Ariana Basciani Fernández - Head of Digital Product & Growth

Q: Where is Ariana based?

Ariana is based in Barcelona, Spain .

Q: What languages does Ariana speak?

Ariana speaks the following languages: Spanish (Native), English (Advanced) .

Q: How many years of experience does Ariana have?

Ariana has at least 19 years of experience. During this time, Ariana has worked in at least 8 different roles and for 7 different companies . The average length of individual experience is 2 years and 2 months . Note that Ariana may not have shared all experience and actually has more experience.

Q: What is Ariana's latest experience?

Ariana's most recent position is Head of Digital Product & Growth at The Objective Media .

Q: What companies has Ariana worked for in recent years?

In recent years, Ariana has worked for The Objective Media and Masaria Labs .

Q: Which industries is Ariana most experienced in?

Ariana is most experienced in industries like Media and Entertainment , Information Technology , and Real Estate . Ariana also has some experience in Advertising .

Q: Which business areas is Ariana most experienced in?

Ariana is most experienced in business areas like Marketing , Product Development , and Business Intelligence .

Q: Which industries has Ariana worked in recently?

Ariana has recently worked in industries like Media and Entertainment and Information Technology .

Q: Which business areas has Ariana worked in recently?

Ariana has recently worked in business areas like Marketing , Product Development , and Business Intelligence .

Recommended expert

Barcelona, Spain

Experience

Sep 2021 - Nov 2025

4 years 3 months

Barcelona, Spain

Head of Digital Product & Growth

The Objective Media

Define the product strategy for web, app, newsletters, podcasts, and video, and build a quarterly OKR-driven roadmap.
Oversee optimization of the entire AdTech/MarTech ecosystem.
Coordinate multidisciplinary teams to execute these digital initiatives.
Drive audience growth through SEO, performance (CWV), and distribution (newsletters/push/social).
Optimize the subscriber funnel for registration, activation, and retention.
Lead CMS scalability by optimizing the data stack (events, dashboards, attribution) to enable weekly decision-making with Editorial/Sales.

Aug 2018 - Aug 2021

3 years 1 month

Barcelona, Spain

Senior Product Manager & Digital Marketing Strategist

The Objective Media

Optimize homepage/article templates, recirculation, recommendation modules, editorial UX, and accessibility.
Optimize conversion journeys across the AdTech/MarTech ecosystem.
Lead competitive research for SEO audience segmentation and retargeting in collaboration with Editorial/SEO/Revenue.
Lead data capture and translate insights into actions to improve the user journey.

Sep 2016 - Aug 2018

2 years

Barcelona, Spain

Content & Digital Marketing Consultant

The Objective Media

Define goals, prioritize opportunities, and execute a channel-based growth plan (organic, newsletters, direct/app when applicable).
Develop and optimize content distribution channels such as social media and newsletters.
Analyze performance and produce weekly editorial reporting.

Jul 2015 - Apr 2016

10 months

Barcelona, Spain

Digital & Social Media Strategist

Economía Digital

Translate the editorial agenda into social distribution plans and real-time coverage that maximize reach, engagement, and qualified traffic.
Analyze data and communicate insights to cross-functional teams to improve social-to-site journeys, including community protocols and reputation management.

Jan 2013 - Dec 2014

2 years

Barcelona, Spain

Press & Marketing Manager

Personaling

Lead PR & communications: brand narrative, press/creator relations, press kit, and activations.
Plan and execute omnichannel content and launches; manage budget and vendors; measure and optimize KPIs (impressions, community, traffic, conversion, and sales) to drive demand and revenue.

Jan 2011 - Present

15 years 4 months

Barcelona, Spain

Digital Marketing Strategist & Product Manager

Masaria Labs

Lead initiatives for media and brands, driving product strategy, technological innovation, user experience (UX), digital marketing within AdTech/MarTech ecosystems, analytics, and revenue growth in agile, cross-functional environments.
Research and design digital marketing strategies for clients in Spain, the United States, and Latin America, including cross-functional team management and execution of integrated plans (SEO, Paid, Social Media, email marketing) for top-tier publishers, agencies, and brands.
Key clients: Grupo Planeta, Abbott Laboratories, Lilly Laboratories, Liberty Mutual, Hiscox, Ogilvy & Mather Group, The Objective Media, El Estímulo Media, Letras Libres, Elisava Escola de Disseny, Skiller Academy, Playco Editores, Festival de la Lectura de Chacao, Spanish Agency for International Development Cooperation, Lookremix.com, Personaling.com, Association of Managers of Catalonia, Association of Real Estate Property Administrators of Catalonia, Op de Beeck and Worth, AwuaRental, Xpertix, Association of Beekeepers of Barcelona, MonPetitPot.com, and others.

Aug 2008 - Sep 2009

1 year 2 months

Caracas, Venezuela

Strategy & Marketing Coordinator

Express Gráfica

Created and executed marketing and communications strategies for accounts such as Abbott and Liberty Mutual.
Coordinated and edited content for campaigns and projects across print and digital media.

