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Melanys Figueredo Toledano | Where data strategy meets execution to make it real. Data & Infrastructure, MarTech & Automation, Growth & AI Strategy.
Data Strategy & MarTech Consultant
Where data strategy meets execution to make it real.
Fragmented customer data becomes systems that actually work. Strategy, architecture, engineering. From CDP evaluation to data model design to the code that connects it all. Closing the gap between what your tech stack promises and what it delivers.
Data & Infrastructure
Building the foundation everything else depends on
Data Strategy & ArchitectureUnified Intelligence
Audit fragmented data landscapes and design the blueprint that turns scattered sources into one reliable system. Tealium, Segment, custom pipelines: the right architecture for your reality.
CDP ImplementationCustomer Clarity
Design, implement, and optimize customer data platforms that give every team a shared understanding of who your customers are and what they need.
Tag Management & TrackingPrecision Collection
Build tracking architectures that capture what matters without the bloat. GTM, server-side tagging, consent orchestration, all designed to scale.
MarTech & Automation
Making your tools work together so your team can too
System IntegrationOperational Coherence
Connect sales, marketing, and product into one engine. When your CRM talks to your CDP, and your CDP talks to your activation layer, decisions get faster.
Workflow AutomationIntelligent Operations
Automate the repetitive so your team can focus on the creative. Marketing ops pipelines, lead routing, lifecycle triggers, all running without manual intervention.
Personalization & ActivationRelevant Experiences
Turn audience segments into personalized journeys. Real-time decisioning, cross-channel activation, and content targeting that feels natural, not invasive.
Growth & AI Strategy
Moving fast with evidence, not assumptions
Rapid ExperimentationConfident Decisions
Test what matters, learn fast, iterate smarter. Experimentation frameworks that replace analysis paralysis with momentum and evidence.
Product Analytics & CROGrowth Intelligence
Understand how users actually behave, not how you assume they do. Conversion optimization, behavioral analysis, and product insights that drive growth.
Full-Stack Product DevelopmentIdeas Made Real
When strategy needs a prototype or a product needs building. From concept to production. React, Next.js, APIs. What gets designed gets built.
The right question cuts through noise faster than any tool. A fragmented stack, a disconnected audience, a CDP collecting dust. The answer is never more data. It's better architecture.
What are you actually building? Does your infrastructure support that vision, or just generate noise? Separating signal from distraction is step one. Building the systems to act on it is where it gets interesting.
Evaluate CDPs. Design data architectures. Build the front-end. Write the pipelines. Full stack of the problem, not just a slice of it.
Signal Over Noise
A market shift hidden in behavioral data. A fragmented tech stack masking the real bottleneck. An activation opportunity sitting untouched in your CDP. Clarity starts with knowing which signals matter.
Elegant Solutions, Not Complex Ones
The best architecture is the simplest one that works with your team, your budget, and your reality. Sophistication is knowing what to leave out, not what to pile on.
Systems Thinking, Not Tool Thinking
Tools are commodities. What matters is how they connect, what data flows between them, and whether the whole system serves the business or just the vendor's roadmap.
Conversations
Perspectives on data, technology, and building with purpose.
Women In Tech Talks (WIT) · Spotify
Embracing Curiosity and Continuous Learning
A conversation about personal development, career growth, and staying at the forefront of Tech and MarTech. From Cuba to Italy to the global tech world, building a career rooted in resilience and self-learning.
Listen →
Storytime Radio (Web Radio) · Instagram
My Journey into Tech and AI Innovation
Sharing my passion for data platforms, web development, AI integrations, and the journey that led me to build my career as a digital consultant and creator.
Listen →Recognition
Companies I've worked with
Vodafone Italy
CDP Strategy & Implementation
A Bit More About Me
Data strategy, marketing technology, and hands-on execution. The full cycle.
- Data & Infrastructure: CDP architecture (Tealium, Segment), tag management (GTM, server-side), analytics engineering (GA4, Mixpanel), and tracking design
- MarTech & Automation: System integration, workflow automation, personalization, and building tech stacks that actually scale with your business
- Growth & AI Strategy: Experimentation frameworks, AI-powered strategy, CRO, product analytics, and full-stack development when the solution needs building
Remote-first, async-native, deeply focused.
Three languages, any time zone. Best in autonomous environments where deep thinking is valued over performative availability.
Fast when the direction is clear. Direct when it isn't. You get honest assessments, not diplomatic nothings.
Strategy without execution is a slide deck. Execution without strategy is expensive guessing.
CDP data models for enterprise stakeholders. Front-end products that bring data to life. Vendor evaluations for C-suite conversations. Platform configuration down to the implementation detail.
From the boardroom question to the data pipeline that answers it.
Curious if we're a fit?
Tell me what you're building, or what's stuck. No pitch, just a focused conversation about what matters to you.