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Here are some highlights from my experience so far.

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INTERNATIONAL OPERATIONS / COUNTRY DIRECTOR SPAIN

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I've managed the international expansion of Swiss Fintech Utopia Music (Proper Music) in Spain:

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  • setting up a local office in Barcelona, and managing operations on the ground with full P&L

  • creating a sales strategy for Spain, Portugal and LATAM for all product verticals(financial services, creator services. publishing, distribution,  and music supervision services)

  • heading up Music Supervision Services and guiding new product creation strategy for Sync

  • negotiating data partnerships for new product development, specifically for Sync

  • managing Musimap customers including the Warner Music account globally

  • signing up new customers in Spain, mostly film and TV composers

  • coaching and mentoring an international team of 20 people comprising the areas of product, data science, legal, marketing, sales, customer operations and strategy.

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I served as a Country Director for Dutch SaaS Ticketing company Eventix in Spain, setting up an office, creating an operational excellence plan and a local sales strategy.

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I've also managed European sponsorship agency Backbeat, a joint venture with Planet Rock radio station in the  overseeing operations for all departments and responsible for P&L in Europe.

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PRODUCT DEVELOPMENT LEAD

 

At Utopia Music I led the development of an online music licensing platform for advertising agencies and brands using Musimap's emotional metadata tagging technology and NLP for lyrics analysis. This required overseeing a team of musicologists, data scientists and product managers. I've lead the discovery process, product marketing interviews and third party negotiations for improved functionality.  Previously in my career,  I worked directly in sync representing composers, and also in house at VCCP and Spark44.

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At Starlite Group I led the development of  Tickex, a digital concierge business to sell live experiences, hotels, restaurants and transportation. I have been responsible for the defining product functionalities, choosing technology partners such as Vivenu and 3DD and negotiating commercial terms with providers. 

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HEAD OF MARKETING FOR E-COMMERCE AND LIVE EVENTS

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My experience has always been with a focus on selling online tickets for live events, in very competitive online retail environments.

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I have led marketing teams and managed client accounts at AXS.com, Eventim.co.uk , Ticketmaster.co.uk, and Ticketea.es. I have created and delivered high profile offline and online campaigns in Europe for:

 

  • Music tours:  Taylor Swift, Take That, Katy Perry, Nine Inch Nails, The Rolling Stones, Ariana Grande, Robbie Williams, Miley Cyrus, Madonna, U2 and Red Hot Chilli Peppers.

  • Theatre & Comedy:  Delfont Mackintosh, ATG ,Really Useful Group, Avalon and Mick Perry.

  • Sporting events: ATP, UFC, WWE, Invictus Games, NBA Global Games and The Legends of Darts Masters.

  • Event Promoters : Livenation, Academy Music Group, Solo, SJM, Marshall Arts, Goldenvoice, Metropolis, Kili Live, ATP, Blixten, FKP Scorpio, The Jockey Club and VEVO.

  • Venues : The O2, SSE Arena Wembley, Hyde Park, Brooklyn Bowl, Eventim Apollo, Ericsson Globe, Tele2 Arena, Hovet, Annexet and Palacio de los Deportes.

  • Festivals : Sonisphere, Wakestock, Barclaycard British Summertime, Wireless festival, SOS, Electric Zoo and Optimus Alive.

 

 I have taken full responsibility for:

 

  • creating Marketing & PR  plans covering pre announcement, launch and post event campaigns

  • launching and managing affiliate partner programmes with full P&L responsibility

  • managing agency relationships (creative, PR and sponsorship agencies)

  • defining KPI’s, modernising analytics dashboards and implementing new software such as Tableau

  • creating data driven systems to help multiple stakeholders make successful decisions

  • audience profiling and segmentation for multiple genres and territories

  • briefing creative and media buying agencies and managing full delivery of multi-channel marketing campaigns

  • targeted growth hacking campaigns using social media

  • overseeing SEO, PPC, CRM strategies

  • mobile app product development supervision

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CONTENT DISTRIBUTION PARTNERSHIPS -B2B sales

 

I've set up affiliate content distribution programs for:

 

 

I've managed the entire sales cycle from pitching, negotiating commission structures , data sharing protocols, overseeing technical implementation of data feed and white label design and contract exchange. I have chosen tracking systems and affiliate networks. I've mentored each partner into success by optimizing customer journeys and providing visual data insights with actionable results.

 

My sales partners included radio stations (Absolute, Jazz FM, Capital Radio, Planet Rock), print media groups (Bauer, The Guardian, El Pais), record labels, fan sites, and start ups that later became big players such as Spotify, Songkick, Ents24 and BandsinTown.

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SPONSORSHIP 

 

I've shaped and negotiated both sync licenses and complex music sponsorship deals for brands, agencies and technology providers. I am a pioneer in designing data-enabled entertainment solutions for event sponsors using RFID and NFC. I've closed deals with with Samsung, Sony Ericsson, Nokia, Jaguar, Caffe Nero, Sennheiser, P&G, O2, McDonalds and Nokia, amongst others.

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I love creating multi channel integrated campaigns, reinventing traditional models and using new technologies. Take a look at my portfolio. I am especially proud of my campaigns with Samsung and Caffe Nero. 

 

I am very commercially driven and have solid experience facilitating and negotiating sales for various types of business categories: ticketing, market research, sponsorship and music production companies. I am confident presenting proposals and have directed many successful sales pitches. ​

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EDUCATION & LANGUAGE SKILLS

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I have a Master's degree in Music Education by the University of Murcia.I speak English and Spanish both to mother-tongue standard (certified at C2 level by Cambridge University) and Italian to A2 level. 

 

I hold an EU passport (Spanish nationality) and I currently live in Madrid.

 

Feel free to connect and share ideas with me. Always happy to brainstorm concepts and immerse myself in new projects.

 

Rosa Martinez

 

 

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