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
Graduate in Communication Sciences and Teaching Assistant in Advertising (2020 to 2023) at the University of Buenos Aires (UBA), among the top universities worldwide in the QS rankings
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 buildRead
SMEs · Destination marketing · PPCDestination marketing for four Caribbean islands
4 islandsRead
SMEs · eCommerce · Paid mediaDigital acquisition for an online wine and spirits store
3 ad platformsRead
SMEs · Brand identityBrand identity for an online amigurumi pattern shop
Logo and brand manualReadBrands and partners I've worked with
Sports retail and marketplaces
Entertainment and agencies
Banking, energy, FMCG and real estate
Non-profit and D2C
What colleagues say
“Martín has a broad capacity for work and a constant drive to improve and set new goals. Committed to his tasks and to learning, he drives both his own growth and his team's.”
“Working with Martín I not only had fun and we hit the agreed goals, I also learned tools and working methods from him that I apply every day.”
“I worked with Martín for more than 3 years. Very responsible, creative when looking for solutions and always committed to meeting goals.”
“He understands team dynamics very well and is always constructive, cooperative and inclusive. He never loses sight of the goal.”
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
Growth framework
My growth framework
01
P&L & Unit Economics
Growth from the P&L down, never from the dashboard up. Deep analysis of margins, EBITDA and customer lifetime value (LTV).
02
Friction Diagnosis
The diagnosis travels, the playbook doesn't. Every market punishes different frictions; I study real behavior before copying generic tactics.
03
Paid Media & CRM Architecture
Capture today's demand and keep tomorrow's. A media mix across Meta, Google and Amazon Ads built by intent, joined to CRM and retention.
04
Teams & Operations
Organizational clarity holds up scale. Clear ownership, aligned agencies and execution tracked on business metrics.
Writing
Four ideas, each one learned the hard way
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?
I don't run channels for you. I answer for the P&L.
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.