What does your job at Telefónica involve?
I am currently part of the Digital Growth team, working as Growth Marketing Lead in the Telefónica Innovación Digital area, where we lead digital projects and collaborate with other legal entities in the group.
This year, 2025, is starting out as a very challenging one with several core projects, where in my case I provide support in the area of growth. That is to say, I help to propose strategies and actions that will take the projects to another level of growth in a short period of time.
To do this, we select the best channels, optimise flows so that the incoming traffic converts in the best possible way and use agile methodologies to reduce time to market as much as possible. Without ever forgetting the customer, who is always our focus, so that their experience is optimal.
Our projects range from the commercialisation of innovative digital products or services to circular economy businesses. An example of the latter is the e-commerce site Ovio market, which is part of the company’s overall commitment to Zero Waste by 2030.
How important is innovation in companies?
In my view, innovation is the key. In fact, that’s why I believe it’s in all of us in the telephone industry. It allows us to adapt and anticipate market changes, improve products and services and maintain our leadership.
Furthermore, innovation can improve operational efficiency, open up new business opportunities and create added value not only for ourselves but also for the customers, suppliers and partners who collaborate with us on a daily basis. I believe that without innovation, companies run the risk of being left behind and ceasing to be relevant.
From your point of view, how useful is the disruptive spirit in the workplace?
The disruptive spirit drives change and transformation in companies. In my view, we should always question the established and look for unconventional solutions.
Having this disruptive mentality leads us to find new paths, approaches and to improve processes. In general, it gives us a different direction and makes the company evolve and grow in a more dynamic way. It also encourages creativity and openness to new challenges, which is crucial in an environment as competitive as ours.
Going into something more specific, what does BTL marketing consist of?
BTL (Below The Line) marketing refers to marketing strategies that focus on direct communication with the consumer, using non-mass tactics such as promotions, brand activations, events and guerrilla marketing.
The idea is to create a personalised and memorable experience that connects more intimately and deeply with the target audience. This technique has become a fundamental part of achieving an effective advertising campaign.
In recent years, it has captured the attention of several professionals because, unlike traditional ATL (Above The Line) mass advertising techniques, this strategy is aimed at specific audiences and is characterised by the use of creativity to generate maximum impact, in turn generating an immediate and measurable response.
What are its main characteristics? And its strategies?
One of the most distinctive characteristics of BTL is its direct and personalised approach. This is achieved through tactics that target specific segments of the audience, adapting to their interests, behaviours and needs. For example, an exclusive event for our best customers.
Creativity and innovation are another ‘must’. Not being limited by the traditional formats of mass media, BTL offers a space to experiment with novel and unique ideas. And this in turn involves consumer participation in live events.
Another advantage is that they tend to have lower associated costs compared to ATL campaigns and the ability to directly measure campaign results, which again, unlike ATL strategies, is often based on estimates.
As for strategies, there are many but the most popular are:
- Events or sponsorships: these experiences make the consumer interact with the brand, increasing its visibility in a more relaxed and personal environment.
- Promotions and discounts: by segmenting the base we can offer unique discounts and promotions based on their tastes, allowing us to offer a better experience for the user.
- Guerrilla marketing: very eye-catching, unexpected or creative actions that use the users’ usual environment to capture their attention or unexpected elements.
- Point of sale (POS) advertising: actions that focus on attracting the attention of the user in the physical establishment, such as product demonstrations, whose effectiveness lies in the ability to influence the last step before finalising the purchase.
How is this type of marketing integrated into digital marketing?
BTL marketing is another pillar of marketing and has a multitude of integrations through different tactics, such as:
- Social networks: creating interactive content, competitions or exclusive experiences on platforms such as Instagram or TikTok
- Influencers: collaborations with influencers to generate personalised and authentic campaigns.
- Clusterisation: using data to personalise offers and messages for specific groups.
- Online experiences: such as webinars, virtual events, or product launches on digital platforms.
Can you give us an example of BTL marketing?
There are many brands that use this type of strategy. I’m sure you remember a company that launched a man into the stratosphere and that generated a great impact on the community and a unique experience, so much so that we stopped doing everything we were doing to see it live. Well, that is a clear example of this type of strategy, although in this case, it did involve considerable expense.
In the case of Telefónica, we recently attended a major event that brought together different BLT strategies, our beloved anniversary. All of us employees took part and, in one way or another, were protagonists. For example, we received personalised communications with discounts so that we could enjoy the concert.
Other cases where we can see this type of strategy in practice are events such as the Mobile World Congress (MWC), which is going to be held in a few days’ time. In this case, not only do we have a stand, but different activities are always organised for attendees that go beyond the simple exhibition of products, generating direct interactions with participants and creating memorable experiences related to our services.
Who do you nominate from among the people who work at Telefónica for this interview that you consider to be excellent in their work?
I nominate Rubén Álvarez Escobar who was the first person who trusted me and gave me the great opportunity to belong to this great Telefónica team and not only that, he is a great professional, who is capable of transforming himself and is always willing to help others. I have always found this very inspiring and it has motivated the team to continue growing personally and professionally.
