Open to new opportunities

Iris Gálvez Growth & Demand Generation Manager

I connect acquisition marketing with the sales operation, and automate it so it scales profitably.

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Ilustración: una profesional vierte sus campañas de paid media en un embudo de captación que se convierte en una pila de monedas.

Results

A few things I'm proud of 🙂

Revenue generated

+€216,573

2024

€75,930

2026

€292,503

+285%

How it was achieved

+€216,573 · Revenue generated

I redesigned the full funnel for both brands, from acquisition to close. Three levers: better-targeted paid media to attract higher-quality leads, lead scoring so the team called first whoever actually converted, and automated nurturing to recover the opportunities that used to go cold without anyone touching them.

Diblafe revenue

×3.3

2024

€60,130

2026

€195,653

+225%

How it was achieved

×3.3 · Diblafe revenue

I scaled acquisition on Google, Meta and TikTok Ads, splitting budget across the different products by profitability to grow revenue and lower CPL at the same time. In parallel I connected the sales operation to the CRM, so every lead reached the agent at the right moment. The result was multiplying the brokerage's revenue ×3.3.

Tojumana revenue

×6.1

2024

€15,800

2026

€96,850

+513%

How it was achieved

×6.1 · Tojumana revenue

I built the acquisition system for Tojumana — our brand specialized in Adeslas insurance — practically from scratch. I started from almost nothing, so I set up the whole funnel (paid media, scoring and the connection to the sales operation) and kept optimizing it on cost per lead and conversion until I multiplied revenue ×6.1.

ROAS

+33%

+33%

From 1.8 to 2.4

How it was achieved

+33% · ROAS

Continuous A/B testing of audiences, messages and creatives, cutting fast whatever underperformed and reallocating that budget toward what converted best. With that constant optimization, average ROAS rose from 1.8 to 2.4 (a +33%).

Sales time

−50%

−50%

Cut through automation

How it was achieved

−50% · Sales time

With n8n and AI I automated the tasks that ate the team's day without adding sales: lead distribution, follow-up reminders and reporting. That removed about half of the time they spent on manual work, which went into the only thing that closes policies: talking to the customer.

Pipeline

360°

  • CRM
  • Marketing
  • Sales
  • Reporting

How it was achieved

360° · Pipeline

I integrated the sources that used to live apart (paid media, CRM and sales) into real-time dashboards with the metrics that actually matter: CPL, CAC, LTV and ROAS. We went from looking at scattered data in each tool to seeing the lead's full journey, from click to policy, in one place.
Strategy Automation Creativity Data Sustainable growth

Experience

Grupo Startend

Valencia, Spain

Jan 2020 — Present · 6+ years

Internal progression from Performance Marketing Specialist to Growth Marketing Manager, building lead acquisition and conversion in insurance (Diblafe brokerage · Tojumana, exclusive Adeslas agent).

  1. Growth Marketing Manager

    May 2024 — Present

    Diblafe · Tojumana

    • I design and optimize complete end-to-end funnels (acquisition → nurturing → conversion) in B2B2C, aligning marketing and sales around a pipeline-first approach. That's how I grew Diblafe's revenue ×3.3 (from €60,130 to €195,653) and Tojumana's ×6.1 (from €15,800 to €96,850) in two years.
    • I automate demand-generation and nurturing flows with n8n, Zoho CRM and AI, reducing friction in the MQL → SQL → close process and cutting sales time by −50%.
    • I embed AI into workflows to speed up decision-making, reduce execution time and personalize nurturing at scale.
    • I measure and optimize the business metrics —CPL, pipeline generated, CAC, LTV and ROAS— with real-time integrated dashboards, giving 360° visibility.

  2. Performance Marketing Specialist

    Jan 2020 — May 2024

    Startend Marketing

    • Planned and ran multichannel demand-generation strategies (Google Ads, Meta Ads, TikTok Ads) focused on capturing business opportunities, improving ROAS from 1.8 to 2.4 (+33%).
    • Designed full-funnel acquisition strategies (awareness → lead → conversion) built on buyer-persona and buyer-journey analysis.
    • Ran continuous A/B testing of audiences, messages and formats, using digital analytics to decide with data.
    • Aligned with sales on MQL → SQL and a new lead-scoring model that improved conversion rate and lifted sales by +10%.

Stack & Automation

These are the tools I work with every day. I use them to set up lead scoring in the CRM, automate smart lead distribution and nurturing with n8n and AI, and keep the reporting running on its own.

Paid Media

  • Google Ads
  • Meta Ads
  • TikTok Ads

CRM & Operations

  • Zoho CRM
  • Lead Scoring
  • CRM Automation

Automation & AI

  • n8n
  • Claude AI
  • AI Automation

Data & Strategy

  • Dashboards & KPIs
  • Digital Analytics
  • A/B Testing
  • Demand Generation
  • Full-funnel Strategy

Side projects

In my free time I build my own products from scratch, to keep learning and to feel first-hand what anyone launching a project goes through. Here I share how I make them.

cuentopersonalizado.es

Personalized children's stories where the kid is the hero of their own tale.

