amaya albisu

Dedicated, passionate, enthusiastic, performance driven and team-oriented marketing and communications professional with more than 20 years of experience. 

Proven track record of success with a large background in brand strategy, digital innovation, customer-journey analysis, creative, advertising and promotions, public relations, social media, crisis communications, corporate and brand management, tradeshows, sponsorships, content marketing and team building.

Effective in working with all levels of professionals; empathetic and collaborative leader with excellent communication skills and unparalleled at multi-tasking and leading complex projects in matrix organisations with multiple stakeholders. 

Talent for creating results-driven performance through a hands-on management style. Team leader with a focus on empowerment. Recognized for perseverance under challenging and dynamic conditions.

People person, psychology and travel enthusiast, I have lived in 8 countries and speak 5 languages.
Next -> marathon runner!

Skills: Digital innovation · strategic marketing · brand management · optimising customer experience across all channels (TV, print, OOH, web, social media, PR, events, CRM, POS) · data analytics & insights · campaign management · digital transformation · strategic thinking & planning · event management · PR · project management · change management · digital marketing

· Define, lead and implement the EU brand strategy and marketing communications activities for all consumer products introduced in the region (for B2C and B2B):
> translate strategic business direction into an actionable marketing program
> customer segmentation, in-depth customer journey analysis, market research, delivery of insights
> creation of value proposition and narrative
> development of creative campaigns across the marketing mix
> define KPIs and methodologies to measure all marketing activities and their performance

· Brand identity:
> re-branding of entire product categories from scratch
> guideline and toolkit development for global deployment

· Event management (online & offline)

· Lead 10 FTE, managing day-to-day of the department

Key Achievements
· Recipient of 2021 European Innovation Award for agile transformation into a purely digital customer journey:
> creation of EU content marketing program & editorial calendar for social, PR, CRM
> creation of interactive digital showroom for over 1000 retail shops
> conversion from off to online media events, achieving a substantial increase in press coverage

· Established a global communications centre of excellence in Europe, driving global creative campaigns for several product categories, saving over 1M EUR on previously duplicated marketing collateral creation

· Created ambassador and influencer marketing program, reaching a network of over 200 ambassadors within the first year, generating a lot of additional and credible content for PR, social, digital, and CRM activities

· Collaborating with the global brand team, spearheaded the re-branding of key product categories, including the TV, beauty, and kitchen categories - creating a unique customer experience for each while strengthening the master brand

· Enhanced internal capabilities of digital data-based decision-making, by creating a Pan-Eu dashboard with real-time access to data points: social media, PR, web, online retailers, e-commerce

Imperial College Business School - Digital Marketing: Customer Analytics and Engagement

University of Illinois Urbana-Champaign - Specialization in Digital Marketing

University of Deusto - Master's degree in computer science