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AI search & content specialist: About this role This position will act as the internal subject-matter expert on SEO, GEO, and AI-driven discovery. Recuerde revisar su CV antes de enviar la solicitud. Además, asegúrese de leer todos los requisitos relacionados con este puesto. Scilife is looking for a strategic, AI-forward content professional to lead our content presence across both traditional SEO and ai-powered search channels. As search behavior rapidly evolves with users increasingly turning to tools like ChatGPT, Perplexity, Google AI overviews, and Gemini for answers — we need a specialist who can ensure Scilife is visible, authoritative, and trusted in these new discovery surfaces. This role goes beyond traditional SEO. You will own our answer engine optimization (AEO) and generative engine optimization (GEO) strategy, shaping quarterly roadmaps that align content initiatives with broader business goals. You will develop and implement strategies that improve Scilife’s visibility within AI-generated results, answer engines, and entity-based discovery systems, aligning both content and technical structure to support AI-native search experiences. The goal is to make Scilife the go-to brand cited by AI tools when life sciences professionals search for quality management solutions. You will create structured, authoritative, AI-readable content that positions Scilife as a thought leader and drives organic brand recall across both human and machine audiences. This role is responsible to: • Own organic growth strategy across traditional search and AI-driven discovery (Google AI Overviews, LLMs, answer engines)., • Define and evolve GEO best practices to ensure brand visibility and citation in generative responses., • Establish standards for structured content (schema, summaries, FAQs, entities, metadata) optimized for AI consumption., • Translate shifts in search behavior (zero-click, AI summaries) into clear priorities and roadmaps that balance traditional SEO and GEO., • Work cross-functionally with different teams to align SEO with companywide business goals and objectives., • Responsible for growing new user acquisition and hitting core KPIs across traditional SEO, GEO and AEO., • Extensive knowledge of current SEO/GEO best practices with strong technical SEO/GEO background experience, • Utilize research tools to perform keyword gap analysis to support and prioritize keyword and content strategies., • Ability to monitor ongoing SEO site health and maintenance reports while translating insights into actionable tasks and projects, • Familiarity with SEO tools (Google Search Console, Semrush, etc.), • Ability to lead multiple projects simultaneously with strong prioritization skills, • Champion data-driven testing initiatives to identify opportunities and scale acquisition efficiently, • Develop analysis that provides conclusions into customer behavior and communicates those conclusions clearly with key stakeholders., • Provide insight-driven reporting that explains what happened, why it happened, and what to do next., • Evaluate and adapt strategies based on shifts in AI-generated search visibility and user interaction patterns. AEO / GEO & AI visibility • Develop and execute an answer engine optimization (AEO) and generative engine optimization (GEO) strategy to increase Scilife’s brand presence and citation frequency in AI-powered tools (ChatGPT, Perplexity, Google AI overviews, Gemini, Copilot, etc.)., • Conduct competitive benchmarking to understand how scilife appears vs. Competitors (e.g., Qualio, Mastercontrol, Greenlightguru, Veeva, etq) across AI-generated responses., • Identify and close content gaps that prevent Scilife from being surfaced by LLMs as the recommended eQMS solution for life sciences companies., • Implement structured data, FAQ schemas, and authoritative content formats optimized for AI parsing and citation., • Monitor brand mentions and citations in ai tools and establish a reporting framework to track LLM visibility over time. Content strategy & creation • Plan and execute a multi-channel content strategy aligned with AEO/GEO goals and broader marketing objectives., • Create high-quality, authoritative content (articles, whitepapers, landing pages, use cases, FAQs, glossaries) that establishes Scilife as a definitive source of truth in the eQMS and quality management space., • Optimize the existing content library for AI readability: clear structure, direct answers, entity coverage, and factual depth., • Manage the content calendar and ensure a consistent