Strategic judgment
I assess which problem is genuinely worth solving, the impact it can have and what level of complexity is justified.
Ángel Moncada
MarTech and Marketing Operations consultant
Google Ads is my entry point. When the result crosses campaigns, measurement, websites, forms or processes, I connect the pieces and coordinate a practical, measurable solution.
BACKGROUND
More than 20 years connecting technology, marketing and business
My professional career began in IT systems and cybersecurity, where I worked on technical consulting, vulnerability analysis and web application reviews. That period taught me how to investigate complex problems, understand how systems connect and work with a methodology based on risk, control and verification.
I later applied that technical experience to digital marketing, analytics, web platforms and customer acquisition. Since then, I have worked with Google Ads and LinkedIn Ads campaigns, GA4 and Google Tag Manager measurement, SEO, WordPress, WooCommerce, PrestaShop and digital improvement projects for companies in different industries.
In recent years, automation and artificial intelligence have become a central part of my work. I design workflows with n8n, APIs, webhooks and language models to connect tools, analyze information, generate alerts, improve reporting and eliminate repetitive tasks.
I work personally on every project, from the initial analysis through implementation, testing and continuous improvement. Contracts, data protection and invoicing are handled through Desafío Comunicación, S.L.L., a company in which I am a partner and director.
How I work
I combine strategic judgment, technical capability and automation with human oversight.
Technical execution
I go beyond recommendations: I audit campaigns, configure measurement, connect APIs, design automations and document systems.
Systems thinking
I connect campaigns, data, websites and processes to avoid isolated solutions that create more work than they remove. When a commercial system exists, I can integrate it when it adds value.
Human oversight
I use automation and AI to expand analytical and execution capacity while maintaining review, context and accountability.
Areas of expertise
Services and capabilities I combine according to each project’s needs.
Paid media and acquisition
Management and optimization of Google Ads and LinkedIn Ads for B2B projects, ecommerce and international companies.
Measurement and analytics
Configuration and diagnosis of GA4, Google Tag Manager, Search Console, conversion tracking and integrations with the available commercial system.
Automation and applied AI
Workflows with n8n, Make, Zapier, APIs, webhooks and language models applied to marketing and business processes.
Web and digital platforms
Scoped improvements and support for WordPress, WooCommerce and PrestaShop when they affect acquisition, conversion, measurement or ecommerce.
TECHNICAL FOUNDATION
An approach shaped by cybersecurity
Before moving into digital marketing, I worked as a cybersecurity consultant at GMV, conducting vulnerability assessments, web application reviews and ethical hacking projects.
Although my current work is different, that experience still shapes my approach: investigate before making assumptions, verify the data, identify weak points and design more robust systems.
That combination of technical thinking, marketing and automation is one of the main differentiators of my profile.
FIRST-HAND EXPERIENCE
Triatlón Noticias as a real digital business
In 2010, I launched Triatlón Noticias, a specialist digital publication that I have developed and managed for more than a decade.
The project has allowed me to apply editorial strategy, SEO, monetization, analytics, advertising, automation, WordPress, audience management and technological development first-hand.
It is more than a content project. It is a real environment where I test processes, tools and systems before applying the lessons to other projects.
DESAFÍO COMUNICACIÓN
The professional company behind my work
I provide my professional services through Desafío Comunicación, working with companies that need to improve their campaigns, measurement and digital processes.
The service starts with Google Ads and expands into measurement, websites, integrations and automation when the problem requires it. The goal is not to add more tools, but to build systems that provide greater control, fewer manual tasks and better data for decision-making.
Discover Desafío Comunicación
PHILOSOPHY
Technology applied with sound judgment
Automation should reduce work, not create new dependencies. Artificial intelligence should improve analysis and execution while preserving review, context and human accountability.
My goal is to translate business needs into realistic, measurable and sustainable digital solutions.
An approach recognized by others
The recommendations I have received consistently highlight four qualities: vision, technical ability, commitment and a direct, solution-oriented approach.
“A professional unlike any other I have met. Dedicated and passionate, always going the extra mile.”
Patricia Lázaro JiménezDigital Marketing“Extremely professional and committed, with extensive experience and in-depth knowledge of the relevant technologies.”
Susana PerdizUniversity of Geneva“A remarkable ability to reinvent himself in times of crisis while maintaining his principles and moving forward through uncertainty.”
Laura García CervantesTriatlón NoticiasAre your campaigns, data or processes not working as they should?
We can review the problem, identify the friction and determine whether working together makes sense.
Tell me about your project