Interactive CV

Rodrigo Maroto Merino

Consumer Services Digital Business · E-commerce, Digital Product and Growth Executive

Alicante, Spain · willing to relocate worldwide Spanish (native) · English (C1) EU work authorisation

15+ years in e-commerce, digital product and growth across airlines, fintech and hospitality in Europe, LATAM and Southeast Asia. I take traditional consumer services businesses, add a technology layer and own the digital P&L end to end.

USD 800Mdigital P&L owned (Avianca)
38 FTEslargest team led
+385%EBITDA YoY (Experian)
4 countriesSpain · Colombia · Malaysia · Iceland
All key achievements
rodrigo --results
P&L
Up to USD 800M e-commerce revenue (Avianca); EUR 50M direct channel, 40% of group P&L (Spring Hotels)
Turnaround
+67% revenue and +385% EBITDA year on year (Experian)
Subscription
+52% YoY revenue at 70%+ gross margin (CTOS); churn 28% → 18% (Experian); +21% subscription sales via automation (CTOS)
Conversion
Look-to-book +30% (Avianca), up to +12% (PLAY Airlines); +15% conversion (Iberia Express)
AI & cost
−23% operating cost without revenue loss (Spring Hotels)
Users
8M KYC-compliant users, 160K+ paying subscribers (Experian); 2M loyalty members (Iberia Express)
Leadership
Teams up to 38 FTEs; CTOS D2C unit scaled from 2 to 14 specialists

01 · At a glance

15 years, 8 chapters

Tap a bar to jump to that role.

Spring Hotels
 Consultant
 CTOS
 Experian
 Avianca
 Room Mate
 Iberia Express
 Early career
rodrigo --scope
P&L
Up to USD 800M digital revenue (Avianca); EUR 50M direct channel (Spring Hotels)
Teams
Up to 38 FTEs across product, UX, engineering, growth, analytics, CRO and contact centre
Geographies
Spain, Colombia, Malaysia, Iceland · remit across EMEA, LATAM and APAC
Sectors
Airlines, hospitality, consumer finance
Situations
Greenfield builds, turnarounds, subscription pivots, post-merger integration, legacy-to-API replatforming
Regulated
Consumer credit and KYC environments (Experian, CTOS)

02 · Experience

Career

Tap a role to open it. Inside, “+” lines go one level deeper.

Spring Hotels Group

 – now
Chief E-commerce Officer · Alicante, Spain (remote) EUR 50M direct channel · −23% operating cost

Hotel group in South Tenerife. Direct channel generates over EUR 50M, 40% of total group P&L.

Reports to
CEO
Revenue
EUR 50M+ direct
Situation
Greenfield · merger
Stack
Claude, Magnific
  • Built the e-commerce and digital strategy function from scratch, internalising a previously outsourced function: channel governance, performance frameworks and digital product roadmap across web, app and contact centre.
  • Cut departmental operating cost by 23% without touching revenue, rebuilding creative production on AI and automating asset generation for all campaigns.
  • Merged e-commerce and contact centre into one digital operations unit with SLAs and Six Sigma-aligned processes, with no commercial disruption.
Knowledge base for GEO and SEO

Built a company-wide knowledge base with multiple uses: visibility in generative AI engines and search (GEO and SEO), internal reference for employees, customer service and operational support.

Current focus: Mare Nostrum merger

Leading the digital workstream of the Spring Hotels and Mare Nostrum Resorts merger: unified dual-brand architecture, platform migration plan and stakeholder alignment across both organisations.

Consumer Services Hub

 –
Fractional E-commerce and Product Director · Consultant · Alicante (remote) Up to +12% look-to-book at PLAY Airlines

My independent advisory practice for airlines and high-growth consumer service companies on direct channel, product and data architecture. consumerserviceshub.com

Clients
PLAY Airlines, FLYR
Data accuracy
95%+
Stack
Mixpanel, Segment, AB Tasty
  • Led the digital product agenda for PLAY Airlines, raising look-to-book conversion by up to 12% through targeted booking flow and UX changes.
  • Designed the PLAY Airlines loyalty framework; advised FLYR on loyalty monetisation, retention modelling and client-facing product positioning.
  • Coached in-house product teams, embedding data-driven prioritisation and aligning roadmaps to commercial metrics.
Data and experimentation stack

Designed and implemented the analytics and CDP stack (Mixpanel, Twilio Segment), reaching over 95% data accuracy, and scaled A/B testing on AB Tasty, enabling continuous experimentation and automated lifecycle marketing.

