Experience

Traxión

• Mexico
• Transportation, Logistics, Supply Chain and Storage
• 300 - 400 Employee

• Director Corporativo de Marketing

  • Jan 2023 - Present

  Mexico City, Mexico



Meta

• United States
• Software Development
• 700 & Above Employee

• Global Customer Marketing - Regional Marketing Strategy Lead (Video & Creators LATAM)

  • Jun 2022 - Nov 2022

• Global Business Marketing - Head of Marketing (Mexico and Resellers)

  • Nov 2021 - Jun 2022



PepsiCo

• United States
• Food and Beverage Services
• 700 & Above Employee

• Digital Marketing & Media Director - Mexico

  • Aug 2021 - Nov 2021

  Mexico City Metropolitan Area

• Digital Marketing Capabilities Director - CCO LATAM

  • Oct 2020 - Aug 2021

  Mexico City, Mexico

• Head of Integrated Media Strategy - LATAM

  • Dec 2018 - Oct 2020

  Mexico City Area, Mexico Responsible for the development of the integrated media and media intelligence capabilities across LATAM, overseeing and supporting regional and local teams and agencies for both foods and beverages businesses. Central management of digital partnerships with global and regional players and agencies in LATAM. •Led the development and deployment of a regional multi-category strategic media planning process for over 16 countries, standardizing the implementation centrally for the… Show more Responsible for the development of the integrated media and media intelligence capabilities across LATAM, overseeing and supporting regional and local teams and agencies for both foods and beverages businesses. Central management of digital partnerships with global and regional players and agencies in LATAM. •Led the development and deployment of a regional multi-category strategic media planning process for over 16 countries, standardizing the implementation centrally for the first time in the company. Delivering over 160 Strategies across LATAM in my first 6 months in the role in 2019. •Guided the change management to transform the connection between Media, Digital, Insights & Analytics, among other teams, resulting in new ways of working applicable to the region, and the expansion of the integrated capability portfolio over 30% vs PY in 2020. •These efforts resulted in: o Increasing ROI double-digit vs. previous year. o Digital investment acceleration on average +25% in LATAM. o Full integration of functions streamlining the service to the business.

• Digital Media & Measurement Manager Mexico

  • Apr 2017 - Dec 2018

  Mexico City Area, Mexico •Builder of Mexico’s Digital Media and Digital Business Intelligence internal capabilities putting PepsiCo Mexico Foods as the country with the highest Digital ROI in America. •Delivered over 30% optimization on ad spend through a proprietary process consistently for 3 years. •Created segmentation, ad operations, planning and media strategy best practices. Brand safety considered global gold standard recognized by Google in 2018.

• Digital Media Associate Manager Mexico

  • Oct 2015 - Apr 2017

  Mexico City Area, Mexico •Created a team structure going from 1 to 6 FTEs through negotiation with 0 cost to the company. •Created reporting and media auditing processes pushing transparency, resulting in savings up to 20% in media buys. •Managed the media team into becoming auto-regulated and high-performing professionals supporting the operation band with growth from 12 to 28 active brands in one year without personnel overturn. •Recognized as “El Talento Más Brillante” in PMF.



MRC

• United States
• Entertainment Providers
• 1 - 100 Employee

• Member of the International Council

  • Jun 2021 - Nov 2021



IAB México

• Mexico
• Advertising Services
• 1 - 100 Employee

• Board Member

  • May 2021 - Nov 2021

  Mexico City, Mexico



CiM MX

• Mexico
• Advertising Services

• Excecutive Board Member

  • Jan 2020 - May 2021

  Mexico City

• Co-founder Analytics Group & Member

  • Nov 2018 - Jan 2020

• Co-founder Analytics Group/ Committee President - Digital Media

  • Nov 2017 - Nov 2018

  Mexico Re-electo por la junta directiva por el trabajo realizado con la Secretaría de Economía de México y el Interactive Advertising Bureau (IAB). Co-fundador del grupo de analytics, derivado de las investigaciones sucedidas bajo mi periodo de liderazgo sobre GDPR (General Data Protection Regulation) y Cross-Media en LATAM.

