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Performance Marketing Strategist and Head of Performance Marketing & Channel Mix Marketing from Madrid, scaling EdTech and B2B brands using end-to-end PPC and full-funnel optimization. Owns €1.5M+ annual budgets across Google, Meta, LinkedIn, Bing, TikTok, and Twitter, with a focus on CAC, ROAS, and LTV driven by experimentation and data. AI and data science training (University of Chicago) plus blockchain & DeFi expertise (certifications) give a distinct edge for growth in innovation markets. Leads strategy, budgeting, and cross-country performance to cut wasted spend and improve measurable revenue outcomes.…Performance Marketing Strategist and Head of Performance Marketing & Channel Mix Marketing from Madrid, scaling EdTech and B2B brands using end-to-end PPC and full-funnel optimization. Owns €1.5M+ annual budgets across Google, Meta, LinkedIn, Bing, TikTok, and Twitter, with a focus on CAC, ROAS, and LTV driven by experimentation and data. AI and data science training (University of Chicago) plus blockchain & DeFi expertise (certifications) give a distinct edge for growth in innovation markets. Leads strategy, budgeting, and cross-country performance to cut wasted spend and improve measurable revenue outcomes.

José Luis Muñoz Torrealba

Performance Marketer, Marketing Strategist, Digital Marketer, +5

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Performance Marketing Strategist and Head of Performance Marketing & Channel Mix Marketing from Madrid, scaling EdTech and B2B brands using end-to-end PPC and full-funnel optimization. Owns €1.5M+ annual budgets across Google, Meta, LinkedIn, Bing, TikTok, and Twitter, with a focus on CAC, ROAS, and LTV driven by experimentation and data. AI and data science training (University of Chicago) plus blockchain & DeFi expertise (certifications) give a distinct edge for growth in innovation markets. Leads strategy, budgeting, and cross-country performance to cut wasted spend and improve measurable revenue outcomes.…Performance Marketing Strategist and Head of Performance Marketing & Channel Mix Marketing from Madrid, scaling EdTech and B2B brands using end-to-end PPC and full-funnel optimization. Owns €1.5M+ annual budgets across Google, Meta, LinkedIn, Bing, TikTok, and Twitter, with a focus on CAC, ROAS, and LTV driven by experimentation and data. AI and data science training (University of Chicago) plus blockchain & DeFi expertise (certifications) give a distinct edge for growth in innovation markets. Leads strategy, budgeting, and cross-country performance to cut wasted spend and improve measurable revenue outcomes.

Available to hire

Performance Marketing Strategist and Head of Performance Marketing & Channel Mix Marketing from Madrid, scaling EdTech and B2B brands using end-to-end PPC and full-funnel optimization. Owns €1.5M+ annual budgets across Google, Meta, LinkedIn, Bing, TikTok, and Twitter, with a focus on CAC, ROAS, and LTV driven by experimentation and data.

AI and data science training (University of Chicago) plus blockchain & DeFi expertise (certifications) give a distinct edge for growth in innovation markets. Leads strategy, budgeting, and cross-country performance to cut wasted spend and improve measurable revenue outcomes.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Language

Spanish; Castilian

Fluent

English

Advanced

Work Experience

Head of Performance & Revenue Manager / Head of Paid Marketing at METRODORA · ISEP · Fisiofocus · Planeir

June 1, 2024 - Present

Leads end-to-end multi-channel PPC across Google, Meta, and LinkedIn, managing €1.5M+ per year. Owns full-funnel performance (acquisition to retention): A/B testing, audience/creative optimization, bidding strategies, and measurement of CAC, ROAS, and LTV. Handles budget planning and allocation across countries/products to maximize ROI and reduce wasted spend.

Paid Media Specialist at Global Alumni · U. Chicago · MIT · ESADE

January 1, 2022 - June 1, 2024

Managed a $1.5M annual PPC budget across Google, LinkedIn, Meta, TikTok, Twitter, and Bing for top-tier universities. Built and optimized lower-funnel (remarketing, lead nurturing, high-intent) strategy while improving mid-funnel performance as an experimentation-led performance engine.

Paid Media Specialist at Global Alumni - The University of Chicago

January 1, 2022 - Present

Senior paid media specialist overseeing performance marketing initiatives. Manage multi-channel PPC campaigns (CPC, CPL, CPA) for the University of Chicago across Google Ads, LinkedIn Ads, and Facebook Ads. Responsible for strategic campaign planning, meticulous organization, and continuous optimization to drive effective and impactful outcomes. Perform data analysis to inform strategies and maximize profitability. Oversee advertising budgets exceeding €500k per year and USD budgets up to $1.5M across channels.

Paid Media Specialist at The University of Chicago (Global Alumni)

January 1, 2022 - Present

Specializing in performance marketing, I manage PPC campaigns across Google Ads, LinkedIn Ads, and Facebook Ads with a combined annual budget around $1.5M. I lead strategic planning, meticulous organization, and continuous optimization to achieve profitable outcomes, supported by data analysis and ongoing profitability improvements. I also oversee an advertising budget exceeding half a million euros.

Growth Marketing Specialist at SM Formación Brand Events

January 1, 2013 - January 1, 2022

Performance and automation-focused growth role with Pardot/Salesforce/GetFeedback. Managed about €250K budget and led test-and-learn initiatives while coordinating across agency stakeholders.

Digital and Automation Marketing Strategy at SM

January 1, 2013 - December 31, 2022

Over 5 years, developed and executed Marketing Automation campaign strategies to meet annual revenue targets and campaign objectives. Built strategic marketing processes with tools such as lead scoring, email marketing, and lead generation; tracked B2B behavior online; built web and brand positioning and analyzed online initiatives to improve performance.

SEM Consultant at Independent

January 1, 2012 - Present

SEM/PPC consulting for educational institutions and SMEs over 10+ years, supporting clients including CETYS, Univ. Isabel I, UNAM, GBSB, and U. Chicago, plus SMEs such as Yoon.ai, Quiropractic, La Fermu, and La Aceita. Focus on PPC strategy, execution, and performance optimization.

Independent Performance Marketing Strategist at Marketing CV

January 1, 2012 - Present

Independent performance marketing consultant with 10+ years of SEM expertise. Schedule, monitor, and optimize digital advertising campaigns for small businesses, with a focus on healthcare, e-commerce, and construction sectors.

Independent Performance Marketing Strategist at Self-employed

January 1, 2012 - Present

Independent Performance Marketing Strategist with 10+ years in SEM. I schedule, monitor, and optimize digital advertising campaigns for small businesses, with a focus on healthcare, e-commerce, and construction.

Account Executive at Grupo Albión

January 1, 2010 - December 31, 2013

Provided dedicated client service to internal marketing groups for online project needs. Experience in strategy and corporate communications programs at national and international levels across industries including TUYYOU, jobandtalent, Cabify, and Jones Lang Lasalle.

Executive and Communications consultant at Asesores de RRPP y Comunicación

January 1, 2007 - December 31, 2010

Account PR executive at the Consumer & Online Division of Microsoft Spain.