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I'm Noelia Lázaro Fernández, an international B2B SaaS product marketing and growth leader based in Madrid. With 15+ years of experience spanning European markets, I drive growth through precise ICP definition, compelling value propositions, clear messaging frameworks, and go-to-market strategies that align Marketing, Product, and Sales to accelerate revenue, improve CAC efficiency, and boost customer lifetime value. I’ve led multi-country teams, managed budgets over €6M, and helped companies evolve through startup, growth, and acquisition phases, turning marketing into a strategic growth engine. I thrive in competitive SaaS environments, translating data into actionable insights, launching lifecycle campaigns, and orchestrating partner-led growth (Shopify, Woo) to expand reach and lifetime value. I’ve built and scaled teams across Europe, delivering measurable improvements in pipeline quality, conversion, and retention, while continuously refining processes and governance to support sustainable, data-driven growth.…I'm Noelia Lázaro Fernández, an international B2B SaaS product marketing and growth leader based in Madrid. With 15+ years of experience spanning European markets, I drive growth through precise ICP definition, compelling value propositions, clear messaging frameworks, and go-to-market strategies that align Marketing, Product, and Sales to accelerate revenue, improve CAC efficiency, and boost customer lifetime value. I’ve led multi-country teams, managed budgets over €6M, and helped companies evolve through startup, growth, and acquisition phases, turning marketing into a strategic growth engine. I thrive in competitive SaaS environments, translating data into actionable insights, launching lifecycle campaigns, and orchestrating partner-led growth (Shopify, Woo) to expand reach and lifetime value. I’ve built and scaled teams across Europe, delivering measurable improvements in pipeline quality, conversion, and retention, while continuously refining processes and governance to support sustainable, data-driven growth.

Noelia Lázaro Fernández

Marketing Strategist, Growth Marketer, Product Marketer, +3

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I'm Noelia Lázaro Fernández, an international B2B SaaS product marketing and growth leader based in Madrid. With 15+ years of experience spanning European markets, I drive growth through precise ICP definition, compelling value propositions, clear messaging frameworks, and go-to-market strategies that align Marketing, Product, and Sales to accelerate revenue, improve CAC efficiency, and boost customer lifetime value. I’ve led multi-country teams, managed budgets over €6M, and helped companies evolve through startup, growth, and acquisition phases, turning marketing into a strategic growth engine. I thrive in competitive SaaS environments, translating data into actionable insights, launching lifecycle campaigns, and orchestrating partner-led growth (Shopify, Woo) to expand reach and lifetime value. I’ve built and scaled teams across Europe, delivering measurable improvements in pipeline quality, conversion, and retention, while continuously refining processes and governance to support sustainable, data-driven growth.…I'm Noelia Lázaro Fernández, an international B2B SaaS product marketing and growth leader based in Madrid. With 15+ years of experience spanning European markets, I drive growth through precise ICP definition, compelling value propositions, clear messaging frameworks, and go-to-market strategies that align Marketing, Product, and Sales to accelerate revenue, improve CAC efficiency, and boost customer lifetime value. I’ve led multi-country teams, managed budgets over €6M, and helped companies evolve through startup, growth, and acquisition phases, turning marketing into a strategic growth engine. I thrive in competitive SaaS environments, translating data into actionable insights, launching lifecycle campaigns, and orchestrating partner-led growth (Shopify, Woo) to expand reach and lifetime value. I’ve built and scaled teams across Europe, delivering measurable improvements in pipeline quality, conversion, and retention, while continuously refining processes and governance to support sustainable, data-driven growth.

Available to hire

I’m Noelia Lázaro Fernández, an international B2B SaaS product marketing and growth leader based in Madrid. With 15+ years of experience spanning European markets, I drive growth through precise ICP definition, compelling value propositions, clear messaging frameworks, and go-to-market strategies that align Marketing, Product, and Sales to accelerate revenue, improve CAC efficiency, and boost customer lifetime value. I’ve led multi-country teams, managed budgets over €6M, and helped companies evolve through startup, growth, and acquisition phases, turning marketing into a strategic growth engine.

I thrive in competitive SaaS environments, translating data into actionable insights, launching lifecycle campaigns, and orchestrating partner-led growth (Shopify, Woo) to expand reach and lifetime value. I’ve built and scaled teams across Europe, delivering measurable improvements in pipeline quality, conversion, and retention, while continuously refining processes and governance to support sustainable, data-driven growth.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Language

English

Advanced

Spanish; Castilian

Fluent

Work Experience

Head of Marketing, EMEA at Packlink & ShipStation

January 1, 2023 - Present

Member of the global marketing team; leads regional strategy, integrated campaigns, events and communications for the regions where Packlink and ShipStation operate. Launched global campaigns and adapted them to market needs; leads International Marketing team across Spain, Germany, France, Italy and UK.

