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Work Background
Think ThanksManaging Director
Jul. 2024Buenos Aires Province, Argentina
WeAimDigitalDIgital Adoption Consultant
Nov. 2019 - Jul. 2024Buenos Aires, ArgentinaDigital Adoption Consultant from Feb 2020 Purpose
Share my expertise to empower all sizes businesses to reimagine how to best connect with their consumers across key touch points, providing a data driven and progressive ecosystem to deliver best in class digital experiences that build brand equity and drive sustainable sales growth. How
- Company Digital Maturity evaluation - Consumer Journey definition as well as the digital and offline touchpoints
- Built of the process model and tools that let them connect and interact all through the journey to improve their branding and return on investment.
- Success KPIs definition
- Governance Model definition.
UnileverDigital Transformation Lead Latin America
Jul. 2017 - Oct. 2019Latin AmericaMain Challenges:
Empower Unilever to reimagine how to best connect with our Latin Americas consumers across key touchpoints, providing a data driven and progressive ecosystem to deliver best in class digital experiences that build brand equity and drive sustainable sales growth
Achievements:
- Built of the regional team and network within the different areas that participate in the process
- Latin America IT Digital Strategy definition
- Support in the rollout of the Global Digital 2.0 program in Latin America
- Change of mindset in Mkt Brands and agencies adopting Digital 2.0 capabilities
- Implementation of digital global model fostered by the creativity in the region Special Project Predictive Forecasting using Machine Learning. Goal: analysis, development and implementation of a forecast predictive model applied to the S&OP process in a way that:
- Reduce the current error in the Forecast.
- Significantly reduce the S&OP process timing
- Creation of a sustainable Data Warehouse within the Data Lake.
- Mindset Change to improve the quality of data and reduce errors.
- Promote the practice of data science throughout the organization
UnileverConsumer Experience Manager - Digital Marketing Services - Latin America
Mar. 2012 - Jun. 2017Main Challenges:
Settle the basis of a Performance Campaign monitoring and Consumer Centric Approach by defining and implementing a central Latin America PRM (People Relationship Marketing) & Analytics strategy that let us:
- Monitor campaigns performance in real time
- Gather and enrich consumer and campaign performance data
- Analyze the data, transforming it into information and knowledge to let the brands act to improve the digital performance
- Define the model to share this knowledge among the different areas in our company
- Get insights to help defining the best actions , times and channels for each consumer segment
In terms of data manipulation and transformation:
- Establish a real time single view dashboard of digital campaigns performance
- Establish a single view of consumers by integrating data
- Identify consumers from all of their interactions so that we can recognize them while engaging with any Unilever brand
- Get and share the insights to deliver differentiated engagement that leads to brand awareness, loyalty, sales and trust Achievements:
- Built of the regional team and network within the different areas that participate in the process
- Latin America Digital Data Strategy definition
- Implementation of Bunker in Latin America, the unique Digital Measurement Performance Tracking tool in Unilever.
- Change of mind in Mkt Brands and agencies adopting real time monitoring tools that let improve our campaigns while they are running.
- Support in the rollout of the Digital 2.0 program for the information piece for Brazil & Argentina
- Definition of Latam People Relationship Marketing model aligned to the global definitions.
UnileverIT Global Consumer Data Manager - Digital Marketing Services
Aug. 2011 - Mar. 2012Buenos Aires, ArgentinaMain Challenges:
- Leadership of the project portfolio that deals with the Consumer & Marketing Insights process throughout the Americas.
- Leadership of Global Project from Americas to the rest of the world. (Ex. Global Artwork Management)
- Identification of global best practices in marketing processes management.
- Generation of synergies across regional and global teams.
- Global and Regional stakeholders management and relationship management across areas.
- Leadership of a multinational and multidisciplinary team.
- Leadership of the Change Management workstream. Achievements:
- Built of the team network.
- Portfolio Identification in LATAM and NA.
- Portfolio Fit Gap Analysis
- Plan definition (schedule, resources, budget, priorities) Implementation and support of the Global artwork management project
UnileverIT Marketing Innovation Americas Manager
Feb. 2008 - Aug. 2011- Leadership of the project portfolio that deals with the Consumer & Marketing Insights process throughout the Americas.
- Regional mapping of users´ needs and demands at all levels regarding inexistent or unavailable information in every country in the Americas.
- Make sure that the global iniciatives take into account Americas needs.
- Succesful activation of the global IT Brand Development portfolio in Americas.
- Identification of global best practices in marketing processes management.
- Generation of synergies across regional and global teams.
- Global and Regional stakeholders management and relationship management across areas.
- Leadership of a multinational and multidisciplinary team.
UnileverIT Marketing Innovation LATAM Manager
May. 2003 - Jan. 2008- Leadership of the project portfolio that deals with Brand Development, the Consumer & Marketing Insights and Media processes all over Latin America.
- Regional mapping of users´ needs and demands at all levels regarding inexistent or unavailable information in every country in Latin America.
- Make sure that the global iniciatives take into account LatinAmerica needs.
- Succesful activation of the global IT Brand Development portfolio in Latin America.
- Identification of global best practices in marketing processes management.
- Generation of synergies across regional and global teams.
- Global and Regional stakeholders management and relationship management across areas.
- Leadership of a multinational and multidisciplinary team.
UnileverInformation & Aplication Architecture Project Leader
Oct. 2001 - May. 2003- Datawarehouse Project Leader for Argentina, Uruguay, Paraguay.
- RiverPlate representative in a project that built a common datawarhouse related to SAP for Latin America.
UnileverDifferent Roles in Unilever
Jan. 1992 - Sep. 2001Buenos AiresIT HHRR Mar 1997/Sep 2001 IT Supply Chain Mar 1996/Feb 1997
IT Finance Sep 1994/Feb 1996
IT Supply Chain Sep 1993/Aug 1994 Infraestructure Network Administrator& Support Jan 1992/Aug 1993
UnileverNetwork Administrator
Jan. 1992 - Nov. 1993Buenos Aires
Freelance, self-employedProgress Developer
Jan. 1990 - Jan. 1992Buenos Aires, ArgentinaFinancial Accounting System development
NCR TechnosolutionsTrainee
Jan. 1988 - Dec. 1989Buenos ATrainee Program as Analyst and Programmer
DSS, Inc.System Analyst
Mar. 1987 - Dec. 1988Buenos Aires, ArgentinaWorking in the Finance and Sales System maintainance and client support
Universidad de Buenos AiresUBA-Engeneering Scholl Teacher in the Network and Data Teleprocessing department
Jan. 1987 - Dec. 1994
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