Eleven years Software Industry experience, working for one of the world’s largest IT management software organisations in marketing, customer relationship management and business development. A sound knowledge of the IT industry with a high level of cross-functional, multi-national proficiency. A customer-first, sales-driven approach, combining strategic sensitivity with results-focused execution and accountability.

Work History

Work History
Jun 2008 - Apr 2009

Marketing Manager for Iberia and Greece


CA is one of the world's largest IT management software providers with more than 13.000 employees and 150 offices, in more than 45 countries.

Marketing Manager for Iberia and Greece (June 2008 – April 2009), responsible for business development and campaign execution in the enterprise sales and channel partner business:

  • Led the design and execution of lead-generation marketing campaigns.
  • Successfully blended all the key components of the marketing mix including strategy and planning, internal and external campaigns, reporting and continuous campaign improvement.
  • Orchestrated the internal and external resources required to design, refine, build and launch marketing programs.
  • Provided overall project management for marketing campaigns and projects.
  • Regularly analysed and reported on campaign effectiveness and ROI, ensuring continuous campaign improvement.
  • Deep involvement in the sales process and close collaboration with the sales community around business development initiatives.

Exceeded lead generation goals with 257% of SQLs (Sales Qualified Leads) for Spain and 325% for Portugal, contributing to $7.1million pipeline for the Enterprise and Commercial business for CA Iberia and Greece.

Personal references and recommendations available at or can be provided on request.

Mar 2007 - Jun 2008

Customer Alliance Program Manager for Southern Region


Responsible for developing relationships with CA's Southern European customers:

  • Identified and recruited customers in Southern Europe (including Italy, Spain, Portugal and Greece), continually developing and fostering ongoing client relationships.
  • Developed a sound understanding of each customer's business, as well as their technical challenges and project objectives.
  • Acted as central point of contact for reference customers' peer networking activities.
  • Identified opportunities for business development to best utilise references in order to shorten sales cycles and close business.
  • Supported the sales RFP process with systematic and proactive provision of reference customers across key industry verticals and solution areas.
  • Provided the Global Customer Alliance Program Office and Global Marketing teams with a variety of externally approved customer endorsements for new product launches, press, marketing, analysts and investor relations.
  • Supported Customer Alliance Program Managers in other international regions with their outstanding sales and marketing reference requests.
  • Facilitated both the customer's and market's positive perception of CA's leadership in EITM (Enterprise IT Management), by building strategic customer alliances with the top global enterprise accounts and driving the consequent joint advocacy of EITM through customer win releases, success stories and joint advertising.

Re-structured and re-launched CA Italy's Reference Program. Remotely managed the program for the Southern region from Spain, with regular visits to CA's offices and customers in those countries.

Personal references and recommendations available at can be provided on request.

Mar 2006 - Mar 2007

Marketing Manager for Iberia


Responsible for developing integrated marketing strategies for the Security business unit:

  • Worked with key internal and external stakeholders to develop, plan and execute comprehensive integrated marketing plans. Developed the campaigns and content required to drive leads, grow awareness, and foster customer retention.
  • Drove marketing projects from inception to completion.
  • Analysed and tracked marketing initiatives in order to ensure continuous campaign improvement, cost efficiencies and ROI for marketing activities.

Personal references and recommendations available at can be provided on request.

Oct 1999 - Mar 2006

Customer Reference Program Manager for Iberia


Responsible for managing and executing the Reference Program for Iberia:

  • Same responsibilities as per the Customer Alliance Program Manager position, albeit focused on Spain and Portugal.
  • Worked under an MBO (Management by objectives) model, consistently achieving at least 100% of the goals, managing the territory with the largest number of references worldwide.

Personal references and recommendations available at can be provided on request.

Aug 1997 - Oct 1999

Marketing Coordinator for Iberia

Prestige Software International

Prestige Software International (PSI) was a former independent business unit of CA. Prior to its subsequent sale by CA in 2002, it was recognized as a world leader in mission-critical business software, providing high level financial management solutions (ERP solutions).

Marketing Coordinator, responsible for creating local marketing plans, managing budgets, and co-coordinating plans with PSI's Iberian Country Manager and EMEA Marketing Director:

  • Owned and developed the ongoing relationships with PSI's Press Agency and the media.
  • Designed and executed the Advertising Plan.
  • Designed and executed marketing campaigns.
  • Selected Trade Shows and Conference sponsorships.

Personal references and recommendations available at can be provided on request.


Oct 1991 - Jun 1996

Bachelor’s degree in Business Administration

Universidad Autónoma de Madrid



José Manuel Dafonte

“Monica is a very efficient and well trained profesional, with a very high degree of self-responsibility and very precise in her job. She always overachieved her targets, creating a very good relationship with the key customers and developing new business opportunities for the Sales team. Monica is a good example of hard worker and over-performant person. It was a real pleasure to team with those years.”

José-Luis Gómez

“I had the chance to work with Monica in the Marketing in the EMEA Region at CA. She was allways helpfull, reactive and it was a pleasure to work with her.”

Sally Randall

“Working with Monica has always been a pleasure - she understands her market and customers extremely well, which for me (in an EMEA role) has been very beneficial. Monica always brings enthusiasm and ability to execute marketing programs which have achieved great results - she will be an asset to any organisation that she works for.”

Reyes Martínez

“Monica has worked hardly in a CA customer refernce program creating and keeping the clients' relationships in a good maner and based on the company strategy and client benefits. She always kept in mind a relation win-win client-provider which was sucessfull for the business. She always works with efficiency and autonomy.”

Josep Micolau

“Monica worked several years as Customer Reference Manager at CA for Spain and Portugal. During my visits I received from different clients the recognition to her task during this time end expressed me the contribution she provided to stablish a friendly and professional relationship between both companies.”

Nicolas Leszek

“Monica is a well-driven Marketing Manager with strong customer facing and relationship building skills. Having managed Iberia region successfully, she has also been able to structure the Reference Program in Italy within couple of months.”

Chris Adlard

“Monica is a highly experienced, world-class Customer Reference Program and Marketing Manager. I worked with Monica from 2006 to 2008 at CA on the Customer Alliance (Reference) Program and did not stop learning from her. Monica has a dynamic, detail-oriented, team-player and results-focused attitude to work and will inevitably excel in any corporate situation. Monica would be well-suited to a team leadership / managerial role in any major / innovative ICT organisation, whether in marketing, sales or sales operations.”

Alicia Rodriguez

“Monica is a very experienced person in her subject and results oriented She has the ability to work under own initiative and be proactive, has excellent organizational skills and keen attention to detail. Outgoing personality and excellent team player.”

Luis Santos

“I've worked with Monica for several years. She allways demonstrated a special client and business focus when dealling with Marketing, Business development and finally as the Customer Alliance Program Manager for Southern Region at CA. For that reason's and because she is a talented and positive attitude person I strongly recomend her.”

Jordi Gascón

“I have the opportunity to work very close to Monica and I have to say that I got all the support needed from her. She went always the extra mile which differentiates "workers" from "professionals". Proactivity, hard work and passion are the three more significant attributes of Monica. She's always willing to help, challenge the way we do things in order to improve them and looking for the improvement of the relationships with customers and colleagues. Great professional and person; no doubt.”

Gianluca Agostinelli

“Monica is extremely helpful and openminded; she is very fast and effective; She really give us an additional weapon to target our market. Thank You Monica”

Lars Gomero

“I was working with Mónica from 1999 to 2006 at CA, during this period she was showing commitment and involvement developing her work. We worked in different depts but anytime I required her involvement she was a valuable help and contribute to reach my objective. I certainly recommend Monica as a reputable professional”