International Marketing Manager at Packlink

January 1, 2018 - January 1, 2023

Leads International Marketing team across 5 European markets (Spain, Germany, France, Italy, UK). Budget allocation by country and platforms; strategy definition; market opportunities and partnerships; performance of online campaigns (SEO, SEM, Affiliates, etc.); global PR and communication; close collaboration with Product and Sales.

Ecommerce and Marketing Manager & CRM at Packlink

January 1, 2014 - January 1, 2017

Coordinated all campaigns for customer acquisition (B2C / B2B) via online media. Defined, managed and optimized the budget and marketing strategy for acquisition; CRM strategy and international implementation (Salesforce, Marketing Cloud, Pardot); marketing automation and ROI tracking.

Marketing Manager at Boston Medical Group

January 1, 2009 - January 1, 2012

Coordinated campaigns for customer acquisition (B2C) for 17 clinics; negotiated with media agencies and design agencies; website optimization as a tool for acquisition and loyalty; launched online campaigns and marketing automation.

Marketing Manager, Communication & Mass Media at Mediatis / BNP Paribas Bank

January 1, 2003 - January 1, 2005

Management of online and offline campaigns; media plan and negotiations; launch of new products/promotions; measurement of advertising response; bellow-the-line campaigns for acquisition.

Acquisition Marketing Manager at Self Bank

January 1, 2005 - January 1, 2007

Management of online campaigns (media plan, promotions, media negotiations) and measurement of advertising response; actions below the line for acquisition; events and training.

Communication, Media Advertising and Direct Marketing Manager at Cetelem Bank

January 1, 2007 - January 1, 2009

Annual marketing and communication plan; coordination of offline, online and direct marketing campaigns; media negotiations; launch of the Cetelem brand in online media.

Product Marketing Manager, EMEA at AUCTANE (Packlink & ShipStation)

January 1, 2023 - Present

Defined ICP, positioning, and messaging frameworks for B2B and mid-market SaaS customers, improving outbound pipeline quality. Led GTM strategy for new features, integrations, and international expansions across Spain, Germany, France, Italy, and the UK. Partnered with Sales to refine MQL/SQL criteria, improving pipeline conversion and average deal size. Implemented lifecycle campaigns and automation, reducing CAC and improving retention. Managed 6 FTEs and €6M+ budget; drive cross-functional alignment across Marketing, Product, and Revenue teams.

International Marketing Manager at Packlink

May 1, 2017 - January 1, 2023

Led multi-country marketing strategy across 5 European markets, optimizing budget allocation, campaigns, and partnerships. Executed multi-channel acquisition campaigns (SEO, SEM, affiliates, social, display, PR). Expanded B2C customer base by 40% over 3 years while reducing CPA by 20%. Built dashboards and reporting frameworks for data-driven decision-making. Directed CRM and marketing automation implementation (Salesforce, Marketing Cloud, Pardot).

Ecommerce & Marketing Manager & CRM at Packlink

April 1, 2014 - May 1, 2017

Developed ecommerce strategy, KPIs, and reporting, increasing online transactions 10% YoY. Managed marketing budgets and ROI optimization across two technology platforms. Implemented CRM and marketing automation workflows, improving lead-to-customer conversion by 6%. Streamlined campaign operations, reducing time-to-market by 15%.

Marketing Manager at Boston Medical Group

October 1, 2012 - April 1, 2014

Led multi-channel B2C acquisition campaigns; increased new patients by 20% while reducing CPA by 10%. Oversaw marketing for 17 clinics, managing media agency partnerships and direct media negotiations. Optimized website and marketing automation to increase lead generation and patient engagement.

Directora de Marketing at Seguros Pelayo

May 1, 2009 - October 1, 2012

Built and led marketing department, coordinating acquisition campaigns, customer segmentation, and CRM initiatives. Managed budgets and negotiated with media to maximize ROI (CPL). Developed segmentation strategy and product offerings per customer profile, increasing cross-sell opportunities by 18%.

Communication & Direct Marketing Manager at Cetelem Bank

September 1, 2007 - May 1, 2009

Defined annual marketing and communication plan aligned with corporate objectives. Managed online, offline, and direct marketing campaigns, including media negotiation and performance tracking. Launched Cetelem brand online, increasing applications by 50% in the first year. Implemented campaign tracking dashboards to optimize budget allocation (€7M+).

Communication & Mass Media Manager at BNP Paribas

June 1, 2003 - July 1, 2005

Led online/offline campaigns and BTL activities, boosting engagement by 12%, lead generation by 10%, and retention by 10%. Optimized media spend and launched new products and processes, supporting cross-sell by 8% and reducing churn by 10%.