About Isabel
With over 15 years of experience in crafting and executing innovative marketing strategies, I specialise in helping businesses grow their brands, optimise customer engagement and drive measurable results. My expertise spans both online and offline channels, including digital transformation, brand development and multichannel campaign management.
I have successfully worked with leading organisations across retail, hospitality and food sectors, achieving standout results such as:
- Delivering measurable ROI through impactful campaigns and data-driven strategies.
- Boosting brand awareness and sales growth, including driving 74% annual revenue growth for a global brand.
- Leading digital transformations, such as launching loyalty apps and new websites, increasing user engagement by over 25%.
- Developing award-winning concepts, including rebranding and product innovations that resonate with diverse audiences.
- Whether you’re seeking to elevate your brand, optimise your customer journey, or launch high-impact campaigns, I bring a proven track record of success, a passion for innovation and the expertise to deliver results.
Let’s collaborate to bring your marketing vision to life and achieve outstanding outcomes for your business.
Spanish
Native or bilingual
English
Fluent
Can work on-site
London (up to 50km)
Experience
- Kaspa's DessertsGroup Head of MarketingJanuary 2023 - Today (3 years and 5 months)London, UK• Devised and executed the marketing strategy for the UK's 100+ leading dessert franchise, delivering multi-channel campaigns that enhanced brand awareness, engagement and growth.• Established the marketing function from scratch, recruiting and mentoring a high-performing team, and transitioning to an in-house agency model to improve creativity and efficiency.• Developed and executed a three-year brand strategy, incorporating a refreshed identity and repositioning, firmly establishing Kaspa's Desserts as the "UK's #1 Most Loved Eating Out Dessert Brand" (Savanta's BrandVue, 2024).• Launched a new mobile app and loyalty programme, reducing annual costs by over £100K and achieving a fourfold increase in customer acquisitions within four months.• Delivered a newly designed website with a refreshed brand look and improved functionality, increasing unique visitors by 25.8% and significantly enhancing the overall user experience.• Defined and optimised the consumer proposition with online delivery partners, resulting in delivery sales contributing 45% of the overall sales mix.• Secured strategic collaborations with key partners, generating a combined reach of over 27 million through Paid, Earned, Owned and Shared channels in 2024, effectively engaging with key customer segments.• Delivered seasonal campaigns and product launches, contributing to 5% year-on-year sales growth and increasing customer engagement.• Introduced a customer service strategy, reducing complaints by 47% and improving average customer review ratings by 14%.
- Dong Hyun Kim's GroupMarketing ConsultantNovember 2021 - August 2022 (9 months)London, UK• Collaborated with the CEO to devise and implement strategic marketing plans, driving theexpansion of group brands (Kimchee, Pelicana, Kineya, and Myungrang) across the UK.• Developed and implemented group-wide multi-channel marketing strategies, driving like-for-like sales growth of 5% in Q1 and 17% in Q2 2022, while achieving a 350% increase in social media following.• Reached over 2 million people through impactful press releases for Myungrang and Pelicana new openings, effectively engaging both trade and consumer audiences.• Generated £1.5 million in revenue through the successful promotion of new product launches, leveraging both paid and organic social media campaigns.
- ISS Facilities Services at BarclaysHead of MarketingMarch 2015 - October 2021 (6 years and 7 months)London, UK• Directed strategic marketing and communication plans for Barclays' Corporate Real Estate, overseeing teams in the UK, US, and India to achieve global business objectives.• Contributed to the success of Barclays' food strategy by launching innovative retail concepts that enhanced customer engagement and supported sales growth, helping to secure a four-year contract extension.• Developed the ISS award-winning pop-up brand "Unearthed – Feed Your Senses," achieving 11% like-for-like sales growth and scaling it across flagship contracts nationally and internationally.• Originated an annual global ISS-wide campaign focused on "Kindness – to the Environment, Yourself, and Others," doubling employee engagement in health and wellness activities over three years.• Launched "Eat Lean", an award-winning healthy eating brand, contributing to 6% sales growth and expanding ISS's global health and wellbeing program.• Led key strategic brand partnerships with well-known chefs and nutritionists, enhancing brand reputation and driving repeat sales.• Transformed the workplace dining experience, launching ISS's "Be One" app, improving customer retention and boosting sales.
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Education
- Master of ManagementESIC Business and Marketing SchoolMaster's in Marketing and Sales Management –
- Bachelor of BusinessUniversity of ValenciaBachelor's in Business Administration and Management