
Fernando López Oliviero
Verified Expert in Marketing
Marketing Expert
Madrid, Spain
Toptal member since June 9, 2024
Fernando is a meticulous and versatile digital marketing professional with over eight years of experience in marketing, digital marketing, eCommerce, and marketplaces. He has held leadership roles in two of the world's biggest electronics companies and has managed several projects, such as creating marketing campaigns at the EU level for flagship devices such as smartwatches and electronic devices. Fernando has also developed and managed marketing campaigns for promo periods.
Project Highlights
Expertise
- Amazon Advertising
- Amazon Marketing Cloud (AMC)
- Amazon SEO
- Digital Marketing Strategy
- Google Ads
- Google Analytics
- Marketplace Platforms
- Team Leadership
Work Experience
Head of Amazon Channel Europe
Huawei Technologies Co.
- Led and managed the marketing strategies across Europe with a performance budget of over EUR 2 million and a team of five people.
- Oversaw the creation and management of the growth plans through Amazon Ads and Amazon DSP for the EU region.
- Created comprehensive marketing plans for new product launches and promotional periods at the European level to increase traffic and conversions.
- Managed the transition to a Pan-European account for all marketing activities across Amazon.
- Managed Huawei business on Amazon through an Amazon vendor account.
- Built the internal Huawei guidelines for Amazon SEO and Amazon Advertising.
- Analyzed data, trends, and results through Amazon Analytics, Amazon Marketing Cloud (AMC), and 3rd-party tools.
Channel Engagement Manager
Samsung
- Led and managed a performance budget of GBP 2.5 million through Amazon Advertising and Amazon DSP.
- Created and managed marketing strategies for the SIM-free product, a division channel encompassing approximately GBP 100 million in sales within Samsung Electronics.
- Created and managed Amazon Ads and DSP strategies for the UK market.
- Launched several flagship products, including Samsung Galaxy S21, Samsung Z Flip and Z Fold, Samsung Galaxy Tab, and Samsung Galaxy Watch 3.
- Overaw the Samsung Business through the Amazon vendor account.
- Managed the growth strategies for Samsung within the Amazon account and collaborated on related sales negotiations.
- Analyzed data, trends, and results and reported back to business stakeholders.
Global Marketplace Manager
Liforme
- Led the marketplace channel, increasing YoY sales by 40%, which represented 35% of the total company turnover.
- Managed the growth of the Amazon seller account and FBA business globally, covering markets like CA, US, MX, DE, SP, IT, FR, UK, JP, AU, and UAE.
- Managed the company’s global expansion to new markets and led the transition to the Amazon Pan-European system.
- Created and managed the Amazon Ads strategies at global level.
- Created paid and organic marketing strategies at the global level.
- Collaborated with the eCommerce website team, leveraging Google Ads and Google Analytics.
- Analyzed data, trends, and markets to introduce new products and open new markets globally.
E-business Manager
Comfort Click Ltd
- Placed over 500 products in the Spanish and Latin American markets while managing a team of four colleagues, including a customer service team.
- Developed from scratch the Amazon seller account, managing the FBA business to grow the business constantly through Amazon.
- Created and managed the Google Ads account, managing different campaigns for different products and their categories.
- Opened and developed the marketplace channel for Amazon and eBay at the European level.
- Created SEO, SEM, email marketing, affiliate, and social media plans.
- Mentored and taught new team members in Google Ads and Amazon technologies.
- Performed data and trend analysis through Google Analytics, Semrush, HotJar, and Amazon Analytics.
Project History
Huawei Watch GT 4 Launch
Led, created, and managed the full-funnel marketing strategy at the European level for one of Huawei's flagship devices, the Huawei Watch GT 4, achieving sales of over 13,000 units and EUR 3.5 million during the launch period.
I was tasked with creating, managing, leading, and executing the marketing campaign on Amazon platforms at the European level to secure the best possible reach and conversion. With a budget of around EUR 600,000 and an additional value of approximately 30% obtained through negotiations with Amazon, I created a full-funnel marketing approach using Amazon Advertising and Amazon DSP campaigns. I leveraged and combined Amazon marketing solutions with the marketing team's traditional campaigns, such as TV ads, to increase awareness and traffic to my campaigns. This effort generated a substantial increase in branded searches and an increase in clicks through to the landing page, resulting in over 13,000 units sold across the European Union, which translated to approximately EUR 3.5 million in sales.
Health Supplements Campaign
Led, created, and executed the strategy for our range of health and food supplements during the "New Year, New You" promotional period.
Amazon Pan-European Transition
Led the transition from a local Amazon FBA system to a Pan-European account, completing the process within five months and significantly improving efficiency and resource savings.
Through this program, the business reduced logistics and shipment costs by 35% to 40%. It also improved the delivery dates of our products across the European Union, resulting in a sales increase of about 20%.
Amazon Prime Day Campaign
Led, managed, and executed the Amazon Prime Day campaign for Huawei UK, successfully exceeding the target sales by 30%.
• A lead-up stage aimed at driving new traffic to our products and targeting related audiences with a higher likelihood of conversion.
• The day of the event strategy aimed at increasing investment in ads and visibility to attract and retarget customers who had previously shown interest in our products.
• A lead-out stage focused on maintaining visibility and taking advantage of weekly deals to convert customers who did not purchase the Prime Day event.
In addition to the Amazon campaign, I planned an off-site strategy involving social media visibility, press releases, and deal websites to increase reach and visibility outside Amazon. The result of these overreaching campaigns was excellent: we exceeded the sales target by 30%, becoming one of the best sellers in the laptop category and creating a crucial turning point for our brand from Prime Day through the rest of the year.
Education
Master's Degree in Sports Management and Law
Higher Institute of Law and Economics (ISDE) - Madrid, Spain
Bachelor's Degree in Law
Universidad Complutense de Madrid - Madrid, Spain
Certifications
Amazon Marketing Cloud
Amazon
Amazon DSP Advance
Amazon
Amazon Advertising
Amazon
Google Analytics Certification
Google AdWords Certification
Digital Marketing Strategy
LSE
Skills
Core
Google Ads, Digital Marketing Strategy, Digital Marketing, Performance Marketing, Advertising Campaigns, Paid Advertising, Search Engine Marketing (SEM), Pay-per-Click (PPC), Go-to-market Strategy, Conversion Rate Optimization (CRO), Marketplace Platforms, Marketing Strategy, Marketing, Content Marketing, Copywriting, Google Paid Ads, Growth Hacking, Sales, Google SEO, Email Marketing, Affiliate Marketing, Social Media, Link Building, Lead Generation, Facebook Ads
Platforms & Tools
Amazon SEO, Amazon Advertising, Amazon FBA, Amazon Marketing Services (AMS), Google Analytics, eBay, Google Data Studio
Technical
SQL
Other
Amazon, Amazon DSP, Advertising, Amazon Analytics, Amazon Seller Central, Amazon Sponsored Ads, Direct to Consumer (D2C), Growth, Performance Optimization, Product Descriptions, Content Writing, Paid Search, eCommerce, Marketing Plans, Data Analysis, Paid Media, Customer Acquisition, Amazon Marketing Cloud (AMC), Commercial Law, Contract Management, Negotiation, Contract Negotiation, Team Leadership, Expansion Strategy, New Products, eCommerce Design, Press Releases, Affiliate Programs, Semrush, Hotjar
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