publishing cadence across the blog, website, and newsletters., • Collaborate with the design team and external contributors to deliver polished, on-brand content assets. Traditional SEO & search visibility • Maintain and improve organic search rankings through keyword research, on-page seo, and internal linking strategies., • Monitor search performance metrics and produce regular reports with actionable insights using tools such as google search console, semrush, or ahrefs., • Ensure all content is SEO-friendly, up-to-date, and aligned with current search intent and user behavior. Collaboration & process • Work closely with the brand manager, knowledge manager, and marketing teams to align content with business priorities., • Coordinate content approvals across stakeholders in a timely and organized manner., • Stay ahead of ai search trends, platform changes, and industry best practices, and proactively share insights with the broader team. Required skills & experience Core requirements • 4+ years of experience in content marketing, SEO, or digital content roles., • Demonstrated understanding of AEO / GEO concepts and how LLMs source and cite information., • Strong SEO fundamentals: keyword research, on-page optimization, technical SEO basics, and schema markup., • Excellent English writing and editing skills; ability to produce clear, authoritative, and engaging B2B content., • Proficiency with SEO analytics tools (google search console, semrush, or similar)., • Analytical mindset with the ability to translate data into content decisions and strategy. Nice to have • Experience with marketing automation tools (hubspot preferred)., • Experience in B2B SaaS, life sciences, or regulated industries (pharma, medtech, biotech)., • Familiarity with structured data, json-ld, and vocabulary., • Experience using AI tools (ChatGPT, Perplexity, Claude, etc.) As part of content research or production workflows., • Experience with Jira or similar project management and ticketing tools., • Comfort working in a fast-paced, international, and remote-first environment., • Experience of search planning fundamentals across Paid and Organic channels., • Familiarity with core PPC marketing principles and tools such as Google and Meta Ads Core competencies Candidates will be assessed against the following competencies during the hiring process and in periodic performance evaluations: • Strategic thinking, • AI & tech curiosity, • Content excellence, • Data-driven, • Creativity, • Collaborative, • Attention to detail, • Getting things done, • Communication, • Adaptability, • Time management, • Innovation Candidates will also be assessed against scilife’s core company values: • Healthy inside-out, • Outside of the box, • Driven by evidence, • All hearts and ears Why join Scilife? Scilife helps life science companies digitize, automate, and scale their quality and compliance processes. Our eQMS platform supports organizations worldwide in staying audit-ready while enabling innovation. We are in the early stages of an ambitious AI-first transformation. As our AI Search & Content Specialist, you will play a key role in shaping how Scilife brand appears in high-intent industry conversations, how we build topical authority, and how we position Scilife as a category-relevant voice in the future of quality management. You will join a collaborative, international, and fast-evolving company environment, working closely with the Brand team as well as cross-functional partners across marketing, sales, and customer successes teams. This is a role for someone who enjoys combining strategic thinking with hands-on execution, and who is excited by the opportunity to build new capabilities in a space that is still taking shape. At Scilife, you will find a team that values curiosity, ownership, fresh thinking, and meaningful collaboration. We care deeply about building work that is thoughtful, relevant, and impactful — and we are looking for someone who is energized by that kind of environment. If you are excited by the intersection of content, SEO, AI, and category building — and motivated by the chance to shape a capability that is still emerging — this role offers the opportunity to make a visible, strategic impact from day one. What we offer • Fully remote work within Europe with flexible hours., • Competitive compensation., • Collaborative, international team culture., • Continuous learning and professional development., • The chance to play a defining role in an emerging area of strategic importance for the company. xcskxlj, • More info about benefits at Scilife.

