For four years I was responsible for digital marketing and digital product at MoraBanc Group: the migration of its websites to Adobe Experience Manager, the journey of every lead until it became a customer, and the group's organic visibility.
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 led the roll-out of AEM as the platform for the group's public websites (morabanc.ad, moraassegurances.ad, morabanc.es and moracapitalgroup.com), 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.
Continuous website improvements, adaptation to Google algorithm updates and monthly tracking of search visibility.
Coordination across business, marketing, technology and compliance, reporting to senior management.
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 % |
I learned to operate in complex corporate environments: when to stand firm and when not to, how to report to senior management clearly and without noise, how to move through layered processes without losing focus. Four years in which any problem that came up (technical, organisational or human) had to be solved, period.