Experience

SAB Marketing Connections

• United States
• Advertising Services
• 1 - 100 Employee

• Chief Executive Officer

  • Oct 2020 - Present

  We offer marketing and communications consultancy services that include value connections through an extensive global network across Europe, U.S and Latin America; digital transformation, marketing, advertising, data and insights; media, agency and commerce solutions. ➢ Industry recognition: Rosario University and Dinero Magazine in Colombia “Businessman of the Year” (2017); Honored by Colombian President and Nobel Peace Prize Winner Juan Manual Santos as “Top 100 Colombians Working Outside the Country.”



dentsu

• Japan
• Advertising Services
• 700 & Above Employee

• CEO Media Latin America

  • 2018 - 2020

  This role gave me the opportunity to build the Latin America network in the highly competitive market while leading 5 media agencies (Carat, iProspect, Vizeum, Dentsu X and Navegg) across 22 countries. Notable achievements: ➢ Defined vision and leveraged industry expertise and extensive network to win major accounts while creating the infrastructure to position the organization for growth. ➢ Boosted the number of invitations to pitch value proposition 100%.➢ Account wins: Mastercard, Ferrero, Heineken aligned at regional level.



Kinetic

• United Kingdom
• Advertising Services
• 300 - 400 Employee

• Global Chief Executive Officer

  • Jul 2014 - Nov 2018

  As senior executive, I led transformation of the world’s leader in Out-Of-Home (OOH) advertising from traditional media buyer to innovator through technology. I directed a highly diverse team with members across 5 continents, including China, India, Singapore, Sweden, US, UK, Spain and Colombia. Notable achievements: ➢ Praised as the first advertising agency to connect traditional media to digital through mobile phones. ➢ Launched “Active Journeys” merging contextual and consumer data to reach moving audiences across all touch points. ➢ Led Kinetic Worldwide in receiving a Specialized OHH Advertising Award in major global festivals (2016).



Mediabrands

• United States
• Advertising Services
• 700 & Above Employee

• President World Markets IPG Mediabrands

  • Aug 2010 - Jul 2014

  GLOBAL CEO, BPN Media Agency │ COO, Initiative Agency Worldwide │ PRESIDENT, World Markets for Initiative, UM Media Agencies I was initially hired as Global Managing Director for Initiative Media and took on an expanded role that included leadership of UM and BPN agency brands. Oversaw multiple offices across 50+ countries (large and small markets) and affiliates across 5 continents.Notable achievements: ➢ Strengthened processes, network and reputation, positioning Initiative as a Top 5 global media agency. ➢ Created the BPN Media Agency that went on to win 15+ global awards, including the Grand Prix at the Internationalist Innovation awards for creativity in connecting brands with social responsibility.➢ Industry recognition: Ad Latina – “Magazine Advertising Executive of the Year in Latin America” (2012); Ad Latina – “One of the 20 Most Influential People of the Decade in the Advertising Business in Latin America” (2010) and “The Most Powerful Latino in the Media Industry Business” (2009).

• Managing Director Initiative Worldwide

  • Sep 2009 - 2011

  Re build the agency as global network, modernize product and re positioning the agency to compete globally. Initiative today is one of the most successful media agencirs in the world.



Omnicom Media Group UK

• United Kingdom
• Advertising Services
• 700 & Above Employee

• Chief Executive Officer Latin America

  • Oct 2003 - Sep 2009

  OMD Media Agency Latin America │ PRESIDENT, OMD’s Worldwide Creativity Council │ BOARD OF DIRECTORS, OMG WW 2002-2009Drove consistency within the OMD Media Agency network in Latin America, positioning region to win global accounts and continue to grow.Notable achievements:➢ Solidified OMD as a regional leader, moving from #7 to #3 ranking.➢ Secured major accounts that included J&J, Visa, McDonald’s, Nokia, BDF and GSK. ➢ Industry recognition included the Grand Prix in the Cannes Advertising Festival and 12 Lions.



Mindshare

• United Kingdom
• Advertising Services
• 700 & Above Employee

• President Andean Region

  • 1998 - 2003

  • Launched Mindshare in Colombia, Venezuela, Ecuador and Peru. • Launched Mindshare in Colombia, Venezuela, Ecuador and Peru.



Nielsen

• United States
• Technology, Information and Media
• 700 & Above Employee

• Director Media Services Latin America

  • Oct 1989 - Oct 1998

  • Led implementation of electronic audience measurement services (people meters) in 7 countries for the World’s largest marketing and media research company; a first in Latin America.• Established new company in Ecuador as first country manager. • Led implementation of electronic audience measurement services (people meters) in 7 countries for the World’s largest marketing and media research company; a first in Latin America.• Established new company in Ecuador as first country manager.