Are you an experienced DevOps Engineer looking for your next career opportunity? The Gaming Area within Product Development is now hiring! The Gaming Area at Betsson Group focuses on Game Play and Game Discovery across all our brands and markets. We aim to offer the best gaming products in the industry and an exciting user experience when playing on our sites. We cover game lobbies, gaming initiatives, provider integrations and more. Para presentar una candidatura, simplemente lea la siguiente descripción del puesto y asegúrese de adjuntar los documentos pertinentes. THE WOW Our Gaming platform is the core of everything we do. It supports all our gaming sites and is central to the company strategy. You will be part of preparing our journey to containerization, improved delivery via cloud deployment, increasing the scalability of our systems while also maintaining their high quality. To accommodate new requirements, we are constantly re-evaluating our systems design and working on exciting new features. You will be part of a passionate team, which is building an industry leading, scalable, multi-brand platform to support 25+ online brands! Our brands are used by hundreds of thousands of users and growing To sum it up you will be taking our Gaming platform, which is used by a worldwide audience, to a new level! A taster of what you will be involved with • Working with cutting edge technology enabling our Cloud Journey, • The DevOps Engineer for our Gaming Department will be responsible for supporting development teams (both Backend and Frontent focused), and will be instrumental in enhancing CI/CD pipelines, improving monitoring and observability, and supporting & mantaining other custom infra solutions., • Take ownership of CI/CD pipelines, guiding developers to improve automation, reliability, and test coverage. Lead the migration from Octopus to GitHub Actions and foster a culture of developer-led deployment, • Design and evolve monitoring systems with Prometheus/Grafana (or future alternatives), integrating observability into CI/CD workflows. Ensure robust tracing, logging, and metrics correlation across services., • Support and extend custom-built infrastructure components to handle increased traffic and complex routing. Collaborate with frontend and backend teams to ensure performance, scalability, and security., • Work closely with all Gaming teams and DevOps engineers focused on infrastrucutre and operations. Provide tooling and guidance to developers across environments. What we're looking for, • Experience with GitHub Actions and Octopus; strong focus on deployment automation, speed, reliability, and test coverage. Ability to guide developers and foster ownership of CI/CD workflows., • Proficiency with Prometheus/Grafana; capable of building dashboards, improving alerting, and integrating monitoring into CI/CD. Understanding of observability practices including tracing, logging, and metrics correlation., • Experience with custom-built NGINX setups; able to extend routing rules to support increased traffic and complex routing needs., • Strong knowledge of AWS (EC2, ALB, VPC, EKS); experience managing infrastructure using Terraform and modules., • Proven experience setting up and managing Kubernetes clusters, ideally with AWS EKS and Rancher RKE., • Ability to write scripts in Python, Bash, PowerShell or similar for automation and tooling., • Proficient in Git and versioned source control practices., • Support build and deployment processes for both backend (.NET) and frontend (JavaScript/TypeScript, StencilJS) applications, ensuring smooth CI/CD integration and performance monitoring, • Strong cross-functional collaboration skills; able to work with Gaming teams and Infra/Ops DevOps engineers., • Solid understanding of DevOps culture and ITIL best practices. Problem-solving mindset with ability to resolve complex technical issues efficiently., • Excellent problem-solving skills, with the ability to analyze complex technical issues and provide effective solutions in a timely manner., • Act as a technical enabler for development teams, providing tooling, guidance, and support across environments. Champion DevOps best practices and empower teams to take ownership of their delivery pipelines Who We Are Betsson Group is one of the largest companies within the Global iGaming space and can trace our heritage as far back as the 1960’s. We’re Swedish and publicly listed too with our Operational HQ located on the Mediterranean Island of Malta. Malaga is our newest tech hub where we are building one of the leading software engineering teams in Spain. We strive to deliver the best customer experience in the industry. As a market leader within iGaming we offer online gaming products across 12+ jurisdictions and 20+ brands. You will be part of a passionate team, which is building an industry leading, scalable, multi-brand platform used by hundreds of thousands of our customers! What we offer Much like riding a rollercoaster, sometimes life at Betsson can be lightning fast with twists and turns but always FUN! Then again, what else would you expect from a business 75% millennial and 1700 strong, spread across 7 offices with over 1,000 based out of our Malta HQ alone! We recognise it may not be for the faint-hearted, but if you’re a go-getter, initiator and adrenaline junkie, always striving to push the boundaries and challenge yourself, then you’ll fit right in. • 25 working days of paid vacation., • Private health and life insurance., • Flexible compensation package for transport, meals, and more!, • Hybrid work policy for the best of office and home., • Up to 10 days per year working remotely from abroad., • €300 yearly wellness allowance., • Office perks to make your day easier., • Referral program with a bonus for successful hires., • Intensive summer schedule in August for extra flexibility and work-life balance. In addition to all of this, you will be part of the multi-cultural Betsson community enjoying team-building events, our Friday bars, our social clubs, parties and other events. There is always something fun to look forward to! Challenge accepted? xcskxlj Check out the Betsson Group Blog to find out what our employees are talking about If you are interested to learn more, please apply with your CV in English. By submitting your application, you understand that your personal data will be processed as set out in our Privacy Policy

