Juan Delibes

Performance Marketing Specialist

SEO, SEM, AI & Automation

Madrid, Spain

juandelibescaballero@gmail.com +34 618 40 22 62 LinkedIn

Professional profile

Performance marketing specialist with experience in Paid Media, international SEO and AI-powered automation. I currently manage SEM and Paid Media campaigns for major brands at Dentsu and develop marketing and automation projects as an independent consultant. I combine hands-on technical execution, analysis and a previous career in sales and business management to connect acquisition with lead quality, operational efficiency and commercial results.

Professional experience

SEM & Paid Media Specialist

Dentsu · September 2024 - present

• Manage SEM and Paid Media campaigns for brands across banking, retail and e-commerce, automotive and FMCG.

• Lead Google Ads and Microsoft Ads campaigns for Deutsche Bank, focusing on lead generation, CPA efficiency, conversion quality and budget control.

• Manage Search, Performance Max and Demand Gen for Obramat Spain and Portugal, with large product structures and budget allocation by category and market.

• Manage YouTube and Amazon Ads for Pernod Ricard: awareness, Brand Lift studies, creative testing, audience analysis and retail media reporting.

• Connect campaign strategy with landing page performance; build reporting, quality control and optimisation workflows with GA4, advanced Excel, n8n and Make.

SEO, SEM & AI Automation Consultant

Freelance · current practice as Delibes AI · April 2021 - present

• Design and implement SEO and SEM strategies for local and service businesses: technical SEO, keyword research, website architecture and local SEO.

• Build WordPress and Elementor websites and landing pages, conversion-focused copywriting and Google Ads campaigns connected to lead generation.

• Develop n8n and Make workflows for reporting, data collection and consolidation, content processes and quality assurance.

• Selected projects: Clínicas Doctor Franco, HIIT Studio, Fit Club Boutique and other local and service businesses.

Applied AI: recent projects

AI agent for Clínica Dr. Zuluaga

2026 · implementation and maintenance

• Designed and implemented an agent for initial enquiry handling, lead qualification and WhatsApp follow-up, with handover to the human team.

• Integrated web forms, WhatsApp Cloud API, n8n and Airtable to record leads, track enquiry status and support the team's workflow.

• Designed and refined prompts, conversational rules, memory, follow-up routes and operational summaries; ongoing supervision, maintenance and training after the pilot.

AI-assisted SEO process automation

Current projects

• Develop workflows using Google Search Console and GA4 to extract and consolidate data, support SEO analysis and streamline reporting.

• Use AI and workflows to streamline analysis, documentation and content review, combining quality checks with human review.

International SEO

SEO Specialist

Dentsu · November 2023 - September 2024

• Developed and implemented international SEO strategies for SEAT and CUPRA across 10 markets.

• Led recurring reporting with local teams: traffic, rankings, technical health, content opportunities and project progress.

• Performed technical and on-page audits covering crawlability, indexation, metadata, hreflang, structured data, internal linking, Core Web Vitals and UX improvements.

• Worked with development teams to assess feasibility and prioritise recommendations; created analyses, documentation and workflows to improve reporting and audit efficiency.

Business management experience

Regional Business Manager - Madrid

Davigel España (Sysco) · April 2016 - April 2021

• Managed the Madrid delegation: commercial results, operations, P&L, cost centres, logistics coordination, supply planning and stock supervision.

• Led acquisition and regional and national account management, including Accor, Catergest, Andilana and Nazábal.

• Recruited, trained and managed a 10-person sales team; achieved €4.3M annual revenue and sustained double-digit growth in sales and net margin.

Sales Transformation Coordinator

Schweppes Suntory · November 2014 - April 2016

• Led the integration of Schweppes and PepsiCo hospitality clients during the commercial transformation process.

• Designed and implemented national distribution routes to improve customer coverage and sales efficiency.

• Created operational tools and regional reporting; delivered training on client management, processes and sales tools, and coordinated an external telesales team.

Wholesalers Trade Marketing Coordinator

PepsiCo · January 2011 - November 2014

• Managed a €4M annual promotional budget for the wholesaler channel, covering commercial policy, rebates and promotional funds.

• Planned and executed the depositary channel promotional calendar, coordinating campaigns, point-of-sale materials, orders and billing.

• Developed advanced Excel tools to monitor promotions and channel performance; designed and managed incentive programmes for clients and sales teams.

Skills & tools

Paid Media

Google Ads, Microsoft Ads, Amazon Ads, Search, Performance Max, Demand Gen, YouTube, lead generation, CPA, budget control, reporting and QA.

SEO

Technical, on-page, local and international SEO; keywords, website architecture, hreflang, schema, internal linking, Core Web Vitals and content. Screaming Frog, Ahrefs, Semrush, Lumar and AEM.

AI, automation & data

n8n, Make, language models, prompt design, APIs and webhooks, WhatsApp Cloud API, Airtable, Supabase and Chatwoot. GA4, Search Console, Adobe Analytics and advanced Excel.

Web & business

WordPress, Elementor and copywriting; commercial strategy, client management, P&L, team leadership and coordination, process improvement and performance analysis.

Education & training

n8n & AI Automation

Álvaro Fontela · Raiola Networks

Advanced SEO Master - Elite version

Webpositer Academy · 2023

Copywriting certification

SoyCopywriter · Big Bang Conversion · 2022

Optimizer Manager - SEO, SEM & Digital Marketing

TuPosicionamientoWeb · 2021

Master in International Management

IE Business School · 2010 - 2011

Bachelor's Degree in Business Administration & Management

University of Valladolid · fourth year at Università Cattolica di Milano · 2004 - 2009

Languages

Spanish native · English C1 · Italian intermediate