Marketing Technology · Web Platforms & Digital Operations
I am a MarTech professional with over 10 years of international experience leading digital projects, managing enterprise platforms, and driving customer engagement and omnichannel strategies, particularly in highly regulated industries such as pharmaceuticals.
Trained as a Computer Engineer, I bring strong technical foundations and early-career experience in web development, UX/UI, and algorithm research—skills that still shape how I design and deliver digital solutions today.
Key Areas of Expertise
- Digital transformation, web-based projects, and platform management
- Email marketing automation and lifecycle campaigns
- Leading cross-functional teams and managing global digital projects
- Designing scalable, business-aligned digital strategies
- Data-driven decision-making to enhance customer experience and engagement
Technically fluent in CMS platforms, web technologies, and email marketing tools, I bridge the gap between IT and Marketing, ensuring digital innovation is both visionary and executable.
I thrive in fast-paced, global environments, collaborating with international teams to create seamless digital experiences, streamline workflows, and boost customer engagement at scale.
PROFESSIONAL EXPERIENCES
Customer Engagement Lead — January 2025 – Present
In this role, I drive strategic customer engagement, digital transformation and omnichannel marketing to enhance brand performance, optimize HCP experience and increase commercial impact within the pharmaceutical sector.
Key responsibilities include:
- Leading strategic partnerships with cross-functional business units (Gastroenterology, Rheumatology, KAM) to support product launches and develop targeted content and CRM strategies.
- Leveraging data analytics, reporting dashboards and performance measurements to inform decision-making, optimize campaigns and continuously improve digital initiatives.
- Managing EMEA-level digital projects, expanding HCP web portal capabilities and positioning it as a customer-centric digital hub for medical information and services.
- Optimizing resources through hybrid agency models and coordinated internal–external production workflows to increase efficiency and speed-to-market.
- Leading change management and promoting adoption of digital tools, agile methodologies, and omnichannel best practices across local and regional teams.
Digital Operations & Campaigns Lead — Mar 2020 – Jan 2025
Led web development strategy and digital platform optimization for international projects, delivering scalable and high-performing digital ecosystems across diverse global markets (LATAM, EMEA, ASPAC).
Key responsibilities included:
- Built and led a high-performing digital operations team, promoting agile methodologies and cross-functional collaboration across Marketing, IT and EMEA regional stakeholders.
- Partnered with local and regional teams to launch new **customer-centric HCP portal services** tailored to business requirements and healthcare professional needs.
- Pioneered AI-driven content automation (AI video guides, bulk HTML generator) to streamline production, reduce turnaround times and lower operational costs.
- Drove UX improvements and platform enhancements in partnership with the EMEA Digital team, helping position the HCP portal as a **leading digital hub** for Spanish healthcare professionals.
- Delivered key digital transformation initiatives: new Employee SSO (Single Sign-On), automated physical content request workflows, and a digital “Agenda” solution for managing F2F event logistics.
Web Projects & Digital Campaigns Specialist — Mar 2016 – Mar 2020
Managed digital platforms, omnichannel campaigns and content automation initiatives to ensure customer engagement, regulatory compliance and scalable digital execution within the pharmaceutical industry.
Key responsibilities included:
- Led the optimization of Janssen Medical Cloud (J&J HCP web portal) Spain, generating +46K visits and securing a top customer engagement index ranking for three consecutive years.
- Designed and executed multichannel campaigns using Veeva, Eloqua and eDetailing tools, boosting HCP engagement and brand visibility across digital channels.
- Supported strategy and planning alongside omnichannel managers, aligning messaging and channels with business goals and regulatory requirements in a highly regulated environment.
- Centralized campaign request intake and task allocation processes, ensuring efficient execution, workflow coordination and quality control across stakeholders.
- Actively collaborated with EMEA digital teams, sharing best practices and contributing to regional digital innovation, platform evolution and HCP experience improvements.
Digital Experience Strategist & Web Development Lead
Led web development strategy and digital platform optimization for international participatory urban projects, delivering scalable, high-performing web ecosystems tailored to diverse global markets (LATAM, EMEA, ASPAC).
Key responsibilities included:
- Defined and executed digital deployment strategies in collaboration with architects and urban planners, aligning platforms with market requirements and stakeholder needs.