International Expansion Manager Southern Europe & Global Brands - Fitness24Seven.Fitness24Seven is one of Europe's fastest-growing gym chains.Since 2003 F24S has grown from one gym in Malmö to more than 300 sites in 5countries - Sweden, Norway, Finland, Colombia and Thailand, sites that are operati

Are you an experienced maintenance professional who keeps complex machinery running at peak performance and knows exactly what to do when it doesn’t? This is your opportunity to apply your expertise in a modern, high-tech production or logistics environment where uptime is critical and your skills

Grupo hotelero solvente y consolidado con presencia en la Costa del Sol busca un Director de Servicio Técnicos para su Hotel de 5* en la provincia de Málaga.El Director de Mantenimiento es responsable de liderar el mantenimiento preventivo, predictivo y correctivo de todas las instalaciones técni

Hay roles que hacen que todo funcione.En Hercesa buscamos una persona para incorporarse como Administrativo/a de Obra en nuestros proyectos en Estepona.Un perfil organizado, resolutivo y con experiencia, que quiera formar parte de un equipo sólido.Desde primera hora, das soporte al equipo técnico

Únete a nuestro equipo en la planta industrial de Alcaudete!.Responsable de Área de Producción.Planificación, organización y supervisión de las tareas de producción.Verificación de las necesidades de fábrica.Gestión y supervisión de producto terminado.Supervisión de pedidos internos.Veri

Engel & Völkers lleva más de 40 años redefiniendo la intermediación de inmuebles residenciales y comerciales de alto standing.Con una red premium de más de 800 oficinas en 33 países, combinamos el prestigio de una marca global con el conocimiento local más profundo.Debido a nuestra fuerte exp

Grupo Trigo es una empresa multinacional que ofrecemos soluciones integrales de calidad, desde acciones correctivas hasta acciones preventivas.Nuestro objetivo es evitar posibles no conformidades de calidad durante los procesos de fabricación y mantener una producción óptima.Está formada por un

Recepcionista – Atención al Cliente,.La vacante corresponde a una sustitución temporal por IT, con una duración prevista de entre 3 y 6 meses, según evolución de la baja.Serás la primera imagen de la firma, asegurando una atención profesional, eficiente y cercana tanto a clientes como a pro

Atención Infantil Temprana (CAIT Jerez de la Frontera).El Centro de Atención Infantil Temprana (CAIT) de Jerez de la Frontera precisa incorporar un/a logopeda para la cobertura de una baja por embarazo y posterior maternidad, con una duración aproximada de un año.Intervención logopédica con ni

Profesionales de la Ingeniería para el Sector Naval (H/M) para nuestras oficinas de Sevilla, Madrid, Ferrol, Vigo, El Puerto de Santa María y Cartagena, en las siguientes áreas:.Completaremos formación profesional junto a nuestro equipo desde el inicio.Buscamos a personas con ganas de iniciarse

Te apasiona el sector turístico y la gestión de grupos? ¿Tienes habilidades comerciales y te motiva generar nuevas oportunidades de negocio? ¡Queremos conocerte!.Centros educativos (colegios, institutos, universidades).Asociaciones culturales y deportivas.Turismo religioso y viajes de peregrinac

Competitive salary depending on experience.We are supporting a marine company in Spain in the recruitment of a Procurement Manager to oversee procurement and supply chain activities across ongoing marine operations and projects.The successful candidate will be responsible for ensuring the timely, co

En OYSHO nos gusta estar en movimiento.Si te apasiona el deporte y el estilo de vida activo, te gusta compartir experiencias en comunidad y te motiva asesorar a deportistas, somos tu equipo.Nuestro día a día es tan retador como una postura de yoga, inspirador como una nueva ruta de senderismo e in

Te gustaría iniciar tu carrera en proyectos ferroviarios punteros y aprender de la mano de expertos en señalización y validación de sistemas en Sevilla?.En Exceltic apostamos por el talento joven y te ofrecemos una beca donde podrás crecer, formarte y participar en proyectos desde el primer dí

En My Top Tour ayudamos a miles de viajeros cada día a descubrir monumentos únicos como la Alhambra, la Sagrada Familia, la Mezquita de Córdoba o el Museo del Prado, a través de una red de webs especializadas y experiencias cuidadosamente seleccionadas.Con más de 300 experiencias activas y pres

Actualmente, estamos buscando a un/a SUPERVISOR/A de servicios de limpieza para una importante empresa de más de 2.Debido al continuo crecimiento del negocio, para el Departamento de Operaciones estamos buscando una persona con más de 3 años de experiencia como Supervisor de Limpieza, que esté h