CTOS Data Systems

 –
General Manager, E-commerce and Product B2C · Kuala Lumpur, Malaysia +52% D2C revenue YoY · 70%+ gross margin

Largest credit reporting agency in Malaysia. Full P&L ownership of the direct-to-consumer fintech business unit.

Ownership
Full D2C P&L
Team
2 → 14 specialists
Situation
Subscription pivot
Stack
MoEngage
  • Pivoted a volatile, transactional revenue model into a recurring subscription business, replicating the model built at Experian: D2C revenue +52% YoY at 70%+ gross margin.
  • Opened access to 26 million potential customers through a Touch 'n Go Wallet distribution partnership, plus an affiliate network that materially reduced blended CAC.
  • Scaled the unit from 2 people to 14 specialists across product, UX/UI, engineering, growth, analytics and partnerships.
Lifecycle automation: +21% subscription sales

Deployed MoEngage lifecycle automation with communication tailored to each user profile and cluster, improving subscription sales by 21% and cohort recurrence.

AI personalisation

Embedded AI-driven personalisation that used each customer's credit profile to deliver tailored financial recommendations, lifting engagement and activation.

Experian

 –
Vice President, E-commerce and Product B2C · Bogotá, Colombia +67% revenue · +385% EBITDA · churn 28% → 18%

Global credit bureau and data services group. Turnaround and scaling of the regional direct-to-consumer digital business.

Team
38 FTEs
Users
8M registered · 160K+ paying
Situation
Turnaround
Environment
KYC-regulated
  • Took an underperforming direct business and rebuilt its economics: +67% revenue and +385% EBITDA year on year, by repositioning the product portfolio and commercial model.
  • Scaled the KYC-compliant user base to 8 million and paying subscribers to 160,000+.
  • Restructured the unit and grew integrated product, technology, growth and operations teams to 38 FTEs.
How churn came down from 28% to 18%

Cohort analytics, rebuilt payment recovery, new premium tiers and personalised lifecycle campaigns, directly increasing customer lifetime value.

Avianca Airlines

 –
Head of E-commerce and Digital Channel B2C · Bogotá, Colombia USD 800M P&L · +30% look-to-book

Flagship carrier of Colombia and one of the largest airline groups in Latin America.

P&L
USD 800M digital
Revenue
+14% YoY
Digital share
+1.6 pp
Stack
Amadeus, AEM
  • Improved look-to-book conversion by 30% globally through a full redesign of booking and servicing, after fixing the channel basics first.
  • Implemented Branded Fares across the direct channel to grow ancillary and merchandising revenue; integrated multi-currency payment gateways for international demand.
  • Owned the digital roadmap with C-level and board-level stakeholders.
The team behind it

Built and led the CRO, UX and product function: grew the department to 6 product managers, 4 UX/UI designers and a 14-person CRO and analytics function, the experimentation engine behind continuous conversion gains.

Replatforming

Migrated legacy infrastructure to an API-driven architecture, deploying Adobe Experience Manager and rebuilding booking flows on Amadeus.

Room Mate Hotels

 –
Head of E-commerce B2C · Madrid, Spain +19% direct booking revenue

International boutique hotel and apartment group. Owned direct channel acquisition, conversion and retention.

Situation
Replatforming
Leads
400+ in 7 days
  • Led the replatforming and front-end overhaul of the corporate website: +19% YoY direct booking revenue.
  • Built a conversion-optimised landing page ecosystem for Be Mate Apartments, generating 400+ qualified property owner leads in 7 days.
  • Managed the interface between marketing and external technology partners across sprint delivery.

Iberia Express (IAG)

 –
E-commerce Product Owner · Madrid, Spain +33% ticket sales · 2M loyalty members

Short and medium-haul low-cost carrier of the Iberia Group (International Airlines Group).

