Maria Jose Serres-Rouse

What if your marketing could deliver measurable growth faster — powered by innovation, data, and creativity that sets you apart?

That’s the transformation I drive — combining data-led strategy, emerging technologies like Generative AI, and a passion for building digital ecosystems that accelerate performance and redefine success.

With over 15 years of experience as a Digital Marketing Leader, I have a proven track record of delivering growth and optimising strategies across B2B, SaaS, agency, and consultancy environments. From global enterprises to local brands, I’ve helped organisations craft marketing frameworks that turn strategy into tangible business results.

As Interim Head of Digitalat IRIS Software Group, I lead the global digital function in a director level, aligning product marketing, sales, and demand generation to deliver unified strategies that drive performance and impact. My role centres on embedding innovation into every touchpoint — transforming how IRIS connects with customers worldwide.

Strategic Leadership: Driving cross-functional alignment to accelerate results, focusing on customer needs, commercial outcomes, and collaboration.

Digital Transformation & AI Adoption: Embedding AI into campaign planning and execution to enhance efficiency, personalisation, and scalability across global markets.

Performance & Growth: Delivered a 27% uplift in online conversion for IRIS’s flagship “North Star” product through experience-led optimisation and user journey improvements.

Team Empowerment: Leading with clarity and empathy, fostering a high-performing, collaborative culture across global teams.

At Vodafone Business UK, I lead demand generation and acquisition strategies, managing multi-channel campaigns that drive measurable growth and pipeline impact. By implementing customer-focused, omnichannel strategies, I achieved a 30% increase in pipeline velocity and a 28% year-on-year improvement in ROI. These results were powered by data-driven decision-making, leveraging tools like Adobe Analytics and Media Mix Models to align campaigns with market trends.

A career highlight has been leading AI adoption at Vodafone Business, collaborating with Google and Vodafone Group to explore Generative AI’s potential to revolutionise strategy, improve targeting, and create efficiencies.

Key Achievements:

• B2B Acquisition Expertise: Spearheaded integrated campaigns optimised for buying groups, delivering a 30% uplift in pipeline velocity.
• Performance Optimisation: Achieved a 28% year-on-year ROI improvement through analytics-driven strategies.
• AI Leadership: Drove Generative AI adoption, enhancing campaign effectiveness.
• Cultural Leadership: Built and led high-performing, collaborative teams.
• Consultancy Success: Created strategies to align marketing with business goals and enhance lead generation.

Websites have been a key focus throughout my career—from coding and development to optimising UX (the focus of my dissertation) and CRO to convert visitors into customers.

Explore my consultancy case studies and connect with me on LinkedIn to see how I can help your business achieve its growth objectives.