Francisco Luque Rey

Developed and implemented performance KPIs to track self-service usage, digital adoption, and CES/NPS impact. Built cross-journey dashboards in Power BI to measure digital conversion and campaign effectiveness. Collaborated with marketing, product, and operations to increase digital funnel efficiency. Provided actionable insights through deep-dive customer behavior analyses and ad-hoc reporting. Conducted cost-benefit analyses of digital initiatives, optimizing allocation of resources for maximum ROI. Supported attribution modeling and self-service integration KPIs for executive decision-making. Designed and deployed A/B test frameworks to validate UI/UX changes and feature adoption. Partnered with development teams to track KPIs in customer portal and app, enhancing visibility of user journeys.

Developed and implemented performance KPIs to track self-service usage, digital adoption, and CES/NPS impact. Built cross-journey dashboards in Power BI to measure digital conversion and campaign effectiveness. Collaborated with marketing, product, and operations to increase digital funnel efficiency. Provided actionable insights through deep-dive customer behavior analyses and ad-hoc reporting. Conducted cost-benefit analyses of digital initiatives, optimizing allocation of resources for maximum ROI. Supported attribution modeling and self-service integration KPIs for executive decision-making. Designed and deployed A/B test frameworks to validate UI/UX changes and feature adoption. Partnered with development teams to track KPIs in customer portal and app, enhancing visibility of user journeys.

Led paid digital campaign performance across EMEA and North America using Google Ads, Meta, and LinkedIn. Reduced CPL by 30% and increased qualified leads through iterative A/B testing and CRO. Introduced advanced campaign reporting using SQL and Power BI, enabling clear ROAS visibility. Built dashboards that mapped the customer journey from first touch to conversion across platforms. Implemented webinar analytics reporting and ensured proper data flow into Salesforce and Marketo for lead nurturing. Led attribution analysis to identify key touchpoints across multi-channel buyer journeys. Audited lead flow processes between marketing automation and CRM platforms, reducing drop-offs by 25%. Worked with product marketing and regional teams to localize campaigns and messaging for optimal engagement.