The discussion reveals their distinct roles, with Alvaro focusing on SEO/SEA management, Rebeca leading digital third-party platforms, and Zaki serving as a senior solution architect on the tech side. They also provide advice for newcomers and share what they appreciate about working at Metyis.   

“I’m Rebeca Ripollés and I joined Metyis in June 2021. I am a Digital Commerce Lead at Metyis, focusing on third-party platform for one of our fashion partners."

“Hi, I'm Alvaro Pelechano and I joined Metyis in June 2022. My role is SEO/SEA Manager, and I oversee the search strategy, including SEO performance and paid search optimisation, in Madrid.”

"My name is Zaki Mohammad. I joined Metyis in September 2021 and have been part of one of our fashion partnerships driving the B2C eCommerce delivery project as a Senior Solution Architect in Amsterdam.”  

The work that builds successful partnerships

Although Rebeca, Alvaro, and Zaki often work independently there are bridges between them and their teams that make a significant impact on this partnership.

For Rebeca, leading the fashion partner's business across digital platforms and multiple countries is a multifaceted role that requires a strong team: "I'm glad to have a very specialised team, and together we try to maximise revenue and make the business more profitable. Part of our work is operational—handling daily tasks, technical issues, and the exchange of information. Then there’s the business projection side: understanding where we are, where we want to be, and how we get there. And finally, we have a kind of dual goal, because we focus on the upcoming seasons and maximise the performance in real time. So, we work on both to make the business grow, achieve the goals, and drive revenue." 

Alvaro and his team manage performance marketing to drive traffic to the website, overseeing the entire Google channel, including both paid and organic traffic—an extensive responsibility. Reflecting on his team’s evolution, Alvaro shares that, "At the beginning, we had to build the entire structure and key elements to increase traffic and revenue from these channels. Despite the challenging start, the team evolved, and now I lead a team of SEO and SEA specialists. Every year brings new challenges, and we tailor our strategies for our partner's different fashion brands, continuously adapting to different countries and user needs." 

Zaki is a Senior Solution Architect who works at the intersection of technology and eCommerce. He is primarily responsible for "overseeing the tech delivery for our partner's B2C eCommerce project. I joined Metyis during the transition phase of this project, initially as the sole tech SFCC representative in Amsterdam. I was hired during COVID, and our partner’s tech delivery team has expanded to nearly 25 members. My team is responsible for enhancing the shopping experience. I act as a bridge between the business, content merchandising, and development teams. When I receive requirements from the business or merchandisers, it’s my responsibility to create the solution design and ensure its successful delivery. I lead a multidisciplinary team consisting of developers, senior developers, and QA engineers to successfully implement and deliver these solutions. Our team successfully delivered key projects, including new website launches, brand site redesigns aligned with the latest user experience trends, enhancements to the shopping journey, the addition of new payment methods, Attraqt Integration, which significantly boosted conversion rates, and integrations with several third-party platforms which helped in many different ways."

What's so special about this partnership? 

Working inside one of our partnerships shows that there is almost no distinction between Metyis teams and partners teams, which means there are many avenues for growth.   

For Rebeca, it is more than just a client. “I joined a fashion company in 2017. I started as an intern in the wholesale department. Since the team was growing organically, I was promoted inside the team and started a role in performance marketing. Then in 2021, Metyis began working with us and that's when my journey here started. So, I feel a strong connection with our partner because it has been my home for almost 8 years. 

What makes this partnership special is the people—those who were here before Metyis, those who joined early in this journey. I think the sense of purpose in being part of this partnership is very strong.” 

It's undeniable that there is a special fluidity between teams, even from the early days, as Zaki, explains. "I joined around the time the partnership began. At first, I was a bit confused wondering what was going on, who was a partner employee, and who was from Metyis. Soon, I saw people moving between Metyis and our fashion partner's company. Then I started working closely with the product owners and that’s when I began to understand the bigger picture of the project. It was a great experience.

What I really learned and enjoyed about this project was the amount of room for growth. There was so much to do, and it wasn’t just limited to the tech side. I got to work with business commercial, delivery, operations, catalogue and the content teams, guiding and assisting them. I even had the opportunity to work on SEO, upgrading Universal Analytics to Google GA4, SEO support & development on the eCommerce site. Over the past three and a half years, we’ve generated strong revenue from the eCommerce site, and we’ve never had a single downtime.

I’ve worked with people from different teams, not just the tech side. Metyis has given me the chance to explore new things. We’ve made great progress, and now we’re transitioning to a headless project. It’s been a great learning experience over the past three and a half years. Even before this role, I hadn’t managed people, but now I’ve had the opportunity to learn people management along with the tech side. It’s been a valuable experience, and a good time overall."

