Guadalupe Peralta Agüero

Led performance marketing strategy across various paid channels, achieving a 15% reduction in business cost to sale and a 35% increase in performance marketing ROAS. Managed a multi-million-pound annual budget and a cross-functional team of 9, driving collaboration across departments to align marketing campaigns with commercial targets.

Led performance-driven omnichannel strategy across paid and organic, digital and traditional marketing channels for B2C and B2B segments. Managed forecasting and budgeting for over £9M media spend, aligning spend with ROAS, CPA, lead volume, and revenue targets.

Led the digital marketing function for both B2C and B2B, owning strategy and execution across paid search, paid social, Display, Video, Shopping, SEO, and affiliate channels, managing a £9M annual budget. Built and scaled the company’s first in-house PPC team, delivering a £250K annual agency cost saving and a +15% uplift in ROAS.

Led B2C and B2B paid media strategy across PPC, Display, YouTube, Meta, Pinterest and LinkedIn, managing a £12M annual budget to drive performance and revenue growth. Delivered a 20% reduction in cost per lead within 3 months through an optimised channel mix strategy, creative testing, audience targeting, and budget reallocation.

Owned and executed the multi-channel paid media strategy, managing a £2.2M annual budget across PPC, Display, Video and Paid Social campaigns to drive customer acquisition and revenue growth. Scaled performance across Google Ads, YouTube, Facebook, and Display, driving consistent improvement in ROI, lead volume, and cost efficiency.

Joined the business to bring PPC in-house and expand the marketing strategy to new channels, including Display, YouTube and Facebook. Identified opportunity areas, proposed holistic strategies and implemented industry best practices, increasing on-site conversion rate by 35% YoY.

Partnered with eCommerce clients to accelerate online growth through full-funnel digital marketing strategy, performance audits, and CRO roadmaps. Delivered actionable insights across key customer touchpoints, identifying friction in the user journey and optimising on-site experience.

Partnered with eCommerce businesses to design and implement digital marketing strategies aligned with their commercial goals—driving customer acquisition, revenue growth, and profitability. Managed cross-functional initiatives and C-level relationships, contributing to US$2.7M in quarterly revenue for Google.

Led end-to-end digital marketing strategies for major retail, travel and FMCG clients including Airbnb, Cervecería Modelo, eBay LATAM, BIMBO & Julio. Delivered measurable results across lead generation, branding, and performance marketing (ROI & ROAS), managing multi-channel campaigns on Google Ads, Meta, and LinkedIn.

Conducted research and analysis on security, crime, education, and public policy to inform government stakeholders and academic audiences. Published academic papers and contributed to book chapters on national policy issues.

Grade: Full Academic Merit Scholarship

Completed a Master's degree in Political Science, earning a full academic merit scholarship. The program provided advanced knowledge in political theories and public policy.

Grade: Full Academic Merit Scholarship, Dissertation Grade A

Obtained a Bachelor's degree in Political Science with a full academic merit scholarship. The curriculum included comprehensive studies in political systems and governance.