Isturiz Carlos

Carlos Isturiz

Group Head of Digital Sales

Name:Carlos Isturiz
Date of birth:16/10/1978
Address:rue Pierre Fontaine- 75009 - Paris

Develop B2B2C online revenue through data driven analysis, distribution and conversion optimization, relevant technical solutions and digital expertise. In B2C, deploy a strategy based on qualified traffic, visibility, high ROI initiatives, conversion and loyalty.

Work Experience

12.2018 - present

Group Head of Digital Sales Travel

Europ Assistance
  • Define Group Digital Value Proposition
  • Develop B2B2C revenue through our digital solutions
  • Position Europ Assistance as an Online Distribution Expert
  • Define Global Digital Strategy
  • In charge of B2C
2018 - present

Founder (Side Project)

Mon Petit Site Web

Create WordPress websites for SMEs and provide SEO recommendations.

01.2018 - 12.2018

Digital and Sales Director

Skintifique| Paris, Ile-De-France

Commercial growth: overall responsibility for achieving and exceeding revenue targets in priority countries ans several digital universes (social media, Amazon, website….)

Providing and leading functional expertise and delivery in one or several of the key commercial functions:
B2C customer acquisition: SEA, SEO, Remarketing, Display…
B2C customer development: CRM, email marketing…
B2B2C retailer acquisition and development (digital + select offline)

In several of the key support functions
Customer service
Sales admin
Community management
Product positioning, branding & communication
UX and digital customer journey across platforms
Managing internal and external resources

Drive innovation: bring new and innovative ideas and realization, in terms of products, services, marketing approaches….

2015 - 2018


My Schengen Pass | Paris, Ile-De-France

My Schengen Pass is an informative website to help you prepare your trip or your family’s, in the Schengen area or in Europe. We also provide the first Schengen visa travel insurance comparator: prices, coverages, exclusions, geographical areas covered and more are reviewed. In a few clicks you will compare the products, understand the key differences and find the product you need.

09.2015 - 12.2016

Global Head of B2C, Ecommerce & Digital

AXA Travel Insurance | Paris, Ile-De-France / Redhill United Kingdom

Launch and develop AXA Assistance Travel B2C activities worldwide, bring my expertise to the development of AXA Travel Insurance global B2C activities and liaise with the subsidiaries and group departments, thus ensuring an alignment of the Group B2C offering with the needs reflected by the market.

  • Develop and manage all facets of the B2C marketing strategies to include strategy development, marketing investments, creative development, online and offline campaign design and management etc.
  • Support customer acquisition through online and offline media buying in partnership with relevant Marketing Teams and Digital Transformation Department
  • Ensure, through regular Market competitiveness and websites analysis, alignment of the Group offering with the Market needs
  • Identify areas of opportunities for partnerships
  • Ensure full involvement of the relevant parties within the Group, including subsidiaries in order to meet the market expectations
  • With the support of Group departments (IT, Legal, Digital transformation, Finance, Communication …) and Axa Travel Insurance Sales and Marketing, identify areas of improvement towards a real Packaging of the Group offering
  • Ensure readiness and optimum time-to-market
  • Minimize IT integration efforts for subsidiaries’s
  • Benchmark Product offering and sales performance and develop proactive global partnerships and affiliation programs
11.2013 - 03.2014

Head of B2C, Ecommerce & Digital

Allianz Global Assistance Australie | Brisbane, Queensland


I replaced the person in charge of B2C in the Australian Business Unit and my mission aimed at identify areas for improvement and increase sales through: 

  • An audit of current actions
  • An analysis of performances
  • Recommendations/optimizations
  • Business cases
  • The definition and implementation of the Action Plan
06.2010 - 07.2015

Online B2C & Digital Manager

Mondial Assistance France | Paris, Ile-de-France

In charge of a team of 5, my mission is to develop sales through qualified traffic, optimized conversion rate and customer retention.



