Open to opportunities

Mauricio Troncoso

@mauriciotroncoso

Performance marketing leader at The Backstage, scaling growth through measurement systems and AI tools shipped to production.

Spain

Message

At Semrush, I owned a $40M annual digital marketing budget and implemented a measurement stack spanning multi-touch attribution, media mix modelling, and geo-based incrementality testing. That work improved budget allocation efficiency by about 30% while supporting 20% year-over-year New MRR growth.

I also built an LLM-based paid search keyword classification and routing system that drove 10% incremental New MRR from newly surfaced keywords, and an AI performance analyst that cut report generation to under two minutes per run.

At The Backstage, which I co-founded, I contribute to branding, visual identity, and web design for SMB clients, and lead paid media and SEO/GEO/AEO for part of the portfolio. Previously, I led growth and digital marketing at Wallbox and Mediamarkt, including work that increased e-commerce revenue.

Experience

Work history, roles, and key accomplishments

Current

Co-Founder / Advisor

Current

The Backstage

Oct 2023 - Present (3 years)

Co-founded a full-scope marketing agency for SMBs, contributing across branding, visual identity, web design, and digital marketing. Led digital marketing for a subset of the client portfolio.

Branding Visual Identity Web Design Paid Media SEO GEO AEO

Director of Performance Marketing

Semrush

Apr 2024 - Apr 2026 (2 years)

Owned full P&L for a $40M annual digital marketing budget, leading a cross-functional team of ~20. Achieved 20% New MRR growth YoY while sustaining LTV:CAC above 3x, and implemented a measurement stack from the ground up.

SEM Paid Social Display Video Programmatic Multi Touch Attribution Media Mix Modeling Geo Testing Predictive LTV Bidding LLM AI SQL BigQuery Looker Tableau Zapier

Global Head of Growth

Wallbox

Feb 2022 - Oct 2023 (1 year 8 months)

Owned digital marketing P&L and managed the digital team, including B2B/B2C lead acquisition, CRM, inbound marketing, SEO, SEM, paid social, programmatic, and affiliation. Led the US market launch and increased B2B ROAS by 30% and e-commerce revenue by 40%.

Digital Marketing B2B B2C Lead Acquisition CRM Inbound Marketing SEO SEM Paid Social Programmatic Affiliation ROAS

Head of Digital Marketing

Mediamarkt

Sep 2020 - Feb 2022 (1 year 5 months)

Owned digital marketing P&L and managed paid media, SEO, and CRM teams. Built the digital team from scratch, led agency onboarding, and increased e-commerce revenue by 2x YoY to €500M.

Digital Marketing Paid Media SEO CRM Team Building Agency Management Ecommerce

Performance Director

IPG Mediabrands

May 2017 - Jun 2020 (3 years 1 month)

Developed the digital and performance team in Barcelona from scratch, growing it to eight people. Increased client performance investment more than 4x over 3 years and key client e-commerce revenue by 2x with an 80% increase in ROAS.

Performance Marketing Digital Media Team Building Client Management ROAS Ecommerce