Facundo Quiñones

Owns marketing analytics strategy and a EUR 35M annual Google Ads budget, covering acquisition, retention, measurement, and investment allocation. Shifted 15% of annual acquisition spend to upper-funnel channels using marketing mix modelling and incrementality testing.

Built the marketing analytics function from zero, establishing reporting, core data models, pipelines, uplift measurement, and an A/B testing framework. Enabled EUR 3M in annual Paid Social investment by building an incrementality framework using difference-in-differences, Bayesian structural time series, and synthetic controls.

Led a team of 4 product analysts covering acquisition, activation, retention, payments, and CRM. Reduced customer fraud and failed payments by 30% by identifying behavioural patterns across Stripe, PayPal, and Adyen transaction data.

Rebuilt marketing attribution for a EUR 20M annual budget across 15 European markets, creating a consistent measurement framework. Used attribution and LTV/CAC analysis to prioritise marketing investment after budget reduction.

Contributed to a EUR 16M increase in profitability in one year by shifting SEM strategy from growth to profitability. Moved 80% of Google and Bing spend to a new bidding algorithm, combining automated bidding with an updated attribution model.

Managed USD 16M in annual Search and Display spend across four markets for hotel and flight acquisition. Drove USD 60M in annual revenue through paid search and display campaigns.

M.Sc. in Big Data Analytics for Business from IÉSEG School of Management, completed in 2017.

Degree in Industrial Engineering from Pontificia Universidad Católica Argentina, completed in 2012.