Experience

Equals + Citizens of Creativity
• Chile
• Advertising Services
• 1 - 100 Employee
• Founder + Strategic Lead

  • Aug 2022 - Present


NOA

• United States
• Information Technology & Services

• Strategic Partner

  • Jul 2017 - Present

  Partnering with NOA to provide solutions through creative thinking Partnering with NOA to provide solutions through creative thinking


Niña
• India
• Wellness and Fitness Services
• CEO

  • Aug 2020 - Aug 2022


Porta

• United States
• Software Development

• CEO

  • Oct 2017 - Jul 2019

  Role: top responsible for the agency budget and operation, commercial strategy, talent selection and management, new businesses. Top Clients: Walmart Chile, CCU Chile (Pepsico franchiser), Grupo Falabella, Entel, Morris Garage Motors, Presidency of Chile. Results: Porta switched its commercial strategy, renegotiating contracts, upselling and integrating digital clients, fueling a strong margin improvement. Achievements: Porta was ranked as #1 as most valuable independent agency in Chile (Scopen 2019) and its President Raúl Menjibar as most valuable professional in the industry. Show less



McCANN Buenos Aires

• Argentina
• Advertising Services
• 1 - 100 Employee

• CEO

  • Jul 2015 - Jul 2017

  Role: at the Local level, top responsible for the agency budget and operation (integrating 3 companies: McCann, Commonwealth and Momentum), commercial strategy, talent selection and management, new businesses. At a Regional level, top responsible for the Mastercard business and relationship in Latin America and the Caribbean. Appointed member of the Global Business Leadership Council. Results: Agency operating margin grew from -18% in 2014 to +15% in 2017 (ending a 15-year rally of negative operating margin results). The Client portfolio welcomed: The Coca-Cola Company Argentina, Banco Supervielle, Bodegas Casals, Oracle, Latam Airlines, Sodimac Constructor and Cappuccino La Virginia. We also created a Strategic Hub for Mastercard in the Latin America and Caribbean Region, giving our office a new relevant role in the network. Achievements: Led the creation of the Regional Strategic Hub for Mastercard Latin America & Caribbean. Led the creation of the Regional Operations Hub for Coca-Cola South Latin. In May 2017 McCann Argentina was awarded with the “Be bold” prize by Harris Diamond (McCann WorldGroup Global CEO) in recognition for the agency’s transformation and business turnaround. Show less



The Coca-Cola Company

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

• Content Excellence Director Central & Southern Europe

  • Mar 2014 - Jun 2015

  Role: top responsible for the Creative Strategy and Creative Execution for the complete Company’s portfolio, for 24 countries in Europe. Results: in a Regional position the main KPI is how many markets adopt the Communication Campaigns produced from a central level. During my time at Coke, my team delivered +20 campaigns broadcasted across Europe and the Globe. Achievements: our Business Unit created the Global Campaign for the 100th Anniversary of Coca-Cola’s iconic contour bottle, delivering content for +100 markets. Show less



McCann Erickson Chile

• Accounts Director

  • Apr 2010 - Jan 2014

  Role: top responsible for the branding Strategy and Account Management for BCI (Bank) and Entel (Telco), companies ranked #1 and #3 as “Most admired companies in Chile”. At a Regional level, top responsible for Coca-Cola’s Teens Regional Charter (Latam 2012). Results: Entel reached for the first time in 2012 the #1 in Clients, and BCI Bank was awarded the most transparent Company in Chile in 2012. Achievements: under my leadership, both brands were awarded with Gold at the Effie Awards in the “Sustained Success” category (Bci, 2012; Entel, 2013), which considers the last 3 years of the brand and business performances. Led the teams that won relevant new businesses: Coca-Cola Teens Latam Charter; Masisa; Salcobrand; Ministry of Energy of Chile. Aníbal Pérez Zarlenga was awarded “Most Valuable Employee” for McCann WorldGroup Chile 2013. Show less



Agulla & Baccetti

• Managing Director

  • Nov 2006 - Mar 2010

  Role: responsible of agency operations, top responsible for business results and Client relationship management at top level. Strategic Brand Planning for main Client’s brands. Top Clients: Pepsico (Mexico); Sony Entertainment Television (Regional); Cartoon Network (Regional); Banco Provincia (Argentina); Claro (Argentina); Alto Palermo (Argentina); Dot Baires Shopping (Argentina) Recalcine (Chile); Inkafarma (Peru); Fada Pharma (Argentina); Sancor Salud (Argentina); Arcor (Argentina); Edenor (Argentina); Hispanoamérica TV (Paraguay). New Business awarded under my lead: YPF (Argentina’s largest company). Sony Entertainment Television and Cartoon Network (Latam); Alto Palermo Shopping, Dot Baires Shopping, Sancor Salud, Arcor, Provincia Seguros and America Movil (Argentina); Hispanoamérica TV (Paraguay). Gamesa, a Pepsico Company (Mexico). Show less

• Accounts Manager

  • Nov 1999 - Oct 2006

  Role: Accounts Management and Planning. Team leading for advertising campaigns. Adaptation of global strategies to local realities. Coordination of Client’s Events and PR agencies. Assisting the Client in negotiations with partner companies to leverage Mastercard Brand’s sponsoring of FIFA and AFA. Clients: Mastercard; General Motors (Chevrolet) Hewlett Packard; Intel; Martini and Bacardi. Role: Accounts Management and Planning. Team leading for advertising campaigns. Adaptation of global strategies to local realities. Coordination of Client’s Events and PR agencies. Assisting the Client in negotiations with partner companies to leverage Mastercard Brand’s sponsoring of FIFA and AFA. Clients: Mastercard; General Motors (Chevrolet) Hewlett Packard; Intel; Martini and Bacardi.