Angel Pacheco Masías

• Product Owner Marketing Technology (MarTech) in Marketing & Growth team.
• Product Owner Advertising Technology (AdTech) in Marketing & Growth team.

• Dictate the Analytics and Decision-Making Module.
• Dictate the E-commerce Strategy and UX Module.
• Dictate the Conversion Rate Optimization Module.

• Dictate the Artificial Intelligence applied to Growth Workshop.
• Dictate the Google Analytics 4 Workshop.
• Dictate the Experimentation Module.
• Dictate the Analysis and Optimization Module.

• Lead local Digital Analytics team and Digital Analytics Agency.
• Definition of Digital Analytics strategy and coordinate budget investment.
• Product Owner for releasing new Marketing Technology Platforms with local and foreign multidisciplinary teams.
• Lead implementation of attribution models in web and mobile environments to optimize advertisement investment and to improve customer journey.
• Lead migration and implementation of Google Analytics 4 in web and mobile applications.
• Definition of Digital Analytics strategy and design measurement models to define conversions that occur in the digital channels for strategic campaigns, tactical campaigns, and always ON.
• Presentation of business results, key findings and optimization proposals in the customer journey for digital sales growth and experiences (Adobe Analytics, Google Analytics, Firebase Analytics).
• Lead local Digital Content team, and Digital Content and SEO Agency.
• Define content and SEO strategy in Institutional Site.
• Coordinate institutional site optimizations and ensure site stability.

• Coordination of analytics requirements for digital projects with Product Owners, Scrum Masters, Developers and Digital Analytics Agency.
• Definition of Digital Analytics strategy and design measurement models to define conversions that occur in the digital channels for strategic campaigns, tactical campaigns, and always ON.
• Presentation of business results, key findings and optimization proposals in the customer journey for digital sales growth and experiences (Adobe Analytics, Google Analytics, Firebase Analytics).
• Metrics and KPI visualization in Data Studio dashboards.
• Analysis of digital advertisement performance with the internal team and media agency for campaigns optimization (Google Ads, Facebook Ads, DSP, others).
• Exploitation, integration and analysis of bank information (database, clickstream, digital advertisement) through R language for data-driven decisions.
• Configuration and implementation of Google Analytics with Google Tag Manager, Firebase Analytics with Google Tag Manager and Adobe Analytics with Adobe Launch.
• Customer experience optimization trough A/B and Multivariate Testing with Adobe Target, and Heat Maps with Clicktale and ContentSquare.

• Lead Digital Analytics Agency.
• Definition of Digital Analytics strategy and coordinate budget investment.
• Definition, monitoring, and optimization of KPIs for digital channels.
• Coordination and definition of requirements for digital analytics projects with IT Team.
• Diagnosis and optimization of E-Commerce through data integration from different sources (Adobe Analytics, Google Analytics, Google Search Console, Hotjar, retail database, Mailing, others).
• Presentation of E-Commerce results, key findings, and optimization proposals for sales growth.
• Optimization and coordination of digital ads with media agencies (Google Ads, Facebook Ads, others).
• Customer experience optimization trough heatmaps with Hotjar.
• Email Marketing results with Exact Target.

• Definition of KPIs and targets for Ecommerce platform.
• Definition and coordination of the digital strategy.
• Implementation and optimization of digital ads (Google Ads and Facebook Ads).
• Coordination and development of graphics and content for the pieces in social media.
• Configuration of Google Analytics accounts (Universal Analytics).
• Implementation of Google Analytics tracking with Google Tag Manager.
• Search Engine Optimization (SEO).
• Development and optimization of the Ecommerce platform.
• Configuration and maintenance of the Ecommerce platform server.

• Definition, monitoring, and growth of KPIs for institutional site, social networks, and digital campaigns.
• Coordination of digital strategy with digital marketing team. • Presentation of results for digital campaigns in coordination with Business Intelligence area.
• Coordination and management of new digital projects with agencies and IT area.
• Optimization and coordination of digital ads with media agencies (Google Ads, Facebook Ads, others).
• Coordination and development of visuals for digital ads and institutional site with design area.
• Configuration, implementation, and validation of Google Analytics with Google Tag Manager.
• Search Engine Optimization (SEO).
• A/B and Multivariate Testing with Optimizely, and heatmaps with Crazy Egg.
• Email Marketing with Masterbase and Mailchimp.

• Definition, monitoring, and optimization of KPIs and targets for E-Commerce platforms.
• Diagnosis and optimization of brand sites for business goals through data of digital tools (Google Analytics, Google Web Master Tools, Crazy Egg, Qualaroo, database, Mailing, others).
• Diagnosis and optimization of brand social networks through data of social tools (Social Bakers, Facebook Insights, Youtube Insights, Twitter Analytics, others).
• Optimization and coordination of digital ads with media agencies (Google Ads, Facebook Ads, others).
• Definition and documentation of requirements for tracking new applications with Google Analytics, and coordination with agencies for correct implementation.
• Configuration, implementation and validation of Google Analytics with Google Tag Manager, Enhanced E-Commerce.
• Research and analysis of competitors (Similar Web), competitive intelligence.
• Search Engine Optimization (SEO).
• A/B and Multivariate Testing with Optimizely, and heatmaps with Crazy Egg.
• Email Marketing with MailTrack Pro and Mailchimp.

• Collection of requirements and coordination with internal stakeholders.
• Implementation, maintenance, and improvement of internal web systems using C # and Visual Basic. Net, JavaScript, JQuery, Ajax, Telerik, others.
• Creation of functions, stored procedures, tables, jobs in Microsoft SQL Server and MySQL.
• Execution of functional tests of the improvements made in the systems.
• Creation of reports with Crystal Reports.
• Implementation of Google Analytics in web developments.

• Definition of KPIs and objectives for new and existing digital channels.
• Diagnosis and optimization of brand sites through data of digital tools (Google Analytics, Google Web Master Tools, Crazy Egg, Qualaroo, database, Mailing, others).
• Diagnosis and optimization of brand social networks through data of social tools (Social Bakers, Facebook Insights, Youtube Insights, Twitter Counter, others).
• Definition and documentation of requirements for tracking new applications with Google Analytics, and coordination with agencies for correct implementation.
• Configuration, implementation, and validation of Google Analytics with JavaScript.

• Collection of requirements and coordination with external clients.
• Definition of functionalities to develop.
• Creation, maintenance and improvement of Web modules offered to clients, using C# and Visual Basic, Ajax, JavaScript, others.
• Database Administration, Microsoft SQL Server 2008.