Luis Yuste

Led digital marketing strategy in the energy sector, with a strong focus on customer acquisition, lead generation, and performance optimization across paid channels.

• Executed and continuously optimized multichannel campaigns across Google Ads (Search, Display, YouTube), Meta Ads, Affiliate, Native, and RTB, driving efficient lead generation and customer acquisition.
• Implemented data-driven optimizations including bidding strategies, audience segmentation, targeting, creatives, and A/B testing to improve ROAS and reduce CPA.
• Managed and coordinated external agencies, ensuring accurate technical execution aligned with business objectives.
• Leveraged tools such as Google Analytics, Looker Studio, HubSpot, and Salesforce to track the full conversion funnel, measure performance, and align marketing with sales outcomes.
• Oversaw strategic budget allocation based on channel profitability, maximizing ROI in highly competitive environments.
• Identified growth opportunities through continuous analysis of market trends, emerging platforms, and innovative acquisition channels within the energy sector.

esponsible for the planning, execution, and optimization of Search and Social Media campaigns, with a strong focus on driving business impact and measurable results.

• Defined and implemented digital strategies aligned with client objectives.
• Managed end-to-end campaign lifecycle across platforms including Google Ads, Microsoft Advertising (Bing), Meta Ads, LinkedIn Ads, Twitter Ads, and TikTok Ads.
• Conducted advanced performance analysis to continuously optimize campaigns and identify actionable insights.
• Developed executive reports and dashboards using Excel, PowerPoint, and Power BI.
• Acted as the main point of contact for the client, leading regular meetings to align on strategy, KPIs, and performance.

Tools & Platforms:
Google Ads, Microsoft Advertising, Meta Ads, LinkedIn Ads, Twitter Ads, TikTok Ads, Campaign Manager, Google Analytics, Looker Studio, Skai (Kenshoo), Flashtalking, Excel, Power BI.

Managed all online marketing campaigns across the group’s companies, ensuring effective performance tracking and continuous optimization.

• Executed and optimized campaigns across multiple channels, including Search, Display, and Shopping.
• Developed regular performance reports to support data-driven decision-making and campaign improvements.
• Managed tracking and measurement through Google Tag Manager, including event implementation and e-commerce tracking in Google Analytics.
• Oversaw digital marketing activities for multiple business units, adapting strategies to each business model.

Led the design, development, and delivery of scalable software solutions, combining hands-on technical expertise with team leadership and strategic alignment.

• Defined and owned the technical architecture, ensuring scalability, performance, and maintainability of software systems.
• Led and mentored a team of engineers, driving best practices in coding, code reviews, and continuous improvement.
• Oversaw the full software development lifecycle (SDLC), from requirements definition to deployment and post-release support.
• Collaborated with product and business stakeholders to translate requirements into robust technical solutions.
• Evaluated and introduced new technologies to improve scalability, security, and development velocity.