Esteve Castells
Verified Expert in Marketing
Marketing Expert
Barcelona, Spain
Toptal member since June 14, 2024
Esteve is a dynamic leader experienced in making results-driven, data-informed, and user-centric decisions. He drives user growth by managing complex projects and collaborating with senior leadership to create winning strategies. Esteve's expertise lies at the intersection of data, marketing, and technology-powered products. His highlights include managing Kleinanzeigen, the 5th largest website in Germany, and creating documentation for Vercel's Next.js official learning website.
Project Highlights
Expertise
- Ahrefs
- Botify
- Digital Marketing
- Google Analytics 4
- Google Search Console
- SISTRIX
- SQL
- Search Engine Optimization (SEO)
Work Experience
Global Head of SEO
Adevinta
- Handled a global SEO team of 13 members, including a product team, with product and engineering colleagues reporting to me.
- Grew Leboncoin's path pages to 40 visibility points from zero, achieving over 100,000 daily visits.
- Managed the migration of over 250 million pages for Kleinanzeigen.
- Led Adevinta's integration of SEO teams with eBay Classifieds Group and evolved my squad into one of the first teams to work as one as the merger happened.
International SEO Specialist and Performance Marketing Manager
Softonic International
- Acted as an SEO architect for the Softonic Solutions product, achieving more than 500,000 daily visits in 20 months and becoming a key SEO stakeholder and product manager.
- Created a new type of tag page from scratch and grew daily visits to more than 300,000 in 15 months through content scaling in multiple languages.
- Led all initiatives to acquire paid traffic and generated revenue exceeding six figures from such projects, more than 200,000 visits per day from paid sources, and more than 130% ROI.
- Improved Softonic's overall traffic by 33% by deindexing 70% of the total pages and improving the crawl error rate.
SEO Specialist
Havas Media Group
- Conducted SEO audits and presented deliverables for the technical improvement of websites.
- Handled account management, customer service, and proposal execution functions for new businesses.
- Prepared web analytics reports for business and monthly status reporting.
- Performed keyword research and prepared related implementation documents.
- Executed web migrations on large sites, leveraging Angular and other related technologies.
Project History
Platform Change for Kleinanzeigen
https://kleinanzeigen.de/Led one of Europe's most significant migration efforts for 2024, the preparation for changing the entire platform for Kleinanzeigen.de.
SEO Documentation for Next.js Developers
https://nextjs.org/learn-pages-router/seo/introduction-to-seoCreated the SEO documentation used on a Next.js learn course delivered to tens of thousands of developers every month.
SEO Strategy for an AI SaaS Company
https://manglai.ioLed the creation of an SEO strategy for a carbon footprint measurement SaaS company.
SEO Audit for a Phone Comparison Website
Created an SEO audit that delivered double-digit growth for one of the most prominent phone comparison websites.
Publisher Traffic Growth for Psicología y Mente
https://psicologiaymente.com/Advised the founder since the inception of the project on their SEO strategy and supported the new management team on a turnaround strategy, growing by 15% YoY.
Education
Bachelor's Degree in Marketing
Pompeu Fabra University - Barcelona, Spain
Certifications
Google Analytics 4 Certification
Advanced Growth Strategy
Reforge
Botify Certification
Botify
Skills
Core
SEO Tools, Digital Marketing, Google SEO, Search Engine Optimization (SEO), Organic SEO, On-page SEO, Off-page SEO, SEO Audits, Marketing, Conversion Rate Optimization (CRO), Content Marketing, Inbound Marketing, Web Marketing, SEO Content, Lead Generation
Platforms & Tools
Google Workspace, Botify, Ahrefs, SISTRIX, Google Analytics, Google Analytics 4
Technical
Google Search Console, SQL, JavaScript
Business Models
SaaS
Other
Slack, Email, Loom, Google Trends, Growth, Semrush, WordPress, International SEO, Technical SEO, Shopify SEO, Schema markup, Notion, Vercel, Next.js, Technical Documentation, Digital Strategy, Wix, B2B Lead Generation, Python, Event Marketing
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