Oct 2007 - Aug 2008

11 months

Caracas, Venezuela

Press & Marketing Manager

Grupo Editorial Norma

Managed marketing and communications for new releases launches, trade marketing, digital branding, corporate events, and point-of-sale improvements.

May 2005 - Jul 2007

2 years 3 months

Caracas, Venezuela

Marketing Manager

Coldwell Banker Affiliates of Latin America

Created and managed marketing strategies for brand positioning from the United States to Latin America.
Produced corporate events and managed media relations.
Led internal communications and provided advertising support to franchises.

Industry Experience

See where this freelancer has spent most of their professional time.

Experienced in Media and Entertainment, Information Technology, Real Estate, and Advertising.

Media and Entertainment

Information Technology

Real Estate

Advertising

Business Area Experience

See which departments and functions this freelancer has contributed to most.

Experienced in Marketing, Product Development, and Business Intelligence.

Marketing

Product Development

Business Intelligence

Summary

Digital marketing and product specialist with 15+ years of experience across corporate environments, start-ups, and as an independent consultant. I’ve led senior initiatives in digital marketing, strategy, and product management, working with multidisciplinary teams to define and execute strategies within the MarTech and AdTech ecosystem. My career focuses on improving performance and accelerating growth through data-driven decision-making and impact-oriented digital solutions.

Skills

Digital Marketing: Seo, Paid, Social Media
Adtech & Martech: Dmp, Dsp, Cdp, Crm, Cms, Gam, Analytics
Project Management: Agile, Kpis, Team Leadership

Languages

Spanish

Native

English

Advanced

Education

UCV

Bachelor of Arts · Social Communication · Caracas, Venezuela

IEBS

Postgraduate Diploma · Online Marketing & Community Management · Barcelona, Spain

Elisava

Master of Arts · Visual Design · Barcelona, Spain

Certifications & licenses

Artificial Intelligence Bootcamp

Skiller Academy

Documentary Photography

Nelson Garrido Organization

Exhibition Curation

Spanish Cooperation Agency / Banco Mercantil Foundation

Gamification

University of Pennsylvania

Google Analytics Certification

Photography I & II

Museum of Fine Arts of Caracas

Statistics

Experience

Total positions 9

Experience in Media and Entertainment 17 y

Avg length 3 y 5 m

Longest experience 15 y 3 m

Global Experience

Countries worked in 2 (Spain, Venezuela)

Primary country Spain

Expertise

Recent roles Head of Digital Product & Growth, Senior Product Manager & Digital Marketing Strategist, Content & Digital Marketing Consultant

Main industries Media and Entertainment, Information Technology, Real Estate

Main business areas Marketing, Product Development, Business Intelligence

Qualifications

Highest degree Master

Certifications earned 6

Profile

Created

April 2026

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Frequently asked questions

Do you have questions? Here you can find further information.

Where is Ariana based?

Ariana is based in Barcelona, Spain.

What languages does Ariana speak?

Ariana speaks the following languages: Spanish (Native), English (Advanced).

How many years of experience does Ariana have?

Ariana has at least 19 years of experience. During this time, Ariana has worked in at least 8 different roles and for 7 different companies. The average length of individual experience is 2 years and 2 months. Note that Ariana may not have shared all experience and actually has more experience.

What roles would Ariana be best suited for?

Based on recent experience, Ariana would be well-suited for roles such as: Head of Digital Product & Growth, Senior Product Manager & Digital Marketing Strategist, Content & Digital Marketing Consultant.

What is Ariana's latest experience?

Ariana's most recent position is Head of Digital Product & Growth at The Objective Media.

What companies has Ariana worked for in recent years?

In recent years, Ariana has worked for The Objective Media and Masaria Labs.

Which industries is Ariana most experienced in?

Ariana is most experienced in industries like Media and Entertainment, Information Technology, and Real Estate. Ariana also has some experience in Advertising.

Which business areas is Ariana most experienced in?

Ariana is most experienced in business areas like Marketing, Product Development, and Business Intelligence.

Which industries has Ariana worked in recently?

Ariana has recently worked in industries like Media and Entertainment and Information Technology.

Which business areas has Ariana worked in recently?

Ariana has recently worked in business areas like Marketing, Product Development, and Business Intelligence.

What is Ariana's education?

Ariana holds a Master in Visual Design from Elisava, a Bachelor in Social Communication from UCV and a Bachelor in Online Marketing & Community Management from IEBS.

Does Ariana have any certificates?

Ariana has 6 certificates. Among them, these include: Artificial Intelligence Bootcamp, Documentary Photography, and Exhibition Curation.

What is the availability of Ariana?

Ariana will be available full-time from May 2026.

What is the rate of Ariana?

Ariana's rate depends on the specific project requirements. Please use the Meet button on the profile to schedule a meeting and discuss the details.