Esteban Larena-Avellaneda in

Esteban Larena-Avellaneda

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Head of Digital Product at Iberia
📍 Madrid, Community of Madrid, Spain

As the Head of Digital Product for Iberias web and app, Esteban Larena-Avellaneda draws on 13+ years of experience in eCommerce and digital initiatives across retail, travel, and FMCG. He focuses on product strategy and data-informed execution to build high-impact digital platforms. He holds a BSc from ESSEC Business School.

In a previous role, he spearheaded the redesign and relaunch of an eCommerce site, which successfully boosted website traffic by 50% and increased conversion rates by 20%.

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Experience
14 Years
Current Role
Head of Digital Product
Job Level
Mid-senior
Location
Madrid, Community of Madrid, Spain
Personality Overview

How Esteban shows up

Communication Style
Decision Approach
Work Preference

Behavioral traits and communication patterns that shape how this person evaluates opportunities, builds trust, and makes decisions in professional settings.

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Priorities

Topics Esteban cares about

Digital Product Vision
He is responsible for owning and setting the end-to-end digital product vision and strategy for Iberia's customer-facing web and app ecosystem.
Scaling eCommerce
Has a proven track record of growing eCommerce businesses, including launching platforms in new international markets and managing P&L.
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Career

Work history

1-2023
Head of Digital Product
Iberia
7-2021 - 1-2023
Head of eCommerce & digital marketing
Milbby
1-2017 - 7-2021
Customer Experience Manager
Lidl España
7-2015 - 1-2017
eCommerce & Digital Marketing Manager South Europe; Mars Inc.
Mars
9-2014 - 7-2015
Digital Project Manager
Open-Ideas | Agencia de Marketing Digital
In the press

Media appearances

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Education
2012 - 2013
BSc in Business Administration
ESSEC Business School
2015 - 2016
Master's degree
ICEMD
Social presence
in
Behavioral profile

DISC profile (public)

DISC behavioral profile

Dominance, influence, steadiness, and calculativeness scores with guidance on how this person prefers to communicate and decide.

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