Looks like you have JavaScript disabled. For the full Twine experience, you will need to re-enable it.

I’m a Business Intelligence and Marketing Analytics leader with 7+ years of experience translating data into strategic decisions across global, multicultural organizations in Europe, North America, and Latin America. My background bridges analytics, marketing strategy, and communications, enabling me to connect quantitative insights with real business and customer needs. I’ve partnered with cross-functional teams and senior stakeholders to drive audience segmentation, performance measurement, omnichannel strategy, and data-informed decision-making across multiple industries.…I’m a Business Intelligence and Marketing Analytics leader with 7+ years of experience translating data into strategic decisions across global, multicultural organizations in Europe, North America, and Latin America. My background bridges analytics, marketing strategy, and communications, enabling me to connect quantitative insights with real business and customer needs. I’ve partnered with cross-functional teams and senior stakeholders to drive audience segmentation, performance measurement, omnichannel strategy, and data-informed decision-making across multiple industries.

Catalina Mas

Marketing Strategist, Data Analyst, Data Visualizer





I’m a Business Intelligence and Marketing Analytics leader with 7+ years of experience translating data into strategic decisions across global, multicultural organizations in Europe, North America, and Latin America. My background bridges analytics, marketing strategy, and communications, enabling me to connect quantitative insights with real business and customer needs. I’ve partnered with cross-functional teams and senior stakeholders to drive audience segmentation, performance measurement, omnichannel strategy, and data-informed decision-making across multiple industries.…I’m a Business Intelligence and Marketing Analytics leader with 7+ years of experience translating data into strategic decisions across global, multicultural organizations in Europe, North America, and Latin America. My background bridges analytics, marketing strategy, and communications, enabling me to connect quantitative insights with real business and customer needs. I’ve partnered with cross-functional teams and senior stakeholders to drive audience segmentation, performance measurement, omnichannel strategy, and data-informed decision-making across multiple industries.

Available to hire

I’m a Business Intelligence and Marketing Analytics leader with 7+ years of experience translating data into strategic decisions across global, multicultural organizations in Europe, North America, and Latin America.

My background bridges analytics, marketing strategy, and communications, enabling me to connect quantitative insights with real business and customer needs. I’ve partnered with cross-functional teams and senior stakeholders to drive audience segmentation, performance measurement, omnichannel strategy, and data-informed decision-making across multiple industries.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Beginner

Language

Spanish; Castilian

Fluent

English

Fluent

Italian

Fluent

Work Experience

Business Intelligence Manager at AKDM - Part of Accenture Song

June 1, 2023 - Present

Built performance reports and uncovered optimization opportunities, collaborating with stakeholders to refine targeting and content strategies – driving a 30% lift in CVR and a 17% improvement in ROAS. Analyzed 1P, 3P, and raw client data to provide insights that inform marketing strategies, driving +35% YoY revenue growth for the agency's largest account. Developed automated solutions that reduced analysis time by 75%, improving overall efficiency from 4 weeks to just 1.

Customer Success Specialist, IT Graduate Program – Marketing, Sales & E-Business at Nestlé – FM CG, Health Sciences & IT

August 1, 2022 - June 1, 2023

Analyzed, tracked, and reported key health care CRM success metrics, delivering regular insights that informed data-driven business decisions across multiple teams and initiatives. Enhanced internal documentation and brand awareness, empowering 5+ Nestlé Markets to adopt and effectively use Sales Tech Engagement Applications, fueling improved B2B operational efficiency.

Marketing Analytics - Pricing Department at Lonza

April 1, 2022 - August 1, 2022

Analyzed complex data sets to deliver regular Power BI dashboards that influenced strategic decision-making and pricing initiatives monthly. Audited and continuously improved pricing tools, processes, and reports to enhance accuracy and efficiency.

Marketing Specialist at Weber Marketing Systems – Labeling Solutions Manufacturer

November 1, 2019 - February 1, 2022

Launched online sales channel, generating ~300 leads in the first year; CRM management and coordination with external agencies; Developed a 360º communication strategy including website, ads, email marketing, social media, PR, and merchandising; Led brand awareness and product marketing from strategy and content creation (brochures, visuals, videos) to product launches.

Internal Communications Analyst at Global (NYSE GLOBAL) – Consulting and IT Services

January 1, 2018 - August 1, 2019

Developed a unified email marketing dashboard by integrating Mailchimp and Pardot data, enabling a holistic view of performance across external and internal communications for the marketing team. Streamlined and automated the onboarding process, replacing a manual, 5-day in-person flow with streamlined email automation and re-branded materials — cutting admin time by 50% and improving consistency.

Business Intelligence Manager at Nestlé – FM CG, Health Sciences & IT

January 1, 2023 - Present

Led BI and analytics initiatives across multiple clients, translating 1P and 3P data into actionable strategic insights and executive-ready recommendations. Drove optimization of channel, targeting and content strategies, achieving a 30% lift in CVR, 17% improvement in ROAS, and contributing to +35% YoY revenue growth for a key account. Designed and implemented automated reporting solutions, reducing analysis time by 75% (from 4 weeks to 1). Analyzed, tracked, and reported key Healthcare CRM performance metrics, supporting data-driven decision-making across multiple teams. Developed Power BI reports using Veeva CRM and Salesforce data to monitor adoption and engagement.

Marketing, Sales & E-Business Customer Success Specialist – IT Graduate Program at Globant

January 1, 2022 - December 31, 2023

Supported 5+ Nestlé markets in the adoption of Sales Tech Engagement Applications through enablement materials and internal communications. Delivered Power BI dashboards supporting pricing strategy and data-driven decision-making. Coordinated CRM activities and external agencies, working closely with Sales to support pipeline development. Led KPI tracking and performance measurement for internal communications, designing and building the team’s first dashboard to enable data-driven evaluation and process improvements.

Marketing Analytics M.A. Intern - Pricing Department at Nestlé

January 1, 2022 - December 31, 2022

Marketing Analytics intern focusing on pricing data and dashboard development within the Pricing Department.

Marketing Specialist

January 1, 2019 - December 31, 2022

Marketing Specialist focusing on BI & analytics, digital lead generation, and pricing; contributed to multi-channel marketing strategy across digital channels, PR, and product marketing.

Internal Communications Analyst

January 1, 2017 - December 31, 2019

Led KPI tracking and performance measurement for internal communications, designed and built the team’s first dashboard to enable data-driven evaluation and process improvements. Developed content for global internal communications and supported employer branding initiatives across international offices. Automated onboarding communications, reducing administrative effort by 50%.