  • Set up and implement Action Plan
  • Define website evolutions (usability, design, products)
  • Manage webmarketing levers: SEO, SEA, Affiliate program, email campaigns, RTB
  • Maximize revenues: transformation and average basket
  • Develop strategic partnerships
  • Implement CRM / PRM / DMP
  • Measure commercial and marketing performances
  • Develop mobile applications (B2C and B2B2C)
  • Work on Social Networks strategy: online reputation, infiltration and transformation (
05.2009 - 05.2010

B2C & Digital Project Manager

Allianz Global Assistance SAS | Paris, Ile-de-France

Within the Rebranding of Group sites Project, I worked on:

  • SEO recommendations in accordance with the 28 subsidiaries specificities.
  • international affiliate campaigns
  • launch of new international partnerships
  • definition of SEM strategy
  • propose high ROI initiatives for emerging subsidiaries.
03.2007 - 05.2009

Webmaster / B2C Project Manager

Mondial Assistance | Paris, Ile-de-France
  • Update and optimize the B2C website
  • Monitor sales performances
  • Create newsletters
  • Define specifications for extranet
  • Monitor PPC campaign and affiliation
  • Manage strategic partnerships
  • Redesign France website according to Group guidelines
10.2005 - 03.2009

Freelance Web Developper

SIRIUTZ | Paris/Dijon

Create, develop and update websites (online shops or simple pages). This includes technical developments (PHP / MYSQL / JAVASCRIPT / AJAX) as well as CMS integration, web design, Flash design and ergonomic.

Side Project

2015 - 2018

My Schengen Pass

My Schengen Pass is an informative website helping in the preparation of a trip in the Schengen area or in Europe.
It provides update and useful information about formalities and a Schengen Travel Insurance Comparator. I built, developed and translated the website during my spare time in order to test and learn growth hacking techniques, stay up to date in terms of web development / webmarketing (especially SEO) and potentially generate additional revenue through partnerships with the insurance companies.


09.2003 - 06.2005

Master – Languages & Communication

Languages and European Media Market Studies (Université of Burgundy)

Study of the European media market, Semiotics, law, marketing, communication and Modern Languages.


Semestre at the Institute of Education – London



Passionate about travel, I am always looking for a new place to discover.
I’ve had the chance to visit Australia, Venezuela, Argentina, Mexico, the U.S., India, Thailand and all of Western Europe as well as Ukraine and Greece.

New Technologies

Webmarketing –  Social Networks – Graphic design – Web Developpement – Raspberry Pi & Homemade Domotics


Jogging – Krav Maga – Football – Tennis

Very good digital marketing expert

2017 11.
Frédéric Duhamel - Directeur Commercial AXA Partners France

Carlos is a very good digital marketing expert. The proof is that, during the last 10 years at Allianz Worldwide Partners, I offered him 2 jobs (the first one when I was In charge of Marketing and direct sales in France and then, when I was international head of direct sales) and a long strategic mission (in Australia, when I was regional head of marking and direct sales for the Asia Pacific region). Carlos is very strong technically, always professional and he is very nice colleague to work with. I strongly recommend him to any organization.

Efficient and straight forward thinker

2017 10.
Quentin Poizat - Directeur Commercial Allianz Partners

Efficient and straight forward thinker is what comes to mind when I think about Carlos. I had the opportunity to manage him for 4 years at Mondial Assistance, collaborating on several project teams. As a former web developer, Carlos understand very well the technical impacts of an e-commerce project but he’s also very business driven. Indeed, he participated in developing Mondial Assistance’s B2C / Digital results throughout the years proving outstanding Digital Marketing skills, strategic vision and analytical skills. He’s definitely someone you can rely on to take over your digital activities.

Specific Thanks

2014 04.
Tony McGarvey - Chief Distribution Officer - Allianz Global Assistance Australia

Carlos has a very deep knowledge and experience in driving a strong customer focused B2C strategy and we were lucky having Carlos here whilst our National Sales Manager for B2C was on maternity leave.

Carlos has a lovely demeanour and worked well with his colleagues. He also was able to adapt to the subtle cultural adjustments to our business process methodologies.

Carlos did some excellent work on building our SEO optimisation levers, given we had only launched a new Worldcare site in Tridion only 3 months prior to Carlos’ arrival.

Carlos also played an important part in our team migrating our existing B2B student health site to one that could manage B2C sales of our new visitor health insurance (into AU) products. All of these steps were with little/no budget and we undertook our necessary steps with the focus placed solely on agile execution of opportunistic scenarios rather than that of deep strategic based executions.

Whilst Carlos was here, he also played a important part with the dev of the new « online travel insurance » brand, of which the site has not been touched in 5+ years and is expected to be launched mid May.

Further, and in addition, we engaged in a soft launch of our direct to retail roadside assistance site, roadsideonline.