Delivery
New site in 9 months
Conversion
+15%
Organic
+25%
Stack
SiteSpect
  • Built and launched the new multilingual iberiaexpress.com from scratch in 9 months: +15% conversion and +33% ticket sales within two years.
  • Product owner of the Club Express loyalty programme, from MVP to 2 million registered members, distributed on the ground and onboard.
  • Technical SEO strategy through the migration: +25% organic acquisition.
IAG group programmes

Contributed to the first e-commerce ecosystem for LEVEL Airlines and next-generation IFE platforms. Embedded continuous experimentation (SiteSpect) and owned the end-to-end web backlog across UX, front-end and web operations squads.

Recognition

National Award for Best Corporate Website, Día de Internet, 2016.

Early career

 –
UI/UX Designer · Cofounder of a mobile product studio 100,000+ app downloads
  • Spartanbits, UI/UX Designer, Madrid (Mar 2012 – Jan 2013): interface and experience design for the GO! Chat mobile ecosystem on iOS and Android; reduced app weight by 40% to improve load time and retention.
  • Tactilapp, Cofounder, Valladolid (Dec 2010 – Feb 2012): co-led a mobile product studio; native apps over 100,000 downloads, mobile work for DDB and enterprise clients; regional marketing award in 2012.

03 · Builder

Ventures and side projects

Things I build outside the day job. Most of my code lives on github.com/marotorod.

ParityHawk

In validation
Price parity tracker for airlines, transport operators and hotels Your price, tracked everywhere

SaaS backed by Consumer Services Hub. parityhawk.com

Customer
E-commerce, revenue and distribution leads
Segments
Mid-size airlines, rail, ferry, bus, hotel chains
First markets
Spain, Portugal
  • Checks price, availability, links and brand bidding every day across OTAs, metasearch and Google.
  • Alerts with dated screenshots as evidence and a report of revenue at risk in euros.
  • No technical integration needed: pick routes or hotels, dates and channels.
Why it exists

A customer compares, finds your product cheaper on an OTA and books there. You pay commission, lose the customer data and never find out. It is the direct channel problem I have worked on for 15 years, turned into a product.

Piezable

MVP
Marketplace for new and used spare parts for high-value items Starting with baby strollers in Spain and Portugal

piezable.com

Model
Pure marketplace, no stock
Validation goal
100 real listings
Markets
Spain, Portugal
  • Private and professional sellers list directly and keep 100% of their price; buyers pay shipping plus buyer protection.
  • Catalogue built on master parts (brand → model/version → part) that group offers from many sellers.
  • Out-of-stock parts stay live to capture demand, alerts and new sellers.

Hidden Job Market Radar

Open source · MIT
Claude skill and plugin for senior and executive job seekers Find the jobs that never get posted

github.com/marotorod/hidden-job-market-radar

  • Verified openings, each checked against the real posting before it gets a score.
  • 0–100 fit score against your CV, separating direct from transferable experience.
  • Maps headhunters, executive search firms, mandates and market signals; analyses total compensation.
  • Learns between runs which sources and queries work. Never applies or contacts anyone without explicit approval.

Consumer Services Hub

Live
B2C e-commerce consultancy: brand and website Airlines, hospitality and financial services

consumerserviceshub.com

The practice behind my fractional work (see Experience): helping consumer services companies build direct-to-consumer channels that convert, retain and scale.

04 · Operating model

How I work

Three principles, then every skill with the companies where I proved it.

Own the number

I start with the operating processes, use data and cohort analysis to find the real problems, and prioritise by impact on revenue, margin and unit economics. Strategy first, then the tactics that execute it. I own the final number, not a part of it.

Fix basics, then test

Fix the basics first, then A/B test, measure, optimise and test again, continuously. Applied since Iberia Express, that cycle lifted look-to-book by 30% at Avianca.

Replicate what works

What works in one business becomes an operating model for the next, adapted to each one. Direct channel models move between airlines and hospitality.

The signature move

Turning underperforming direct channels into profitable subscription- and ancillary-driven businesses, across four countries and three regions.

Recurring plays

Every skill below comes with the companies where I used it. Grouped by area.

