ISABELLA MARÍN
simply work.
Isabella · Digital Project Manager
Digital Marketing Manager Growth & PerformanceI'm methodical, I work well in a team, and I see people as professionals with unique skills who need context and clarity to do their best work. My job doesn't end when a project is delivered — it ends when it's delivered well.
Cliente del sector industrial
Online repositioning + lead generation
The challenge
The challenge wasn't to build a presence from zero — it was to make the online presence actually reflect the real leadership: innovation, technological advancement, and a clear edge over competitors. When the market already knows you, you're not competing on product definition — you're competing on position and authority.
Strategy and execution
Creative direction centred on innovation, anchored by the core claim "Doesn't compete. Redefines." Paid activation via LinkedIn Ads to reinforce authority with a B2B professional audience (men 40–60, industrial/plastics sector, Europe) and Google Ads for high-intent lead capture through catalogue downloads. Reporting via Looker Studio.
My role: Strategy, messaging direction, copywriting, paid media implementation and optimisation, KPIs and reporting, coordination of creative resources.
Tools
Results
Cliente del sector fabricación
Web redesign + conversion goal implementation
The challenge
The previous website was dated and barely representative: "we make machinery" plus a product list with no narrative, no differentiation. The challenge was twofold: redesign the site so it actually showed who the brand is (innovative, technologically leading, ahead of the competition) and implement a conversion goal system to measure the real impact of each visit.
Strategy and execution
Transformed the website into an experience that communicates technological leadership with a central message: "We don't just make machinery — we know what we're doing, and we share that knowledge." Narrative built around three brand drivers: innovation, progress, and sustainability. In parallel, conversion goals implemented in GA4 to track catalogue downloads, form completions, and user behaviour across every key section.
My role: Message architecture, copywriting, coordination with design and production, definition and implementation of conversion KPIs, reporting and ongoing optimisation.
Tools
Results
Centro educativo internacional
Message automation to improve lead-to-enrolment conversion
The challenge
When a family reached out to the school for the first time (via web or WhatsApp), the response process was entirely manual. Replies were arriving late (up to 15 days in testing), were inconsistent in tone and content, and the school was losing potential enrolments before families ever made it to a first visit. The bottleneck wasn't lead generation — it was managing and nurturing those leads quickly and with the right message.
Strategy and execution
Design of an end-to-end automation system built around three priorities: response speed, message consistency, and the family's experience throughout the process. The automated flow integrates the first WhatsApp contact (handled by a GPT-powered bot), data capture and logging in the CRM, automatic welcome email with school information, and a structured follow-up sequence through to visit booking and enrolment. All communication was crafted in a warm, personal tone consistent with the school's values.
My role: Strategic architecture of the full system (capture, nurturing, and conversion), integration design, flow logic, communication criteria, and writing all automated messages.
Tools
Status and expectation
Implementation in progress. Structure and flow validated; final results pending.
Óptica Valle
Web built from scratch + human UX writing
The challenge
A family business with over 50 years in the market and zero digital presence. The challenge wasn't simply "getting a website" — it was making the website feel like the business. Bringing the human experience of the physical shop into the digital space, preserving the warmth, trust, and personal touch that made them different. Users don't want technical jargon — they want solutions and reassurance.
Strategy and execution
Digital presence strategy built from the ground up, with a focus on human, conversational UX writing. The site was designed as a conversation: help first, options second. The copy stripped out all industry jargon and adopted the real language of the user. Example of the shift: from "Optical mechanics" to "Frame repairs"; from "Optical services" to "How can we help you?" — the first gesture of the physical shop, replicated in digital.
My role: Digital presence strategy, UX writing and copy, web coordination, KPIs/reporting, and continuous improvement.
Tools
Results
The system behind it
I don't reinvent the wheel for every project. I have a set of templates and systems I adapt based on the client and scope. This lets me start fast, stay organised, and document without friction.
I organise each project by phase (Discovery, Validation, Execution, Delivery) with assigned tasks, statuses, and a visual timeline. This gives me full visibility over progress without unnecessary status meetings.
A reporting template that centralises key paid media metrics: CPA, ROAS, campaign performance, and trends over time. I adapt it to each client so reporting becomes a conversation — not a data dump.
For projects where Jira isn't in use, I work with this spreadsheet-based Gantt chart. It lets me plan phases, assign owners, set dates, and visualise dependencies at a glance. Works equally well in Excel and Sheets.
Digital Project Management
- End-to-end 360° campaign management
- Planning and control of complex timelines
- Strategic briefing for creative teams
- Multi-project coordination
- Real-time risk management
- Deliverable and KPI definition
- Decision-oriented executive reporting
- Budget and resource management
Workflow & Delivery Systems
- Scalable workflow design
- Automation with Make / Integromat
- Integrated editorial calendars
- Tracking and control systems
- Tool integration in stacks
- AI-powered pipeline optimisation
- Process documentation
- Multi-channel CRM & paid workflows
Leadership & Collaboration
- Team and freelancer coordination
- Stakeholder management
- Clear, actionable feedback
- Cross-functional facilitation
- Non-hierarchical agency leadership
- Adapted communication
- Remote team management
- Client trust from day one
Technical & Tools Expertise
- Google Ads, Meta Ads, LinkedIn Ads
- GA4, GTM and measurement plans
- HubSpot, ActiveCampaign, Mailrelay
- Make (Integromat) + GPT automations
- Looker Studio dashboards
- SEMrush, Ahrefs, SEO audits
- WordPress, Shopify, web CRO
- Trello, Slack, agile management
Curriculum Vitae
Digital Project Manager and Marketing Manager with 8+ years in agency and direct client environments (Spain, Europe, LATAM). Bridge between client, technical team, and business objectives: I coordinate projects end-to-end, manage teams of up to 5 people and digital budgets up to €10k, with a strong foundation in paid media (Meta/Google/LinkedIn), measurement (GA4/GTM), and CRO. Methodical, results-driven, and focused on the well-executed deliverable.
- Management and coordination of teams of up to 5 people (internal and freelancers) across simultaneous digital projects.
- Digital budget management: one-off campaigns up to €10,000 and monthly budgets of €150–2,300, with full responsibility for channel allocation.
- End-to-end project coordination: briefing, phase planning, delivery tracking, and client close-out.
- Strategy and optimisation of campaigns on Meta, Google, Bing, and LinkedIn Ads; Looker Studio dashboards for leadership and clients.
- Automation implementation with Make + GPT to reduce rework and improve lead pipeline.
- Full digital presence management: WordPress site, local SEO, GA4 + GTM, and WhatsApp sales channel.
- Increased visibility in non-branded searches through content strategy and local SEO.
- Full measurement plan implementation (events, conversions, UTM governance) and continuous funnel optimisation.
- User-focused UX writing: copy that reduces contact friction and improves incoming lead quality.
- Inbound-focused content system (blog and social) with buyer persona definition and editorial calendar.
- SEO audits and ongoing optimisation to improve visibility and organic lead capture.
- End-to-end social content and campaign management: planning, creation, publishing, and optimisation.
- Data-driven reporting and improvement proposals for clients in Spain and LATAM.
- CRM management with HubSpot: automations, lead scoring, and nurturing flows.
- First professional role with a focus on paid social, SEM, and content strategy for the LATAM market.