Digital marketing and International SEO specialist @ Expanding HotelClub digital presence and search engine visibility across 9 different markets and 6 Asian & European languages, through on-page and off-page SEO strategies and cross-functional digital marketing campaigns. Some areas of focus: • International and multilingual SEO. Main markets: Australia, UK, US, France, Spain, Japan, Taiwan, Hong Kong and China. • Expansion plans into new markets and establishing the foundations for a solid content strategy that supports SEO. On-page content localisation per market briefing copywriters and translators and providing both localisation and SEO guidance. • Identifying trends and insights for off-page and on-page content strategies and setting up prioritisation criteria in alignment with the company’s global strategy. • Development of content marketing strategies utilising cutting edge outreach techniques for seeding and Authority building purposes. • Campaign coordination and vendor management: Overlooking efficient and cost-effective online PR campaigns across various markets, in liaison with external and internal professionals from a variety of backgrounds: designers, creatives, developers, outreach and PR specialists, copywriters and translators. • Contributing in the re-design and content strategy of key landing pages (desktop, tablet and mobile) for CRO purposes through execution and measurement of experiments and conversion tests. • Budget management and spend performance optimization • Tools used include WordPress, Moz, CrazyEgg, ScreamingFrog, Google Analytics Premium, SEO Clarity, Microstrategy and WebTrends. • Increased efficiencies by the establishment of quantitative metrics for ROI for inbound marketing services, creating standardized Link Quality Scores and a common reporting methodology across all vendors. • Development of strategies seeking the maximization of synergies with other channels and areas of the business such as email, social media, loyalty, partnerships and PR. From September 2012 to Present (3 years 3 months) Sydney Area, AustraliaLocalisation & Content Coordinator @ • Translate, localize, edit and proof-read end user online marketing content: eDMs, product descriptions, travel guides and other keyword-rich articles aiming SEO purposes. • Develop and manage online customized content per market and language in HotelClub systems and Orbitz Worldwide platforms. From May 2012 to September 2012 (5 months) Sydney Area, AustraliaProject Manager: International Development @ Project Design • Design of various actions to support human development goals in the fields of education and training, media and communications, health, gender and child rights • Emergency response and reconstruction projects coordination • Full project cycle design through logical framework analysis methodology • Ensure projects meet donor and local partner requirements and are aligned with the NGO´s strategy and action plan Project Coordination and Monitoring • Annual planning and monitoring of ongoing projects • Ensure all planned activities are delivered in a timely manner • Budget and cost management • Ex-post project impact evaluation assessments Communication and reporting with partners and stakeholders • Grant writing and submission of funding proposals and reports • Manage communications with internal and external stakeholders such as donors and counterparts in more than 50 countries in Asia – Pacific, Africa, and Latin America – Caribbean Regions • Direct contact and administrative support to team leaders in indigenous and remote communities • Development of partnerships with organizations alike for execution scalability and improved funding opportunities • Ensure fluent communication about projects progress to members, management and board of directors Experience in the field: Kenya, Ethiopia, Nicaragua, Guatemala and Haïti 5 volunteers as direct reports From November 2009 to February 2012 (2 years 4 months) Madrid Area, SpainDigital Marketing & Web Content Specialist: Online and Mobile Banking @ Direct support on migration and upgrade to improved 2.0 online and mobile banking portals Develop and manage online content for all bank portals & online branch liaising with product managers, designers, creatives and copywriters E]co and Core CMS Direct email marketing campaigns coordination Coordination of advertising campaigns on owned media such as ATMs and virtual signs Market research including study of competitors in the online banking field Cooperation with IT developers to continually improve features and functionalities Contribution in the design of financial and investment internet products for online clients only From June 2009 to November 2009 (6 months) Madrid Area, SpainCommunications and Community Manager at LoQUo @ Key role on the transition from a successful start-up to a corporate company - establishment of scalable processes. Participation in strategic planning. Community Management, Customer Support and product: • Ensure content quality on site and provide ongoing support to clients and users • Implementation of CRM processes & tools • Social media integration • Creation of first guidelines tutorial for customer support • 4 direct reports including responsibility for team recruitment and training • Cooperation with I.T. developers to continually improve features and functionality Marketing, PR and Communications: • Attract new clients & advertisers through integrated offline and online marketing strategies • Direct marketing: campaign design and creation of first press kit and corporate identity manual • Management of PR agency & designers • Press release writing • PR events & media interviews • Budget planning • Oversee user survey implementation, forums & blogs, Nielsen & Alexa statistics • Campaign impact evaluation through Datawarehouse Microstrategy From January 2006 to July 2008 (2 years 7 months) Madrid Area, SpainMarketing Intern @ • Marketing and sales of traditional Crete products • Partnerships and Tour design with local tourism industry From October 2004 to December 2004 (3 months) Customer Service Representative @ • Conducting financial product viability analysis using Scoring software • Investment product advice From June 2002 to March 2003 (10 months)

Postgraduate, Economics, International Cooperation, Development @ Universidad Complutense de Madrid From 2004 to 2006 Master, Business Administration and Economics @ Universidad de Málaga From 1998 to 2004 Diploma, Human Geography @ Universiteit Utrecht From 2001 to 2002 Leaving Certificate. B, Secondary Education. Biology @ Colegio Jesuita San Estanislao de Kostka From 1998 to 1999 Bachelor of Science. B, Bachelor of Science (Biology) @ Colegio Salesiano From 1995 to 1998 Belen Fernandez is skilled in: Multi-channel Marketing, International Business Experience, SEO, Inbound Marketing, Link Baiting, SMO, Social Media Marketing, Spanish, French, Web Content Management, E-commerce, Cross-cultural, Direct Marketing, Internet Banking, eCRM