Jose Fernandez

Chief Marketing Officer | CMO | Head Of Marketing @ Billease

About

Hi, I’m Jose Fernandez, currently CMO | Chief Marketing Officer at Billease, a fast-growing fintech company in the Philippines. I’ve been leading all things marketing here for over 3.5 years, helping scale our acquisition engine, grow the team, and shape our overall growth strategy. Before this, I spent years working in marketing agencies, which, honestly, I still consider the best school for marketers. It’s where I learned how to move fast, stay adaptable, handle pressure, and build strategies that actually deliver results. Agency life gave me exposure to dozens of industries, business models, and teams and I carry those lessons with me every day. Across my 13+ years in marketing, I’ve worked with 60+ brands around the world: from fintech and insurance to travel, consumer goods, e-commerce, education, sports, and even social networks. I’ve helped major companies like Genially, Barceló Hotels, Loreal, AXA, and Movistar, as well as scrappy startups looking to find their first traction. No matter the size or stage, I bring a performance-first mindset, a bias toward action, and a deep obsession with what drives growth. At Billease, I’ve built and led a high-performing team I’m truly proud of. I’m a people person by nature. I love helping others grow, creating a culture of trust, and managing without micromanaging. I believe great teams thrive when you give them ownership, clarity, and the space to do what they do best. I'm hands-on when I need to be, strategic when it’s time to zoom out, and always curious. Whether it's paid media, funnels, creative, OOH or experimentation, I treat every budget like it's my own and constantly push for smarter, more efficient growth. I’ve also got an entrepreneurial soul. Earlier in my career, I co-founded a social networking app with friends. It was chaotic, exciting, and one of the best learning experiences of my life. I love building things from scratch, especially when they have the potential to change lives, unlock value, or empower others to grow. If there’s one thing I’ve learned, it’s that great marketing is part data, part instinct, and a whole lot of persistence. I take full ownership of the results and am always asking: how can we make it better? If you’re into data-driven growth, marketing, performance marketing, paid media, team building, startups or just enjoy building cool stuff, I’m always happy to connect! Chief Marketing Officer | Head of Marketing | Performance | Paid Media | CMO | Acquisition Manager

Country

Spain

City

Madrid

Industry

Marketing & Advertising

Skill

Campaign Execution, Analytical Skills, Presentations, Marketing Budget Management, Go-to-Market Strategy, Product Management, Project Management, CEO, Analytics, Apple Search Ads, Influencer Outreach, Branding & Identity Marketing, Outdoor Advertising, Branding, Apple Sea, Data Analysis, DSP, Programmatic Media Buying, Online & Offline Media, Facebook Ads

Experience

Chief Marketing Officer | CMO | Head Of Marketing

Billease

2022-3 - Present · 4 yrs 7 mos

Remote

Chief Marketing Officer at Billease. #1 Buy Now, Pay later app in the Philippines with more than 10M users and CMO of Balikbayad - Fintech & Tech Industry Growth by +600% in the past 4 years, Revenue by 11x. More than 10M users From 25 employees to +2500

Marketing Manager | Paid Media | SEM | PPC | Digital Marketing, Performance Marketing, Freelancer

Xamarin Developer

2012-5 - Present · 14 yrs 5 mos

World, Spain, USA, Venezuela, Mexico, Colombia, Asia, Canada & Others

• Manage digital campaigns for different clients • Social Media campaigns for different companies. • Manage digital paid media campaigns for different clients. Facebook & Instagram Ads, SEM (Google Ads), Linkedin Ads, Twitter Ads. • SEO (Search Engine Optimization) by evaluating the proper use of their site, key words analysis and others • Brand development, web site traffic growth, web site UI and advertising revenue. Developed brand strategy and statistics systems • Advising new businesses on formation • Google Analytics, Google Ads and others. • Growth hacking techniques. • Product, Operations & Project Management • Web Usability, UX, Web and app design. Some of the companies and projects I have been involved: Sheltair, Instamaki, Podo, Dribo, Reby, Sharify, Fulltip, GoWe, Civic Abogados, TuCrucero.com, Dulzuria, Dinbog.com, Screen Media Group's clients, StefyActiva, Florida Pro Cycle, and other projects. Tools: Facebook & Instagram Ads, Google Ads, Twitter, Linkedin Ads, TikTok Ads. Doubleclick. Google Drive. Google Data Studio, AppsFlyer, Moengage, Google Console, Firebase, AppleConnect, Slack, Trello, Podio, Asana, Clickup, Notion

