Summary
Overview
Work History
Education
Skills
Interests
Timeline
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Margarita de Lucas

Margarita de Lucas

Head Of Mkt And Communications
Manzanares el Real

Summary

30 Years' experience in large enterprise tech B2B environments. Strong skills in commercial and marketing strategy and execution, product marketing, go-to-market, communications, media relations, customer advocacy and people leadership. Specialty in bringing SaaS product portfolios to market with a successful combined strategy that marries business development, product management and sales. A dedicated professional who always puts the success of the team and business at the forefront. An avid learner and enthusiastic to undertake new challenges and build from concept to reality. Long expertise in leading cross-discipline teams, good at building strong collaborative networks, resourceful and inquisitive. I believe in the power of ‘we' and need a working atmosphere energized by teams/communities/networks sharing common goals, values and enthusiasm. Good at enabling connectedness, creating and encouraging collaboration and build trust.

Overview

26
26
years of professional experience

Work History

Head of Marketing and Communications

Airport And Airline Operations, Amadeus
12.2012 - Current

Responsibility for the global marketing function of the business unit: strategy, budgeting, planning, and execution, achieving a marketing ROI of 13:1 in 2023.
 Implementation of the long-term branding strategy that positioned Amadeus as no. 2 in the global airport IT market in six years.
 Managing relationships with airline and airport product teams for definition of the best commercialization and promotion strategy for the product portfolios related to the airport business for three customer profiles: airports, airlines, and ground handlers.
 Product marketing functions with focus on competition and market insights, value propositions, portfolio architecture and presentation, product launches, product promotions and collateral.
 Manage relationships with commercial teams for go-to-market strategies, understanding the competitive landscape and defining approaches to differentiate our value-propositions in the marketplace.
 Responsible for internal communications including townhalls, VP comms , management of internal communication sites.
 Responsible for media relations and presence achieving a 40% share of voice vs long-term established incumbent SITA. Responsible for digital marketing and comms with 15% web traffic increase and +49% ‘contact us' clicks in 2023.
 Managing the relationship with Airports Council International for marketing and generation of business development opportunities.
 Responsible for the event management plan comprising 22 industry trade shows and conferences per year, ensuring brand exposure, stage presence and sponsorships.
 Contribution to integration of three acquired companies from the marketing and communications front.

Commercial Strategy Manager

Western Europe Markets, Amadeus
07.2008 - 11.2012

Responsible for the strategy and execution of sales growth and business development strategies in cooperation with Amadeus´ local offices servicing travel agencies in Spain, Portugal, France, UK, Ireland, Italy, and Benelux.
 Developed and implemented go-to-market plans of new products for travel agencies in the above mentioned markets. Sales OKR definition, implementation and evaluation.
 Development and implementation of internal sales programs for harmonization of ways of working of local salesforces towards increased efficiency. Responsible of the creation of an Amadeus Sales Manual for Western Europe that was adopted by other regions.
 Evangelization of local salesforces across the region to ensure they understood sales policies and procedures, adopted tools and followed reporting guidelines to meet and exceed targets.

Regional Market Manager CESE

Amadeus
06.1998 - 01.2005

Responsible for the operations and results of nine Amadeus' subsidiaries in Greece, Turkey, Malta, Romania, Ukraine, Poland, Latvia, and Lithuania.
 Market-entry strategies and establishment of Amadeus´ local representation offices in the growth plans for the CESE region. Oversaw the operations of Amadeus' subsidiaries providing support and ensuring resources needed to meet business targets, assessing performance and controlling the implementation of Company's policies.
 Identification of business development opportunities and development of growth plans. Led execution of plans resulting in 60% market share achievement in the region in 5 years.

 Definition of yearly business plans and objectives for each market and the strategic planning to assess and ensure the sale and profitability of products.

Education

Master´s Degree Commercial Management & Marketing -

ESIC
Madrid
04.2001 -

BBA - Bachelor´s Degree of Business Administration

ICADE
Madrid
04.2001 -

Skills

Internal and external communications

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Interests

Gardening, growing my own vegetables

Scuba diving, Nordic walking

Animal care

Timeline

Head of Marketing and Communications

Airport And Airline Operations, Amadeus
12.2012 - Current

Commercial Strategy Manager

Western Europe Markets, Amadeus
07.2008 - 11.2012

Master´s Degree Commercial Management & Marketing -

ESIC
04.2001 -

BBA - Bachelor´s Degree of Business Administration

ICADE
04.2001 -

Regional Market Manager CESE

Amadeus
06.1998 - 01.2005
Margarita de LucasHead Of Mkt And Communications