E-commerce · Digital Operations · CRM · Processes
The advantage is in connecting the pieces.
I help digital businesses understand what could work better and turn those frictions into practical improvements across e-commerce, processes, CRM and customer experience.
When I can help
Sometimes you know something could work better, even if you cannot yet pinpoint exactly what.
That is often a good place to start. These are some situations where an outside perspective can help.
CRM, campaigns or automations exist, but they are not really connected to the customer.
The team repeats tasks that could be simplified.
Several tools are in use, but none of them really brings order to the process.
There are many possible improvements and it is hard to decide what deserves priority.
You do not need to arrive with the solution. That is where the analysis starts.
What I do
Digital work runs better when the operation is clear.
I work on problems that appear when e-commerce, customers, processes and tools stop fitting together. Before recommending a solution, I try to understand what is actually happening and what is genuinely worth changing.
E-commerce & Digital Operations
Catalogue, orders, pricing, promotions, issues, shopping experience and coordination of day-to-day operations.
CRM & Customer Experience
How the business communicates with customers, what happens after purchase and how follow-up, segmentation and retention could work better.
Processes & automation
Finding repeated tasks, unnecessary steps or duplicated information and deciding what is actually worth simplifying or automating.
Technology adoption
Choosing and using tools around real business needs, helping them fit the people and the process rather than the other way around.
Judgement
I do not start with the tool. I start with the problem.
Understand first. Before adding technology, I try to understand what is happening between the customer, catalogue, orders, team and operation. Often the issue is in how those pieces connect.
Prioritise. Not everything needs to be automated or solved at the same time. The first job is separating what matters from what can wait.
Technology when it helps. I use automation and AI as support tools, not as the objective. If something can be solved more simply, I would rather do that.
Diagnosis & prioritisation
Before deciding what to do, the problem needs to be put in order.
I can review the context with you, identify the main sources of friction and help decide what deserves attention first. From there, we can define the next steps with a realistic view of impact, effort and priority.
Problems and causes
Separate what is visible from what may actually be causing it.
Quick wins
Find small improvements that can reduce friction without adding complexity.
Priorities
Decide what deserves attention first and what can wait.
Improvement opportunities
Find where processes, customer experience or tools could work better.
Functional recommendations
Turn the analysis into practical decisions that fit the real context.
Next steps
Make clear what should happen next and in what order.
Experience
Almost 14 years working from inside the operation.
My way of working comes from real experience with product, customers, orders, catalogue, campaigns, issues and digital tools. That operational background is what I use today to analyse problems with context, not just from theory.
E-commerce, Digital Operations & Marketing
Distribution, retail & online channel
End-to-end operational management of a B2C Shopify channel alongside support for B2B operations, coordinating catalogue, pricing, stock, promotions, content, orders, issues, campaigns and commercial materials.
- Operational management of an online catalogue with 1,000+ SKUs.
- Coordination across customers, sales, warehouse, transport and an external agency.
- Participation in CRM, email marketing, promotions, KPI monitoring and process improvement.
- Business-side participation in Microsoft Business Central, plus configuration, functional implementation, rollout, onboarding and user support for QR-based digital solutions in hospitality.
PERSONAL PROJECT · INTEGRATED INTO RC CELTA'S OFFICIAL DIGITAL ECOSYSTEM
Canteira Celeste
Creation and end-to-end management of an independent digital project combining content, community, editorial product, photography, design and social media before its integration into RC Celta’s official ecosystem.
- End-to-end direction and operation of the digital ecosystem.
- 7.5M+ historical page views and 16,000+ organic social followers before integration.
- 650,000+ archive page views across the 12 months measured up to August 2026 despite no new publishing since June 2020.
Marketing & Commercial Support
Ibericar
Experience supporting marketing campaigns and commercial events across Audi, Volkswagen, Toyota, Hyundai and SEAT dealerships, working with communication materials and brand adaptations in a multi-brand environment.
Cases & projects
What I have done explains how I work better than a list of claims.
Real projects, self-initiated work and analysis cases that show how I connect context, operations, customer needs and technology.
