Martín SchifaniHead of Growth. I answer for the P&L, not for the dashboard.
10 years across sports retail, banking, agencies and the non-profit sector. Owned eCommerce P&Ls and EBITDA targets, about €250K a month in media and teams, in markets from Spain to Georgia.
+145%
eCommerce revenue at adidas padel, Apr 2023 to Jun 2025, owning the P&L and the EBITDA target
+102%
marketplace sales in the same period: El Corte Inglés, Decathlon, Sprinter and Carrefour
€250K/mo
in Meta, Google and Amazon Ads, allocated by intent and by SKU, not by platform
466K+
active donors on Salesforce at ACNUR, with a team of four and the area's P&L
Selected cases
Numbers, and how they happened
Video
eCommerce · Marketplaces · P&L+145% eCommerce revenue at adidas padel with full P&L ownership
+145% eCommerceRead
Video
Acquisition · Retention · LeadershipDigital acquisition and retention for a base of 466,000+ donors at ACNUR
466,000+ active donorsRead
Video
CRM · Email · SubscriptionsRecovering 22% of a database marked as spam, with +102% subscriptions
22% base recoveredRead
Video
D2C · WooCommerce · LocalizationBuilding a D2C eCommerce from 0 to 1 for a Georgian fashion brand
0 to 1 D2C buildReadBrands and partners I've worked with
Sports retail and marketplaces
Entertainment and agencies
Banking, energy, FMCG and real estate
Non-profit and D2C
For recruiters
Quick answers, before you scroll
Open to Head of Growth, Head of eCommerce and Head of Digital Marketing roles · Madrid or remote
What roles are you looking for?
Growth or eCommerce leadership: Head of Growth, Head of eCommerce or Head of Digital Marketing.
Where can you work?
I'm based in Madrid and open to roles there or remote.
Which sectors do you know?
Sports retail, banking, agencies and the non-profit sector, with work in FMCG, real estate, entertainment and fashion.
Which languages do you work in?
Native Spanish and C1 English.
Which tools do you use?
GA4, Looker Studio, Power BI, Salesforce Marketing Cloud, Google Ads, Meta Ads, Amazon Ads and WooCommerce.
What is your strongest result?
+145% eCommerce revenue at adidas padel, Apr 2023 to Jun 2025, owning the P&L and the EBITDA target.
More questions
How much budget have you managed?
About €250K a month in Meta, Google and Amazon Ads, allocated by intent and by SKU.
Have you led teams?
Yes. A team of four at ACNUR with the area's P&L, and also a team at adidas padel.
Do you have marketplace experience?
Yes. I managed the commercial relationship with El Corte Inglés, Decathlon, Sprinter and Carrefour, with +102% marketplace sales.
What is your CRM and retention background?
466K+ active donors on Salesforce at ACNUR, plus 22% of a database marked as spam recovered and +102% subscriptions at La Torre Wallace.
How do you measure success?
By margin, EBITDA and customer value, not by platform metrics.
Do you take fractional or interim work?
Yes, as a growth diagnosis, fractional Head of Growth or interim cover. Details further down this page.
Prefer to go direct?schifanimartin@gmail.comLinkedInPrint or share my CV
What I do
Growth from the P&L, not from the dashboard
Growth strategy
Full-funnel plans tied to margin, EBITDA and customer value, not to platform metrics.
eCommerce & marketplaces
D2C, marketplaces and affiliates, with catalog, pricing and channel decided SKU by SKU.
Paid media
Meta, Google and Amazon Ads, agency selection and media mix built by intent.
CRM & lifecycle
Segmentation, automation and first-party data for retention and LTV, on Salesforce and others.
Writing
Four ideas, each one paid for
The diagnosis travels, the playbook doesn't
In Benelux I read high salaries as high-end rackets. Nothing came. Entry-level and outlet moved results within a week, same budget share.
Read
Water the tree, don't just squeeze the orange
At adidas padel, CRM data on product life set the moment of each promotion, not the calendar.
Read
Compare against the market, not your own history
An inherited agency cut spend 21%. It sounded good until a tender showed more than ten points between first and second.
Read
Teams beat individual talent
At ACNUR I redrew the area first: role map, individual ownership, meeting cadence. Then the numbers.
ReadFractional
Not ready for a full-time Head of Growth?
The same accountability for the P&L, sized to what you need now. Madrid or remote, in Spanish or English.
Growth diagnosis
A closed-scope review of your P&L, channels, CRM and tracking. You end up with a prioritized plan your team can run.
Fractional Head of Growth
A set number of days a week leading strategy, budget, agencies and team, answering for results as part of the leadership.
Interim cover
Full-time cover for a defined period: a leave, a departure or a launch that can't wait for a hire.
Contact
Looking for someone to lead growth or eCommerce?
Write to me and I'll tell you how I can help your team.