Open to Head of Growth, Head of eCommerce and Head of Digital Marketing roles · Madrid or remote
Head of Growth. I grow digital businesses with data, budget and teams.
10 years across sports retail, banking, agencies and the non-profit sector. I've owned eCommerce P&Ls, managed about €250K a month in media and led teams, in markets from Spain to Georgia.
+145%
eCommerce revenue at adidas padel, with full P&L ownership
+102%
marketplace sales across El Corte Inglés, Decathlon, Sprinter and Carrefour
€250K/mo
managed across Meta, Google and Amazon Ads
466K+
active donors in acquisition and retention at ACNUR
Brands and partners I've worked with
- adidas padel
- ACNUR
- El Corte Inglés
- AMC Networks
- Decathlon
- Carrefour
- Sprinter
- YPF
- Banco Galicia
- Fratelli Branca
- Saputo
- Zonaprop
- Papanaki
What I do
Growth from the P&L down, not from the dashboard up
Growth strategy
Full-funnel plans tied to margin, EBITDA and customer value, not to platform metrics.
eCommerce & marketplaces
D2C, marketplaces and affiliates, with catalog, pricing and channel decided SKU by SKU.
Paid media
Meta, Google and Amazon Ads, agency selection and media mix built by intent.
CRM & lifecycle
Segmentation, automation and first-party data for retention and LTV, on Salesforce and others.
Selected cases
Numbers, and how they happened
eCommerce · Marketplaces · P&L
+145% eCommerce revenue at adidas padel with full P&L ownership
+145% eCommerce
ReadAcquisition · Retention · Leadership
Digital acquisition and retention for a base of 466,000+ donors at ACNUR
466,000+ active donors
ReadCRM · Email · Subscriptions
Recovering 22% of a database marked as spam, with +102% subscriptions
22% base recovered
ReadD2C · WooCommerce · Localization
Building a D2C eCommerce from 0 to 1 for a Georgian fashion brand
0 to 1 D2C build
ReadHow I work
Four ideas I keep coming back to
The diagnosis travels, the playbook doesn't
Every market forgives a different friction.
ReadWater the tree, don't just squeeze the orange
CRM is what keeps demand alive between harvests.
ReadCompare against the market, not your own history
Improving and being the best option are different things.
ReadTeams beat individual talent
Clear ownership holds up when the context tightens.
ReadWriting
Latest notes on growth
Market reading
Nobody learns to swim in the deep end
A campaign in Benelux where my read of the market was wrong, what fixed it and why purchasing power isn't readiness to buy.
International growth
The playbook doesn't travel, the diagnosis does
Spain, Georgia and Argentina convert for different reasons. How cultural dimensions explain which friction each market forgives.
CRM
The dead database: the elephant in every CRM team's room
How a curiosity-led email recovered 22% of a database marked as spam, and what it taught me about diagnosing silence before giving up on it.
Recommendations
What people I've worked with say
Working with Martín I not only had fun and we hit the agreed goals, I also learned tools and working methods from him that I apply every day.
Martín has a broad capacity for work and a constant drive to improve and set new goals. Committed to his tasks and to learning, he drives both his own growth and his team's.
I worked with Martín for more than 3 years. Very responsible, creative when looking for solutions and always committed to meeting goals.
From my LinkedIn profile. Translated from Spanish.
For recruiters
Quick answers
What roles are you looking for?
Growth or eCommerce leadership: Head of Growth, Head of eCommerce or Head of Digital Marketing.
Where can you work?
I'm based in Madrid and open to roles there or remote.
Which sectors do you know?
Sports retail, banking, agencies and the non-profit sector, with work in FMCG, real estate, entertainment and fashion.
Which languages do you work in?
Native Spanish and C1 English.
Which tools do you use?
GA4, Looker Studio, Power BI, Salesforce Marketing Cloud, Google Ads, Meta Ads, Amazon Ads and WooCommerce.
Contact
Looking for someone to lead growth or eCommerce?
Write to me and I'll tell you how I can help your team.