As a Data Project Manager with a background in UX Design and CRO, I bring a unique perspective that bridges design, analytics, and business strategy. My work focuses on transforming complex data ecosystems into actionable insights that drive measurable impact across digital experiences.
I started in UX and Conversion Optimization, analyzing user behavior, identifying friction in funnels, and designing solutions that aligned what users needed with what the business needed to achieve. That mindset — curious, evidence-driven, very allergic to vague opinions — evolved naturally into data strategy: connecting qualitative insights with quantitative proof to guide decision-making.
At Iberostar, I’ve led projects that unify data sources, improve reporting quality, and give teams real visibility through live Power BI dashboards. From funnel performance and personalization opportunities to operational efficiency and sustainability tracking, my goal is always the same: make data not just available, but useful and transformative.
I approach every project with curiosity and structure — blending creativity with logic to find solutions that make sense for both users and the business. Whether it’s orchestrating data flows, defining KPIs, or aligning stakeholders that don’t normally speak the same language, I believe great products start with great questions.
Data Strategy & Visualization — Power BI, ContentSquare, Quantum Metrics
UX Research & CRO — Experimentation, Hypothesis Design, A/B Testing, Funnel Optimization
Project Management — Agile delivery, stakeholder alignment, roadmap ownership, cross-team coordination
Technical Fluency — HTML,CSS, Javascript
Tools & Ecosystem — GA4, AB Tasty, ContentSquare, Figma, UserTesting, Adobe Suite
“I worked with Mar while she was at TUI. She is exceptionally creative and, in addition to her day job, entered the selection process and was chosen for two special projects. This included working in a digital tribe project and attending a senior leader meeting as a guest. She is very committed to doing not only her best but going above and beyond.”
— Annalisa Riches, Global Chief People Officer @ TUI
Feel free to reach out if you’d like to talk about data-driven projects, digital transformation, experimentation strategy, or just to bounce an idea. I'm always open to good conversations — especially when they bridge data and design.
I believe data shouldn’t live in slides — it should live where people make decisions.
I believe experimentation is culture, not a “test.”
I believe good dashboards don’t say “what happened,” they say “what now.”
And I believe the best work happens when ego is quiet and curiosity is loud.