Social Media & Content Specialist at eDreams

Among my responsibilities as Social Media & Content Specialist at eDreams, one of the most renowned online travel agencies in Europe, there is the design and implementation of cross-channel campaigns. These campaigns can either promote eDreams products, as well as those of partners, mainly tourism boards and airlines, with interest, for example, in promoting a specific destination or a new flight route. The management of these campaigns includes the execution of paid social campaigns on the main social networks such as Instagram, Facebook, Twitter y YouTube. In addition to organic posts on social media and writing of sponsored content on the eDreams blog. The development of these multichannel campaigns always implies a high level of coordination with other marketing departments.

The community management of the company social media is also part of my daily work, comprising the creation of content that generates engagement among the followers, as well as the acquisition of new followers. To accomplish this last goal, the launch of social media contest is one of the most used strategies, always promoted with paid social campaigns. Contests bring new followers and enable lead acquisition through the giveaway of prizes such as airline tickets.

Regarding YouTube, I have led the eDreams Travel Guides project, whose main objective is to reinforce brand awareness on this social network. For a year, from March 2019 to March 2020, I fully managed the initiative by which eDreams employees recorded their trips, whose footage the design team edited into YouTube videos. A project to convey that eDreams professionals are travel experts and to achieve greater closeness with consumers through the humanization of the brand.

Another of the strategies carried out to promote the eDreams brand in social media is influencer marketing. Most of the actions developed are with travel influencers, but also with lifestyle influencers if their followers match the eDreams target. Among the latter, I would highlight Dulceida campaign, one of the best-known influencers in Spain, who promoted the eDreams app on her trip to Japan in 2019.

On the other hand, the creation of posts for the eDreams travel blog and the writing of landing pages for the web are among my duties. I always optimize my texts applying SEO techniques to boost organic positioning.

My experience as a Content Manager

FloraQueen is an international flower and gift e-commerce. My main tasks as a Content Manager consisted of writing online content for all web formats. Always including the latest SEO positioning and content marketing techniques. My duties also included daily web content management in CMS and copywriting for email marketing campaigns. All web texts were published after the pertinent spelling, style and web usability check.

As a content manager, I was also responsible for the e-commerce products’ management, as well as  writing product sheets. Along with the creation and organization of new catalogs and the launch of seasonal promotional campaigns.

FloraQueen’s blog was a key piece in the content marketing strategy and crucial for the web’s SEO positioning. Blog management was also part of my responsibilities as a content manager. I was in charge of planning the content calendar, writing blog posts and curating the best images. Also distributing each article on the e-commerce’s social media to get the maximum spread.

Digital Content Specialist at an agency

At Beople Communications Agency, I worked as a digital content specialist for several websites in the water supply sector. The main one was the personal blog of AGBAR’s CEO (Aigües de Barcelona Water Supply Company). My responsibilities ranged from blog editorial planning and writing to SEO positioning. With a high level of spelling and style correction, the articles were related to the water ecosystem with topics such as hydroelectric plants, water footprint, or sustainability goals. Likewise, I was in charge of managing the social networks of the president, Ángel Simón.

At Beople, I was also responsible for the content management of Acuorum Foundation’s website. A third sector entity that advocated for sustainability in the use of water. At the same time, I worked as the community manager of the foundation.

Hidroblog was the third website managed by Beople where I developed my functions as a digital content specialist and SEO expert. This page gathers interesting news related to the water sector.

Community Manager for companies

During my career, I have worked as a community manager in different companies. I designed the social media actions to fit each company’s objectives. Despite that, their foremost social media goals were fostering a community of users, building loyalty among their followers and encouraging interaction with their potential customers to boost sales.

Social networks have a crucial role in online marketing since they are a direct communication channel with potential clients. This is the reason why I developed tailored strategies focusing on previously defined KPI’s. Planning and publishing content on social media is a daily task of a community manager and I am familiar with tools such as Hootsuite, Social Elephants, OnlyPult, Tweetdeck, among others.

It is proven that image and video on social networks generate much more engagement than plain text. For this reason, I always work on images that catch the eye, such as quotes, for example.

On the other hand, I have also carried out social paid campaigns in the main networks like Facebook, Twitter, Instagram and Youtube.  As well as contest and giveaways to boost interaction and influencer marketing campaigns.

To sum up, every action on social media needs to be properly measured to track its impact in order to reach the company’s objectives.

E-commerce SEO optimization

The main objective of e-commerce SEO techniques is to provide greater visibility to products in the search results ranking and, thus, to increase the number of sales. At lentia.cat website, a contact lens e-commerce, my job was to optimize each product to make it SEO-friendly.

First, I performed a benchmark of Lentia’s competitors, as well as an audit to find those keywords with a bigger search volume. Once I selected the main keywords, I mapped them into the contact lens product sheets. I wrote each sheet tailoring it to a specific keyword and I used SEO writing techniques to make each piece of content appealing and readable (short, bold sentences, structured paragraphs, etc.).

Online marketing campaigns

Digital content strategies are interrelated with online marketing actions. Many of them complement each other so that a product, brand, or service can reach its target in a more direct and efficient way.

One of the most used digital marketing strategies is paid advertising, generally pay per click. I have experience managing PPC campaigns in Google Adwords, both for search and display. Moreover, I have also managed paid social actions on Facebook, Twitter, Instagram and Youtube.

On the other hand, during my working career, I have launched several email marketing campaigns in a comprehensive way. From lead generation and newsletter design to database segmentation using tools like Mailchimp, Webpower, or iApps, among others.