PORTFOLIO
Alba Castillo-Saladie Portfolio
Hello, im Alba Castillo-Saladie
About me
I am a results-oriented Senior Digital Program Manager with proven expertise in lifecycle campaigns, paid media, and data-driven growth. Skilled at orchestrating cross-channel campaigns (email, paid search & social, influencer), managing eCommerce GTM, and driving adoption for digital platforms in B2B/B2C spaces.
Education
B A C H E L O R O F A R T S I N A R T H I S T O R Y
U n i v e r s i t y o f T a r r a g o n a , S p a i n
2 0 1 0 - 2 0 1 5 M A S T E R ' S I N A D V
U n i v e r s i t y o f B a r c e l o n a
2 0 1 5 - 2 0 1 7
I N T R O D U C T I O N T O M A R K E T I N G
W h a r t o n , U n i v e r s i t y o f P e n n s y l v a n i a
2 0 1 8
Personal Skills
Cross-Channel Campaigns
Lifecycle Marketing & CRM Automation
Orchestrated integrated campaigns across email, paid search, paid social, and organic platforms to deliver measurable growth.
Paid Media Optimization
Expertise in segmented nurtures, triggered campaigns, and engagement flows using Marketo, Snowball, and HubSpot.
Experienced in Google Ads, Meta Ads, and LinkedIn Lead Gen, leveraging audience targeting, A/B testing, and analytics to maximize ROI.
Analytics & Insights Event Marketing & Sponsorship
Proficient in GA4, GTM, Looker, and Databox, translating complex data into actionable performance strategies.
Developed and executed pre/during/post-event campaigns, partner co-marketing initiatives, and exhibitor ROI programs.
Stakeholder & Vendor Management
Strong ability to align cross-functional teams, agencies, and vendors to deliver on time and on brand.
Work Experience
SME+ App Digital Transformation
Led the charge on modernizing how we ran digital engagement at 17+ major events. Designed and executed multichannel adoption campaigns
Product Launches & Lifecycle Campaigns
Directed Shopify-powered launches and retention campaigns, aligning email, paid search, paid social, and influencer activations to achieve +16% engagement and +21% organic traffic
Drops & Marketplace Growth
Weekly campaigns with coordinated ad spend, creative production, and fulfillment—resulting in 32% marketplace growth
Projects
Portfolio
SME+
RAPID+TCT 2024-2025
Managed multi-channel campaigns using Marketo, Snowball, and social media to drive a 9.3% yearover-year increase in app adoption across more than 40,000 attendees. Implemented AI-powered engagement tools, in-app promotions, and sponsor ad placements that elevated user engagement by 25%. Partnered with Sales to deliver data-driven sponsorship ROI reports and upsell presentations showcasing ad impressions, clicks, and leads.
SME+
EXECUTIVE PERSPECTIVES: DIGITAL SUMMIT
Led the end-to-end planning and execution of RAPID + TCT’s online event celebrating 3D Printing Day, engaging top industry executives in a virtual roundtable format. Executed targeted digital campaigns—email, paid social, and content syndication—to increase registrations and postevent engagement for RAPID + TCT’s Executive Summit. Produced a high-impact video recap to extend content reach and positioned SME+ as an industry thought leader through analytics-driven marketing optimization.
Lifecycle & eCommerce Project Lead
FELLOW
Led integrated campaigns across email, paid ads, and influencer partnerships, driving a 16% boost in engagement and a 21% increase in organic traffic. Developed and executed end-to-end go-to-market calendars for product launches on Shopify, aligning creative, performance, and operations for seamless execution. Optimized paid media targeting and creative to improve ROI, ensuring data-driven decisions across every campaign.
Drops & Marketplace Growth
FELLOW
Directed the Tuesday Drops program, amplifying launches through paid social, influencer collaborations, and CRM campaigns. Expanded the marketplace vendor network, resulting in a 32% sales increase. Designed and implemented content and advertising calendars that strengthened partner visibility and improved conversion across channels.
Subscription Program Reboot
FELLOW
Redesigned the subscription lifecycle with segmented email nurtures, retention campaigns, and paid remarketing, earning industry recognition as one of Food & Wine’s top coffee subscriptions. Delivered A/B-tested creative, optimized campaign cadence, and high-performing ad content, boosting retention and customer lifetime value.
