Marketing Manager

Alberto Nieto Ruiz, our Marketing Manager, has been with us at Naviera Armas Trasmediterránea for a long time now. He has worked within this department since the beginning, with a keen focus on customer service. He began his professional career with a multidisciplinary internship programme within the department, which gave him a global vision of the company.

What has it been like to develop your professional career at Naviera Armas Trasmediterránea? How did you begin?

The company gave me the opportunity to grow professionally by filling various roles that provided me with a global vision of the company. I started in 2013 with a scholarship from the Business University Foundation in the Marketing Department. After completing the scholarship, I joined the workforce as a marketing technician. Then, in 2017, I was given the opportunity to lead the CRM project, which lasted for two years. Since 2019, I have held the position of Marketing Manager, a role I took on with great enthusiasm.

What do you enjoy most about working in the Marketing Department? Of all the campaigns and projects that you have worked on, which were you most proud of?

What I enjoy most about my job is everything related to digital marketing, as we can directly and instantly measure the financial return of the campaigns we launch, enabling us to make the necessary adjustments to optimise results.

The campaigns I’m generally most proud of are those for the Operation Crossing the Strait (OPE), because it’s a very important objective for the company. It’s also a major challenge for our department as we have to take many factors into consideration, since they are aimed at a customer with a certain profile, travel reasons and very specific needs.

There was also the launch of the CRM project, which was very challenging. They were two intense years, but with support from many people and the involvement of every department that comes into direct contact with passengers, we were able to complete the project successfully.

What marketing strategies to you employ within the company? What new challenges are you facing?

The main strategy is to stay focused on the customer, trying to determine their priorities and offer products and/or services that align with their needs, coordinating with the company’s commercial strategy. Our objective as a department is to use various media, networks and mediums to convince the customer that our product is the best choice for their travel needs. This is the core focus of our work.

From my point of view, the challenge is always to ensure that any action we take has a positive economic impact on the company's financial account, which is why it’s very important to analyse the strategies we implement. The Marketing Department has a very digital focus, not to forget the offline side as well, which is also important. And, of course, we always try to respond quickly to requests from other departments in the company.

We are currently going through some changes, adapting to the market with a particular focus on online and social media initiatives.

What do you most appreciate about working for Naviera Armas Trasmediterránea?

What I most appreciate about working for Naviera Armas Trasmediterránea is the possibility to grow within the company at a professional and personal level.

The company has supported me from day one, allowing me to perform different roles and responsibilities over the years. After so much time and after sharing so many projects and moments together, many of your colleagues become friends, and that is something I appreciate a lot.


Alberto Ruiz