Skill set
Industry fields of expertise
Cristian in a few words
Your go-to-marketer to support your business success and scale through digital channels. I have supported the international growth of startups and big brands such as Expedia, Shell, Kpler and Payoneer across the globe (North America, LATAM, EMEA, APAC & China). I have managed more than $80M in budgets and teams of up to 5 individuals and agencies, resulting in $M in revenue.
Skills, Experience and Services:
- Go-to-market strategy: Expertise in the development of go-to-market Digital Marketing strategies aligned with business goals like, demand generation, conversion optimisation, up-sell, cross-sell, referral and brand-building.
- Campaign planning & forecasting: Identifying channels and key relevant messaging that connect with your target audience and align with your growth goals.
- Training & mentoring: Sharing with you my 14 years of experience, best practices, trends and lessons learned from successes and failures. Having worked with more than 60 startups and entrepreneurs through TechStars & VillageCapital.
- Outbound & Digital Marketing: digital and PPC platforms like Google ads, Meta ads, TikTok ads, LinkedIn ads, Video advertising, and Mobile advertising.
- CRO & Marketing automation: Conversion Rate Optimisation and marketing automation through landing page testing, setting up Chatbots, referral programs and CRM such as Hubspot to maximise efficiencies.
- Tech & Reporting: Leveraging technology to improve your marketing efforts. Setting up dashboards to assess performance on Looker Studio, Google Analytics 4 or other platforms.
I'm looking forward to having a conversation on how we can leverage digital channels to help you achieve your business goals.
Let's have a chat!
Experience
- PayoneerOnline Acquisition Team LeadMay 2022 - Today (2 years and 9 months)London, UK- Leading the Global Online Acquisition Department at Payoneer. Developing the strategy, planning, execution and measurement framework to deliver aligned growth for the business across a variety of business lines and regions (North America, LATAM, China, Europe, SAMEA & APAC).- Growing, managing, coaching and training an international team of 5 online acquisition managers to drive a set of initiatives to support different lines of business needs.- Managing a variety of media and reporting agencies. Worked on the search RFP, Pitch, and onboarding of a consolidated global media agency.- Managing a budget of +$12M for performance and brand. Developed the playbook for growth with best practices and guidance on how to scale sustainable growth across regions to bring alignment and deliver growth in the short term.- Work with Leadership, Data Science, Product analytics and Marketing analytics to develop an aligned measurement framework, and set of reports to measure success and deliver on business ambitions. (Looker, GA, PowerBI)- Developed and strengthen relationships JBP's and roadmaps with main media partners like Google, Facebook, LinkedIn, TikTok, Twitter, Quora, Reddit + China, Korean and Japan equivalents.- Leading a program with data science and media partners on developing a predictive model to improve the efficiency and value of customers acquired.- Develop training and guidance for marketing managers on how to successfully plan, execute, and measure a campaign.
- Elavon EuropeEuropean Digital Marketing Acquisition LeadJuly 2021 - April 2022 (9 months)London, UK- Developing the customer acquisition strategy, growth plan and execution of Opayo and Elavon through digital channels.- Introduced and promoted digital growth culture best practices such as: Developing a testing culture, Setting up OKR's, Data driven marketing.- Managing a team of 3 and hiring new members to cover the needs of the business. Worked on Personal development plans, Goal setting and coaching.- Completed RFP and pitch process for a media, digital advertising-tech, analytics and brand measurement European agency.- Provided guidance, shared best practices and support to marketing managers on how to plan, execute and measure campaigns for key customer segments (SMB, Corporate & Partner).- Managed a budget of $4M through direct response channels including Google Paid search, Google Display, Discovery ads, Programmatic Display, YouTube, Facebook, LinkedIn & Twitter. Increasing lead volume by 65% YoY.- Introduced a program to develop Elavon's brand through digital channels with $1M budget. Executed this through media planning, a testing roadmap, multitouch reporting and attribution and brand awareness surveys. (Achieving 5% points increase in unaided awareness)
- KplerMarketing ManagerOctober 2020 - June 2021 (8 months)London Metropolitan Area, UKDeveloping the strategy and implementing marketing and media campaigns with product and sales teams. Delivering X10 number of leads and X3 number of opportunities for sales.- Developing and implementing a growth marketing strategic framework. (Go to market/full-funnel strategy, campaign plan, content plan, media plan/budget, technology stack, testing framework/roadmap and measurement framework).- Onboarding of creative and media agency and other 3rd party agencies, set up of frameworks (SLA's, - Creative, media briefs and campaign brief)- Messaging framework and content plan: Work on segmentation of customer personas and generation of insights to produce the content to influence the customer through the whole journey. Launched Kpler's blog with case studies, interviews and use cases that were used to reengage with prospects. Development of landing pages targeted to segments.- CRM strategy and execution: Mapping of customer lifecycle and journey. Developing a plan with touchpoints to influence prospects and leads. Set up of Hubspot from scratch with multiple email cycles.- Media Plan & lead generation: planning execution and reporting on campaigns through different channels: LinkedIn ads, Google ads search, Microsoft ads, content syndication, ABM and other media partnerships with Bloomberg, Financial Times, The Economist, etc).- Reporting and analytics set up of marketing, media and customer acquisition reports through Hubspot, Google Data Studio, and Google Analytics.
3 recommendations
AB
BK
SC
Aysha Butt and 2 other people have recommended Cristian
16/09/2024
I had the pleasure of working with Cristian on a website project aimed at attracting participants to yoga teachers and their offerings. Cristian’s deep understanding of SEO strategy and his insights on broader marketing approaches were invaluable to the success of the project planning. His expertise helped us design a website that not only engaged users but also maintained a strong online presence. Cristian’s strategic thinking and proactive approach ensured that the site was set up for sustained success. I highly recommend him for any project that requires a solid SEO foundation and effective marketing strategies.
27/08/2024
I highly recommend Cristian Calls. He has been our right-hand man in the marketing department. We have had the pleasure of working with him on several occasions and from the very first moment he has offered us full attention and solutions adapted to our needs. The working process has been smooth and he has shown excellent skills. He always has a willing and attentive attitude to detail. He has provided creative ideas as well as a deep knowledge of the sector. Thank you Cristian for your excellent work.
29/06/2023
Cristian is a very experienced PPC and demand generation specialist. He did a great job of setting up Google ads and Facebook ads campaigns and reporting on the results for my legal business. I would highly recommend Cristian to anyone who is looking to grow their business online.
Education
- MA in Marketing and Sales managementESIC Business School2011
- BA in Advertising and PRUniversitat de Vic (Barcelona)2009