Esteve Castells

Leading Adevinta's global SEO efforts

- Adevinta is the largest classifieds marketplaces leader in the world with over 1 .6b in revenue and over 500 million visits coming from organic search, every month. Over 30 marketplaces in 11 countries, with a P&T Org of more than 2,500 people.

- Reported to a range of senior leaders during the years (including COO for P&T and VP of Product) and moved the SEO roles from Marketing in the organisation, to Product.

- In charge of the Global SEO Team (13 people), part of the Global Product Team, composed by the Global SEO Core Team (a world class SEO team of SEO managers that grow the traffic of our properties) and the SAI - Search Acquisition Infrastructure Team (a team focused on building scalable SEO & SEM products for our marketplaces).

- In charge of the SEO for the Polaris platform and created all the roadmap for the different product teams, execution led by dozens of engineers

- Led Adevinta's integration of SEO teams with eBay Classifieds Group and became one of the first teams to work as one as the merger happened.

- My team has led the SEO journeys of marketplaces such as Fotocasa, Marktplaats, Coches.net, Subito, Milanuncios, Willhaben, DoneDeal, and has heavily contributed to other brands such as Kleinanzeigen or leboncoin among many others.

I am a professor and/or visiting professor at more than 6 institutions, both universities and business schools with occasional collaborations, normally between one and three yearly classes per institution. I have taught in: Barcelona School of Management (BSM) / Universitat Pompeu Fabra (UPF), TecnoCampus (TCM), KSchool, Webpositer Academy, Máster de Marketing Digital en Granada (Máster MOSM), Quondos, SEO Warriors y EUNCET and probably some more I forgot by now :)

"Building the SEO Adevinta deserves" During my first two and a half years I hired SEO managers for most countries and led the creation of a strategy of rolling out SEO at scale for many of our countries.

- Adevinta is a global classifieds marketplaces player that receives more than 1.500 million monthly visits across over 30 marketplaces in 16 countries, on average, 30% of our web users come from organic search.

- Creating and leading the Global SEO Strategy and its execution, hiring and doing stakeholder management across Adevinta. Built company-wide awareness and kick-off SEO program.

- Scaled from 3 to 11 SEOs across the group in just little over a year. 100% of marketplaces do SEO in 2020, from 38% at the start of 2019.

- Several marketplaces have seen XXX% and XX% YoY organic growth after development of proposed initaitives. Created playbooks that run across the group and deliver a strong go-to market to tackle organic search opportunity.

- Responsible for ASO (App Store Optimization), Content Marketing and Referral Growth initiatives.