Ruben LozanoFractional Marketer
    ES
    Deliverea logo

    Performance Marketing Specialist at Deliverea

    Remote project optimising PPC channels and implementing analytics to generate quality leads for the startup.

    Feb 2020 – May 2020
    Remote Freelance
    Hybrid · Barcelona, Spain

    The Company

    What is Deliverea?

    Deliverea is a logistics SaaS for ecommerce. It offers online retailers the ability to work with multiple shipping carriers from a single platform that manages and optimises shipments, reducing costs by up to 30%.

    Visit Deliverea

    North Star Metric (NSM)

    My Objective

    The main objective at Deliverea was to capture leads for their platform across all segments except enterprise accounts. This was achieved through PPC channels using Google Ads, LinkedIn Ads, and Twitter Ads. I helped implement Google Tag Manager for tag management, configured Google Analytics with goals, views, and properties, and set up Google Data Studio for KPI tracking. Monthly reports were delivered via Beautiful.ai.

    NSM: Marketing Qualified Leads (MQLs)

    Optimised Metrics

    Results

    17%
    Visits
    22%
    Leads
    16%
    Marketing Qualified Leads (MQLs)
    8%
    Sales Qualified Leads (SQLs)
    5%
    Revenue

    Execution

    Tasks & Responsibilities

    Tasks

    1. 1Configure and implement analytics tools (Google Analytics, Hotjar, Woopra) through Google Tag Manager.
    2. 2Set up and manage marketing campaigns on Google Ads, LinkedIn Ads, and Twitter Ads.
    3. 3Generate monthly KPI reports to evaluate performance using Beautiful.ai.

    Responsibilities

    1. 1Responsible for web analytics, tag management, and correct PPC campaign tracking.
    2. 2Responsible for the PPC area and a monthly budget to achieve set objectives.
    3. 3Responsible for providing monthly KPIs to the business team.

    Transparency

    Successes & Failures

    Successes

    • Successfully configured and implemented all analytics and reporting tools for PPC campaign measurement.
    • Provided the business team with a complete view of marketing performance and KPIs.
    • Configured optimised PPC campaigns with strong performance metrics.

    Failures

    • Low SQL ratio. Helped generate an increase in MQLs but not equally in SQLs.

    Marketing Areas

    Areas at Deliverea

    PPC

    Implementing and running campaigns on Google Ads, LinkedIn Ads, and Twitter Ads.

    Web Analytics

    Configure analytics tools, conversions, segments, filters, and views. Generate dashboards and monthly reports.

    Tag Management

    Implement the tags for the necessary tools and configure them where required.

    Marketing Technology Stack

    Tools at Deliverea

    Google Tag Manager
    Google Analytics
    Google Data Studio
    Google Ads
    LinkedIn Ads
    HubSpot

    Testimonial

    Feedback from Deliverea

    "Ruben has a clear and executive approach to reach goals previously defined. If you are looking for someone with proactivity and focus on performance, he is one of the best choices."
    Joan Rovira
    CEO Deliverea

    Time Commitment

    Time at Deliverea

    I worked part-time alongside other projects. My tasks were done remotely and online. Communication was via Slack and email, with monthly in-person meetings at Deliverea's offices (later switched to Google Hangouts during the pandemic).

    1
    Hours worked
    0
    Meetings
    3
    Areas applied

    Need help with your Startup's performance?

    Let's schedule a time to talk about your project. Tell me about your goals and I'll share what I've done at previous startups.

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