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Alejandro Campos Lamas

About

For twelve years I've been asking the same question: why people buy what they buy. For the first four I asked it in advertising, as an art director at agencies in London and Madrid. For the next seven I asked it at a consumer goods distributor, most of that time running one of its brands, where I moved from creative insight to the kind you can measure.

I grew that brand from €8M to €12M in revenue, leading a team of 11 people with eight reporting to me directly, and I set up its insights function myself. We commissioned an outside research firm to test a pack design, and what they found was that the brand had no value proposition. I took that finding to the senior management instead of the one we'd asked for, and it set the agenda for the next two years.

I worked with GfK panel data, Helium10, around 20,000 reviews (ours and our competitors') and a survey of my own. With that I split the buyer persona into two cohorts and opened a new category that reached 10% of revenue. The process is written up as a seven-phase framework. Underneath it all: SQL and Oracle, Python, Power BI, and a pipeline that takes 9,300 SAP materials to the PIM.

I'm now a co-founder of Sapioverse and lead brand and strategy at Vertienza. I live in Madrid and I'm open to relocating. The blog is in Spanish; the portfolio is in both languages.

Career

[2026 - now] Data and brand services, self-employed

  • Sapioverse: co-founder. An AI data analyst that answers business questions in plain language over a company's own data, with data services around it: ETL, PIM and BI. One of the published cases is Imprex's catalogue (in Spanish).
  • Vertienza: brand and branded content studio. I lead brand and strategy.

[2019 - 2026] Imprex Europe, consumer goods distribution

  • [2020 - 2026] Head of Garza, Imprex's own lighting, connectivity and IoT brand, in Spain and Portugal. Margin, pricing, assortment and launches; revenue from €8M to €12M, with a team of 11 and eight direct reports. I opened the solar lighting category and rolled out the PIM, Power BI, Freshdesk and Shopify from the business side. The portfolio has the SAP-to-PIM catalogue, B2B promotions, year-end review, camera launch and licence-free DAM cases.
  • [2019 - 2020] Amazon and e-commerce for Edgewell, whose brands Imprex distributed. I launched the direct Amazon sales channel (3P) for the brand in Spain and Europe.

[2014 - 2018] Art direction at agencies, London and Madrid

  • VCCP Kin (campaigns for O2), McCann London, Geometry, Hogarth and Haygarth.
  • Xbox "The Loophole" with McCann London: shortlisted at Cannes Lions and the Clios, Merit at The One Show.
  • In 2018, at Amazon Madrid: Alexa's Spanish personality, with her dialogues and replies.

Education

  • Master's degree in Business Intelligence, UNIR. Completed in 2026.
  • Data Analytics Bootcamp, Ironhack, 2021.
  • Art direction, Miami Ad School, 2013-2015.
  • Audiovisual Communication, Universidad Rey Juan Carlos.

Where to find me