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Paula Arnao Acuña

@paulaarnaoacua

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Marketing manager specializing in CRM, e-commerce conversion, and brand strategy powered by data and automation.

Spain

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What I'm looking for

I’m looking to lead measurable growth at the intersection of brand, CRM automation, and e-commerce conversion—turning customer journeys into higher reach, better conversion, and stronger ROI with cross-functional teams.

I’m a Marketing Manager with 7+ years of experience combining brand strategy with data-driven execution across high-volume B2C and hybrid brand/digital/CRM roles. I’ve worked with brands such as PepsiCo, MediaMarkt and bwin, including regulated sectors like pharma-dermo and health.

In my current role as Senior Product Manager at Rilastil, I led the “Patient Excellence” framework—building consumer journeys, advanced segmentation, and CRM automation. I also defined lead nurturing and CRM/paid media strategy (Social Ads, SEM, GEO) to optimize reach, conversion, and ROI, while ensuring scientific accuracy through a network of dermatological KOLs and content creators.

Previously at bwin Spain, I planned and optimized multichannel CRM strategies across segmentation, activation, and retention, tracking KPIs such as NGR, conversion, engagement, and reactivation. I designed loyalty campaigns and ran systematic A/B tests, then delivered performance reports and recommendations to senior management and cross-functional teams.

Before that, as Brand Product Manager for MediaMarkt & Haier Europe, I owned brand strategy for Haier, Candy and Hoover and led product/launch plans that boosted visibility and sales on the e-commerce platform. I used Power BI to analyze sales, margins, pricing and rotation, while coordinating digital campaigns and promotional actions in a high-volume environment.

Experience

Work history, roles, and key accomplishments

Current

Senior Product Manager

Current

Rilastil

Jan 2025 - Present (1 year 5 months)

Led the Patient Excellence framework, building consumer journeys with advanced segmentation and CRM automation in a regulated pharma-dermo environment. Owned lead nurturing plus CRM and paid media strategy (Social Ads, SEM, GEO) and managed a network of dermatological KOLs and content creators to ensure brand and scientific accuracy.

Segmentation CRM Automation Lead Nurturing Paid Social SEM Geo Marketing KOL Management Marketing Planning ROI Optimization

CRM Executive

Bwin Spain

Jan 2024 - Jan 2025 (1 year)

Planned and optimized multichannel CRM strategies across segmentation, activation, and retention, tracking KPIs including NGR, conversion, engagement, and reactivation. Designed loyalty campaigns, executed systematic A/B testing, and delivered performance reports with recommendations to senior management and cross-functional teams.

CRM Strategy Segmentation Conversion A B Testing performance reporting Multichannel Campaign Management Customer Engagement

Brand Product Manager

MediaMarkt & Haier Europe

Jan 2022 - Jan 2025 (3 years)

Owned brand strategy and acted as the bridge between manufacturer and retailer for Haier, Candy, and Hoover within MediaMarkt. Led product strategy, assortment, and e-commerce launches, using Power BI to analyze sales, margins, pricing, and rotation and improve traffic and conversion through coordinated digital campaigns.

Brand Strategy E Commerce Conversion Power BI Product Launches Performance Insights Market Visibility Optimization

Marketing & Client Rep

Grupo Sagardi & Filinox

Jan 2018 - Jan 2020 (2 years)

Managed digital marketing, online reputation, and CRM for a B2C portfolio spanning 25 restaurants and the industrial sector. Executed campaigns and content while supporting multichannel customer service and CRM-led engagement.

Digital Marketing Online Reputation Management CRM Customer Service Campaign Execution Content Management B2C Marketing