Alba Castillo
Senior Digital Project Manager | eCommerce & B2B retail marketing programs | Lifecycle Growth, SaaS & Customer Experience
- Role
- Sr Digital Project Manager Sme Eventslive at SME
- Location
- Detroit, MI, US
- LinkedIn followers
- 500 followers
About Alba Castillo
Hi there! I’m Alba, a Digital Program Manager with 6+ years of experience leading ecommerce, marketing, and digital platform initiatives that connect technology, customer experience, and business growth.I’ve worked across DTC brands and large-scale international events, leading Shopify product launches, lifecycle marketing programs, and digital platforms used by tens of thousands of users. Focus areas:• Ecommerce launches & Shopify operations• Lifecycle marketing (email, SMS, retention)• Conversion optimization & analytics (GA4, Databox, SQL)• Cross-functional program leadership Learn more about my work: albacastillosaladie.com/portfolioI’m also a member of the BasBlue community in Detroit, and outside of work I enjoy traveling, exploring art and culture, and reading about technology, society, and innovation.
Experience
Sr Digital Project Manager Sme Eventslive
Aug 2023 — Present · MI, US
Led the digital transformation of EventLIVE into SME+, across 16+ events in the US and Canada, managing complex roadmaps, resource planning, and multi-stakeholder communication across Marketing, Product, Media, Sales, and Operations.Managed cross-functional workflows and vendor operations (Swapcard, Cadmium, Personify), ensuring seamless execution for partners, sponsors and high-volume digital audiences.Built and governed end-to-end GTM launch plans, risk mitigation frameworks, and standardized toolkits to streamline program execution across business units.Owned program performance reporting using GA4 dashboards, translating complex data into clear insights for senior leadership and cross-department teams.Oversaw budget planning, vendor contracts, and multi-program resourcing, ensuring on-time delivery and strategic alignment to enterprise objectives.Drove monetization strategies, leveraging data analytics to introduce exhibitor insights, custom sponsorship packages, and advanced digital lead tracking solutions, increasing sponsors and partners ROI.Managed third-party vendor relationships and integrations, overseeing platform improvements and critical integrations with Personify, Cadmium, and CMS enhancements, streamlining operational workflows, audience engagement, and digital product performance.
Education
Universitat de Barcelona
Master's degree, Advanced studies in Art History
2015 — 2016
Wharton Online
Introduction to Marketing
2018 — 2018
UC Berkeley Extension
Modern Art: History and Theory, Arts
2017 — 2017
Universitat de Barcelona
Master's Degree programme in Advanced Studies in Art History, Historia del arte, crítica de arte y conservación del patrimonio artístico
2015
Coursera
Stanford Introduction to Food and Health, Health
2017 — 2018
San Francisco State University
Non-Credit ESL, Lenguages
2017 — 2017
Universitat Rovira i Virgili
Bachelor of Arts - BA, Art History, art criticism and conservation of artistic heritage
2011 — 2015
Skills
- Oratoria
- Docencia
- Español
- Historia Del Arte
- Adobe Photoshop
- Investigación
- Relaciones Públicas
- Medios Sociales
- Inglés
- Arte
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