Career

eCommerce and online marketing

From Groupalia and Privalia to Nestlé: more than fifteen years building digital businesses.

Working for the best

2026 - Present

Nestlé - eCommerce eB2B and emerging channels lead

Lead for the Spanish market in eB2B and emerging channels such as social commerce, marketplaces, agentic commerce.

2024 - 2026

Nestlé - Global eCommerce - Digital Shelf, RDM and Social Commerce

Globally leading Retail Digital Media, Digital Shelf and Social Commerce.

2014 - 2024

Nestlé - eCommerce Strategy Specialist

Corporate position in eCommerce and Digital Commerce Strategy working with all Nestle’s brands & eRetailers partnerships (Bricks & Mortars and Pure Players including marketplaces such as Amazon).

Based and focus for the local market, I’m SPOC and key role in Z-EMENA projects co leading and participating with other countries or business units at Z-EMENA level.

2012 - Present

vdelafuente marketing S.L. - CEO

2014 - 2020

Vudoir - CoFounder

CoFounder in charge of the initial business plan and the strategic roadmap.
Marketing advisor.

2014 - 2014

Veepee (aka Privalia) - Global Acquisition Manager

Head of user acquisition for Spain, Italy and Mexico. Team lead of the acquisition team and coordinator with Business Intelligence and Design departments.

2012 - 2013

Groupalia - Online Marketing Manager

Head of acquisition for Spain and Italy and CRM and CRO projects. Team leader and coordinator.

2011 - 2012

Ulabox.com - Online Marketing Manager

Definition and development of SEM campaigns, feeds and partnerships.

2006 - 2010

Adevinta (aka Anuntis Segundamano) - Online Marketing Media

In charge of fotocasa.es (+ others) and coordinator of segundamano.es

Know more

Experience in eCommerce online marketing

eCommerce online marketing career and experience

The career path above shows a steady focus on digital channels. Each role added a new layer: first performance marketing, then eCommerce strategy, and later emerging channels such as marketplaces and social commerce.

Today the work centres on eB2B and new forms of commerce. For example, agentic commerce changes how brands appear when AI assistants recommend products. Moreover, social commerce blurs the line between content and checkout.

What eCommerce online marketing means in practice

It means connecting media, data and the digital shelf. In other words, every euro invested should be traceable to sales. Also, teams need clear processes to test, learn and scale.

In short, the field keeps evolving. Therefore, staying close to real projects is the best way to stay relevant.

Keep reading

Learn more about online advertising on Wikipedia.