Desarrollamos y ejecutamos proyectos de instalaciones eléctricas, instrumentación, automatización y control, y digitalización a través de nuestros sistemas de gestión.Contamos también con una planta de fabricación, en donde realizamos el diseño, ingeniería básica y de detalle, fabricació

Llevamos más de 20 años cuidando de nuestro entorno urbano y sabiendo la importancia del equilibrio con la naturaleza.Una persona capaz gestionar servicios de mantenimiento de áreas verdes, rentabilizando los costes.Buscamos optimizar los servicios y la gestión de personal, enfocados a la satisf

Isotrol is a worldwide market leader in Energy Market Trading Software Solutions and Renewable Power Plant Control Solutions.We help companies in the renewable energy sector transform efficient renewable power plant control solutions ideas into software solutions realities.We have been powering the

GUEST & PROPERTY EXPERIENCE COORDINATOR.Glaser Holiday Rentals · Arroyo de la Miel, Benalmádena · Full-time, permanent.Glaser Holiday Rentals manages a growing portfolio of premium holiday homes across the.Costa del Sol from our office in Arroyo de la Miel.What sets us apart is service: we welcom

Buscas nuevos retos profesionales? ¿Te gustaría trabajar con nuevas herramientas tecnológicas en proyectos TIC para clientes del Sector Sanitario?.En NTT Data nos encontramos en un momento de crecimiento, motivo por el cual estamos ampliando el equipo de líderes en nuestra área de Sector Públi

En Vithas Málaga buscamos incorporar un/a Administrativo/a de Admisiones que se encargue de garantizar una atención excelente al paciente desde su llegada al centro, asegurando una gestión administrativa eficaz y alineada con los estándares de calidad del grupo Vithas.La persona seleccionada ser

Empresa industrial situada en Villa del Río y consolidada en su sector, por ampliación del equipo está buscando dos Administrativo/as para incorporarse a su equipo, a jornada completa.En este rol, serás responsable de realizar diversas.Habilidades de atención telefónica.Sólidas capacidades en

Somos una compañía de seguros innovadora, buscamos ayudar a nuestros clientes, facilitándoles sólo aquello que necesitan.Realizamos planificación financiera con productos y servicios de salud, protección, ahorro e inversión y Pensiones.Estamos ampliando el equipo comercial en la zona.Buscamos

AI Automation & Integration Engineer — Sector Tech.Empresa tecnológica en expansión busca incorporar un/a especialista en automatización e IA para liderar la integración de sistemas y el desarrollo de arquitecturas inteligentes en producción.Un rol con autonomía real, donde tus decisiones t�

Buscamos un cocinero/a apasionado/a por la gastronomía, creativo y con energía, para formar parte de nuestros restaurantes en Marbella.Valoramos la experiencia en cocina mediterránea e internacional, la atención al detalle y la capacidad de trabajar en equipo en un entorno dinámico y de alto ni

Head Chef – British Fine Dining Restaurant (Southern Spain).We are an established, owner-led British fine dining restaurant located in a beautiful coastal destination in southern Spain.Our concept blends modern British cuisine with exceptional local Spanish produce, delivering refined, seasonal ta

Nos dedicamos a la comercialización de subtropicales en la provincia de Málaga.Debido a nuestro gran crecimiento necesitamos ampliar nuestro departamento de calidad.Seleccionamos técnico de calidad con ubicación en la provincia de Málaga.Titulación universitaria en tecnología de los alimentos

Asesora Nupcial: Venta presencial y online telefónica (Concertación de citas).Somos una empresa líder en el sector nupcial, en plena expansión, y buscamos incorporar a nuestro equipo una.Te apasiona el mundo nupcial? ¿Tu vocación es la atención al cliente y las ventas? ¿Eres una persona din�

Desde una empresa global de infraestructuras, energía y servicios estamos buscamos.Técnico de Calidad y Medio Ambiente (h/m).Listado de funciones a desarrollar:.Auditorías e Inspecciones: Realizar auditorías internas y visitas técnicas de control para verificar que los trabajos se ejecutan conf

Eres Médico/a y quieres seguir desarrollándote?,¿Cuentas con disponibilidad para trabajar en turno puntuales en nuestros servicios médicos localizados en Alcalá de Guadaíra (Sevilla) ?.Si tu respuesta es si, sigue leyendo , esta oferta es para ti!.Preventium es la división acreditada como SPA

