Francisco (Quico) Oliver

Leading a team of 10 digital marketers at Catena's sports division. Built and managing a multidisciplinary team (organic, paid search, paid social, CRM / Emailing and business intelligence) to target local and international markets. Continuous liaising with Product, Design and Commercial teams to increase client satisfaction through cohesive strategies. • Organic Growth: Optimising SEO rankings and building fully optimized SEO sites from scratch across 8 markets, while working closely with product and technical teams to ensure full optimization of the acquisition journeys • Paid Traffic: Implementing and optimizing multi-channel campaigns with top of the class tracking through Google Analytics 360 and Google Search Ads 360 • Analytics. Thanks to bespoke end to end tracking, analysing end to end multi channel / multi device user journeys at a user level, with journeys ending in a third party site • User Experience. Optimizing Visitor To New Active Customer by extracting user behaviour data through different tools (Google Analytics, SEMRush, Hotjar, Optimize...), running continuous AB tests and rolling out learning to all assets

Leading the digital team of the UK business utilities market leader. Achieved a 27% leads growth year on year through own and partner brands, by coordinating and mentoring a multidisciplinary team (organic, paid search, social, project management, development, design and business intelligence). • SEO. Optimising SEO rankings across 5 different domains, both own and partner brands, achieving over a 300% growth in organic traffic across the board. • SEM. Implementing and optimizing PPC campaigns across Insurance and Energy channels, managing and multi-million budgets. • Display Advertising. Creating, setting up and optimizing remarketing and prospecting campaigns across own brands and partners. Segmenting, setting up and optimizing display brand campaigns across web and social media. • Partners. Fully managing Moneysupermarket, Confused, GoCompare and uSwitch microsites within their domains in order to maximise leads flow. • Analytics. Implementing a single customer view approach across all domains, understanding the user journey from users that shop around visiting various sites, and adapting a multi-channel / multi-device marketing strategy to impact the users at the right time, with the right message. • User Experience. Optimizing Visitor To Lead by extracting user behaviour data through different tools (Google Analytics, SEMRush, Hotjar, Optimize...), running continuous AB tests and rolling out learning to all 5 assets managed by the team.

Leading the marketing and UX department (7 members) of the Spanish market leader in the ticketing industry with over 25MM visits and 5.2MM tickets sold in 2016. Achieved a 35% growth in traffic and 150% in profitability, by defining and supervising the implementation of an omni-channel digital strategy, which involves: • Strategy. Leading the strategy transformation to a multi-channel & multi-device landscape, moving away from a last-click model to a data driven sales attribution model • SEO. Running strategy set up and execution, with an outcome of 400% YoY growth in SEO sales • SEM. Responsible for all PPC budget across thousands of events. Supervising the implementation of tools to automate all campaign creation and optimization processes • CRM. Leading the implementation of CRM solution from scratch, involving automatic personalized email communications, personalized on-site content and off-site campaigns • Partners / Affiliates. Supervising the management of a network of over 100 affiliates and 10 API integrated partners • Display Advertising. Supervising the management of Google Display network. RTB strategy set up, both for prospecting and retargeting campaigns, based on on-site look-a-like profiles • Social Media. Strategy definition and set up, with the goals of increasing fan base, engagement and sales through Social Networks • User Experience. Implementation of end to end visibility goals and funnels to identify weak areas on the site. Implementation and analysis of A/B testing and execution of improvements • PR. Management of the relationship with PR agency, achieving coverage in the biggest newspapers and TVs. Company spokesperson with the media for all marketing / market related topics • Analytics. Supervising implementation and configuration of Google Analytics 360. Linking of GA 360 with Doubleclick Suite for multi-channel analysis • APP ASO. Setting up the ASO strategy, achieving a 550% YoY increase in ticketing App downloads

SEO. Setting the overall SEO strategy, taking into account all on-page, technical, site’s hierarchy and off-page factors. Coordination of all tasks related to SEO optimized content creation.. Requirements definition and project management of all technical tasks. Setting topics, criteria and strategy of PR campaigns launched to obtain natural backlinks. Setting social media initiatives to increase social signals for SEO purposes • SEM. Keyword research, campaign creation and structure setting within the insurance, telecommunications and finance verticals, for Google Adwords and Bing. Campaign management on performance basis, managing a €250k / month budget. SEM specific landing pages optimization. A/B and multivariable tests set up • Display. Setting the banner design requirements, oriented to maximize CTR and Conversion. GDN campaign set up and management, both for prospecting and re-targeting. Youtube branding campaign set up and management. Set up and management of re-targeting campaigns through 3rd party agency. Set up and management, through several agencies, of performance based RTB campaigns.Definition and implementation of conversions de-duplication systems, to identify the real value of post view conversions done on the site. • Emailing.Database segments definition and creation. Setting newsletter layouts and content pools.

Leading a team of 18 members (developers, SEO specialists, content editors and PPC executives) located across 9 offices, implementing automatic search across millions of pages. • SEO. Managing a team of 3 developers and 3 SEO specialists to implement automatic processes to run bulk keyword research, page creation, internal linking optimization and hierarchy optimization while complying with Google Panda Update. Coordinating a team of 7 content writers to implement the content strategy across all sites • SEM. Managing a team of 5 PPC executives across 9 markets, maximising the ROI of multi-million pounds campaigns. Setting and managing the technical development to automatically do bulk keyword research through Google’s API, in an industry where 25% of keywords are new every quarter, and automatically optimising landing pages, campaign structure and creatives for millions of keywords. Bid management through Marin Software. Supervising Google Shopping campaigns optimization across all markets

Leading a team of 4 search executives on the utilities, personal finance and communications price comparison and switching website • Web Optimization from search engine and user experience perspectives, involving implementation of usability, content copywriting and search engine optimisation technologies. • Search Engine Optimisation, targeting 320 keywords and achieving over 50 Top1 (ie keywords “home telephone”, “landline”, “cheap broadband”...). • Pay Per Click, managing a £200k+ monthly budget, on personal finance, communications and utilities channels. • Analytical Marketing of SEO and PPC campaigns performance, tracking rankings, traffic, conversion rates and users behaviour within the website. Decision making based on data. • Research of new optimization strategies on Search Engines (link building, microsites, high authority articles and tools, link baiting...). • Reporting to Marketing Director, and managing a team of two senior search engine marketing analysts. • Design and management of paid search and SEO guidelines for affiliates.