A brand I built from zero, end-to-end: the story is generated from a photo of the child so the main character really looks like them, and the whole process —order, AI generation, printing and shipping— is automated to run on its own.

  • Claude Code
  • Claude API
  • Stripe
  • n8n
  • Print-on-demand
  • GA4

Side projects

cuentopersonalizado.es

The idea

It had been on my mind for a while: the Spanish market for emotional children's gifts (first communions, birthdays, gifts from grandparents to grandkids) is underused online. And even though my day-to-day is growth marketing, I wanted to build a whole product from zero, on my own, end-to-end. So I went for it.

What it is

cuentopersonalizado.es is a brand of personalized children's stories where the kid is the hero of their own tale. The best part of the project: the story is generated from a photo of the child, so the main character in the illustrations looks as much like them as possible —their face, their hair, their features. You can also personalize it by describing them in text, with no photo, and the likeness is good though not quite at the same level. That visual part is what I was most obsessed with getting right, because it's what separates a story «with your name on it» from a story that's really you.

How I built it

I built it all myself: the website with Visual Studio Code and Claude Code, the checkout personalization flow, the Stripe integration, and an automated n8n workflow that handles the rest. It takes the order, calls the Claude API to generate the story content, assembles the final PDF and sends it via API to a print-on-demand partner with local production in Spain, which prints and ships it to the customer. Between someone paying and getting their book at home, I don't have to touch a thing.

What I wanted to test

What interested me most technically: how far you can push end-to-end automation of a physical product without losing quality. I framed the growth side as a low-budget validation MVP —Pinterest and Meta for paid, a daily organic calendar on Instagram, TikTok and Pinterest, collaborations with parenting micro-influencers for UGC, and all the analytics instrumented with GA4 and a server-side Conversions API so I don't lose attribution on iOS. Right now I'm deep in validation: the goal isn't to blow up sales in week one, but to validate the whole funnel and learn which angles land in this market. Once I have solid data, I'll add it here.

What I'm taking away

I'm taking away things you rarely learn inside a big team: what it teaches you to build a business end-to-end on your own, how well generative AI and print-on-demand fit together to validate physical products with no inventory risk, and how much room I see for this mix of AI and physical product in the coming years. Still running and still learning.

Focus & Bloom

A fully automated store of AI-generated digital products, end to end.

A catalogue of coloring books, posters, stickers, prompt e-books and children's books —all AI-generated and ready to sell on Etsy or Gumroad—, with a pipeline that goes from idea to print-ready file with almost no manual work.

  • n8n
  • Claude API
  • fal.ai
  • Nano Banana
  • Google Drive
  • Canva Bulk
  • Netlify

Side projects

Focus & Bloom

The idea

Focus & Bloom started from the idea of building a fully automated store of digital products —from content generation to final layout— minimizing manual work as much as possible. The catalogue included coloring books, posters, digital stickers, prompt e-books and children's books, all AI-generated and ready to sell on platforms like Etsy or Gumroad.

Tech stack and tools

For the automation backend I used n8n (self-hosted on Easypanel), which orchestrated the whole pipeline: it received the form data via webhook, called the Claude API (Anthropic) to generate the prompts for each image, wrote them into a Google Sheet as a database, and triggered image generation with fal.ai using the Nano Banana model (Google's Gemini 2.5 Flash Image). The images were saved automatically to Google Drive with structured names, and at the end of the cycle it generated a CSV for Canva Bulk Create, ready to lay out in bulk using Canva Pro templates.

The interface

The entry point was a landing page with a brutalist editorial look —built in plain HTML/CSS and deployed on Netlify— where you picked the product type, the theme, the number of images and the visual style. On submit, the whole process kicked off automatically in the background.

What I learned

The project taught me to build complex automation pipelines with several chained APIs, to manage OAuth credentials with self-hosted n8n, to work with image-generation models via API, and to design systems that scale without manual intervention.

Why it didn't ship

Focus & Bloom stayed in development because I decided to prioritize cuentopersonalizado.es, which I came up with while building this project. Even so, it was one of my most intense experiences in technical learning: I came out knowing how to do things I didn't even know I could do.

About

I'm Iris, a growth marketer in Valencia. I've spent 6+ years at Grupo Startend and moved from Performance Specialist to Growth Manager, building lead acquisition and conversion in insurance from scratch.

What I like most about marketing is the part almost no one sees: the system behind a good number. I get into the funnel, into how leads are scored in the CRM, and into the automation that keeps everything working as it grows.

I'm comfortable between marketing and data. I build n8n workflows, use AI with Claude, and dashboards that update on their own, so I can decide with the numbers in front of me and not by feel.

Contact

If you want a system that works, write to me.

irisgalvez65@gmail.com LinkedIn

Download CV

CV (Spanish) CV (English)