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Work Background
ETracHead of Digital Media
Jan. 2024Mexico City Metropolitan Area · On-siteI oversee digital media strategy for Burger King/ Restaurant Brands International. ensure our clients receive effective, data-driven marketing strategies with a holistic approach. We propose, implement, and continuously measure these strategies to ensure our clients' success. I oversee digital media strategy for Burger King and Restaurant Brands International.
CinépolisDirector Comercial Cinépolis Media
Feb. 2022 - Apr. 2023Ciudad de México, MéxicoHead of a multi-platform advertising sales team supporting 450 cinema complexes, 4,900 screens, a 7M-user website, and a 30M-user social network. Developed the first programmatic cinema ad sales platform, revitalizing cinema as a flexible, measurable, and segmented high-impact medium. Acquired over 50 new clients in 6 months, generating $200M MXP.
Forbes MéxicoCommercial VP
May. 2020 - Aug. 2021Mexico City Metropolitan AreaHead of the multi-platform marketing and sales team, responsible for developing flexible and effective B2B digital strategies for six leading brands: Forbes (Mexico, LATAM & Colombia), Robb Report, Food & Wine, InStyle, and TheHappening.com. Restructured the commercial and marketing offerings to focus on dynamic platforms, developed a digital lead generation funnel resulting in 26% more new clients, and shifted revenue from 66% offline to 65% digital in 2020.
MissolutionsIndependent Business Consultant
Jan. 2020Mexico · HybridCurrently working with family-owned businesses to enhance productivity, financial KPIs, marketing, and communications. Focus areas include funnel development, digital reputation, SEO, and SEM.
Imagen Digital MéxicoCommercial Director - Excelsior
Feb. 2018 - Apr. 2020Mexico City Area, MexicoHead of a 40-person ad-sales and marketing division, responsible for restructuring the digital, print, and TV business portfolio. Created new business strategies and managed key clients and partners. Enhanced positive cash flow by 18% and increased profitability by 22% through integrated product development and sales team training. Acquired 50+ new clients, contributing to 18% of total sales in 2019. Hired and trained a new digital-first creative team to upgrade the commercial offer.
Chilango (Ciudad Chilango, S.A. de C.V.)Executive Managing Director
Jan. 2017 - Feb. 2018Mexico City Area, MexicoHead of a 160-person business division, responsible for developing marketing, financial, and business strategies for merging brands. Created a "digital-first" newsroom, resulting in a 120% growth in the digital audience for Chilango.com within 9 months. Improved profit margins by 15% through the development of a new product line. Merged and created a "digital-first" content unit for both Chilango and Maspormas brands, achieving extraordinary audience results within a year of operations.
SSL Digital MXCommercial Director
Apr. 2014 - Jan. 2017Mexico City Metropolitan AreaAs CRO, I oversaw ad-sales operations and developed new business strategies for OOH and DOOH. Led marketing, operational, and commercial deployment strategies, and negotiated with major media clients and agencies. Successfully managed a network of 600+ digital-out-of-home advertising units across 48 airports. Generated $16M in advertising revenue within two years and achieved 52% of total company sales within 20 months of launch.
Grupo Expansion, a Time Inc / Time Warner CompanyDivision Director (Feminine, Lifestyle & TV Projects)
Aug. 2008 - Mar. 2014Mexico City Area, MexicoLed cross-functional teams in editorial, operations, marketing, and sales, driving financial performance, market share, and branding goals. Under my leadership, our division contributed 62% of company revenue by 2008, with an 18% CAGR over six years. Established partnerships with three major PTv players to create our first branded-content TV shows: Elle México Diseña 1, 2 & 3, Travel & Leisure TV, and Medio-Tiempo TV.
Grupo Expansion, a Time Inc / Time Warner CompanyGroup Publisher - (Sr. Brand Manager)
Aug. 2006 - Sep. 2008Mexico City Area, MexicoPioneered bold marketing campaigns for five iconic media brands: Quién, ELLE, InStyle, Revolution, QUO, Chilango, and Life & Style. Led high-stakes negotiations and provided strategic leadership for key brand initiatives.
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