Business and P&L

Turnaround and P&L

Rebuild the economics, then grow.Experian · Avianca · Spring Hotels
ExperianUnderperforming direct business rebuilt: +67% revenue and +385% EBITDA year on year.
AviancaUSD 800M digital P&L: +14% digital revenue YoY.
Spring HotelsEUR 50M direct channel, 40% of group P&L; −23% departmental operating cost without touching revenue.
  • Digital P&L management
  • Business turnaround
  • Unit economics
  • EBITDA improvement
  • Revenue growth
  • Operating efficiency

Direct channel and distribution

Win the sale on your own channel.Avianca · Room Mate · Spring Hotels · CTOS
AviancaDigital share of total sales +1.6 pp; multi-currency payment gateways for international demand.
Room Mate+19% YoY direct booking revenue.
Spring HotelsChannel governance across web, app and contact centre.
CTOSTouch 'n Go Wallet distribution partnership: access to 26 million potential customers.
  • Direct channel strategy
  • E-commerce leadership
  • Omnichannel distribution
  • Partnership channels

Subscription pivot

From one-off transactions to recurring revenue.Experian → CTOS
ExperianRepositioned portfolio and model: 160K+ paying subscribers; churn 28% → 18%.
CTOSSame model replicated: +52% D2C revenue at 70%+ gross margin.
  • Subscription business models
  • Monetisation
  • Recurring revenue

Teams from zero

Functions and teams built from scratch.Iberia Express · Avianca · Experian · CTOS · Spring Hotels
Iberia ExpressNew multilingual iberiaexpress.com built and launched in 9 months.
AviancaDepartment grown to 6 PMs, 4 UX/UI designers and a 14-person CRO and analytics function.
ExperianUnit restructured; integrated teams grown to 38 FTEs.
CTOSD2C unit from 2 to 14 specialists.
Spring HotelsE-commerce and digital strategy function created and internalised.
  • Cross-functional leadership
  • Team building
  • C-level and board stakeholder management

Integration and operations

Merge units and brands without commercial disruption.Spring Hotels
MergerDigital workstream of the Spring Hotels and Mare Nostrum Resorts merger: dual-brand architecture, platform migration, stakeholder alignment.
OperationsE-commerce and contact centre merged into one unit with SLAs and Six Sigma-aligned processes.
  • Post-merger integration
  • Six Sigma
  • Process optimisation
  • Vendor and agency management

Product and experimentation

CRO and A/B testing

Fix the basics, then test, measure, repeat.Iberia Express → Avianca → PLAY
Iberia ExpressContinuous experimentation on SiteSpect: +15% conversion, +33% ticket sales.
AviancaBooking and servicing redesign backed by a 14-person CRO and analytics function: +30% look-to-book.
PLAY AirlinesA/B testing scaled on AB Tasty; booking flow and UX changes: up to +12% look-to-book.
Room MateConversion-optimised landing pages: 400+ qualified leads in 7 days.
  • Conversion rate optimisation
  • A/B testing
  • Experimentation culture
  • UX
  • Adobe Target · SiteSpect · AB Tasty

Product leadership

Roadmaps tied to commercial metrics.Iberia Express · Avianca · Consumer Services Hub
Iberia ExpressOwned the end-to-end web backlog across UX, front-end and web operations squads.
AviancaOwned the digital roadmap with C-level and board stakeholders.
ConsultingLed PLAY's digital product agenda; coached in-house teams on data-driven prioritisation.
  • Digital product management
  • Product roadmapping
  • Data-driven prioritisation
  • KPI frameworks
  • Agile and Scrum (CSPO)

Replatforming and payments

Legacy to modern stack without losing revenue.Iberia Express · Room Mate · Avianca
Iberia ExpressNew site and migration with technical SEO: +25% organic acquisition.
Room MateReplatforming and front-end overhaul: +19% direct booking revenue.
AviancaLegacy to API-driven architecture on AEM and Amadeus; multi-currency payment gateways.
  • API-driven architecture
  • Replatforming
  • Payments and checkout
  • Digital transformation

Growth and retention

Growth and acquisition

New demand at a lower blended CAC.Iberia Express · CTOS · Room Mate · Spring Hotels
Iberia ExpressTechnical SEO strategy through migration: +25% organic acquisition.
CTOSTouch 'n Go Wallet partnership and affiliate network: materially lower blended CAC.
Room MateBe Mate Apartments landing ecosystem: 400+ owner leads in 7 days.
Spring HotelsKnowledge base for visibility in generative AI engines and search (GEO and SEO).
  • Growth marketing
  • Performance marketing (SEO, SEM, paid social)
  • Generative Engine Optimisation (GEO)
  • Affiliate channels
  • CAC

