Melanys Figueredo Toledano | Technologist & MarTech Consultant
Data Strategy · MarTech Systems
Connecting what’s scattered.
Building what’s missing.
From data strategy to system integration, I help teams understand their customers and make better decisions.
Data Strategy
MarTech Systems
Full-Stack
Enterprise Consulting
Data & Strategy
Where the data lives and how it moves.
Data StrategyOne reliable source
Figuring out where your data lives, what you actually need, and how it should all connect. The goal is one clear picture instead of ten conflicting spreadsheets.
Built the system that gives a European telco one complete view of each customer, combining their online and in-store data.
Customer Data PlatformsShared understanding
Setting up the central system where all your customer data lives, so every team works from the same information instead of their own version of it.
Designed the customer data model for a major insurer, replacing five disconnected systems with one.
Tracking & MeasurementClean collection
Setting up what you measure on your website and apps, making sure it captures what matters, handles privacy properly, and doesn’t slow anything down.
Rebuilt tracking for a major broadcaster across web and mobile, from scratch.
Systems & Integration
Making tools work together instead of side by side.
System IntegrationEverything connected
Making your sales, marketing, and product tools actually talk to each other. When they share data, your team stops copying things between tabs and starts making faster decisions.
Connected a fashion brand’s email marketing to their customer data, so campaigns used real behavior and results flowed back automatically.
Workflow AutomationLess manual work
Automating the things your team does manually every day: routing leads, triggering follow-ups, updating records. Things that should run on their own.
Set up automated data sharing between a travel group’s customer platform and their website personalization, so the site adapted to each visitor automatically.
PersonalizationThe right message, right time
Showing each person relevant content based on what they’ve actually done, across email, web, and app. Not generic blasts.
Built personalized product recommendations for a national retailer based on real browsing and purchase behavior.
Growth & Product
Testing, measuring, and building what works.
ExperimentationDecisions backed by data
Running tests to figure out what works: which page converts better, which message resonates, which flow keeps people engaged. Then building the system to do it consistently.
Built a testing program for a company where real customer data informed an AI that recommended products.
Product AnalyticsUnderstanding what users do
Figuring out how people actually use your product: where they get stuck, what makes them convert, what makes them leave. Then using that to improve things.
Set up end-to-end analytics for a European telco so their team could see what was working and what wasn’t.
Product DevelopmentFrom idea to working product
When something needs to be built, I build it. Web apps, tools, prototypes, whatever the project needs.
This portfolio: designed, built, and shipped end to end.
I think about data problems, design the systems around them, and stay until they actually run. Strategy and implementation, same person, nothing lost between steps.
01
Signal Over Noise
I'd rather track 20 things well than 200 things nobody looks at. Most of the useful work is figuring out what you actually need to know, and building the measurement around that.
02
Depth Over Breadth
Knowing one system inside out beats surface-level familiarity with ten. When something breaks, that depth is the difference between a quick fix and a week of guessing.
03
Systems Over Tools
Tools get replaced every couple of years. I've rebuilt enough setups to know that what actually survives is the logic underneath: how things connect, how data moves, how decisions get made.
Featured In
Some conversations I've been part of.
Women In Tech Talks (WIT) · Spotify · 2025
Embracing Curiosity and Continuous Learning
A conversation about career growth, staying curious in tech, and the path from Cuba to Italy to working globally in data and marketing technology.
Listen →
Storytime Radio (Web Radio) · Instagram · 2025
My Journey into Tech and AI Innovation
Talking about data, AI, building things on the web, and how I ended up doing what I do.
Listen →MQ
MQBMBQ · Web · 2021
The Queer Black Italian Experience
A conversation about identity, belonging, and growing up between Cuba, Italy, and everywhere else — conducted as part of the TQBIE interview series.
Read →Client Work
Platforms I Work With
Get to Know Me
The Work
I help companies get their data and marketing tools working together: figuring out what to measure, setting up the systems, connecting everything, and making sure it actually gets used. I do the strategy and the implementation, not just one or the other.
Working Together
Remote, project-based, async-friendly. English, Spanish, Italian. Direct communication, no unnecessary meetings. I typically respond within 24 hours and treat every engagement as a collaboration, not a handoff.
Beyond the Work
Cuban roots, Italian life, global work. Three languages, a lot of books, and a habit of staying curious about things outside the job.
More about who I am →Start a Conversation
Have a project in mind, or just want to talk? I'd like to hear about it.