Lourdes Alsina Manrique De Lara
Barcelona,Barcelona
Summary
Dynamic marketing leader with a proven track record at MÉMORA FUNERAL SERVICES, excelling in brand strategy and digital transformation. Spearheaded the unification of 75 local brands, enhancing corporate identity and driving multichannel campaigns. Expert in data analytics and stakeholder management, delivering measurable results and fostering strong media relationships.
Overview
32
32
years of professional experience
Work History
Global Director of Marketing, Digital & Communication
MÉMORA FUNERAL SERVICES
01.2019 - Current
- Company Overview: Catalana Occidente Group
- Cross-functional leadership of the marketing, digital, and communication areas, reporting to the CEO.
- Complete repositioning of the Mémora brand: definition of purpose, values, mission, and institutional vision.
- Unification of 75 local brands under a single corporate identity, strengthening institutional coherence.
- Planning and execution of multichannel institutional campaigns with defined KPIs and results tracking.
- Management of relationships with over 100 media outlets and supervision of communication and branding agencies.
- Organization of key events, industry forums, and institutional representation of the group.
- Implementation of analytics tools and performance dashboards. Development of SEO and SEM strategies for the website ecosystem (12) and creation of an ecommerce platform.
- Development of internal communication and employer branding strategy with a cultural and cross-cutting approach.
- Catalana Occidente Group
Co-Founder and Marketing & Communication Director
OTOTECH
01.2014 - Current
- Company Overview: Therapeutic Hearing Centers
- Definition and implementation of a comprehensive marketing plan for brand growth.
- Coordination of content, institutional design, digital campaigns, and relationships with local press.
- Territorial expansion in collaboration with Grupo Vithas (Madrid and Alicante).
- Consolidation of institutional positioning through strategic alliances.
- Therapeutic Hearing Centers
Strategy and New Business Director
LITTLE BUDDHA
01.2014 - 01.2019
- Company Overview: Branding and Strategic Marketing Consultancy
- Brand and communication strategy consulting for investment, pharma, and industrial firms.
- Development of brand identity and architecture, institutional campaigns, and go-to-market strategies.
- Coordination of institutional positioning projects in Spain, France, and the United Kingdom.
- Branding and Strategic Marketing Consultancy
Group Product & Innovation Manager
AFFINITY PETCARE
01.2008 - 01.2014
- Company Overview: Agrolimen Group
- Development and leadership of strategic product launch and communication plans.
- Coordination of international marketing, campaign design, and metrics analysis.
- Management of internal stakeholders and external agencies across the complete innovation cycle.
- Agrolimen Group
Senior International Brand Manager
La Piara
01.2001 - 01.2008
- Company Overview: Nutrexpa
- Nutrexpa
Export Manager
Argal Food Group
01.1998 - 01.2001
- Analyzed market trends and identified opportunities for expanding into new global markets.
- Researched potential buyers, distributors, agents, or other representatives in international markets.
Export Manager
Manufacturas Antonio Gassol
01.1995 - 01.1998
- Researched potential buyers, distributors, agents, or other representatives in international markets.
- Analyzed market trends and identified opportunities for expanding into new global markets.
Junior Product Manager
Hevige S.A.
01.1993 - 01.1995
Education
Executive Program in Sustainability -
EADA
Barcelona01.2025
Master in Digital Transformation -
ISDI
Barcelona01.2018
Diploma in Strategic Marketing -
EADA
Barcelona01.1999
Bachelor in Business Administration + MBA -
ESADE
Barcelona01.1993
Skills
- Brand Strategy
- Brand management
- Data analytics
- Institutional Communication
- Stakeholder Management
- Employer Branding
- Internal Communication
- Corporate Positioning
- Media & Public Relations
- Events
- Multichannel Campaigns
- Digital Marketing
- Metrics & Analytics
- Agency Coordination
- Strategic planning
- Revenue generation
- Digital transformation
Websites
Languages
- Spanish, native
- English, fluent
- French, fluent
- Catalan, native
- Italian, intermediate
Other Achievements And Personal Values
- Spanish female record – Swimming across the Strait of Gibraltar.
- Participation in the Masters World Championship (Doha) – 9th position.
- Mental strength, leadership, resilience, and teamwork as life principles.
Timeline
Global Director of Marketing, Digital & Communication
MÉMORA FUNERAL SERVICES
01.2019 - Current
Co-Founder and Marketing & Communication Director
OTOTECH
01.2014 - Current
Strategy and New Business Director
LITTLE BUDDHA
01.2014 - 01.2019
Group Product & Innovation Manager
AFFINITY PETCARE
01.2008 - 01.2014
Senior International Brand Manager
La Piara
01.2001 - 01.2008
Export Manager
Argal Food Group
01.1998 - 01.2001
Export Manager
Manufacturas Antonio Gassol
01.1995 - 01.1998
Junior Product Manager
Hevige S.A.
01.1993 - 01.1995
Executive Program in Sustainability -
EADA
Master in Digital Transformation -
ISDI
Diploma in Strategic Marketing -
EADA
Bachelor in Business Administration + MBA -
ESADE
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