Retention and lifecycle

Keep customers longer, sell them more.Experian · CTOS · PLAY
ExperianChurn 28% → 18% through cohort analytics, payment recovery, premium tiers and lifecycle campaigns.
CTOSMoEngage automation tailored by profile and cluster: +21% subscription sales.
PLAY AirlinesCDP stack enabling automated lifecycle marketing.
  • Customer lifecycle
  • Churn reduction
  • LTV
  • CRM
  • Marketing automation
  • Segmentation

Loyalty, ancillaries and pricing

More revenue per customer.Iberia Express · Avianca · PLAY · FLYR
Iberia ExpressClub Express from MVP to 2M registered members.
AviancaBranded Fares across the direct channel for ancillary and merchandising revenue.
PLAY · FLYRLoyalty framework for PLAY; loyalty monetisation and retention modelling for FLYR.
  • Loyalty programmes
  • Ancillary revenue and merchandising
  • Pricing and dynamic pricing

Data, AI and technology

Data and analytics

Find where the real problem is before acting.Experian · Consumer Services Hub · Avianca
ExperianCohort analytics behind the churn reduction.
ConsultingAnalytics and CDP stack (Mixpanel, Twilio Segment) at 95%+ data accuracy.
Avianca14-person CRO and analytics function.
  • Product analytics
  • Cohort analysis
  • Customer data platforms
  • Mixpanel · Segment · Adobe CDP

AI in operations

AI where it moves cost and revenue.CTOS · Spring Hotels
CTOSAI personalisation using each customer's credit profile for tailored financial recommendations.
Spring HotelsCreative production rebuilt on AI (Claude, Magnific): −23% operating cost. Company-wide knowledge base.
  • AI integration in product and operations
  • AI-driven personalisation
  • Knowledge management

05 · Stack

Tools and platforms

Skills are mapped to evidence in How I work.

Distribution & service

Amadeus, Navitaire New Skies, Salesforce Service Cloud

Analytics & data

Mixpanel, Heap, Google Analytics, Adobe Real-Time CDP, Twilio Segment, Power BI, Looker Studio

Lifecycle

Salesforce Marketing Cloud, MoEngage, Brevo, Tapfiliate

Experimentation

Adobe Target, SiteSpect, AB Tasty, Hotjar, Microsoft Clarity, Crazy Egg, Ahrefs

Content & design

Adobe Experience Manager, WordPress, Umbraco, Prismic, Figma, Adobe Creative Suite

AI

Claude, ChatGPT, Gemini, Perplexity, Magnific

06 · Credentials

Education & recognition

Education

Master's, Digital Product Management · The Hero Camp, 2016–2017

Executive Entrepreneurship Programme · Banco Santander, 2011–2012

Bachelor, Graphic Design and Multimedia (HND Level 5) · IE University, 2008–2011

Certifications

Claude 101 · Anthropic Claude Academy, 2026

Certified Scrum Product Owner (CSPO) · Scrum Alliance, 2018

Six Sigma Process Optimisation · CTOS Development Programme, 2024

Awards

National Award, Best Corporate Website · Día de Internet, 2016

Instituto Franklin Branding Award

Customer Engagement Excellence Award

SOL Bronze Award

Languages & status

Spanish, native · English, C1

Spanish national, EU work authorisation

Based in Alicante (CET), willing to relocate worldwide

07 · Next

What I'm looking for

A mandate with larger scale: an international consumer services group with a bigger digital P&L and a broader commercial remit.

Roles

Chief Digital or Chief E-commerce Officer · VP / Director Digital Commerce · Head of E-commerce and D2C · General Manager Digital Business · VP / Director Digital Product.

Sectors

Airlines, travel platforms, hospitality, cruises and mobility first. Also B2C fintech, consumer financial services, subscription businesses, telecom, insurance, ticketing and consumer marketplaces.

Location

Willing to relocate worldwide. Based in Alicante, Spain: remote or hybrid from Spain, or relocation anywhere for the right mandate.

Start a conversation WhatsApp +34 613 736 248 Download CV (PDF) LinkedIn