Pedro Fernández Ruz - Professional Portfolio

Work Experience

SEO Specialist at Memba (SEO & SEM Consultancy)

May 2025 - Present

I learn every day how to push on-page and off-page SEO for each client we manage.

Use Ahrefs and Google Search Console to surface insights and support decisions.
Lead keyword research efforts and editorial planning.
Build GA4 reports that track traffic coming from AI answers and the landing pages involved.
Own article calendars and write directly in WordPress.
Spot search trends with Google Trends across English-speaking markets.
Create monthly SEO reports by combining Ahrefs, Analytics, and Search Console data.
Benchmark organic competitors and implement their best practices.
Research long-tail queries that are already generating impressions.
Technical SEO improvements:
- Prune URLs with high bounce rates.
- Manage 404 redirects.
- Optimize media assets.
- Prepare content for generative AI searches.

Marketing Intern at Wolair

March - June 2024 Internship in partnership with ESIC

Translated the corporate site in WordPress.
Built Excel trackers to measure content performance.
Produced short-form videos for the website with CapCut.
Executed basic Photoshop edits for online assets.

Education & Training

Higher National Diploma in Marketing & Advertising

ESIC Business and Marketing School

2022 - 2024

At ESIC I truly learned:

Marketing terminology: target, segmentation, briefing, KPI, positioning, insight, buyer persona—and how to apply them beyond theory.

Hands-on Office skills:

Excel: tables, filters, charts, formulas, and structuring data for quick analysis.
PowerPoint: presenting ideas clearly, building layouts, visual hierarchy, and pitch decks.

Branding: what a brand is, how to build it, and how to keep visual and verbal consistency.

Adobe Suite (Photoshop, Illustrator, Premiere): design posts, banners, and short videos for campaigns.

Market research: surveys, data analysis, useful conclusions, and how to justify decisions.

Campaign planning: briefing structure, objectives, media mix, and the rationale behind each action.

Presentation & pressure: presenting, defending ideas, and delivering projects under tight deadlines.

Master in Digital Marketing & Analytics

MIOTI - Tech & Business School

2024 - 2025

At MIOTI I learned:

Data-driven mindset: read patterns, interpret metrics carefully, and justify creative or strategic decisions with data—data first, decisions later.

Digital tools through realistic case studies:

GA4 for traffic, funnels, and conversions.
Google Ads to build and optimize campaigns.
Power BI for clear dashboards and visuals.
LinkedIn Ads & Meta Ads for advanced targeting.
Figma for prototypes and functional design.
WordPress for site creation and adjustments.
HubSpot for CRM, automation, and lead tracking.

Performance metrics: CTR, CPC, CPA, ROAS, conversion rate, impressions, reach, frequency, CTAs—and how to know if a campaign is working or burning budget.

Web essentials: domain, hosting, DNS, CMS, and how every layer works together to keep a site live.