Experience

Quantikal

• Argentina
• Advertising Services
• 1 - 100 Employee

• Founder and CEO

  • Feb 2017 - Present

  Greater Buenos Aires, Argentina Google Ads Certified Partner. Helping companies scale optimizing over $15M in digital marketing investments (2020).



YOP

• Manufacturing
• 1 - 100 Employee

• Co-founder & CMO

  • Dec 2015 - Feb 2017

  Argentina



Dridco

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

• Director Demotores.com

  • Nov 2013 - Jul 2015

  Argentina Responsible (P&L) of a 35 person team (Marketing, Product & Technology). Member of Executive Committee. Product Innovation: Led a complete redesign and product overhaul maintaining consumer satisfaction leadership position in category. Over 90% top two box satisfaction and over 70% preference over competitive sites.

• Business Manager Demotores.com

  • Apr 2012 - Oct 2013

  Argentina Responsible for technology, product development and marketing areas. SEM Optimization: Developed different optimization strategies including: review of internal SEM processes, developed automatic bidding software and implementation of an advanced multichannel attribution model. In less than two years reduced annual marketing spend by -47% (from US$ 4MM to US$ 2.1MM) while maintaining key monthly performance metrics (unique visitors, visits and total leads). Change management: During… Show more Responsible for technology, product development and marketing areas. SEM Optimization: Developed different optimization strategies including: review of internal SEM processes, developed automatic bidding software and implementation of an advanced multichannel attribution model. In less than two years reduced annual marketing spend by -47% (from US$ 4MM to US$ 2.1MM) while maintaining key monthly performance metrics (unique visitors, visits and total leads). Change management: During the first 6 months a complete restructuring of positions and people, changing 75% of team significantly increasing average seniority and competence in most positions.

• Business Manager Zonacitas

  • Jul 2011 - Jun 2012

  Argentina Complete P&L management (Marketing, Product, Technology & Monetization) SEM Optimization & internal improvements: Increased monthly revenues by 80% en less than 7 months with a reduction in marketing investment of 50% through changes in the SEM funnel optimized for subscription revenues.



La Nacion

• Peru
• Human Resources Services
• 1 - 100 Employee

• Operations Manager - lanacion.digital

  • Jan 2011 - Jul 2011

  Argentina Responsible for the ad operations and online marketing teams. Platform migration: successfully migrated operating adserver to DoubleClick making LA NACION the only company in the online newspaper/premium publisher category with DoubleClick capabilities. Platform improvement was critical to allow revenues increases above 45% YoY 1st half 2011.

• Monetization Manager - lanacion.digital

  • Jan 2010 - Dec 2010

  Argentina In charge of the ad operations unit and commercial content area. Discount policy: Developed processes to audit and improve commercial discounts on key formats. Helped increase Rich Media eCPM by 90% from January 2010 to Decemeber 2010 while increasing at the same time impression volume. Format then represented majority of CPM revenue stream.