Acquisition Marketing Manager - Paid Media Manager

Genially

2020-7 - 2022-3 · 1 yr 9 mos

Remote

Global Acquisition Manager and Paid Media for more than 100 countries Increased conversion rates from 7% to 23% in 6 months, also doubled ROAS and 40% lower CPA. Volume 3x,

Digital Marketing Manager | Growth Manager | Performance Manager | Paid Media Marketing

Fly Me To The Moon Agency

2018-6 - 2020-9 · 2 yrs 4 mos

Madrid, Community of Madrid, Spain

Digital Marketing and Paid Media Manager, Performance Manager at Fly Me To The Moon, a digital marketing agency. • Manage and guide a team of 10 digital marketing specialists. • Optimization for the performance campaigns. • Coordinating and strategizing with the team of digital, account executives, designers and copywriters. • Manage digital paid media performance campaigns for different clients. Facebook & Instagram Ads, SEM (Google Ads), Linkedin Ads, Twitter Ads. • Manage strategies for different types of objectives. Leads, downloads, purchases, traffic and engagement. • SEM with Google Ads: Search and Display, Youtube, Shopping, App downloads. • Analysis, monitoring and reporting for the optimization of campaigns: Google Analytics, Facebook Analytics, Google Console, Data Studio, Firebase, DoubleClick, Excel and internal analytics. • Optimizing the process of the digital department. Some of the accounts: Barceló Hotels (+40 hotels), Aliexpress, Kaiku, Axa Seguros, Direct Seguros, Aserta, and others.

Chief Executive Officer - Co-Founder

Cribeat

2014-7 - 2019-9 · 5 yrs 3 mos

Spain and Venezuela

Created a social network with more than 30k organic users and more than 10k places.

Senior SEM /PPC / Paid Media /Trafficker / Performance Manager

Ddibi

2016-9 - 2018-5 · 1 yr 9 mos

Madrid, Community of Madrid, Spain

Ddibi is a digital marketing agency based on results using Performance Marketing techniques and focused on the capture of traffic and a CPL-CPA Cost per Lead model. Some of my daily tasks: • Manage digital paid media performance campaigns for different clients. Facebook & Instagram Ads, SEM (Google Adwords), Linkedin Ads, Twitter Ads. • Manage strategies for different types of objectives. Leads, downloads, purchases, traffic and engagement. • SEM (Search Engine Marketing) with Google Adwords: Search Network and Display, Youtube, Shopping, App downloads. • Analysis, monitoring and reporting for the optimization of campaigns: Google Analytics, Facebook Analytics, Firebase, Google Console, Data Studio, Excel and internal analytics. • Coordinating and strategizing with the team of account executives, designers and copywriters. • Results oriented. My main accounts: Movistar (USA, España, MX), Sanitas, DKV, Loreal, Simyo, Woom, Manpower, Primagas, Eurorepar, Prosegur, Housell, UNIR, NH Hotels, CCC, Genesis. Paid Media Specialist, SEM, PPC, Digital Marketing, Trafficker, Performance Manager

Digital Marketing Manager, SEM/Paid Media/PPC/Trafficker, Growth Manager

ProwebGlobal

2012-9 - 2013-12 · 1 yr 4 mos

Venezuela & USA

• Digital Marketing Strategies for the company's clients • Social Networks Management • SEM (Search Engine Marketing), making more aggressive campaigns for direct and quick results • SEO (Search Engine Optimization) by evaluating the proper use of their site, key words analysis and others • Creation of digital advertising campaigns. • Google Adwords, Google Analytics and others. Paid Media, SEM, PPC & Performance, Digital Marketing, Growth Manager

Marketing, Digital Marketing, SEM, Paid Media, PPC Specialist

Kentriki

2012-1 - 2012-9 · 9 mos

Mexico and Venezuela

Kentriki is an e-commerce company. • Sales strategies for the start-up company. • Advertising for the web site traffic growth • Social networks Management • Google Analytics, Google Adwords, • Sales presentations to possible clients. I had the pleasure to work directly and learn from my boss Alfonso Luna, Co-Founder & CEO of the company and Ex-Marketing Director Latin America at Google. Paid Media, SEM, PPC & Performance, Digital Marketing