Marc Herrera-GEO & SEO Product manager
Check rate
Experience
Head of Organic Growth | SEO & GEO
Coches.net
[Coches.net group: Coches & Milanuncios]
- Joined the newly independent Spanish business following Adevinta's divestiture to EQT, taking full ownership of organic growth across Coches.net and Milanuncios - two of Spain's largest and most established marketplaces
- Own the organic growth function end to end; SEO, Generative Engine Optimization (GEO) and content, as part of the marketing leadership team, setting channel strategy, priorities and technical standards across both brands
- Pioneer GEO and AI-search readiness, positioning both marketplaces for visibility across AI answer engines and LLM-driven discovery as organic search behaviour shifts
- Bring global, Adevinta-scale SEO product playbooks into a focused two-brand environment, accelerating impact through proven frameworks, experimentation and data-driven prioritization
- Partner cross-functionally with product, engineering, content and analytics to embed organic growth into roadmap and feature development, translating strategy into measurable traffic, visibility and business impact
Head of SEO
Adevinta
- Lead the global SEO function across 6 international markets, owning strategy, roadmap and delivery standards while managing and allocating the global SEO budget to maximize ROI and operational efficiency
- Unified previously siloed, country-level SEO product initiatives into a single global program, driving incremental organic growth across markets through shared frameworks and reusable, productized solutions
- Direct a cross-market team of 5 country-dedicated SEO managers and act as Product Manager for an embedded engineering pod (2 backend engineers, 1 data engineer and an engineering manager), building global SEO product solutions that deliver compounding growth to each local site
- Spearheaded global AI initiatives, securing and stewarding dedicated investment to embed GenAI-driven content and automation into the SEO product stack across the portfolio
- Champion product-led organic growth, partnering cross-functionally with product, engineering, content and data teams to align technical SEO, experimentation programs and measurable business impact
- Led the SEO function through Adevinta's ~€13bn take-private and delisting by the Permira- and Blackstone-led consortium, owning the change-management agenda and translating a complex corporate transition into a clear operating model for global and local teams
- Drove the operational separation as the portfolio was split; disentangling shared tooling, licenses, vendor contracts and cost structures, and migrating centrally built global SEO products into decentralized, market-owned solutions without disrupting growth, governance or service continuity
Senior SEO Product Manager
Marktplaats
[Part of Adevinta portfolio]
Led the SEO product team for Marktplaats, one of the Netherlands' largest online marketplaces, owning SEO strategy, roadmap and delivery end to end
Built and developed a team of backend and frontend engineers and an engineering manager, setting technical direction and SEO priorities
Partnered closely with product managers, analysts and senior leadership up to C-level to align SEO with broader product and business objectives
Roughly doubled organic traffic within a year and ended 2023 as the fastest-growing platform across Adevinta's portfolio, recovering Marktplaats from an all-time low
Championed a product-led SEO approach; building product features that delivered value to users first and compounding organic growth as a result, and scaled it across the organization through reusable frameworks, technical standards and clear strategic guidance
Drove technical SEO innovation, including a GenAI content engine for multilingual FAQ and metadata generation and a rebuilt internal-linking system that improved crawl efficiency and reclaimed index control at scale.
Embedded experimentation, product analytics and data-driven prioritization into how SEO decisions were made and validated against core business KPIs
Classifieds Global Organic Growth SEO Manager
eBay
- Led SEO as product owner for the Motors vertical, supporting multiple international markets.
- Turned a slow-growth platform into one of the top performers through technical improvements and product collaboration.
- Played a key role in the SEO integration process during the eCG–Adevinta merger, helping lay the foundation for a unified global team.
- Acted as the link between business goals and SEO execution, aligning market needs with product direction.
Co-Founder and Head of Product
DWX
- Led the development of one of the first AI-powered SEO SaaS platforms from concept to market.
- Secured €1.5 M in EU innovation grants and built a 12-person cross-functional team.
- Drove product innovation at the intersection of SEO automation and machine learning.
Global Organic Growth SEO Manager
eBay
- Drove SEO across several strategic markets, supporting major platform migrations and recovery initiatives.
- Rescued and stabilized traffic after complex technical shifts, restoring visibility in record time.
- Introduced and scaled experimentation frameworks to test and validate SEO opportunities rapidly.
- Worked closely with tech and product teams to embed SEO into the DNA of platform development.
Professor
ESIC Business & Marketing School
- Designed and delivered master’s-level courses in SEO, SEM, digital analytics, and performance marketing.
- Mentored students with personalized feedback and guidance throughout their academic development.
- Collaborated with industry professionals to enrich the classroom experience with current digital trends.
Senior SEO Specialist
Smartbrand
- Developed and executed tailored SEO strategies for high-profile clients across multiple sectors.
- Collaborated with cross-functional teams to integrate SEO into content, design, and development workflows.
- Mentored junior team members while delivering performance-driven solutions in a fast-paced agency environment.
Director, Growth Hacking Master’s Degree
IEBSchool
- Designed and led the master’s program, integrating real-world growth strategies, experimentation frameworks, and data-driven decision-making.
- Recruited top-tier instructors and built a dedicated growth lab to support hands-on learning and rapid testing.
