Melanys Figueredo Toledano | Strategy, Systems, Code. Data and marketing technology consultant. Connecting what is scattered, building what is missing.
Data & Systems
The foundation determines everything built on top of it.
Data Strategy & ArchitectureUnified Intelligence
Map the data landscape, design the architecture that turns scattered sources into one reliable system: Tealium, Segment, custom pipelines, whatever fits your reality.
CDP data engine for a European telco, unifying online and offline data into a single customer view.
CDP ImplementationCustomer Clarity
Design, build, and optimize customer data platforms that give every team a shared understanding of who your customers are and what they need.
Real-Time CDP data model for a leading insurer, unifying fragmented systems into one source of truth.
Tag Management & TrackingPrecision Collection
Tracking architectures that capture what matters without the bloat: GTM, server-side tagging, consent orchestration, built to scale.
App and website tracking replatforming for a major broadcaster, validated across web and mobile.
Systems & Integration
When systems talk to each other, teams can focus on what matters.
System IntegrationConnected Operations
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.
Marketing automation integrated into CDP ecosystem as bidirectional input/output, enabling cross-channel activation for a fashion brand.
Workflow AutomationIntelligent Operations
Automate the repetitive so your team can focus on the creative: marketing ops, lead routing, lifecycle triggers, running without manual intervention.
Bidirectional data flows between CDP and personalization engine, powering scoring models and audience activation for a travel group.
Personalization & ActivationRelevant Experiences
Turn audience segments into personalized journeys: real-time decisioning, cross-channel activation, and content targeting that feels natural.
Retargeting and personalization use cases from ecommerce clickstream data for a national retailer.
Growth & Engineering
Move with evidence. Build with intention.
Rapid ExperimentationConfident Decisions
Test what matters, learn fast, iterate with purpose; experimentation frameworks that replace paralysis with momentum and evidence.
CRO and A/B testing program with CDP-enriched data supporting an AI-powered recommendation engine.
Product Analytics & CROGrowth Intelligence
Understand how users actually behave; conversion optimization, behavioral analysis, and product insights that inform real decisions.
End-to-end analytics for a European telco, providing structured insights to support strategic decisions.
Full-Stack Product DevelopmentIdeas Made Real
When strategy needs a product or a prototype needs building: React, Next.js, APIs; what gets designed gets built.
This portfolio: Next.js, Three.js, and scroll-driven narratives.
How things connect matters more than any single tool or platform. Finding the patterns, designing the systems, building what is needed to make them real. Strategy through to implementation. The full cycle of a problem, start to finish.
01
Signal Over Noise
Every environment generates more information than anyone can process, and the instinct is usually to capture everything. The real skill is knowing where to focus, what questions to ask first, and designing around the answers worth acting on.
02
Depth Over Breadth
Doing fewer things with more intention creates better outcomes than doing everything at once. Going deep into a problem before reaching for solutions, understanding the full context before making a recommendation, building what is needed and nothing more.
03
Systems Over Tools
Any individual tool will eventually be replaced, and that is fine. What endures is the logic underneath: how information flows, how decisions connect to outcomes, and whether the whole thing serves the purpose it was designed for.
Featured In
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 →Trusted By
Platforms I Work With
Get to Know Me
Data strategy, marketing technology, and the engineering that makes them real: from the question to the architecture to the code.
- Data & Infrastructure: CDP architecture (Tealium, Segment), tag management (GTM, server-side), analytics engineering (GA4, Mixpanel), and tracking design. The systems that everything else depends on.
- MarTech & Integration: Connecting tools, automating workflows, enabling personalization. Making the stack work as one system, not a collection of parts.
- Growth & Engineering: Experimentation frameworks, product analytics, CRO, and full-stack development. When strategy needs to become a working product.
Remote-first, async-native, deeply focused.
Three languages, any time zone; best in autonomous environments where quality of thinking matters.
Clear when the direction is set, direct when it needs to be found.
Start a Conversation
Tell me what you're building, or what's stuck, to start a focused conversation about what matters to you.