Digital Transformation of Educational Product Portfolio
Instituto Europeo De Salud Y Bienestar Social — Product Owner
Instituto Europeo’s educational programs were originally delivered through static PDFs with minimal interaction, making them outdated and uncompetitive in the growing online education market.
The organization’s reliance on PDF-based courses severely limited student engagement, learning outcomes, and program scalability.
The opportunity was to modernize the entire program offering into dynamic, interactive, LMS-driven online experiences, dramatically improving student satisfaction and positioning the institution competitively in the digital education market.
- Led the full transformation of educational products from static PDF materials to interactive, dynamic online programs.
- Designed and launched a proprietary LMS platform customized for streaming classes, professor-led student support, interactive activities, and assessments.
- Defined and implemented structured workflows for course creation, professor training, and student onboarding within the new LMS environment.
- Managed cross-functional teams (engineering, education, communications, marketing) to ensure alignment and timely delivery.
- Built feedback loops to continuously gather student input and iterate course structures for improved engagement and completion rates.
- Integrated marketing strategies to reposition Instituto Europeo as a modern, high-quality online education provider.
- Successfully launched a new LMS platform supporting multiple Masters, Expert Degrees, and specialized courses.
- Increased student engagement and course completion rates significantly compared to the legacy PDF-based model.
- Expanded enrollment numbers through improved digital marketing aligned with the new interactive product offering.
- Strengthened student satisfaction scores and program reputation in partner university evaluations.
- Established a scalable and repeatable model for future program launches and updates.
End-to-End SaaS Product Management for B2B and Government Clients
The Cloud Group — Product Manager
The Cloud Group delivered SaaS solutions to medium and large private companies and public sector organizations. Products often required tailored development, strict compliance, and high client-facing coordination to meet complex operational needs.
Client organizations needed custom SaaS solutions for internal workflows and data management, but existing offerings lacked flexibility, compliance assurance, or scalable onboarding.
The opportunity was to strengthen product delivery pipelines, improve solution customization processes, and professionalize internal team operations to serve demanding B2B and government clients.
- Led end-to-end product management: requirement gathering (Toma de Requisitos), solution presentation, project scoping, development management, and launch.
- Acted as direct point of contact for high-profile clients, including Royal Emirates Group, TVE (Spanish Public Television), and Fundación Botín.
- Built and led the internal technical and operational team (hiring, training, upskilling) to ensure delivery excellence.
- Developed modular SaaS solutions tailored to specific client workflows, balancing scalability with customization.
- Established standardized processes for client onboarding, feedback cycles, and agile iteration.
- Supported integration with existing client infrastructures where required, ensuring interoperability and minimizing disruption.
- Successfully delivered customized SaaS platforms for private and government clients, increasing client satisfaction and renewal rates.
- Professionalized internal team operations, improving delivery timelines and product quality.
- Strengthened The Cloud Group’s reputation as a reliable SaaS provider for complex B2B and public sector needs.
- Reduced project delivery friction by standardizing requirement gathering and agile iteration processes.
Ads Strategy and Landing Page Optimization
Centro de Psicología Sandra Ribeiro — Marketing Strategist
As a new clinic in a competitive market, the business needed an effective acquisition strategy to drive high-quality patient leads at sustainable costs.
Organic acquisition channels were insufficient to meet growth targets.
The opportunity was to design a paid acquisition strategy (Google Ads) linked to optimized landing pages focused on patient conversion, ensuring high-quality lead generation with measurable ROI.
- Designed and launched Google Ads campaigns targeting therapy-related keywords tailored by patient segment and service type.
- Developed and optimized clinic landing pages to align directly with ad messaging, focusing on clarity, trust-building, and clear calls to action.
- Implemented analytics tracking to measure conversion rates, CPC, and ROI across campaigns.
- Continuously iterated ad copy, targeting, and landing page layouts based on performance data.
- Balanced spend across service offerings to maintain optimal cost per acquisition.
- Achieved sustained high-quality patient acquisition through paid channels, maintaining a healthy CAC relative to service LTV.
- Increased landing page conversion rates significantly through iterative optimization.
- Built a replicable, data-driven paid acquisition model for future service lines.
Web Development and Digital Infrastructure Launch
Centro de Psicología Sandra Ribeiro — Web designer
A professional, scalable web presence was critical for credibility, acquisition, and operational communication as the clinic launched into a competitive health services market.
The clinic had no digital presence.
Building a fully functional, SEO-optimized, and conversion-oriented website was critical for marketing effectiveness, brand trust, and patient communications.
- Designed and launched the clinic’s full website, including service descriptions, therapist bios, FAQ sections, and direct appointment request integration.
- Implemented SEO best practices to support organic traffic acquisition strategies.
- Integrated operational systems such as Google Calendar, Slack notifications, and CRM syncing into the web architecture.
- Designed site UX to optimize patient trust-building and easy contact initiation.
- Launched a high-converting, SEO-optimized web presence fully integrated with operational tools.
- Enhanced clinic credibility and enabled organic and paid acquisition campaigns to scale.
- Reduced administrative friction by automating appointment requests and initial patient contact processes.