Carlos Arriaga Frias

Business Development Executive

Zaragoza, Aragon, Spain19 yrs experience

AI Enabled

Key Highlights

15 years of experience in CRM and marketing automation.
Expert in driving data-driven growth and MarTech innovation.
Proven track record in scaling international markets.

Stackforce AI infers this person is a MarTech expert with a strong focus on CRM and data-driven marketing strategies.

Contact

Skills

Core Skills

MartechGrowthCustomer Relationship Management (crm)Marketing OperationsMarketing Strategy

Other Skills

Artificial Intelligence (AI)CRMMarketing AutomationCustomer Lifecycle ManagementElaboración de presupuestosMarketingGestión de cuentasCustomer LoyaltyBusiness-to-Business (B2B)User JourneysInbound Lead GenerationEmail MarketingGo-to-Market StrategyMarketing CampaignsPeople Management

About

I genuinely love what I do. After 15 years working in the CRM and marketing automation field, I still get excited when a well-built customer journey starts delivering results nobody expected. What drives me is the combination of strategy and hands-on work. I'm not the person who writes the deck and disappears. I build, experiment, get my hands dirty with the data, and share what I learn along the way. My thing is helping companies get real value from their MarTech investment, not just implementing tools, but making them work for the business. And making users love them. Over the years I've worked across SaaS, fintech, healthcare, retail and e-commerce, building CRM from the ground up at Birkenstock, scaling international markets at Scalable Capital, and delivering consulting engagements for enterprise clients across Europe.

Experience

19 yrs

Total Experience

2 yrs 3 mos

Average Tenure

11 mos

Current Experience

Vml the cocktail

Growth & MarTech Lead

Jul 2025 – Present · 11 mos · Spain · Hybrid

Driving data-driven growth and MarTech innovation to scale client acquisition, performance, and digital impact.

Artificial Intelligence (AI)CRMGrowthMartechMarketing Automation

Digitall

Head of Marketing Cloud

May 2023 – Jun 2025 · 2 yrs 1 mo · Munich, Bavaria, Germany · Hybrid

Customer Lifecycle ManagementElaboración de presupuestosArtificial Intelligence (AI)MarketingMarketing OperationsGestión de cuentas+17

Scalable capital

2 roles

CRM & Marketing Services Lead

Dec 2022 – Apr 2023 · 4 mos

Customer Lifecycle ManagementElaboración de presupuestosArtificial Intelligence (AI)MarketingMarketing OperationsGestión de cuentas+17

Team Lead CRM

Nov 2021 – Jan 2023 · 1 yr 2 mos

Customer Lifecycle ManagementElaboración de presupuestosArtificial Intelligence (AI)MarketingMarketing OperationsGestión de cuentas+19

Birkenstock digital gmbh

2 roles

Senior CRM Manager Global

May 2020 – Oct 2021 · 1 yr 5 mos

Customer Lifecycle ManagementElaboración de presupuestosArtificial Intelligence (AI)MarketingMarketing OperationsCustomer Loyalty+12

Technical CRM Manager

Nov 2017 – May 2020 · 2 yrs 6 mos

Customer Lifecycle ManagementElaboración de presupuestosArtificial Intelligence (AI)MarketingMarketing OperationsCustomer Loyalty+10

Oinio (part of capgemini)

Business Consultant Marketing Services

Jul 2016 – Nov 2017 · 1 yr 4 mos · Greater Munich Metropolitan Area

Marketing Automation: design and implementation of 1-to-1 cross channel marketing campaigns
Salesforce Certified Marketing Cloud Consultant
Salesforce Certified Marketing Cloud Email Specialist

Customer Lifecycle ManagementMarketingMarketing OperationsCustomer LoyaltyBusiness-to-Business (B2B)Inbound Lead Generation+10

Thinkstep

International Sales & Marketing Manager

Jul 2011 – Jun 2016 · 4 yrs 11 mos · Stuttgart Region

thinkstep is the global leader in sustainability performance management. We provide 2,500 companies – including 40% of the Fortune 500 – with robust, proven software, data and the combined expertise of more than 2,000 man years’ experience and learnings from every major industry.
Responsible for international sales of sustainability technology solutions, consulting services and training: consistently achieved sales targets contributing to double-digit sales growth for the last four years. Marketing and strategy: online marketing campaigns, redesigned PPC, Email and digital campaigns worldwide optimizing ROI and increasing lead quality, contributing to the conception and execution of email and nurturing campaigns.

MarketingBusiness-to-Business (B2B)Inbound Lead GenerationEmail MarketingGo-to-Market StrategyMarketing Strategy+8

Experteer

SEO Manager

May 2009 – Jul 2011 · 2 yrs 2 mos · Greater Munich Metropolitan Area

Student position until 02.2011, Researcher / Senior Researcher
Responsible for managing the online marketing strategy (SEO) for Belgium, Spain, Italy, France and the Netherlands: achieved top rankings for Google including 1st positions for strategic keywords
Leading communication and coordination with online marketing, PR agencies and external specialists
Competitor and strategic analysis, contributed to generate new ideas for new business opportunities
Participated actively in the launch of Experteer in the Spanish market, and implemented corporate blog and other social media channels
Promoted new content department structure increasing efficiency

Go-to-Market StrategySearch Engine Marketing (SEM)

Ederu – l. s. recycling technology park

Technical specialist, student position

Jan 2007 – Dec 2007 · 11 mos · Zaragoza, Aragon, Spain

Technical reviews and AutoCAD drawing, support to sales and marketing

Hj heinz

Production Planning Specialist

Mar 2005 – Jul 2006 · 1 yr 4 mos · Alfaro - La Rioja

Increased efficiency and accelerated production reporting activities
Analyzed Cognos reports and contributed successfully to identify and correct deviations