Open to opportunities

Javier Aranda Serralbo

@javierarandaserralbo

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Growth & Lifecycle Leader | PLG, Retention, Monetization & CRM Systems

Spain

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What I'm looking for

I'm seeking roles where I can build scalable GTM and lifecycle systems, collaborate cross-functionally, and drive measurable revenue growth in fast-paced SaaS teams.

I lead growth and lifecycle for mobile subscription and SaaS products, connecting Product, Sales, Marketing, Data,

Engineering and CRM around activation, retention and monetization.

At ORTH, I built the foundations for lifecycle and PLG, aligned teams around shared growth priorities, and created a

faster experimentation model using Customer.io for behavioural push, in-app and inline experiences. Before that, I

spent five years at Boards, joining as the first marketing hire and later leading GTM and lifecycle growth, building the

systems that supported the company’s scale to 3M+ users, 100K+ paying subscribers and $10M ARR.

I’m strongest at connecting strategy to execution across teams: identifying the next growth constraint, aligning teams

around it, and leading the systems, experiments and changes needed to hit the goal. I use data, automation and AI to

move faster.

I specialize in CRM architecture, lifecycle automation, and AI-driven workflows, partnering with BI and product teams to align data models and dashboards. I thrive in fast-paced, unstructured environments where I turn complexity into repeatable, measurable systems that drive ARR and sustainable retention.

Experience

Work history, roles, and key accomplishments

Current

GTM Engineer & Lifecycle Director

Current

Boards

Jul 2021 - Present (5 years 3 months)

Scaled lifecycle and GTM infrastructure from pre-monetization to 3M+ users and $10M ARR by leading lifecycle automation, CRM architecture, and monetization strategy that drove 3x ARR growth.

Lifecycle Strategy Customer.io Automation PLG GTM Segmentation

Growth & Lifecycle Lead

Askorth.com

Mar 2026 - Oct 2026 (7 months)

Built the Growth & Lifecycle foundations for an AI subscription product, working across Growth, Product, Data and Engineering to accelerate the shift towards PLG.

Growth & Marketing Project Manager

Boards

Feb 2021 - Jul 2021 (5 months)

Joined as the first marketing hire to define early go-to-market strategy, driving 1M+ downloads in six months and establishing CRM and analytics workflows for product-market validation.

Acquisition CRM Analytics Activation Retention Product Positioning Experimentation

Country Advisor

Automattic

Feb 2018 - Jan 2021 (2 years 11 months)

Developed localized go-to-market and launch plans for the Spanish market and optimized PPC/social campaigns, boosting revenue by 35% and conversion rate by 50%.

Go To Market Strategy Localization PPC Social Media Campaign Optimization Cross Functional Collaboration Analytics

Digital Marketing Consultant

Upwork

Dec 2012 - Jan 2018 (5 years 1 month)

Delivered digital strategy and growth projects for 63+ engagements, driving major revenue and conversion uplifts such as +123% revenue for CDKeys.com through SEM and UX improvements.

Digital Strategy SEM SEO Google Ads Email Marketing UI UX

Data Insights Analyst

Yahoo!

Apr 2011 - Dec 2012 (1 year 8 months)

Provided data-driven insights and marketing analytics to optimize content targeting and ad performance and managed inventory databases for 120K+ items across EU and MENA.

Marketing Analytics Data Quality Reporting BIツール Campaign Analysis Inventory Management Insight

Education

Degrees, certifications, and relevant coursework

London Metropolitan University

Master of Science, Consumer Psychology

2011 - 2012

Grade: Distinction

Completed a Master of Science in Consumer Psychology with Distinction, focusing on consumer behavior and research methodologies.

Rey Juan Carlos University

Master of Science, Marketing and Market Research

2007 - 2009

Grade: Merit

Completed a Master of Science in Marketing and Market Research with Merit, emphasizing marketing research methods and market analysis.

Pablo de Olavide University

Bachelor of Science, Business Administration; HR Management and Labor Relations

2003 - 2007

Grade: 2:1

Earned a Bachelor of Science in Business Administration and a Bachelor of Science in HR Management and Labor Relations with overall 2:1 classification.