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I'm a Digital Marketing and CRM professional with a strong background in content, SEO, and customer engagement. I specialize in developing data-driven marketing strategies, managing multi-channel campaigns, and optimizing customer journeys to boost acquisition, retention, and lifetime value. I thrive in fast-paced, cross-functional environments and enjoy turning insights into action. I've collaborated with diverse teams to resolve complex issues and ensure a seamless user experience while staying compliant with AML and regulatory requirements.…I'm a Digital Marketing and CRM professional with a strong background in content, SEO, and customer engagement. I specialize in developing data-driven marketing strategies, managing multi-channel campaigns, and optimizing customer journeys to boost acquisition, retention, and lifetime value. I thrive in fast-paced, cross-functional environments and enjoy turning insights into action. I've collaborated with diverse teams to resolve complex issues and ensure a seamless user experience while staying compliant with AML and regulatory requirements.

José Luis Merino Fernández

Writer, Content Creator, Content Producer, +5

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I'm a Digital Marketing and CRM professional with a strong background in content, SEO, and customer engagement. I specialize in developing data-driven marketing strategies, managing multi-channel campaigns, and optimizing customer journeys to boost acquisition, retention, and lifetime value. I thrive in fast-paced, cross-functional environments and enjoy turning insights into action. I've collaborated with diverse teams to resolve complex issues and ensure a seamless user experience while staying compliant with AML and regulatory requirements.…I'm a Digital Marketing and CRM professional with a strong background in content, SEO, and customer engagement. I specialize in developing data-driven marketing strategies, managing multi-channel campaigns, and optimizing customer journeys to boost acquisition, retention, and lifetime value. I thrive in fast-paced, cross-functional environments and enjoy turning insights into action. I've collaborated with diverse teams to resolve complex issues and ensure a seamless user experience while staying compliant with AML and regulatory requirements.

Available to hire

I’m a Digital Marketing and CRM professional with a strong background in content, SEO, and customer engagement. I specialize in developing data-driven marketing strategies, managing multi-channel campaigns, and optimizing customer journeys to boost acquisition, retention, and lifetime value.

I thrive in fast-paced, cross-functional environments and enjoy turning insights into action. I’ve collaborated with diverse teams to resolve complex issues and ensure a seamless user experience while staying compliant with AML and regulatory requirements.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Language

Spanish; Castilian

Fluent

English

Advanced

Work Experience

Customer Support Specialist at Bet365

August 1, 2017 - Present

Delivered customer support in a high-volume, fast-paced iGaming environment. Collaborated with internal teams to ensure smooth communication and customer-focused solutions across technical, account, and financial matters. Worked closely with fraud and verification departments, supporting KYC processes and safeguarding data integrity. Utilized CRM tools such as Microsoft Dynamics and Zendesk to manage customer interactions, track queries, and analyze behavior trends. Supported marketing-related operations, including user onboarding, bonus promotions, and customer retention campaigns. Consistently met KPIs for first-contact resolution, compliance accuracy, and operational efficiency. Contributed to a seamless user journey in alignment with marketing, compliance, and risk management goals.

Radio Host & Editor at EsRadio León – Libertad Digital

August 1, 2016 - February 28, 2017

Hosted and produced sports and entertainment radio programs. Managed social media content and engagement strategies.

Communications Director at Denomades.com

April 1, 2015 - August 31, 2016

Created SEO-focused marketing content (articles, blogs) and managed social media. Designed and executed on/off-page SEO strategies, improving search rankings. Led email marketing campaigns, boosting open and click-through rates through segmentation and anti-spam practices. Built and optimized databases to enhance operational efficiency. Delivered content strategy and SEO initiatives aligned with business goals. Managed social media presence to grow engagement and brand awareness. Executed digital marketing campaigns to drive traffic and conversions. Produced high-quality copy for web, blogs, and promotional materials. Maintained strong media relations to secure coverage and brand visibility. Coordinated cross-functional projects to ensure timely, effective delivery.

Brand & Communications Manager at BikeBack.cl

May 1, 2015 - July 31, 2016

Led branding, corporate communications, and strategic partnerships. Produced SEO content for web, blogs, and product descriptions.

Communications Coordinator at RallyMobil Chile & +Motor TV

November 1, 2014 - April 30, 2015

Managed PR and media for South American motorsport events. Produced TV interviews, curated web content, and managed PPC campaigns.

Freelance Sports Journalist at El Mercurio

November 1, 2013 - December 31, 2015

Sports correspondent covering various national competitions, including mountain biking, rally, motorcycling, basketball, and football. Produced sports guides and supplements in collaboration with expert journalists from around the world.

E-commerce Communications Specialist at Rebajas.cl

April 1, 2014 - November 30, 2014

Developed corporate communication and e-commerce strategies. Improved user experience and coordinated with dev teams.

Trainer – Human Relations & Protocol at Innovatecc Institute

March 1, 2014 - August 31, 2014

Taught oral and written communication skills to students preparing for roles such as medical representatives and educational inspectors. Developed tailored training programs to enhance professional communication competencies.

Project Lead – Futmi.com at SonarVentures

September 1, 2012 - May 31, 2013

Founder and project leader of www.futmi.com, a football-focused social network reaching over 18,000 registered users. Applied Business Model Canvas for business development within a startup incubator. Collected and analyzed data on Spanish football teams and players, including third division. Led editorial content with a team of interns to enhance coverage and quality of football news.

Sports Journalist at MARCA & MARCA.com

January 1, 2012 - September 30, 2012

Sports correspondent producing articles, live coverage, and editing national sports news.

Customer Engagement (CRM Support) at Bet365

August 1, 2017 - Present

Delivered customer support in a high-volume iGaming environment, ensuring a seamless user experience. Managed VIP client relationships to boost engagement, satisfaction, and retention. Collaborated with cross-functional teams (FRM, KYC, payments, technical) to resolve complex issues. Used CRM tools (Microsoft Dynamics, Zendesk) to manage interactions and interpret customer behaviour trends. Supported onboarding, promotions, and retention initiatives while meeting KPIs. Ensured compliance with AML and regulatory requirements.

Digital Marketing & SEO Specialist at Nomades.com

October 1, 2015 - September 1, 2016

Developed SEO and digital marketing strategies to drive traffic, engagement, and conversions. Managed content, social media, and email campaigns, optimizing performance (open rates / CTR). Monitored key metrics (conversion, ROI) to extract insights and support decision-making. Coordinated cross-functional teams to ensure effective campaign delivery.

Media & Content Producer (TV & Digital) at RallyMobil Chile, TVN & FOX

October 1, 2014 - October 1, 2015

Managed media communications for major South American motorsport events. Produced TV content and interviews for leading networks (TVN, FOX).

E-commerce Marketing Specialist at DCIC Group ( Rebajas.cl )

April 1, 2014 - October 1, 2014

Developed e-commerce strategies to drive business growth. Optimised website content and product listings using SEO best practices. Improved UX and site performance in collaboration with technical teams. Coordinated sales operations and logistics for nationwide distribution.

Freelance Sports Journalist at El Mercurio - National newspaper

November 1, 2013 - December 1, 2015

Sports journalist covering various national competitions, including mountain biking, rally, motorcycling, basketball, and football. Produced sports guides and supplements in collaboration with expert journalists from around the world.

Founder & Product Lead (Football Social Network) at SonarVentures - Startup Studio

October 1, 2012 - May 1, 2013

Founded and grew a football social network to 18K+ registered users. Defined the business model and led content and growth initiatives. Worked with user data and managed an editorial team to improve engagement.