Open to opportunities

Manu Santana

@manusantana

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Chief Sales & Marketing Officer driving profitable growth through data, automation, and international market expansion.

Spain

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What I'm looking for

I’m looking to lead go-to-market growth as a sales & marketing executive—aligning teams, KPI-driven strategy, and automation to expand internationally, improve conversion and retention, and build repeatable, profitable customer lifecycles.

I’m a Chief Sales & Marketing Officer with 15+ years leading commercial strategy across Retail, FoodService, Habitat, Pharma, Cosmetics, and Fashion. I scale B2B models by turning traditional go-to-market into measurable, profitable commercial ecosystems.

I align total Marketing and Sales to control the business flow—from lead generation to conversion—improving Sales, Acquisition, Conversion, CAC, LTV, and Churn. I use automation as a lever (MarTech: HubSpot / n8n / Low-Code) to optimize the customer lifecycle.

My achievements include generating +€2.8M in new sales with 60% average margin and acquiring +1,200 B2B clients through Inbound Marketing in the habitat sector. I also build data-driven performance systems, including KPI dashboards (CAC, LTV, Churn Rate, SQLs) to run real-time decision-making.

In digital transformation, I created Nexprix to support funnel analysis and integrated Marketing Automation and CRM for nurturing and lead scoring. I’ve led international penetration and growth strategies, and I manage teams and projects with a strong focus on profitability, customer needs, and execution quality.

Experience

Work history, roles, and key accomplishments

Head of Marketing

Emuca Group

Oct 2018 - Jun 2023 (4 years 8 months)

Led the shift to data-driven, digital acquisition marketing in a traditional B2B environment, implementing inbound marketing that generated €2.8M revenue, 60% average margin, and 1,200 new clients. Built KPI dashboards for CAC, LTV, churn, and SQLs, and managed a 10-person team across strategic, operational, and digital marketing.

Inbound Marketing Marketing Automation KPIs CAC LTV Trade Marketing Team Leadership

Sales & Marketing Director

PFC Cosmetics (Debiotec)

Sep 2014 - Oct 2018 (4 years 1 month)

Owned commercial management including pricing policy, margins, and distribution agreements, while expanding market access through trade missions and fairs in Dubai, Thailand, Czech Republic, and Italy. Repositioned branding and launched 150+ references and 20 treatments, and developed an e-commerce platform on Prestashop.

Commercial Management Pricing Strategy Trade Marketing PrestaShop Brand Strategy Product Launch

Marketing & Communication Manager

Tutto Piccolo Group

Mar 2007 - Sep 2014 (7 years 6 months)

Planned semi-annual marketing actions (2 seasons/year) with a €900K budget and reported to the CEO, covering branding, conventions and fairs in major international cities, press offices, and digital campaigns. Developed and managed online stores on Magento and Prestashop, integrating SEO/SEM and loyalty strategies, and led trade marketing for own and franchised store expansion.

Marketing Planning Trade Marketing Magento PrestaShop SEO SEM Loyalty Programs Franchise Development