Marta Montero

Responsible for the strategy, definition, and delivery of a large-scale data and digital intelligence platform, designed to support strategic decision-making at institutional and executive level. Owned the end-to-end lifecycle of the product and data ecosystem—from concept and data strategy definition to platform delivery and continuous evolution—ensuring alignment between business objectives, data governance, user needs, and technical architecture. Led a highly cross-functional and multi-disciplinary initiative (product, data, analytics, CRM, UX, engineering, external partners), coordinating multiple stakeholders and teams under agile ways of working, impact-based prioritization, and data-driven decision-making in a complex, multi-source environment. Key results: ✔ Designed and delivered a scalable, data-led digital platform integrating multiple data sources ✔ Established a shared data model and governance approach to enable consistent insights and reporting ✔ Translated complex datasets into actionable insights for strategic planning and public decision-making ✔ Aligned diverse stakeholders around a unified product, data, and platform vision

Responsible for strategy, definition, and delivery of commercial journeys within the MiVodafone app. Managed the entire product lifecycle—from discovery to release—ensuring alignment between business goals, user experience, and technical capabilities. Led a cross-functional team (UX, development, data, business) using agile methodologies, value-driven prioritization, and data-informed decision making. Key results: ✔ +20% conversion in key products (fiber, mobile, devices) ✔ +10 NPS points in redesigned journeys ✔ -30% drop-off rates in critical steps

Led the end-to-end CRO strategy to boost conversion and campaign performance. Built a cross-functional CRO team from the ground up (product, design, development). Analyzed user behavior using tools like Hotjar, Adobe Target and Adobe Analytics. Designed and executed A/B and multivariate tests to validate hypotheses and drive impact. Collaborated with product, marketing, and development to embed CRO insights across the lifecycle. Prioritized product features based on data, user patterns, and expected business value. Advocated for test-driven product planning in strategy sessions. Reported CRO results and learnings to senior stakeholders, tracking key KPIs. Kept the team up-to-date on CRO trends and best practices. Key achievements: ✔ +15% estimated ROI increase on key digital campaigns ✔ –25% bounce rate on redesigned journeys ✔ Scaled experimentation culture within the product team ✔ Successfully aligned CRO strategy with product roadmap

Led the e-commerce team to improve performance, conversion, and digital experience. Identified business opportunities within the online sales channel to drive strategic growth. Coordinated digital assisted sales operations and call centers to ensure seamless customer experience. Executed the e-commerce strategy by mobilizing key resources and ensuring plan delivery. Monitored and analyzed key KPIs: sales, profitability, conversion, and traffic acquisition. Produced detailed performance reports for managers and directors on a weekly, monthly, and annual basis. Key achievements: ✔ Sustained conversion improvement across key digital journeys (+70% CR% YoY) ✔ High forecast accuracy in digital sales (+90% monthly precision) ✔ Reduced friction between digital and assisted sales operations ✔ Real-time coordination of sales and service channels to ensure excellence

Review the current way and procedures in every official reseller and Vodafone SME area and evaluate the digital check-points in each one. Develop an entire digital roadmap to implement the best new digital tools and procedures – when necessary – as a new way of working. Communicate the plan in the best clear way in-house and to the resellers for changing repercussions and importance of adoption, explaining to all the stakeholder progress and lesson learnt during the Digital Transformation definition and implementation process. Ensure proper training resources to every area for a successful implementation. Encourage to sell the entire Digital Value Added portfolio as part of Digital Transformation.

Define achievable and measurable KPI’s to manage and track the success of the implementation and prepare and deliver a report to show the status and effectiveness of the implementation plan to stakeholders. Analyze, identify and participate in the digital process of building technology to ensure in each case the optimum decision from a technical and commercial point of view. Develop a remunerative model every quarter focused on selling digitalservices (Cloud, VDSM, IPVPN...)

- Analyze data base from Business Object-DWH. - Develop and launch new products and services to reduce the Churn. - Track services results and implement improvements process. - Update the Balance Score Card and weekly reporting.

- Update the Extreme Element Website, launching new services experiences in the Spanish website. - Manage relationships with Spanish suppliers and English customers to carry on the experiences, mostly in Spain.