- Mentored students and guided curriculum evolution to stay ahead of digital marketing and startup trends.
SEO Manager
Market Valley (One to Market)
- Led a team of SEO/SEM specialists and developed performance-driven strategies for client growth.
- Conducted audits, competitor analysis, and presented actionable insights to internal teams and clients.
- Mentored junior staff and participated in client meetings, pitches, and strategy sessions.
Search Marketing Professor
CEF Centro de Estudios Financieros
- Taught SEO/SEM to undergraduate and graduate students through practical, hands-on instruction.
- Delivered lectures on keyword research, on-page optimization, and paid search.
- Mentored students and collaborated with faculty on curriculum and program development.
Public Speaker at Online Marketing & SEO Conferences
Public Speaking
- Regular speaker at international SEO and marketing events such as Clinic SEO, SEOday Perú, SEO Plus, E-Show, and Keiretsu Forum.
- Delivered tailored talks on SEO strategy, technical SEO, AI applications, and the future of search.
- Made complex topics accessible and provided actionable takeaways.
- Engaged with global audiences and industry leaders, staying at the forefront of SEO trends.
Industry Experience
See where this freelancer has spent most of their professional time.
Experienced in Advertising, Retail, Education, Information Technology, and Automotive.
Business Area Experience
See which departments and functions this freelancer has contributed to most.
Experienced in Marketing, Product Development, Strategy, Business Intelligence, Information Technology, and Project Management.
Summary
With over 13 years driving user and business growth at the intersection of SEO, product, and organic strategy. My background spans agency, startup, and enterprise environments, including high-impact roles at eBay and Adevinta, where I've consistently turned organic acquisition into scalable, durable business outcomes.
Most recently I led global SEO across Adevinta's international markets, owning strategy, product, and the global budget, and steering the function through one of the sector's largest take-privates and the subsequent portfolio break-up. Today I head organic growth for Coches.net and Milanuncios, two of Spain's leading marketplaces now part of EQT, where I own SEO, GEO and organic acquisition.
I combine a strong technical SEO foundation with a product-led mindset, leading teams, aligning senior stakeholders, and building roadmaps across the full growth funnel. My approach blends experimentation frameworks, user insight, and data-driven prioritization to focus effort where it compounds into measurable impact.
Outside my in-house work, I stay close to the wider ecosystem as an SEO advisor, startup co-founder, mentor, and speaker at international events. I also teach digital strategy and growth at leading business schools including ESIC, IEBS, CEF, and EADA.
I thrive where product, data, and marketing converge, and I'm always drawn to complex growth challenges that reward structured execution and continuous iteration.
Skills
Leadership & Commercial
- Interim Head Of Seo
- Head Of Organic Growth
- Seo Strategy
- Organic Growth Strategy
- Enterprise Seo
- Marketplace Seo
- Classifieds Seo
- Seo Team Leadership
- Agency Management
- Stakeholder Management
- Okr Definition
- Organic Revenue Forecasting
- Seo Roadmapping
- Budget Ownership
- C-Level Reporting
Geo / Ai Search
- Generative Engine Optimization (Geo)
- Answer Engine Optimization (Aeo)
- Ai Search Optimization
- Llm Visibility
- Brand Visibility In Llms
- Ai Overviews
- Chatgpt Referral Traffic Analysis
- Share Of Voice Measurement
- Llms.Txt
- Entity Seo
- Knowledge Graph
Technical Seo
- Technical Seo Audit
- Crawl Budget Optimization
- Indexation Strategy
- Log File Analysis
- Xml Sitemap Strategy
- Internal Linking Architecture
- Javascript Seo
- Rendering / Ssr
- Core Web Vitals
- Page Speed Optimization
- Structured Data / Schema.Org
- Json-Ld
- Site Migration Seo
- Faceted Navigation
- Url Parameter Handling
- Canonicalisation
- Robots.Txt
International Seo
- International Seo
- Hreflang Implementation
- Multilingual Seo
- Multi-Market Seo Rollout
Content & On-Page
- Content Strategy
- Seo Content Strategy
- Keyword Research
- Topic Clustering
- Programmatic Seo
- Content Scaling With Llms
- Ai Content Generation Pipelines
- Google Discover Optimization
- E-E-A-T
Data & Tooling
- Botify
- Screaming Frog
- Ahrefs
- Google Search Console
- Ga4
- Bigquery
- Looker Studio
- Sql
- Python
- Pandas
- Web Analytics
- Seo Dashboarding
- A/B Testing
- Seo Experimentation
Adjacent
- Product Management
- Digital Marketing
- Growth Marketing
- Seo Consulting
- Due Diligence (Organic Channel)
Languages
Education
IEBS
Master's degree · Master's Degree in Search Engine Marketing · Spain
Euroinnova International Online Education
Master Executive · Online Marketing, SEO, SEM, Social Media and E-Commerce
Certifications & licenses
AI For Product Management
Advanced Google Analytics certificate
Data Exploration & Insights Discovery For Machine Learning & Statistics
Statistics
Experience
Global Experience
Expertise
Qualifications
Profile
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Actual rates may vary depending on seniority level, experience, skill specialization, project complexity, and engagement length.
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