Conceptual analysis · Digital Operations · ES
Automatizar menos, operar mejor
Context: operations with friction, manual work and pressure to automate too early. Approach: clarify responsibilities and simplify the process before adding technology. Learning: automation creates value when it removes a well-defined source of friction and the team can sustain the change.
Read case (ES) →
REAL DIGITAL PROJECT · INTEGRATED INTO RC CELTA'S OFFICIAL DIGITAL ECOSYSTEM
CanteiraCeleste
A digital ecosystem built and operated over seven years across content, community, web, photography, design and distribution. 7.5M+ historical page views with organic traffic continuing years after editorial activity ended.
View case →
Integrated project · digital management, branding & social media
Oliveira Vigo FC
An integrated project for a football club bringing together branding, web, content, social media, CRM, analytics, automation and day-to-day digital operations.
Digital creative label
KivoLab
A project focused on web, digitalisation, automation and building digital solutions.
Real project · visual identity
FUXO
Logo and visual identity developed for a Montessori children's play centre in Vigo, the only one in the city authorised by the Xunta de Galicia.
Insights
Ideas and analysis on real digital problems.
I write about e-commerce, operations, CRM, automation and digital decisions from a practical point of view.
Portfolio case · based on real experience
Wine E-commerce — Customer Experience, CRM & Digital Operations
Catalogue, customer journey, CRM, conversion, operations and KPIs analysed as parts of one connected system.
View summary →
Case study · fictional brand
CRM & Customer Lifecycle
Segmentation, lifecycle, second purchase, retention and measurement connected to the operation of a fictional DTC brand.
View summary →Read “Automatizar menos, operar mejor” (ES) → Explore all Insights →
Capabilities
The value is not in collecting tools, but in knowing how to connect them.
These are the capabilities I use most when analysing and improving a digital operation. Tools change; the way you read the problem is what lasts.
Diagnosis & prioritisationUnderstand what is holding the business back and decide what deserves attention first.
Customer & operationsConnect customer journey, CRM, catalogue, orders, issues and processes.
Adoption & coordinationTranslate business needs so teams and tools can work with a shared logic.
Measurement & improvementUse KPIs, reporting and operational observation to check whether change is working.
E-commerce & CMSShopify · WordPress · HTML · CSS
CRM & communicationHubSpot · Klaviyo · Mailchimp
Analytics & acquisitionGoogle Analytics 4 · Search Console · Google Ads · Meta Business Suite
Productivity & systemsExcel · Microsoft 365 · Microsoft Business Central
Design & contentAdobe Creative Cloud · Affinity Suite · DaVinci Resolve · CapCut
AI & automationChatGPT · Claude · n8n
How I work
Understanding the problem properly changes the quality of the solution.
I do not use a rigid process. There is a working sequence that helps reduce noise, make better decisions and move forward with purpose.
- 01
Understand
What the business wants to achieve, how it works today and what constraints exist.
- 02
Detect
Where friction appears, what gets repeated and what information is missing.
- 03
Prioritise
What could create the most value and what is better left for later.
- 04
Propose
A solution proportionate to the problem, the team and the real context.
- 05
Support
Help turn the decision into a change that can actually be applied and sustained.
Let’s talk about your caseYou do not need to have the solution decided yet.
Professional foundation
Hands-on experience, strengthened by continuous learning.
Specialist training and certifications that complement practical experience.
Education
Certifications
HubSpot Academy Email Marketing
HubSpot Academy Content Marketing
Semrush Advanced Marketing Course
Antrophic · Claude 101
Antrophic · Claude Code in action
WSET Level 2 Award in Wines
EF SET English Certificate C1
Languages
SpanishNative
EnglishC1 certified by EF SET, with strong written and professional comprehension.
GalicianNative
FrenchBasic
Let’s talk
Start with the problem, not the solution.
If you think your e-commerce channel, processes or way of working could run better, tell me the context. I can help you analyse it and work out where it makes sense to start.
E-commerceDigital OperationsCRM · CXProcesses · Automation