Director/a de Compras (Málaga).Importante compañía, con actividad intensiva en compras y gestión de proveedores, en un momento de refuerzo y profesionalización de su función de Procurement.Reportando a Dirección y en coordinación estrecha con Operaciones/Finanzas, la persona seleccionada lid

Buscamos el talento comercial necesario para liderar el mercado de seguros en Sevilla de la mano del grupo de mediación con mayor crecimiento.En este proyecto, tu misión principal es el desarrollo de negocio de seguros sobre el terreno.Buscamos un perfil con gran empuje para conquistar el tejido e

FARM Rio is a global fashion and lifestyle brand that captures the true essence of Brazil.We are driven by that inspiring energy that pours out of someone who is comfortable in their own skin and unapologetic about who they are.We are always seeking for that allure that enchants and vibrates out of

Who we are: Global Blue by Shift4.Powering billions of transactions annually for hundreds of thousands of businesses, Shift4 recently expanded its geographic reach and capabilities with the acquisition of.For more information, visit www.Nature and aim of the position.The holder of this position is r

CUSTOMER SERVICE EXECUTIVE | REAL ESTATE | MARBELLA.We are expanding our customer service team and are looking for experienced professionals who understand today’s real estate client.This is not a traditional customer service role.Our clients are highly informed, fast-moving, and expect immediate,

Tienes experiencia en el sector aeronáutico y espacial? ¿Has trabajado con documentación técnica aeronáutica? ¿Has trabajado con documentación de mantenimiento aeronáutico? ¿Has trabajado en la redacción y modificación de manuales de mantenimiento aeronáuticos? ¿Quieres ser parte de un

Fundada en Londres en 2010, MIISTA explora la unión de polos opuestos a través de una yuxtaposición deliberada, creando un equilibrio elegante en lo inusual: diseño, materiales y artesanía.En MIISTA ofrecemos la posibilidad de formar parte de un equipo multidisciplinar, dinámico y creativo, do

Profesionales Técnicos para el Sector Naval (H/M) para nuestras oficinas de Sevilla, Madrid, Ferrol, Vigo, El Puerto de Santa María, Córdoba y Cartagena, en las siguientes áreas:.Completaremos formación profesional junto a nuestro equipo desde el inicio.Buscamos a personas con ganas de iniciars

Manager de Galería en Sevilla Centro.Creamos una fotografía artística única y original a partir del iris de nuestros clientes, disponible en una amplia variedad de formatos y acabados.Ofrecemos una experiencia artística inolvidable y llena de sorpresas, accesible al mayor número de personas.Si

UHY Fay & Co, firma líder de servicios profesionales con más de 40 años de experiencia, necesita incorporar a sus oficinas de Marbella un Abogado/a Mercantil Senior con experiencia demostrable entre 3 y 5 años en un puesto similar al ofertado en un despacho de abogados o una consultora de primer

Gestionar compras que requieran grado medio de especialización y dificultad.Realizar los procesos de homologación de los proveedores, analizando el desarrollo y consolidación de los niveles de relación con los mismos y estableciendo con ellos acuerdos marco de calidad.Registrar el proceso de com

En Ayesa no esperamos al futuro, lo lideramos.A través de nuestros proyectos de #ingeniería lo hacemos posible, convirtiendo retos en oportunidades, conceptos en soluciones y visión en impacto real.Paso a paso nos acercamos a un futuro mejor.Con tu pasión, talento y determinación, seguiremos tr

Quieres formar parte de una empresa líder en el sector veterinario en plena expansión y potenciar al máximo tu talento?.Realización de consultas veterinarias generales, diagnóstico y tratamiento de enfermedades.Gestión de tratamientos y seguimiento de los pacientes.Atención a los procedimient

Energy Market Trading Software Solutions and Renewable Power Plant Control Solutions.We help companies in the renewable energy sector transform efficient renewable power plant control solutions ideas into software solutions realities.We have been powering the largest energy companies for over three

Posición de Head Coach abierta para perfiles de nivel alto).El Manolo Santana Racquets Club, referente deportivo en la Costa del Sol con más de 20 años de historia (ex-residencia del mítico Manolo Santana), amplía su equipo docente.Buscamos profesor/a de pádel con vocación por la enseñanza y