From 2022 to 2026 I was Head of Digital Marketing at MoraBanc Group: the public websites and their migration to Adobe Experience Manager, lead management, online advertising campaigns and the group's organic search performance.
MoraBanc is one of Andorra's leading banking groups, with subsidiaries in other countries. When I joined in 2022, its public websites ran on WordPress and enquiries from prospective customers arrived through several channels at once: branch, email, phone and web.
Three fronts at once. Migrate the websites to a corporate platform without losing search visibility. Define what had to happen to every lead, whichever channel it came through, until it became a customer. And do it inside a bank: with compliance, several brands, several languages and many teams involved.
I was the functional owner of the group's public websites on Adobe Experience Manager and product owner of Salesforce Marketing Cloud. I defined what each website and each journey had to achieve, prioritised improvements and coordinated business, marketing, technology and compliance, reporting regularly to senior management.
Coordination of suppliers and external teams of up to 10 people, with websites for Andorra, Spain, the United States and Switzerland.
Business needs, functional requirements and improvement opportunities across digital channels and products.
Changes prioritised by business value, with dependencies, budgets, timelines and suppliers coordinated.
Websites on Adobe Experience Manager, plus campaigns, content and communications in Salesforce Marketing Cloud.
Functional and quality testing, release coordination, incident resolution and tracking of deliverables.
I led the roll-out of AEM as the platform for the group's public websites (morabanc.ad, moraassegurances.ad, morabanc.es, moracapitalgroup.com and morawealth.es), with a multisite, multilingual architecture. I was the platform's functional owner and led the redesign of the websites, with new calls to action and journeys towards key products.
I designed the product lead flow end to end: whether it came in through a branch, email, phone or the web, every lead was routed and followed a defined journey until it became a customer. The digital part was automated on Salesforce Marketing Cloud, where I was Product Owner.
Campaigns on Google Ads and Meta Ads, among other platforms, to attract product leads, with A/B testing, exclusion audiences and a CRM connection to follow each lead through to conversion.
Continuous website improvements, adaptation to Google algorithm updates and monthly tracking of search visibility.
The «What do you need?» block on the home page connects everyday needs to products without visitors having to know how the bank is organised.
Navigation separates personal, business and private banking, and frames each offer around its audience's needs.
On the mortgages page, each level of the journey moves visitors from exploring a category to a specific solution and a way to get in touch.
Product information is presented in Catalan, Spanish, English and French within a shared structure.
MoraBanc's estimated organic traffic grew strongly between 2022 and 2023 and has held steady since 2024, at between 34,000 and 42,000 monthly visits. That period coincides with the migration to Adobe Experience Manager, continuous website improvements and adaptation to Google algorithm updates.
| Period | MoraBanc | Bank B | Bank C | Share MoraBanc |
|---|---|---|---|---|
| April 2022 | 16,641 | 49,844 | 44,306 | 15% |
| 2023 average | 48,166 | 45,891 | 19,321 | 42% |
| 2024 average | 38,742 | 21,295 | 6,928 | 58% |
| January-May 2025 average | 38,505 | 23,583 | 6,629 | 56% |
These figures are context, not a measure of the impact of my work: organic traffic depends on several factors.