Alvaro has also seen firsthand the great teamwork that happens behind the scenes through this partnership. “I spent my entire career in agencies, which gave me extensive experience in complex environments. Fashion projects move incredibly fast. With two seasons a year, you’re always thinking ahead—while preparing for one season, you focus on full-price sales, but within two months, its sale season, and right after that, you must shift strategies for the next collection. Timing is always a challenge.

One of the things I value most here is the strong connection between departments. The teamwork is exceptional—no matter the challenge, everyone understands the issues and quickly finds solutions. That’s crucial when you rely on other teams; strong relationships make all the difference. Sometimes it feels like a family, and that kind of collaboration is essential for projects like these. Every day brings a new challenge, and every day we solve it—because we work together, with great professionals and great people."

Advice from the pros

It takes a lot of different people to make partnerships like this work and each role comes with its own lessons. Here’s some advice from those who’ve navigated the challenges and opportunities firsthand.

SEO/SEA expert Alvaro says, "My advice is ‘listen more than you talk', because understanding the user is key. Too often, we focus on defending our own perspective without considering others, but valuable insights can come from different points of view.

From an SEO perspective, my advice is to think beyond visibility and focus more on the business itself. It’s not just about increasing traffic or impressions—the real goal is revenue. In general, fashion companies need to stay agile. As you know, the fashion industry moves incredibly fast, so adaptability is essential."

Zaki emphasises the importance of domain expertise over technology specialisation. "My suggestion is not to stick to just one technology or tech stack. Instead, focus on becoming a domain expert. If you're a domain expert, you should have a deep understanding of the entire end-to-end flow of that domain. Technology can vary—you can use any programming language or tool—but what matters is having a strong grasp of the domain.

For example, if you're in eCommerce, you should understand the full process of eCommerce. Once you have that, you'll be able to provide the best tech consulting and solve problems effectively. So, focus on being a domain expert, not just a technology expert."

Rebeca reflects on the journey toward being any kind of expert of leader and the mindset needed to succeed in senior roles. "I will say that it’s very important, when you want to take on any kind of role, to find an example to follow —someone who already holds that role. You should understand their background and expertise and even ask for advice. So, it’s about finding who you want to be. Understand how the person you aspire to be got to that role. Try to complement your technical knowledge with courses, masters, and other forms of learning. It takes time, sacrifice, commitment, a lot of empathy, teamwork, and, yes, learning from mistakes. It’s a journey".

What makes Life@Metyis so special

Beyond the projects and responsibilities, the people you work with can shape your experience in unexpected ways. Rebeca, Alvaro, and Mohammad have each discovered something at Metyis that makes it feel like the right place for them.

Rebecca has found simple joys in her time here with the team. She fondly shares that, "We spend a lot of time here, so eventually, some colleagues become friends, which is one of the most beautiful things you can get from a job. I think Metyis specifically empowers us to build relationships and provides opportunities through events to connect on a personal level. 

I have a book club with my colleagues, which has been really nice. We have fun and meet on a monthly basis. We don’t always talk a lot about the book, but it gives us a reason to get together. It’s been especially great for me because I was used to reading one type of book, and now, by having to negotiate which book we’ll read next, I’m being introduced to new genres. 

For example, I finished a book over the weekend, and this morning, a colleague, who’s almost finished, said, 'Oh my God, I can't wait to get on the metro and read again!' It’s funny because we’re all at different parts of the book, so we often discuss what we think about it as we go along."

Alvaro shares the same sense of connection with like-minded people at Metyis. “In my case, I try to collaborate on other projects, and I recently discovered that at Metyis, we have SEO experts working across different projects. It was funny because we ended up creating a group in Teams, and now we have a monthly catch-up. I think every SEO specialist or professional understands that this field is quite niche, so it’s always interesting to share experiences and knowledge.

We also have a football team in Madrid, so sometimes I join them for a game, and other times we go out for drinks on Thursdays after work.”

Zaki has also found his place amongst his colleagues in Amsterdam who have opened up a whole new world for him. "Before joining Metyis, I visited Amsterdam twice on business trips for about 15 days each. Initially, I found the city a bit dull, especially with the frequent rain. However, once I became part of Metyis, everything changed. I made wonderful friends within the company, and that made a big difference.

I'm very passionate about traveling and exploring new places, and thanks to my friends from work, I've had the opportunity to travel together and discover the beauty of the Netherlands. The diversity in culture here is amazing—you meet people from all over the world, and working closely with them is truly enriching. The work-life balance at Metyis is also excellent, and I appreciate the constant learning opportunities. For me, the combination of professional growth and a healthy work-life balance is just ideal."