Madrid
Hi, I'm Jeni!
Senior Business Operations & Transformation Lead
I've spent more than 14 years building, transforming and running businesses, including my own. I move naturally across Tech, Sales, Marketing, Product, CX and Operations to align teams, bring order and take ownership of execution until projects, improvements and initiatives are up and running.
Business OperationsProject & Program ManagementProcess ImprovementProduct Operations
Open to joining a team in a senior role and to project-based collaborations.
Impact in numbers
Track record
14 years
connecting operations, business, customer and technology
Efficiency
>50%
shorter B2B onboarding through a more autonomous, scalable integration process
Scale
14
provinces with specialist presence in under a year through a repeatable partner model
Business
€500K+
annual revenue in a business built from the ground up
My approach
I combine business judgement, cross-functional leadership and a very hands-on way of working to turn complex problems into improvements that get implemented and deliver results.
01
I analyse what is holding the business back, separate symptoms from root causes and turn the solution into priorities, ownership, processes and metrics. I stay involved until the improvement is implemented and works in real-world operations.
02
I connect Operations, Product, Tech, Sales, Marketing and CX so that different needs become a shared objective. I create clarity around decisions, dependencies and next steps to keep execution moving.
03
I map how operations actually work, remove friction, errors and manual tasks, and design processes, workflows, automations and repeatable models that enable growth without multiplying complexity.
04
I combine business needs, user behaviour and operational data to prioritise improvements with real impact on efficiency, experience, conversion, growth or profitability.
Projects
Real cases where the value came from understanding the problem, connecting the pieces and taking a solution into real operation.
Featured cases
TracknTake · Product Ops / Operations
I redesigned the merchant integration process to reduce operational dependency, speed up onboarding and improve conversion to active merchants on the platform.
>50%
shorter onboarding time
+60%
conversion to integrated, visible merchants
Back To The Monkey / Monetes · Business / Omnichannel
I built a business with very limited resources around a community of families —unusual at the time— and a niche assortment that was hard to find. The model connected community, content, ecommerce and retail into a single omnichannel operation.
€500K / year
revenue
Nordic Baby · Retail expansion / Partnerships / Operations
I connected the B2C demand of a well-known brand with B2B expansion: I designed a corner model with specialist partners that brought Nordic Baby's service to new provinces without relying on opening owned stores.
14
across different provinces, with specialist presence
14 locations
across different provinces, with specialist presence
< 1 year
rollout
Other cases
Nordic Baby · CX / Ecommerce / Content
I turned a commercial Christmas catalogue into an editorial experience connecting expert content, product, community and ecommerce to help families choose better and drive purchase.
17K+
downloads in the first week
5,000
new leads
Nordic Baby · Ecommerce / CRO / UX / Analytics
I cross-referenced sales, behaviour, Analytics, SEO and the customer journey to pinpoint conversion friction and turn it into a prioritised roadmap.
Diagnostic signals
0.55%
conversion rate detected
9.01%
returning users
TracknTake · Product Ops / Data / UX
I turned behavioural signals and user feedback into concrete product decisions, prioritising trust, local availability and clarity of purchase.
Redesign implemented → increase in Add to Cart
TracknTake · Product Ops / Partner Experience / Business
I redesigned the CMS to evolve from an operational tool into a value experience for partners, adapting content, CTAs and next action to each partner's stage.
From operational management → to guidance, value and next action
Most operational problems do not live inside a single department: they appear in the seams between business, customer, product and technology. That is where I work.
How I work
I start by understanding the business as a whole and finish when the improvement is implemented and working. In between, I connect needs, prioritise, turn ideas into practical solutions and coordinate execution.
01
I talk to people across teams, observe the operation and review business, customer, data, teams, tools and dependencies before deciding on one part.
02
I connect signals to find the real cause and prioritise by business and customer impact, effort, risk and dependencies.
03
I turn the problem into an executable solution: requirements, owners, process and metrics, with teams aligned. I prototype when it helps us move.
04
I take the solution into real operations, unblock execution, support adoption, measure impact and iterate until the improvement holds on its own.
ABOUT
Over more than 14 years, I have worked across three very different environments: building my own business, transforming and expanding a retail and omnichannel operation, and later working in a technology and marketplace environment.
That combination explains how I work today: I understand businesses from the inside, I am comfortable getting into the detail, and I am equally comfortable coordinating different teams to move complex projects forward.
I am particularly drawn to challenges where something needs to be organised, improved, connected or taken from idea to reality.
2012
I built a complete omnichannel operation —P&L, purchasing, inventory, ecommerce, retail, marketing, CX and team— and learned that no decision exists in isolation.
2020
I brought that perspective into another company and redesigned the operating model, customer experience and expansion into replicable systems.
2025
I applied the same mindset in a technology marketplace, working with Product and Tech on integrations, onboarding, automation and B2B flows.
TODAY
I combine Business Operations, Product Operations, CX, no-code and applied AI to solve problems and improve how the operation works.
Continuous learning
Education, certifications and tools behind a practical way of working.
Microsoft Power BI Desktop for Business Intelligence
Maven Analytics
View credentialsGoogle Data Analytics
Google · Coursera
View credentialsLean Management Foundations
Six Sigma Academy Amsterdam
View credentialsBusiness Process Management
Udemy
View credentialsBPMN 2.0 Business Process Modeling
Udemy
View credentialsDigital Marketing & E-commerce
Google · Professional certificate
View credentialsWorking with a Ticketing System
HubSpot · Coursera
View credentialsCreate Surveys with Qualtrics
Coursera · Qualtrics
View credentialsTools
I learn and adopt whatever tool helps solve the problem. I've worked with and experimented with many tools, both in real environments and through testing; these are some of the ones I've used most.
Coordinate teams, documentation and cross-functional work.
Customer and partner follow-up, automation and lifecycle management.
Understand behaviour, identify friction and make evidence-based decisions.
Manage ecommerce, catalogue, stock and point-of-sale operations.
Turn ideas, documentation and communication into clear visual outputs.
Research, prototype, automate and accelerate execution.
BEYOND THE CV
A more personal glimpse into how I think, learn and approach whatever I have in front of me —because all of that also shapes how I work.
I'm interested in challenges where I can connect business, operations, people and technology to make things work better. If you're looking for a senior, cross-functional and hands-on profile to bring order to complexity, coordinate teams and take improvements from problem to implementation, I'd be delighted to connect.