• Business Development Manager - lanacion.digital

  • Feb 2008 - Dec 2009

  Responsible for the mobile business, transactional online marketing and trade marketing for the business unit. • Responsible for the P&L of the brand “lanacion movil” over products and services that include Premium SMS alerts, WAP sites and mobile marketing activities among others. Furthermore, my responsibilities include leading the online sales channel for the renowned newspaper subscription program “Club LA NACION” and Starphone e-commerce site. • Monetization of Mobile Web… Show more Responsible for the mobile business, transactional online marketing and trade marketing for the business unit. • Responsible for the P&L of the brand “lanacion movil” over products and services that include Premium SMS alerts, WAP sites and mobile marketing activities among others. Furthermore, my responsibilities include leading the online sales channel for the renowned newspaper subscription program “Club LA NACION” and Starphone e-commerce site. • Monetization of Mobile Web platform: complete redesign of lanacion movil mobile website. Beginning November 2008, LA NACION was the first media company in Argentina to sell display advertising on a mobile site. Furthermore after 8 months from launch and with high involvement with our sales area, we sold to more than 8 different advertisers (Sanyo, Coca-Cola, Suzuki, Chivas, Swiss Medical, Banco Galicia y IAE). In comparison, our closest competitor has only sold 2 ads in that timeframe. • Change Management: redesign and implementation of product development process. Redesign involved multiple areas including marketing, product y technology. New process allowed improved dynamism to generate more than 10 new products and multiple platform improvements in less than 10 months. • Creative assets development: grew customer base by 26% year over year during 2008. Goal was achieved by ROI optimization of diverse communication channels both off-line and on-line marketing as well as a complete renovation of TV ads and marketing on-line creativities. • Sales Channel Development: development of newspaper subscription (Club LA NACION) via online channel through different online marketing initiatives, including email marketing and online display in networks: Google, MSN, Harren Media and others. In 6 months, new channel represented 30% of total sales and sales surpassed goal by 77% and at a cost per subscriber of 40% less than planned.



Del Monte Foods

• India
• Food & Beverages
• 300 - 400 Employee

• Marketing Manager Nature's Recipe Pet Food

  • Oct 2006 - Jul 2007

  Managed the profits and loss (P&L) of the brand, a $31 Million in net sales business • Marketing plan execution: Led the successful execution of plan. Plan delivered a total year over year volume increase of 19% and 9% above annual operating plan. Gross profit was also 18% above plan.

• Associate Brand Manager 9Lives Cat Food

  • Jun 2005 - Oct 2006

  Responsible for P&L management of the brand Led 9Lives Nascar sponsorhip race which generated more than 150 million in PR impressions valued at $2.2MM with less than $70K investment. Helped develop Morris' Million Cat Rescue campaign (www.9lives.com), a fully integrated marketing campaign based on finding homes for 1 million homeless cats. Considered the best marketing plan in the history of the company. Led the new product development of the new 9Lives flagship dry item 'Daily… Show more Responsible for P&L management of the brand Led 9Lives Nascar sponsorhip race which generated more than 150 million in PR impressions valued at $2.2MM with less than $70K investment. Helped develop Morris' Million Cat Rescue campaign (www.9lives.com), a fully integrated marketing campaign based on finding homes for 1 million homeless cats. Considered the best marketing plan in the history of the company. Led the new product development of the new 9Lives flagship dry item 'Daily Essentials' as well as the packaging redesign for the dry cat food line.



Heinz North America

• Associate Brand Manager Intern

  • May 2004 - Aug 2004

  • Brand Management: Recommended strategic re-positioning of the Heinz 57 product line to increase profitability by 10%. Based strategy on the analysis of the category, competition and consumer needs. The strategy plan included line extensions, consumer promotions, communication plan, label re-design, public relations and in-store vehicles. Presented final strategy to senior management. • Channel Development: Led a multifunctional project involving the creation of product prototypes and… Show more • Brand Management: Recommended strategic re-positioning of the Heinz 57 product line to increase profitability by 10%. Based strategy on the analysis of the category, competition and consumer needs. The strategy plan included line extensions, consumer promotions, communication plan, label re-design, public relations and in-store vehicles. Presented final strategy to senior management. • Channel Development: Led a multifunctional project involving the creation of product prototypes and sale sheets with four new offerings for club channels with a revenue potential of $1.5 million. Show less



Movicom BellSouth

• Product Manager - Roaming

  • Mar 2002 - Jun 2003

  • P&L Management: Operated the international and national roaming business with annual revenues of $20 million. Maintained dollar value revenues through a recession period.

• Mobile Internet Product Manager

  • May 2001 - Feb 2002

  • Product Development: Developed content for the company’s mobile internet portal, which subsequently represented 56% of total revenues.

• Business Analyst

  • May 2000 - Apr 2001

  Assisted marketing manager in quantitative and financial analysis of diverse projects.