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HireMartaPuerto@gmail.com
👋 Hey, I’m Marta!
📍Madrid, Spain
Creative and collaborative marketer with 6+ years of experience in B2C and B2B. Proactive team player with a get-things-done attitude. Demonstrated ability to work independently in multicultural and fast-paced environments. Experience working cross-functionally with various teams, including product, sales, and marketing.
Product Marketing SaaS Brand building Go-to-market strategy Content Marketing Copywriting Social Media Strategy Digital Marketing
Highlights
🗣️ Speak 6 languages: SPA, CAT, ENG, FRA, ITA, POR
⚡ Worked in: Fintech, Market Research, Video Games, Branding Agency
🌍 Lived in 3 countries: Spain, Canada, Belgium
My values
Lead by example
Honesty and transparency
Teamwork and collaboration are key
Be humble and keep learning
💻 2.5 years as Product Marketing Manager in SaaS
For 2.5 years I was the owner of Spanish marketing activities at Xolo, an Estonian SaaS company in the Fin-Tech landscape whose mission is to make solopreneurship better than employment by providing all-in-one solutions for freelancers across the globe.
💬 Created strong positioning and messaging
Developed the Spanish brand voice guidelines
Created buyer personas by doing user interviews and gathering insights
Conducted competitor’s analysis in Spain
🚀 Worked on product/feature launches
Led the Go-to-market strategy when we repositioned our product in Spain and changed our pricing strategy
Led various feature launches
Worked on the launch of a new product in a new market
✍️ Content development and strategy
Led the creation of 200+ blog articles that drove a 4x increase in organic traffic
Built 1 Slack Community that contributed to brand building and conversion
🧲 Identified top channels for acquisition, maintained and optimized them
Created messages for paid channels such as Google Search, Display and LinkedIn campaigns
Created 20+ lead generation focused landing pages and planned their lead nurturing emails workflows
50%+ OR in email marketing campaigns
Organized 5 successful webinars
Created 15+ product demo videos
Managed 5 successful partnerships and built a partner kit
Implemented PLG (Product-Led Growth) strategies such as improving the onboarding sequence
🤝 Cross-functional collaboration
Worked with multiple stakeholders: the broader marketing team, product, sales and customer success
Managed 4 freelance contractors for 2+ years constantly and collaborated with various external contractors, like a PR agency for 1 year
Notable work
Community building (Slack)
Context: More and more brands are jumping into forums, to meet where their target audience is, listen to them and create a conversation with their customers.
Action: I built the first community of freelancers in Spain from scratch, as a brand initiative for Xolo. A Slack space where to ask questions, share resources, find job opportunities and connect with fellow fiercely independent professionals.
Results:
Launch: 200 active users the first week, 50 users messaging daily
700+ users in the community with a growth rate of 10% every quarter
Over 100 active users a week
More than 11K messages sent
50 paid customer conversions from this channel
Product insights from our target audience and customers
Online Reputation Management
Context: Our online reputation needed to be improved in order to attract more customers. Our goal was to get 50 new reviews and end up with an average of 4.5 stars or more in our review sites.
Action:
Shared links to leave reviews at the end of every good customer support call.
Created a workflow of action triggered emails and in-app notification asking for a review. For example after our accountants filed their tax returns.
Email campaign with an incentive: “leave a review for the chance to win a month for free”
Responded to all our reviews to show that our customers' opinion matters
Created a blog article for branded keywords once we reached our best score to control the narrative around our brand reputation.
Results:
160+ reviews on Google in Spain and 40+ reviews in Spanish. Exceeded the goal before the end of the quarter.
Increased the review score by 5 points. Google from 4.0 to 4.5 and TrustPilot from 3.7 to 4.2.
Product explainer video
Context: Existing homepage visitors didn’t get a quick and clear overview of what the product looked like or what it could do for them. This was stopping them from considering us/converting.
Action: I lead the creation of a 30-60 sec long product explainer video that would be later embedded on the website to provide a quick and engaging overview of what they can achieve with Xolo and increase consideration/conversion. The project involved:
Creating a script adapting product messaging (in-house copywriter)
Storyboard (in-house design team)
Hiring a motion graphics designer
Hiring a voiceover artist
Creating mockups for the video on website
Implementing on website (in-house FE developer)
Developing a distribution plan
Results: 20% lift in the New User to Sign Up conversion rate. Video used as a sales enablement material.
Lead generation campaign
Context: End of the year was approaching and in 2023 there was a change in the Spanish legislation regarding self-employed business set up which was creating a lot of confusion amongst freelancers. We didn't want to miss the opportunity to do something so by educating our audience in the matter, we wanted to position our brand as the authority in the industry and also attract them to be our customers.
Action: Playing with the urgency factor we created a conversion focused landing page to generate leads, which we amplified via paid channels: LinkedIn, Meta, Google Search and Google Display. We then nurtured those leads through the funnel into conversion with an email workflow. As an extension of this we also created a webinar and an email campaign targeted to all our users.
Results: This campaign contributed to a 20% increase on new Sign ups. As a result, in the beginning of 2023 a lead generation-focused downloadable guide on the same topic and a bunch of SEO blog articles which contributed to the strengthening of our brand authority.
Customer Success stories
Context: Social proof is one of the most important aspects to build brand trust and credibility, since people are more and more skeptical in their purchase decisions.
Action: Creating a series of customer stories to contribute to Xolo’s brand reputation, boost sales, build trust with prospects and increase customer loyalty.
Identifying and emailing loyal customers
Coordination with the candidates
Interview questions
Editing and writing the stories
Creating a new blog section for those stories
Included them in email workflows, shared on social media and Slack community, published it on the company’s website
Results:
Increased trust in the Xolo brand
Other customers wanting to be featured in our blog
Additional work
Collaborating with a video production firm in Madrid. Tasks include:
CRM building (Hubspot)
Marketing activities: Email campaigns, Social Content, Website
Project proposal decks
Help crafting quotes
Production assistant
Creative direction
