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Work Background
YAZTA by VAST Tech VenturesCEO and Co-Founder
Jun. 2021Mexico City Metropolitan AreaCo-founding and developing YaztaMX - a digital marketplace for low-skill hiring across B2C and B2B in Mexico and LatAm
NEXT-DCStrategy Advisor
Apr. 2021Mexico City, MexicoHelping agencies and clients find and amplify the new business opportunities that emerge in the cross section of technological innovation, new consumer behaviour and market trends. Connecting the dots and enabling sales, marketing and product to have a coherent narrative on local and regional levels. Engaging with senior level clients and internal partners.
Dentsu Aegis Network México Chief Strategy Officer
Jan. 2016 - Mar. 2021MexicoI lead three multidisciplinary teams – Strategy, Research & Analytics and Digital Insights and am responsible for the development of Dentsu strategic approach. I focus on strategic advisory clients like GM, Beiersdorf, Microsoft, Heineken, Hermes who demand deep understanding of consumer and market dynamics. I oversee the relationships with big data and technology providers like Nielsen, Kantar, Google, Facebook, Navegg, Salesforce and pioneer the development of tailor-made products based on data analytics and ideation that solve wider business challenges.
My remit as well includes Mexico and LatAm region especially when comes to new business and strategy development.
on a well deserved sabbaticalspending time with family
Jul. 2015 - Dec. 2015
Dentsu Aegis NetworkIntegrated Comms Planning Director
Mar. 2012 - Jun. 2015Moscow, Russian FederationKey brief was to establish culture of business results driven innovation and integrate digital and off-line disciplines across Dentsu Russia. Launched Jump Tank digital innovation unit in Russia and developed go to market strategy for its services. Lead the relationship with clients like Phillips, Nokia, Adidas and LÓreal where Big Data based consumer understanding was key success factor.
Speaker and moderator of multiple public events among which Aegis Conference 2014, Sanofi-Aventis Regional Summit 2014. Published articles in local industry editions.
VivaKi and ZenithOptimediaVP Integrated Comms and Innovations Director
Mar. 2010 - Jan. 2012Moscow, Russian FederationLeads the strategic and research efforts across Vivaki brands to provide holistic, data based strategic approach for The Coca-Cola Company, L'Oreal and Sanofi-Aventis on Russian market and region. Guiding the efforts of multidisciplinary teams on agencies' and clients' sides to help embrace adoption of technological innovation and digitalisation of the business. Supports the CEO in building strong business relations with senior clients.
UM LondonRegional Group Account Director
Apr. 2008 - Mar. 2010London, United KingdomGlobal Account Lead for Bacardi Martini
EMEA Account Lead for MasterCard
Leads the relationships with MasterCard in EMEA and Bacardi-Martini globally. Creates strategic frameworks and programmes to leverage agency and clients assets across different regions. Developed and implemented a tailor made Consumer Immersion Programme for Bacardi brand across top five markets (Mexico, Canada, USA, India, UK) and a highly regarded Global Consumer Review.
Championed sharing of digital content at the dawn of social networks and was awarded Golden Media&Marketing awards for it.
MEC International LondonCommunications Planning Director for SABMiller
Apr. 2007 - Mar. 2008London, United Kingdom
UM WorldwideMedia Director
Nov. 2000 - Mar. 2007Prague, The Capital, Czech Republic
UM WorldwideAccount Director
Aug. 1996 - Oct. 2000Bulgaria
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