Pau Sicilia

- Built and scaled from the ground up Binance's Google Ads global UA strategies incl. Search, YouTube, App, PMax and Discovery - Led ASA’s global strategies & owned its KPIs - Owned our ASO central strategy by revamping the listings and defining a continuous experimentation masterplan with the support of regional teams. On my spare time, - Designed and implemented our global omnichannel full-funnel Retargeting strategy through paid media - Built the tracking infrastructure for cross-device ad hoc global campaigns, including paid, earned and owned media.

Managed Glovo’s courier acquisition strategy through both paid and organic channels at a global scale (25+ countries). Combined performance marketing channels, organic growth, job board advertising and our referral program to design the global acquisition strategy, working closely with local teams to ensure a tailored strategy at a country level that remain consistent across markets. Main achievements: Conversion rate (Click to Lead) increase by 23% YoY CPL decrease by 11% YoY 2.2X increase in number of conversions while reducing global CAC by 13%

This Master’s provided me with the necessary academical background to be able to develop specific Digital Marketing-related tasks, through several practical assignments and simulated projects. Expertise in areas such as online metrics and KPI interpretation has been gained. Some of the core areas mastered with this degree include Soft & Hard Skills, Marketing Metrics, Digital Campaign Management, Digital Customer Journey and CRM.