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Work Background
JellyfishGroup Account Director (Walmart de México y Centroamérica)
Jun. 2024Mexico City Metropolitan AreaDirector of Strategic Accounts | Digital Media Management & Client Leadership Act as the primary liaison for Walmex Group formats (Walmart, Bodega Aurrera, Sam's Club, Walmart Connect, Bait), ensuring exceptional client satisfaction and fostering long-term partnerships. I lead a high-performing team of seven Partner / Account Managers, driving strategic growth, operational excellence and cross-functional collaboration. Key Contributions: Media Budget Optimization: Oversee substantial media budgets, ensuring precise allocation, cost-effectiveness, and alignment with client objectives. Campaign Excellence: Address and resolve challenges in Digital Media buying (Paid Social/Search, Programmatic, DOOH, CTV), implementing strategic optimizations to consistently meet or exceed objectives. Business Development: Identify growth opportunities and deliver tailored pitches that align with client goals and market trends. Vendor Negotiations: Secure optimal terms with media vendors, maximizing value and ROI for the Walmex Group. Team Leadership: Mentor and guide the Client Management team, fostering collaboration and ensuring seamless coordination with cross-functional areas to deliver integrated solutions.
PinterestSr. Partner Manager. Retail, Luxury, FinServ, Tech&Telco Verticals.
Dec. 2021 - Mar. 2024Ciudad de México, MéxicoPaid Media Specialist | Launch and Growth Strategist Managed paid media strategies for 20+ brands across retail, luxury, tech, telco, financial services,and retail during Pinterest's launch phase in Mexico. Delivered 190% YoY portfolio growth, including 5x revenue increase in financial services, 7x in retail, and 2x in luxury brands, by implementing innovative, results-driven strategies. Key Contributions: Campaign Strategy & Measurement: Designed multi-objective campaigns for diverse verticals. Implemented advanced measurement frameworks (BLS insights, multi-cell studies) and led content best practices workshops for clients and agencies. Partnership Development (AMP & JBP Agreements): Negotiated long-term investment commitments via tiered bonus incentives, alpha/beta access, and custom brand lift studies. Aligned local execution with global JBPs through close collaboration with global and agency leadership teams. Pipeline & Operations Management: Ensured Salesforce account hygiene with daily pipeline oversight, optimizing media allocation, product rollouts, and vertical-specific seasonal pitches. Case Studies: Author of the first Case Studies in México for the FinServ & Tech verticals (Uber & PayPal).
CitibanamexOn & Offline Paid Media Lead
Apr. 2020 - Dec. 2021Dual Role: Paid Media Lead & Marketing Automation Strategist Lead comprehensive paid media strategies (online/offline) and implement advanced marketing technology solutions to optimize performance and efficiency. Key Contributions: Marketing Mix Modeling (MMM): Developed the bank’s first MMM framework, linking media investments to brand equity and customer growth. Optimized media plans by identifying diminishing returns, transforming the 2021 planning process. Salesforce Marketing Cloud Deployment: Managed a 15-month compliance-driven implementation, streamlining email marketing operations. Reduced costs by 15% and email volume by 20% while enhancing customer journey automation. InHouse Data Visualization Platform: Built a Tableau-based dashboard centralizing campaign and brand health metrics. Consolidated reporting, reducing report volume by 40% and improving decision-making speed and accuracy.
CitibanamexVP Social Media & Content Marketing
Jun. 2018 - Apr. 2020Content & Social Media Lead | Head of Social Media Strategy & Content Marketing Oversee the design and execution of paid social media strategies (100+ monthly campaigns); owned and paid content marketing initiatives , and social platform crisis management for all bank business units. Lead a team of seven Social Media and Content Managers, reporting directly to the CMO. Key Contributions: Influencer Brand Lift Study: Pioneered the first influencer effectiveness study in LATAM, in partnership with Kantar. Focused on brand metrics (Ad Recall, Favorability, Intent) rather than hard KPIs, achieving 20% savings in influencer marketing campaigns. Presented insights at IAB Content Innovation Day. Smartly.io Deployment: Led Citibanamex to become the first bank in MX to adopt Smartly.io, improving credit card acquisition via Facebook and Instagram by 30%. Developed a 6-month tagging strategy audited by Facebook and created 100+ custom audiences, performing 5x better than DMP-based audiences. Automated Crisis Management System: Designed an API-based predictive modeling DAEMON to detect potential social media crises. The system operates 24/7, analyzing social monitoring data and issuing alerts via WhatsApp with 90% predictive accuracy, significantly improving crisis response time.