- Designed, developed and managed five large-scale participative web portals, ensuring high usability, performance and accessibility standards across all devices.
- Led the restructuring and optimization of a fragmented custom web application, improving performance, scalability and long-term code maintainability.
- Delivered UX/UI enhancements to improve navigation, accessibility and user experience across multiple international digital platforms.
Graphic Design Specialist
Led visual design projects across print and digital media, managing end-to-end creative processes from concept to delivery. Balanced creative direction with project execution to ensure high-quality, brand-consistent outcomes across multiple channels.
Key responsibilities included:
- Directed and executed multiple branding, editorial and marketing design projects, maintaining strong visual storytelling and alignment with business objectives.
- Managed and mentored a team of six junior designers, improving workflow efficiency and enhancing overall creative output.
- Designed and prototyped UX/UI for marketing websites, focusing on user experience, accessibility and strong visual brand impact.
- Provided remote creative support to cross-functional teams in La Rioja, ensuring visual consistency and brand alignment across local and regional markets.
Research Associate: Medical Image Processing & Algorithm Development
Contributed to a university-led research initiative on medical image segmentation, expanding undergraduate thesis work into a peer-recognized scientific study within the field of biomedical imaging.
Key responsibilities included:
- Developed and tested segmentation algorithms using ITK Library, with a core focus on cerebral ventricle extraction from tomographic brain scans.
- Applied AI-driven computer vision techniques to improve accuracy, automation and overall performance of medical imaging diagnostics.
- Co-authored a published research paper: “Comparación Cualitativa de los Métodos de Segmentación de ITK en la Extracción de los Ventrículos Cerebrales”
- Presented findings at scientific congresses, receiving international recognition for contributions to computational medical imaging and algorithm development.
Education & Skills
CRM Cloud Marketing Master
KSchool Universidad Internacional la Rioja
Madrid Spain · Coursing
Computer Engineering degree (accredited in Spain)
Jose Antonio Paez University
Valencia Venezuela · 2003 - 2008
WEB App Development & Design (accredited in Spain)
CEUJAP
Valencia Venezuela · 2007 - 2007
Graphic Designer (accredited in Spain)
Instituto de Diseño de Valencia
Valencia Venezuela · 2009 - 2013
HARD SKILLS
- Hands-on experience with web programming languages: HTML5, CSS, JavaScript, XML, SQL, PHP
- Email marketing proficiency with automation platforms: Eloqua, Salesforce Marketing Cloud, Veeva Approved Email, Mailjet (As a design tool)
- Experienced CMS manager and website developer: WordPress, Drupal, Contentstack
- Skilled in reporting and project tracking tools such as: Jira
- Expert-level design capabilities using: Adobe Illustrator & Photoshop as other tools from the Adobe Design Suite
- Working knowledge of the Microsoft Power Platform (Power Apps, Power Automate, Sharepoint)
SOFT SKILLS
- 9+ years working within the pharmaceutical industry within a highly regulated environment
- AI enthusiast applicated in multiple scenarios (data analysis, programming, design, etc) with a naturally curious mindset
- Passion for learning new skills and finding creative, innovative solutions to complex problems
- Data-driven decision-maker focused on measurable impact
- Team player and team leader who values positive energy, collaboration, and strong communication
- Bilingual: Spanish & English
REMARKABLE PROJECTS
Martech Projects
Platforms & Orchestration
Coming soon
Email Marketing & Automation
Workflow optimization, campaing automation
Coming soon
Web & CMS Projects
Content Governance, Web Management and Development
Coming soon
Stakeholders and Leadership
Troubleshooting, Issue Escalation, Team Leading, EMEA Local PoC
Coming soon
Creativity
General Graphic Design
Coming soon
WHAT OTHERS SAY ABOUT ME
Estela Roldán
EMEA Medical Affairs Product Group Leader at Johnson & Johnson® IM Spain.
Alfredo Fernandéz
Customer Engagement in Pharma & Lifescience at Danone® Spain.
Julia Fortún
Omnichannel Strategy | Customer Engagement at TAKEDA® Pharmaceuticals Spain.
Kim Searle
EMEA Web Operations Lead at Johnson & Johnson® Innovative Medicine.
