Juan Manuel Piña Sierra
Madrid
Resumen profesional
Digital marketing professional with over 10 years of experience leading customer acquisition strategies and profitable growth in highly competitive sectors (insurance, travel, finance, telecommunications). Specialist in performance marketing, attribution, and conversion rate optimization (CRO), with mastery of large multichannel budgets and the ability to align data, product, and marketing to drive results. Solid experience in team leadership and strategic project management, with an analytical mindset and ROI orientation.
Datos destacados
13
13
years of professional experience
Experiencia
Growth Manager
Buendía Tours
Madrid
2025.01 - Actual
- Strategic Leadership: Definition and execution of the global digital acquisition strategy.
- Cross-functional Collaboration: Working closely with the Product team to optimize the booking flow and with Data to develop attribution modeling and LTV (Lifetime Value) predictions.
- Channel Management: Continuous optimization of performance campaigns across Google Ads, Meta Ads, and programmatic advertising.
- CRO & Experimentation: Leading A/B testing roadmaps on landing pages and checkout processes to maximize conversion rates.
- Achievements:
Redesigned the conversion funnel, improving YoY ROI by 68%.
Optimized the marketing mix, achieving a 21% increase in conversions and a 9% reduction in CPA.
Head of Growth
Rastreator.com
Madrid
2016.02 - 2025.01
- Omnichannel Strategy: Led digital and offline acquisition for insurance, finance, telco, and travel verticals.
- Paid & Marketing Synergy: Direct coordination with the Paid Media department to oversee agency performance and large-scale budgets (>€6M/year) across TV, radio, and digital platforms.
- Data-Driven Growth: Collaborated with the Data department to integrate offline conversion tracking and worked with Product owners to align media pressure with real-time inventory and demand.
- Achievements:
Designed and implemented a proprietary attribution model, optimizing profitability per channel.
Google Success Story recipient for the innovative integration of offline conversions.
Achieved a 130% increase in brand searches on Google.
Paid Account Manager
Rastreator.com
Madrid
2014.12 - 2016.02
- Management of digital campaigns for insurance (Google Ads, Bing Ads, SA360, Taboola, Outbrain).
- Administration of €3M/year budgets.
- Optimization of conversions and cost reduction.
Paid Account Manager
T2O Media
Madrid
2012.06 - 2014.12
- Campaign management for Sanitas, RACE, Ambassador, 11811 and Worten.
- Competitor analysis and client reporting.
Formación
Bachelor's Degree - Advertising and Public Relations
Universidad Rey Juan Carlos
Master's Degree - Digital Analytics and CRO
OBS Business School
Enfatiza tus habilidades clave
- Leadership and team management
- Digital and omnichannel acquisition strategies
- Data analysis and decision-making
- Innovation and problem-solving
- Cross-functional Team Leadership (Product, Data and Marketing alignment)
- Data-Driven Growth Strategy and Attribution Modeling
- Conversion Rate Optimization (CRO) and User Experience
- Scalable Paid Media and Performance Marketing
- Strategic Project Management and ROI Focus
Tools
Google Ads, SA360, Google Tag Manager, GA4 (Certified), DV360, Looker Studio, Meta Ads, Hubspot (Certified), BigQuery.
Idiomas
Español
Idioma nativo
English
Intermedio avanzado
B2
Cronología
Growth Manager
Buendía Tours
2025.01 - Actual
Head of Growth
Rastreator.com
2016.02 - 2025.01
Paid Account Manager
Rastreator.com
2014.12 - 2016.02
Paid Account Manager
T2O Media
2012.06 - 2014.12
Master's Degree - Digital Analytics and CRO
OBS Business School
Bachelor's Degree - Advertising and Public Relations
Universidad Rey Juan Carlos