Álvaro Lozano is the Director of Growth at MakeMeLocal.com, where he leads the company’s strategic expansion efforts with a strong focus on AI, automation, and SEO innovation.
Having joined the team in August, Álvaro brings a dynamic blend of technical acumen and strategic vision to the role. With academic credentials that include degrees in Psychology and Marketing, a Master’s in SEO, a Master’s in Neuromarketing, and an Executive MBA, Álvaro combines deep insight into consumer behaviour with high-level business strategy.
Álvaro’s quickfire questions
What is your job title?
Director of Growth
What are your main duties and responsibilities that come with the role?
My core responsibility is to spearhead the strategic expansion of MakeMeLocal.com. This involves identifying and unlocking new avenues for business growth, which currently entails a heavy focus on leveraging cutting-edge AI and automation technologies. I’m also dedicated to scaling our SEO capabilities to new heights, ensuring we deliver unparalleled visibility and results for our clients. Beyond that, I oversee the development of innovative service offerings and optimise our internal processes for maximum efficiency and impact.
What does a typical day look like for you?
There’s rarely a ‘typical’ day, which is what I love about it! My mornings often begin with reviewing performance metrics and identifying areas for growth. I’ll then dive into collaborative sessions with our SEO specialists and tech teams, discussing how we can integrate AI for more predictive analytics or automate reporting to free up valuable time. A significant part of my day is dedicated to strategic planning – thinking several steps ahead about market trends, potential partnerships, and how we can continue to innovate. I also make time for deep work, whether it’s researching new AI models, refining growth frameworks, or exploring new SEO frontiers.
What do you love about your job?
What I truly love is the dynamic challenge of constant innovation and seeing the tangible impact of our strategies in action. Being able to explore and implement transformative technologies like AI and automation and then witnessing how they empower our team and elevate our clients’ businesses, is incredibly rewarding. It’s about building scalable solutions that truly drive success, and there’s immense satisfaction in knowing we’re at the forefront of the industry.
What are the most important skills you have that make you good at your job?
I believe my strongest skills are strategic foresight, enabling me to anticipate market shifts and identify future growth opportunities, particularly with emerging technologies. Coupled with that is analytical thinking, allowing me to dissect complex data and turn insights into actionable growth plans. My problem-solving ability is crucial for navigating new challenges in a rapidly evolving digital landscape. Ultimately, cross-functional leadership is crucial, as my role requires close collaboration with diverse teams, including tech, marketing, and sales, to ensure that our growth initiatives are seamlessly integrated and executed.
How did you get into your industry? Please give a brief history of your career and experience.
My journey into digital growth truly began in 2010, right within my family business, Aefol.com, back in Barcelona. I was instrumental in developing their early website and, through that process, discovered a profound passion for how online presence could transform a business. This hands-on experience quickly evolved into a fascination with digital marketing, particularly SEO, and how to harness it for exponential growth. From there, I expanded my expertise across various facets of digital strategy, always driven by the desire to innovate and push boundaries, which ultimately led me to the exciting challenges here at Make Me Local.
Tell me something about your industry or job – a ‘fun fact’ that people won’t necessarily know.
I often encounter people who mishear my role and think I’m the “CEO” of a company, not the “SEO” guy! My usual comeback is, “Well, I am focused on making us the ‘CEO’ of our industry… through S-E-O!” It always gets a chuckle and highlights just how crucial search engine optimisation is to modern business success.
What do you enjoy doing outside of work?
When I’m not immersed in growth strategies, you’ll often find me with my head in a book – I’m an avid reader, constantly exploring new ideas and perspectives. To truly disconnect and recharge, I love walking in nature, particularly somewhere green and expansive. And for a dose of adrenaline and pure joy, there’s nothing quite like catching a wave while surfing. It’s the perfect balance to the fast-paced world of digital growth!