Esteve Castells, Marketing Expert in Barcelona, Spain
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Esteve Castells

Verified Expert  in Marketing

Bio

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

Platform Change for Kleinanzeigen
Led one of Europe's most significant migration efforts for 2024, changing the entire platform for Kleinanzeigen.de.
SEO Documentation for Next.js Developers
Created the SEO documentation used on a Next.js learn course delivered to tens of thousands of developers every month.
Publisher Traffic Growth for Psicología y Mente
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.

Expertise

AhrefsBotifyDigital MarketingGoogle Analytics 4 (GA4)Google Search ConsoleSISTRIXSQLSEO

Work Experience

Global Head of SEO

2019 - 2024
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

2017 - 2019
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

2016 - 2017
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.

Platform Change for Kleinanzeigen

https://kleinanzeigen.de/

Led one of Europe's most significant migration efforts for 2024, changing the entire platform for Kleinanzeigen.de.

I led a team and planned Kleinanzeigen's platform migration in a complex multiteam and multidivisional environment, fostering cross-country collaboration with all relevant stakeholders. The project was extremely complex and challenging since the website had over three million visits daily and over 250 million pages indexed on Google. I created the new URL structure, pushed the product roadmap for SEO forward with a committee, and represented SEO at leadership meetings.

SEO Documentation for Next.js Developers

https://nextjs.org/learn-pages-router/seo/introduction-to-seo

Created the SEO documentation used on a Next.js learn course delivered to tens of thousands of developers every month.

This project involved building SEO documentation for tens of thousands of Next.js developers, covering technical aspects and implementation solutions. The documentation included information on meta tags, on-page elements, and page speed. Next.js is the leading React framework, and working on this has helped shape how hundreds of thousands of developers do SEO in the last few years.

SEO Strategy for an AI SaaS Company

https://manglai.io

Led the creation of an SEO strategy for a carbon footprint measurement SaaS company.

This project involved creating a strategy from the ground up for a SaaS company, with a focus on growing authority and blog content. It also entailed general landing page optimization. The challenge was meeting the client's high ambitions with a low budget. I also coordinated the entire content creation process, from sourcing writers to managing them.

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.

The client is a leader in the phone comparison space. I audited them successfully, generating double-digit growth and building a new SEO strategy that led the company to grow its market share and keyword ranking.

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.

Psicología y Mente is the largest Spanish-speaking website for psychology and mental wellness information. It also hosts the largest marketplace for finding services on the topic. I helped shape the growth of the website by turning around a bad trend and getting back to the previous year's levels of SEO visibility in a large 10+ million a month organic visits website.
2014 - 2018

Bachelor's Degree in Marketing

Pompeu Fabra University - Barcelona, Spain

APRIL 2024 - PRESENT

Google Analytics 4 Certification

Google

FEBRUARY 2021 - PRESENT

Advanced Growth Strategy

Reforge

MARCH 2020 - PRESENT

Botify Certification

Botify

Core

SEO Tools, Digital Marketing, Google SEO, SEO, Organic SEO, On-page SEO, Off-page SEO, SEO Auditing, 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 (GA4)

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

Collaboration That Works

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