Strategy for each target and channel.
• Creating, Developing and Implementing Marketing Acquisition plan in accordance to an omnichannel strategy: D2D, Telemarketing, paid digital media and owned media.
• Offline Marketing : Events, Newspaper, Leaflets, etc.
• Online Marketing: Managing performance via all search marketing aspects including PPC, display and digital marketing campaigns direct improving acquisition and conversion. Landing page optimization.
• Designing and Implementing Content Marketing Strategy: El Club Experiencias
• Defining Customer Lifetime Value. Key contact points on the acquisition funnel.
• Strategic alliances with Large accounts and partners.
• Planning strategical approach to new distribution channels: retailers, newstands,D2D salesforce, etc.
• Defining/Analyzing Microsoft Dynamics CRM Functions from definition to implementation and Monitoring.
• Responsible for P&L control, budget and KPIs multichannel.
Marketing and Business Development Director
UNIDAD EDITORIAL
July 2011
to November 2013
Madrid
Spain
- Responsible of Orbyt.es (Digital News Platform) from its creation, launching and marketing strategy. Responsible for sales growth and increase profitability throughout digital subscribers ; Improved Customer’s experience and Business Development. Reporting to CEO and managed a team of five.
• Market research to develop strategic recommendations on brand definition and brand building
strategies.
• Product Strategy definition and Implementation: pricing, formats, markets.
• Distribution Strategy definition and Implementation: selling platform, retailers, etc.
• Identified, built and executed brand building marketing initiatives: paid and owned media.
• Developed marketing communication strategy through all consumer’s touch points – Group websites,social media channels, retailers, newsstands.
• Defined and executed Digital Marketing plans
• Strategic partnerships: Publisher, media, Entertainment.
• P&L Management. Marketing budget allocation.
• Platform optimization: worked closely with IT, design and Legal departments.
eCommerce and Direct sales Manager
UNIDAD EDITORIAL
March 2005
to June 2011
- Responsible for the strategic definition and business model of two eCommerce initiatives;
Responsible for the Group Promotional Marketing campaigns. Reporting to CEO with
three headcount under my supervision.
eCommerce Projects : detiendasporelmundo.es and latiendademarca.com
• Business Model Definition (P & L, Model business, customer services, resources, technology)
• Customer Strategy: Customer Lifecycle and contact points.
• Product strategy: categories. References, Pricing, Margins
• Negotiation with product/delivery suppliers: terms and conditions, contracts.
• Design and execution of Marketing plan : offline (Media Group) and Digital (Email Marketing, Display, RTB, Affiliation, Retargeting, SEM, SEO, RRSS)
• Analysis of User Experience. Google Analytics.
• Budget control and ROI.
Promotional Marketing- El Mundo, Marca, Expansión.
• Analyzing retail market trends, competition and sector.
• Market research: product evaluation, pricing and positioning.
• Definition and creation of product features.
• Negotiating with suppliers: packaging, delivery, purchase conditions.
• Communication strategy: selecting the most suitable channels (TV, radio, outdoor, internet).
• Budget Management Marketing and ROI measurement channel.
Junior Account Executive at Diagrama Comunicación
Diagrama Diseño, S. C.
March 2004
to February 2005