Ogilvy MéxicoMarketing Technologies, Innovation and Social Media Lead
Nov. 2017 - Jun. 2018MexicoDigital Media Strategist | Head of Business Intelligence, Marketing Tech Innovation and Social Media Oversee Business Intelligence, marketing technology, and social media strategies for agency clients. Lead two operational clusters (15 employees) and report directly to the CEO. Key Contributions: Business Intelligence & CRM Cluster: Managed a team of CRM specialists, data scientists, and analysts to develop data-driven solutions for optimizing client contact strategies. Delivered key insights for clients such as American Express (transactional analysis and promo detection) and Grupo Premier (behavioral insights through Facebook Custom Audiences). Social Media & Content Cluster: Directed content and community management teams to craft data-informed content strategies. Leveraged predictive algorithms to optimize content pillars for organic and paid campaigns. Supported high-profile clients, including KFC, British Petroleum, LG Electronics, and Assist Card.
VoxFeedInfluencer Marketing Senior Client Partner
May. 2017 - Nov. 2017Mexico City Metropolitan AreaInfluencer Marketing | Sales & Strategy Developed and executed influencer paid media strategies for a diverse portfolio (Automotive, Tech, Telco, CPG, Media & Entertainment), leveraging centralized platforms for automated media buying, real-time brand safety, and streamlined campaign management. Key Contributions: Book of Business Management: Achieved 96% of sales quota by implementing client workshops, influencer partnerships, and daily engagement with top media buying groups. Delivered value by translating campaign briefs into effective influencer storytelling strategies, meeting pipeline targets from the first month. Platform Integration: Integrated VoxFeed into IPG MediaBrands’ Cadreon Programmatic Platform, enabling a holistic media buying approach by incorporating influencer impressions into broader programmatic offerings. Transitioned VoxFeed from a traditional boutique model to a scalable revenue-generating solution for IPG MediaBrands campaigns.
FacebookClient Partner, México, Central América and Caribbean
Apr. 2013 - Feb. 2017Mexico City Area, MexicoRegional Paid Media & Client Engagement Strategist Delivered impactful business results across 20+ brands in Automotive, Tech, Telco, Government, and other verticals, managing competitive Cost-per-Leads, Mobile App Installs, on-site conversions, and Brand Lift KPIs. Fostered strategic relationships with clients, media, creative, and planning agencies across six Central American countries and Mexico. Key Contributions: Re-designed organic and paid media strategies, aligning customer insights with creative executions for enhanced campaign performance. Built and strengthened C-level partnerships, driving incremental product adoption on both client and agency sides. Reduced campaign production costs by training content marketing partners in Facebook's best practices for awareness-focused initiatives. Published regional success case studies on Facebook.com, showcasing impactful results for top clients in Tech, Telco, and Automotive verticals.
CitibanamexDigital Experience VP
Nov. 2010 - Mar. 2013Mexico City Area, MexicoFinancial Services | Digital Strategy & Paid Media Execution Specialist Delivered innovative digital experiences across key business units, including Credit Cards, Sponsorships, Promotions, and Corporate Social Responsibility, driving sustained adoption of financial products like SMB Credits and Credit Card Lead Generation. Strengthened brand association with soccer entities through digital initiatives featuring brand ambassadors and team partnerships. Main Contributions: Designed and executed SEO-friendly landing pages, Display and Search campaigns, mobile websites, and PR activations with influencers and celebrities on social media. Developed Facebook applications and intranet-hosted video games, enhancing user engagement.
Played a pivotal role in the digital marketing agency selection process led by Razorfish. Managed end-to-end project execution, overseeing strategic planning, creative concept development, customer journey design, UX optimization, KPI determination, and agency billing.
WundermanHead of Digital Technologies
Jul. 2009 - Nov. 2010Mexico City Area, MexicoMarketing Tech | Team Management & Digital Strategy Responsible for the restructuring and management of the Marketing Technologies Department (26 employees), made up of Web Developers, SEM Optimizers, Data Base Administrators and Motion Designers (staffing, recruiting, talent development, and budget management). Key Contributions: Implementation of Data mining solutions (determination of purchase patterns based transactional data) and data enhancement-cleaning processes that drove new always-on business. Direct interface with leaders from Creative & Content, Digital Planning, Business & Project Management. Responsible for providing tech platform strategic feedback throughout the lifecycle of all the campaigns to implement.
OgilvyInteractive Technology Manager
Dec. 2004 - Jul. 2009Mexico City Area, MexicoTeam Manager | Web Development Responsible for the technological architecture for web-based solutions for multiple clients, as well as involvement on the design and implementation of such solutions. Technological contact with IT counterparts on the Client’s side. Key Contributions: Development of custom made Intranets, custom-made Content Management web-based Systems, Reporting and BI web-platforms, ActionScript experience websites, SMS loyalty programs that drove new business and positioned the Agency not only as a creative thinker, but also as digital executioner.
Escuela Bancaria y ComercialWeb Development Coordinator
Aug. 2001 - Dec. 2004Mexico City Area, MexicoWeb Development | Front & BackEnd Responsible for the whole planning, design and execution of the organization’s Web Strategy. Main Contributions: Design and development of 30+ custom web-based systems, supporting the operation of the Finance, Human Resources, Academic Planning and IT Departments. Server management for the email and online learning platforms (RedHat Linux Servers).
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