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Joaquín Hormazábal

@joaqunhormazbal

B2B Marketing Manager at VISA, where I built a portfolio of 36 strategic partners and exceeded acquisition targets by 27.5%.

Spain

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At VISA (via Omnio Europe), I built a portfolio of 36 strategic B2B partners and secured 9 signed agreements. I exceeded project acquisition targets by 27.5%, delivering 51 commercial offers against a target of 40.

At Ripley, I led product marketing initiatives for brands including Samsung, Nike, and L’Oréal. I increased vendor onboarding by 116% year over year, added 420 SMBs, and drove 250% year-over-year sales growth through acquisition, activation, and CRM automation.

I also built Pancín, a D2C health snack brand with a 10-product catalog, and grew its Instagram audience to 8,000 followers. Earlier, at Würth, I helped shift digital marketing toward B2B, increasing online sales by 35% year over year.

Experience

Work history, roles, and key accomplishments

Current

B2B Marketing Manager

Current

Visa

Jan 2026 - Present (9 months)

Exceeded project acquisition targets by 27.5% and managed a portfolio of 36 strategic B2B partners, securing 9 signed agreements. Led the partnership lifecycle from prospecting to operational activation, expanding coverage across travel, dining, culture, retail, and wellness.

B2B Marketing Partner Acquisition Commercial Relationship Management Contract Negotiation Strategic Partnerships Market Expansion

Marketing Consultant

Self Employed

Mar 2024 - Jan 2026 (1 year 10 months)

Led GTM and multichannel consulting for 6+ SMEs and non-profits across beauty e-commerce, retail, and mission-led organizations. Delivered a paid acquisition campaign with 6.81% CTR and 7.32% CVR, and defined website information architecture for a 27-page site.

GTM Strategy Multichannel Consulting Paid Acquisition Content Strategy KPI Frameworks Information Architecture Customer Personas Messaging Architecture

Product Marketing Manager

Ripley

Nov 2022 - Mar 2024 (1 year 4 months)

Led cross-functional product marketing for global brands, achieving a 4.5% conversion rate and 15% higher brand visibility. Owned SMB growth strategy, increasing vendor onboarding by 116% YoY and driving 250% YoY sales growth.

Product Marketing B2B Marketing SMB Growth CRM Automation SEO SEM Email Marketing Landing Page Optimization Partnership Management Black Friday Cyber Week

Entrepreneur/Founder

Pancín

Mar 2020 - Nov 2022 (2 years 8 months)

Built a D2C health snack brand with a 10-product catalog and grew an owned audience to 8,000 Instagram followers. Designed end-to-end e-commerce customer experience and operations, integrating delivery and pickup flows with logistics.

D2C Ecommerce Brand Building Content Marketing Customer Experience Operations Logistics Instagram Marketing

Marketing and Communications Manager

Würth

Jan 2019 - Dec 2019 (11 months)

Led the shift from B2C-first to B2B-focused digital marketing, increasing online sales by 35% YoY and delivering 40% lead growth. Aligned local execution with global strategy through competitive and market analysis, contributing to an 8% sales increase across LATAM.

B2B Marketing Digital Marketing Demand Generation Funnel Optimization Omnichannel Competitive Analysis Market Analysis Ecommerce

Product Marketing Manager

Sodimac

Dec 2016 - Aug 2018 (1 year 8 months)

Supported 5.4% YoY sales growth by executing segmented email campaigns, A/B testing, and funnel optimization. Managed the 'Do It Yourself' content strategy, growing YouTube to 1M+ subscribers.

Email Marketing A B Testing Funnel Optimization Content Strategy YouTube Catalog Optimizations Landing Pages Lifecycle Marketing