Cases

Cases and results

These are cases from my roles at Sesame HR, Dentsu and PHD, and also from my own projects. Each one says what kind it is, either a professional implementation, done in one of my jobs, or an own project. Freelance client cases will be added once each client agrees to publish them. And you will see the figures are relative, because the absolute ones belong to each company.

• Professional implementation

  AI GTM Engineering at Sesame HR

  I am Sesame HR's first Head of AI GTM Engineering, and I report to the CRO, the COO and the CEO. It is an internal project, so it did not come from a client brief.

  Problem

  Marketing, sales and data work in five markets depended on manual steps and on the few people who knew how to do them.

  My role

  I prioritise what gets built across teams, design and build the tools and set the rules they work under, while each team still owns its own process.

  What was built

  AI agents and internal tools to take those manual steps out, and more than ten are already in production.

  How it works

  Agents qualify and route incoming leads, track competitors, prepare content in several languages and answer data questions in plain language. And what matters is still approved by people.

  Scope

  More than ten tools in production, used by teams in five markets.

  Result

  Business impact figures belong to Sesame HR, so I do not publish them here.

  Evidence

  The role and its scope are on my LinkedIn profile, but the code, data and screens are internal to the company and I cannot show them.

• Professional implementation

  Paid media and marketing operations

  My time at Sesame HR in paid media and marketing operations, from 2023 to 2025. It is also an internal project, so it did not come from a client brief.

  Problem

  Sales opportunities had to grow in five markets at once, but reporting, tracking and lead handling were not keeping up.

  My role

  I led paid media in five markets and ran marketing operations: automation, tracking and measurement.

  What was built

  Lead scoring, account-based programmes, executive dashboards that build themselves and privacy-first tracking.

  Systems

  The ad platforms and the CRM.

  Result

  Sales opportunities grew month on month and quarter on quarter. Along the way, within thirteen months I was leading paid media and marketing operations, and the company named me its MVP of 2024.

  Evidence

  The MVP award, chosen among 370 employees. The growth figures, on the other hand, belong to the company and are not published.

• Professional implementation

  Paid search for Apple and Square, automation at Dentsu

  At Dentsu X and iProspect (Dentsu International), in London, from August 2019 to December 2020. There I first ran search accounts and then became Global Lead, Automation & Tech for the network.

  Problem

  Across the network's teams, search accounts were checked and reported by hand, one account at a time.

  My role

  I led search for Apple worldwide and for Square in the UK, across brand, competitor and performance campaigns. Later I owned the automations, dashboards and best practice for the whole network, and I also trained the teams.

  What was built

  Automations, dashboards and best practice designed so accounts would not be checked by hand one by one, rolled out across the network. And tracking unified with the clients' headquarters.

  Result

  +47% conversions year on year on the Apple and Square search accounts I ran, while cost per acquisition kept improving. That result comes from how the accounts were run as a whole, and the automation is only one part of it. On Le Creuset's global account, return on investment also improved by 35%.

  Evidence

  The figures are the ones in my CV for 2019 and 2020, because the account reports belong to the clients and are not published. And my manager's recommendation, on LinkedIn, speaks to the automation work.

• Professional implementation

  Search planning for Unilever

  At PHD Media (Omnicom), in London, from 2017 to 2018.

  Problem

  Unilever and Upfield ran international search campaigns, and the reports for the EMEA teams were put together by hand.

  My role

  As paid search planner, I planned and optimised search for both brands.

  What was built

  Automated reporting for the EMEA teams, instead of the reports put together by hand.

  Result

  +221% conversion rate year on year.

  Evidence

  Account results for 2017 and 2018, and the client's recommendation, which is on my LinkedIn profile.

• Own project

  GeoAdsFinder

  An own project that started during my time at Dentsu International and is a standalone product today.

  Problem

  SEO and paid search teams need to see what someone searching Google from another city or country sees. And at Dentsu it was a problem the whole network had.

  My role

  I built it on my own, outside client work.

  What was built

  A tool that shows what someone searching Google from any city or country sees, ads included.

  How it works

  It also lets you see competitors' ads on Meta, Google, TikTok and LinkedIn, and the basic version is free.

  Result

  The Dentsu network ended up adopting it, and today it is a standalone product that also adds visibility in AI search.

  Evidence

  Still live at geoadsfinder.com.

• Own project

  #YoMeTesteoEnCasa

  A non-profit project I did with two friends in March and April 2020. And it was unofficial, since no public body was behind it.

  Problem

  In the first weeks of COVID-19 emergency lines were overwhelmed, and only some regions had their own self-assessment, each for its own area.

  My role

  I designed the decision tree and built the website on top of Google Sheets, with my two co-founders.

  What was built

  An online self-assessment test that covered all of Spain and that we had ready in 24 hours.

  How it works

  Each person answered a few questions and chose their region. With that, the test gave them the next steps from the Ministry of Health guidelines and the emergency contacts for that region. It collected no personal data, and it was not a medical diagnosis either.

  Result

  Healthcare workers and primary care doctors backed it informally, and more than seven media outlets covered it.

  Evidence

  Coverage in Expansión, Xataka and the regional press, among others.