• President (Reelected) - Digital Media Commitee

  • Nov 2016 - Nov 2017

  Mexico City Area, Mexico • Elected in 2016 and reelected in 2017 by unanimous decision. In 2018, nominated by the Board of Directors due to enhanced performance and project development and implementation within the Committee with the Secretariat of Economy and IAB México. • Strategic leader of the Project Development Committee for the development of projects, certifications, proposed rule, researches and training for partners and guests. • In charge of standardizing the dialogue among the different… Show more • Elected in 2016 and reelected in 2017 by unanimous decision. In 2018, nominated by the Board of Directors due to enhanced performance and project development and implementation within the Committee with the Secretariat of Economy and IAB México. • Strategic leader of the Project Development Committee for the development of projects, certifications, proposed rule, researches and training for partners and guests. • In charge of standardizing the dialogue among the different agencies, media and advertising companies and clients to strengthen an industrial posture before various investigations and recommendations of the Board and Committee. • In 2017, I led the Digital Glossary registration as a guideline before the Secretariat of Economy for transparency in the Mexican Digital Industry. • Consolidated the dialogue and strengthen the cooperation with IAB México and MRC (USA) for the development of a training and evaluation program targeted to professionals and foreign. http://www.cim.mx/index.php?option=com_content&view=category&id=8&Itemid=116 http://www.dineroenimagen.com/2018-02-12/95957



ESOMAR

• Netherlands
• Market Research
• 1 - 100 Employee

• Advisory Board Member - Trust and Transformation

  • Feb 2021 - Mar 2021

  ESOMAR is a membership organization for the global data, research, and insights community. As Advisor for Trust and Transformation, we are planning a programme with a rich mix of case studies, business debates, methodological innovations as well as a few guest speaker spots that offer inspiration and practical advice to the global community for more than 130 countries.



Publicis Groupe

• France
• Advertising Services
• 700 & Above Employee

• Key Account Director

  • May 2014 - Oct 2015

  Mexico City Direction of an autonomous groups of creatives, designers, programmers, social media experts, infrastructure, account executives and PMOs . In charge of the planning and strategic administration of the projects, from their ideation to the deliveries and the measurement of results. Implementation of processes and people management (9 direct reports + their teams), establishment of new quality standards, delivery control and direct relationship management with customers. Media planning and… Show more Direction of an autonomous groups of creatives, designers, programmers, social media experts, infrastructure, account executives and PMOs . In charge of the planning and strategic administration of the projects, from their ideation to the deliveries and the measurement of results. Implementation of processes and people management (9 direct reports + their teams), establishment of new quality standards, delivery control and direct relationship management with customers. Media planning and strategy. Business growth of +30% in 8 months bringing over 6 new accounts than planned, at the Nurun branch.

• Senior Porject Manager

  • Jun 2013 - May 2014

  Mexico City Lead 2 Action division. Planeación, ejecución, medición de resultados, y administracón de proyectos. Manejo de la relación con clientes premium como Yahoo, Volkswagen, PepsiCo Foods Mexico, Rioja, entre otros. Creación de proceso para la entrega de contenidos a los clientes, crecimiento de cartera en 45% en 6 meses. Desarrollo de proceso de control de calidad para Yahoo. Gestión de equipos de desarrollo e infraestructura. Social Media Content Marketing Digital… Show more Lead 2 Action division. Planeación, ejecución, medición de resultados, y administracón de proyectos. Manejo de la relación con clientes premium como Yahoo, Volkswagen, PepsiCo Foods Mexico, Rioja, entre otros. Creación de proceso para la entrega de contenidos a los clientes, crecimiento de cartera en 45% en 6 meses. Desarrollo de proceso de control de calidad para Yahoo. Gestión de equipos de desarrollo e infraestructura. Social Media Content Marketing Digital customer service E-mail marketing Web promotions



Element (Digital Transformation & Full Service Agency)

• Mexico
• Technology, Information and Internet
• 1 - 100 Employee

• Account Executive Social Media & Technology Specialist

  • Apr 2012 - Jun 2013

  Mexico City Encargado de la coordinación e integración de equipos de desarrollo, estrategia y social media. Creación de un plan de integración inter-áreas. Crecimiento de la cartera en 25%. Desarrollo de metodologías de reporting. Establecimiento de metodologías de quality assurance. Community Management Content Production Website development Customer service.



Ondore

• Mexico
• IT Services and IT Consulting
• 1 - 100 Employee

• Data Specialist

  • Jun 2011 - Apr 2012

  Mexico City Responsable del estudio de la información y la relación con las causas y efectos en las campañas de distintos clientes como Bimbo, Movistar y Holcim México, para transformarla en insights estratégicos para la toma de decisiones. Uso de la plataforma de social listening "Ondore Scout", entre otras herramientas como FB insights y Google analytics.