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Work History

Nov 2013Present

Senior Business Intelligence Analyst

DeinDeal AG

DeinDeal is a Swiss ecommerce platform offering products, travel and local deals.


  • Leading Google Analytics Classic migration to Universal Analytics using Google Tag Manager (GTM).
  • Defining and developing the Analytics data warehouse integration; main KPIs into data warehouse.
  • Establishing the use of Measurement Plans in the company’s processes.
  • Defining with Online Marketing the channels and multi-attribution models.
  • Integrating online campaign tracking (Criteo, AdClear, Facebook, Twitter) with GTM.


  • Digital Analytics; definition, reporting, analysis, and insights from data.
  • Conversion Rate Optimization; defining, prioritising, and running A/B tests.
  • Funnel analytics and monitoring.
  • Tools: Google Analytics Premium, BigQuery, Talend Open Studio, MySQLWorkbench, Optimizely, Qubit, CrazyEgg, AppSee, AppAnnie, MixPanel, Google Tag Manager, Search Console (WMT), Tableau, QlikView, Excel.
Jul 2011Nov 2013

Web Analyst Specialist

Mecalux SA

Mecalux is a global leader in warehouse solutions. And, Logismarket, a B2B paid directory of products and services for logistics and industrial equipment owned by Mecalux.


  • Leading the website’s redesign; applying SEO and HTML best practices, and website speed optimization.
  • Leading the new ecommerce solution (Magento) for Mecalux shop.
  • Leading the content strategy in category pages, obtaining external text from third provider, translating them, and importing them to the back office.


  • Web Analytics; definition, reporting, analysis, and insights from data.
  • Conversion Rate Optimization; defining and running A/B tests.
  • Product Owner of Mecalux’s sites (25 countries) and Logismarket’s sites (15 countries).
  • Tools: Google Analytics, Google Analytics Experiments, CrazyEgg, Search Console (WMT), Pentaho (Data Integration - Kettle), Excel.
Sep 2010Jul 2011

Web Analytics Consultant

Metriplica SL

Web measurement and testing consultancy.

Main projects:

  • Auditing, improving, defining, and supporting the following clients: PortAventura websites, Only-apartments website, and Carritus website.
  • Defining and developing a dashboard for several clients, for example Camper shoes. 
  • Defining and running A/B tests for Friendly Rentals and other clients.
Jan 2001Sep 2010

Web Developer


Online business consultancy/agency. 

Main projects:         

Defining, developing, and supporting the following main projects: FC Barcelona’s Membership micro-site, Abba Hotels website (28 hotels), and ORGT public website and mobile site.


Oct 2000Jun 2014

Industrial Engineering specializing in Industrial Electronics

Escola Universitària Salesiana de Sarrià (EUSS)

Barcelona, Spain
(non consecutive years)

Sep 1995Jul 2000

Electrical Engineering

Universidad de los Andes

Bogotá, Colombia
(studied until 4th year, non-complete)

Oct 1993Jun 1994

High School

Colegio San Carlos

Bogotá Colombia



Google AnalyticsIndividual Qualification



Google Analytics Individual Qualification



Digital Analytics

Tools used: Google Analytics Premium (Classic and Universal), Mixpanel

B2B, lead generation

Tools used: VWO, Qubit, Optimizely, Google Analytics Experiments, GWO

Project Management

Tools used: JIRA, Trello, Basecamp, Redmine, ActiveCollab, MS Project
Methodologies: Scrum, Waterfall

Web Development

Languages: JavaScript, PHP, ASP.NET, C#, VBScript, HTML5

SQL / Database

Tools used: BigQuery, MySQL, PostgreSQL, SQL Server, CSV, XML, Excel, Google Sheets

User Experience

Tools used: VWO, HotJar, AppSee, CrazyEgg, Invision App, Balsamiq, Axure, 4Q

ETL (Extract, Transform and Load)

Tools used: Talend Open Studio, Data Integration – Kettle (Pentaho)