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Adrián Fernández

@adrinfernndez

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Digital Growth Marketing Manager at Mapal Group who rebuilt attribution across HubSpot, Dynamics 365, and ad platforms.

Spain

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At Mapal Group, I own the HubSpot lifecycle stack, including lead scoring and the MQL-to-SQL handoff into Dynamics 365. I rebuilt marketing attribution across ad platforms, HubSpot, and Dynamics 365, and established an 18-month outcome baseline reconciled across three systems.

At GitHub, I built the GitHub Education lifecycle programme from scratch, covering segmentation, automation, in-product messaging, and measurement. I also built an AI-assisted marketing operations system at Mapal Group using LLM agents and browser automation, with outputs tested and reviewed before use.

Experience

Work history, roles, and key accomplishments

Current

Digital Growth Marketing Manager

Current

Mapal Group

May 2026 - Present (5 months)

Owns the HubSpot lifecycle stack end to end, including campaigns, workflows, lead scoring, and MQL to SQL handoff. Rebuilt marketing attribution and established an 18-month outcome baseline reconciled across three systems.

HubSpot Dynamics 365 Lead Scoring Segmentation MQL SQL Handoff Attribution UTM Architecture LLM Agents Browser Automation Marketing Operations Automation AI Assisted SQL Reporting

Integrated Marketing Manager

GitHub

Sep 2022 - Dec 2025 (3 years 3 months)

Built the always-on lifecycle programme for GitHub Education from scratch, including segmentation, contact model, automation logic, and measurement. Owned email and CRM-driven communications reaching millions of students, educators, and institutions worldwide.

Lifecycle Marketing Segmentation Contact Model Automation In App Messaging Measurement CRM Email Marketing Activation Retention

Founder, E-commerce Venture

Independent

Aug 2018 - Dec 2025 (7 years 4 months)

Ran Amazon Ads hands-on from 2018 to 2023 against ACoS and margin targets, owning the full P&L.

Amazon Ads ACOs P&L management Ecommerce

Multimedia, Information Resources Management

U.S. Department of State

Sep 2020 - Aug 2022 (1 year 11 months)

Managed multimedia production and communications assets across public diplomacy programmes under strict editorial and compliance standards.

Multimedia Production Communication Skills Editorial Standards Compliance

Project Manager, Digital Marketing and Media

Blizzard Entertainment

Mar 2018 - Aug 2018 (5 months)

Managed digital marketing and media projects.

CRM Manager, EMEA & LATAM

Blizzard Entertainment

Mar 2017 - Mar 2018 (1 year)

Ran CRM strategy across EMEA and LATAM, including behaviour-triggered journeys across email, push, and in-product channels for millions of players in 26 markets. Coordinated campaign execution and reporting across multilingual regional teams.

CRM Strategy Behaviour Triggered Workflows Email Marketing Push Notifications In App Messaging Multilingual Campaigns Reporting