About.

Jul 2024 — Present

Webmaster | Digital & Web Strategy · SOPREMA Iberia

Barcelona · B2B construction and insulation

• Own strategy and operations for soprema.es, focusing on web performance, SEO/GEO, UX and B2B lead generation. Coordinate work across marketing, CRM, paid media and design, and lead two junior designers.
• Define information architecture, internal linking, and product and category landing pages, from UX design to publication.
• Analyze performance with GA4, Search Console and MCP-connected Semrush to continuously optimize content. Develop metadata workflows with Claude, Excel and Akeneo PIM.
• Contributed UX architecture and content structure to the Magento migration, including redirect mapping for the Guide Solutions section.
• Design lead-generation campaigns with downloadable content and Pardot/Salesforce follow-up and nurturing flows, aligning the website with SEM, CRM and social media.
• Combine design and AI to create assets and renders published on the website. Develop prompts and help design and paid media colleagues use these tools; also build campaign-monitoring agent prototypes.

2026

Digital Growth & Applied AI · YACADI

Wholesale fashion · Colombia · yacadimoda.com

• Designed and launched the commercial website around a structured catalog connecting product pages, collections and the Meta feed.
• Built an agent-assisted workflow that syncs inventory and images from Google Drive, updates the website and generates sales catalogs tailored to different audiences.
• Implemented GEO improvements through FAQs, schema, machine-readable pricing and llms.txt, and used GA4 to analyze acquisition from AI assistants.
• Integrated MCP-assisted Meta Ads reporting, image and video production with Magnific and Flux/Freepik, and a catalog-aware WhatsApp assistant using Claude and the Meta Cloud API.

Jan 2022 — Jul 2024

Graphic & Digital Designer | CRM & E-commerce · PromoFarma by DocMorris

Barcelona · Health e-commerce

• Owned visual brand execution for CRM and e-commerce within the marketing team.
• Led the visual execution of the digital rebrand and developed identity guidelines, adapting the brand across customer touchpoints.
• Designed email campaigns, newsletters, landing pages, banners and social assets in a high-volume e-commerce environment.
• Worked with CRM, marketing and product teams to translate campaign goals and user needs into creative assets and digital experiences.
• Created reusable UI/UX components to support asset production and maintain consistency across channels.

Mar 2020 — Oct 2021

Art Director · Anythink

Barcelona · Creative agency · Led one designer

• Directed positioning and visual identity for companies and foundations, from concepts and brand narratives to their applications.
• Supervised creative quality across web, social, motion and print, managing work for multiple clients in parallel.
• Coordinated design and development, defined visual systems and guidelines, and guided the team designer through project delivery.

Nov 2016 — Jun 2019

Webmaster | Analytics & Digital Communications · Alcaldía de Medellín (SIMM)

Medellín · Secretariat of Mobility

• Managed and maintained the Movilidad en Línea platform, combining content, web design, UX and public-service communications.
• Analyzed audiences and performance in Google Analytics and presented monthly executive reports to the Secretary of Mobility, translating data into content, design and platform improvement decisions.
• Developed multichannel campaigns using demographic and behavioral segmentation alongside SEO/SEM activity. The platform reached 19K+ monthly users.

2014 — 2016

Before that I was a Web Designer at AGAMA Corp (2014–2016), Digital Media Coordinator at Grupo Arolen (2015–2016) and Graphic Designer at Tecnigrafic Digital (2014).