Macu Lopez
About Macu Lopez
Macu Lopez serves as the CRM & Digital Director at GTB in Madrid, where she has worked since 2016. With a background in digital strategy and account management, she has extensive experience in enhancing customer engagement through integrated CRM and digital channels.
Work at GTB
Macu Lopez has served as the CRM & Digital Director at GTB since 2016. In this role, she focuses on developing and implementing digital strategies that integrate customer relationship management (CRM) with digital channels. Her efforts aim to enhance customer acquisition, sales, and loyalty. She leads a multidisciplinary team that includes Accounts, Database Management, and Contact Center, promoting collaboration and efficiency across various departments. Additionally, she oversees budget control, negotiation, and profitability analysis for digital projects.
Previous Experience
Before her current position at GTB, Macu Lopez held various roles in the digital marketing sector. She worked at btob as a Digital & Innovation - Account Supervisor from 2011 to 2014. Prior to that, she was employed at Orbital BBDO as a Social & Digital - Ejecutiva de Cuentas for one year. She also spent two years at Publicis as a Digital - Ejecutiva de Cuentas. Her career at GTB began in 2014 when she worked as a 360º Account Manager until 2016.
Education and Expertise
Macu Lopez studied at Universidad Rey Juan Carlos, where she earned a degree in Publicidad y RRPP from 2003 to 2008. Her educational background provides a foundation for her expertise in digital marketing and CRM strategies. She has developed skills in creating and reporting key performance indicators (KPIs) to measure the success of digital initiatives, as well as in engaging with international teams to ensure alignment on global projects.
Leadership and Team Management
In her role as CRM & Digital Director, Macu Lopez manages a multidisciplinary team that fosters collaboration among various departments. She coordinates with internal and external partners to develop technological solutions that support digital and CRM initiatives. Her leadership involves reporting and follow-up activities to ensure alignment and progress on global initiatives, demonstrating her commitment to effective team management.
Digital Strategy Development
Macu Lopez is responsible for leading the development of business cases for investment in new digital projects at GTB. She ensures that these projects align with the company's goals and objectives. Her role includes overseeing the creation and reporting of key performance indicators (KPIs) to measure the success of digital and CRM strategies, highlighting her focus on data-driven decision-making in digital marketing.