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Hello! I'm Marina Fernández Banda, a Marketing and Consumer Insights professional based in Madrid. I help global brands across entertainment, media, and technology translate audience data into strategic decisions that drive product development, content strategy, and commercial growth. With 8+ years of experience, I lead mixed-method research, build accessible dashboards, and run rigorous tests to turn insights into action. I enjoy partnering with cross-functional teams to turn complex data into clear storytelling and practical recommendations. My work with PlayStation, Netflix Spain, Disney, Coca-Cola, and Santander has sharpened my skills in social listening, audience segmentation, and performance analytics. I’m fluent in Python, SQL, Tableau, and Power BI, and I thrive in collaborative, fast-paced environments that value curiosity and impact.…Hello! I'm Marina Fernández Banda, a Marketing and Consumer Insights professional based in Madrid. I help global brands across entertainment, media, and technology translate audience data into strategic decisions that drive product development, content strategy, and commercial growth. With 8+ years of experience, I lead mixed-method research, build accessible dashboards, and run rigorous tests to turn insights into action. I enjoy partnering with cross-functional teams to turn complex data into clear storytelling and practical recommendations. My work with PlayStation, Netflix Spain, Disney, Coca-Cola, and Santander has sharpened my skills in social listening, audience segmentation, and performance analytics. I’m fluent in Python, SQL, Tableau, and Power BI, and I thrive in collaborative, fast-paced environments that value curiosity and impact.

Marina Fernández Banda

Marketing Strategist, Data Analyst, Content Strategist, +1

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Hello! I'm Marina Fernández Banda, a Marketing and Consumer Insights professional based in Madrid. I help global brands across entertainment, media, and technology translate audience data into strategic decisions that drive product development, content strategy, and commercial growth. With 8+ years of experience, I lead mixed-method research, build accessible dashboards, and run rigorous tests to turn insights into action. I enjoy partnering with cross-functional teams to turn complex data into clear storytelling and practical recommendations. My work with PlayStation, Netflix Spain, Disney, Coca-Cola, and Santander has sharpened my skills in social listening, audience segmentation, and performance analytics. I’m fluent in Python, SQL, Tableau, and Power BI, and I thrive in collaborative, fast-paced environments that value curiosity and impact.…Hello! I'm Marina Fernández Banda, a Marketing and Consumer Insights professional based in Madrid. I help global brands across entertainment, media, and technology translate audience data into strategic decisions that drive product development, content strategy, and commercial growth. With 8+ years of experience, I lead mixed-method research, build accessible dashboards, and run rigorous tests to turn insights into action. I enjoy partnering with cross-functional teams to turn complex data into clear storytelling and practical recommendations. My work with PlayStation, Netflix Spain, Disney, Coca-Cola, and Santander has sharpened my skills in social listening, audience segmentation, and performance analytics. I’m fluent in Python, SQL, Tableau, and Power BI, and I thrive in collaborative, fast-paced environments that value curiosity and impact.

Available to hire

Hello! I’m Marina Fernández Banda, a Marketing and Consumer Insights professional based in Madrid. I help global brands across entertainment, media, and technology translate audience data into strategic decisions that drive product development, content strategy, and commercial growth. With 8+ years of experience, I lead mixed-method research, build accessible dashboards, and run rigorous tests to turn insights into action.

I enjoy partnering with cross-functional teams to turn complex data into clear storytelling and practical recommendations. My work with PlayStation, Netflix Spain, Disney, Coca-Cola, and Santander has sharpened my skills in social listening, audience segmentation, and performance analytics. I’m fluent in Python, SQL, Tableau, and Power BI, and I thrive in collaborative, fast-paced environments that value curiosity and impact.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Language

Spanish; Castilian

Fluent

English

Fluent

Work Experience

Customer Insights & Product Manager at Adroit Data & Insights

January 1, 2023 - Present

Designed and delivered ad-hoc consumer insight and analytics solutions to support client decision-making on product development, audience understanding and commercial strategy. Led qualitative and quantitative research to test products, services and value propositions across diverse market segments. Defined and automated business and customer behavior dashboards, improving accessibility and consistency of insights across cross-functional teams. Conducted A/B testing and experimentation cycles, translating results into prioritized, actionable optimization recommendations. Acted as strategic partner to clients, connecting data-driven insights with tangible business impact.

Marketing & Audience Intelligence Manager at Freeda Media

April 1, 2022 - January 31, 2023

Owned market, audience and content performance analysis to support editorial and brand growth strategies across multiple European markets. Delivered custom research reports on digital behavior, trends and audience needs to inform content positioning decisions. Led audience profiling and segmentation initiatives to sharpen content relevance and brand differentiation. Ran A/B testing programs to optimize formats, messaging and distribution strategies.

Senior Data Analyst at TBWA

September 1, 2020 - April 1, 2022

Led consumer and audience insight projects leveraging social listening, owned media and web analytics data. Delivered strategic insights and recommendations to support communications and brand strategies for global clients. Developed data visualizations and reports for senior stakeholders and C-suite clients. Conducted benchmark and competitive analysis across categories at national and international levels.

Research & Insights at We Are Social

March 1, 2019 - September 1, 2020

Delivered social listening and cultural insight reports to inform brand, content and communications strategy. Analyzed online conversations across earned, owned and paid media channels. Supported strategic planning through trend analysis and audience insight synthesis. Key clients included The Walt Disney Studios, Netflix Spain, PokerStars and Santander.

Marketing Assistant at ATREVÍA

October 1, 2014 - March 1, 2016

Supported corporate communications, digital marketing and crisis monitoring activities for major national and international accounts. Assisted in campaign planning, reporting, newsletters and branded content execution.