From online media and acquisition to eCommerce strategy, marketplaces and emerging digital channels, my career has followed one constant: understanding how technology changes the way businesses reach and serve customers.
From online marketing to digital commerce strategy.
At Nestlé, my role moved from individual digital channels toward the broader business question: how should a global organization build and grow eCommerce?
Brands×Markets×Retailers×Channels
Building a business from the other side of the table. Entrepreneurship added another dimension: not just marketing, but the constraints and decisions involved in building a company.
At Veepee, then Privalia, digital acquisition became an international operation. This was the move from executing campaigns to managing teams, markets and cross-functional strategy.
Spain · Italy · Mexico
Alongside my corporate career, I built my own consulting and entrepreneurial practice. It runs in parallel to everything else on this page, and it’s where the different parts of my career meet.
A parallel thread, still running
At Groupalia, acquisition became a broader growth discipline. The work widened from media buying to the complete customer journey.
Acquisition → Retention → Conversion
The next step moved closer to commerce itself: using digital marketing not simply to generate traffic, but to acquire customers for an online retailer.
From traffic → to transactions
My career started in online marketing and digital media, at a time when companies were still figuring out what the internet meant for their businesses.
Then called Anuntis Segundamano.
The focus: learning how to acquire audiences online.
The tools changed. The fundamental question didn’t: how can technology create better businesses and better customer experiences?
How do you turn digital opportunities into real businesses?
I started my career in online marketing and media, when the discipline was still being defined. Since then, I’ve worked across acquisition, CRM, CRO, eCommerce and digital commerce, moving from individual channels toward a broader understanding of how digital businesses actually grow.
Today, I work at the intersection of commerce, technology and strategy, while sharing what I’ve learned through teaching, speaking and writing.
Customers, economics and business models still decide.
Traffic is worth little without conversion and retention.
It reaches marketing, sales, operations and the supply chain.
Good strategy survives real teams and real constraints.
Start from the problem, then choose the tool.
Explaining an idea forces you to understand it.
Online marketing, eCommerce and digital commerce.
Online media and campaigns at Adevinta.
Spain, Italy, Mexico, Brazil, EMENA and global teams.
vdelafuente marketing and Vudoir.
UB, UAB, MIOTI, ISDI, EADA and more, since 2016.
In-house programmes at Nestlé Spain.
Speaker at eShow, FBA Show and Global SEMrush Day. Sessions in Spanish and English.
Real-world experience becomes material for classrooms, workshops and executive education.
Years of experience become ideas that can be shared with audiences.
Experience becomes reflection, analysis and books about technology, business and life.
The tools I work with today barely resemble the ones I started with. That’s part of what makes digital interesting.
You never really finish learning.
The job is to understand what changed, what didn’t, and what matters next.
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.
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.
Learn more about online advertising on Wikipedia.
I work with organizations on eCommerce and digital strategy, teach professionals and students, and speak about the forces changing digital business.
