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Work Background
WPP MediaSenior Manager Search & Commerce
Jun. 2025 - Nov. 2025Lead Retail Media & Paid Search teams, driving optimal performance and fostering strategic growth across all Commerce and Paid Search initiatives. - Manage a team of 5 direct reports and oversee 16 indirect reports.
- Lead strategic growth and development initiatives for the Commerce Media and Search Media Teams.
- Collaborate with Senior Managers across disciplines to establish unified operational processes and efficiencies within the hub.
- Provide expert guidance and technical support, fostering team development and problem-solving capabilities.
WPP MediaCommerce Media Manager
Oct. 2023ColombiaLead the Commerce Retail Media team at WPP Media formerly known as GroupM Nexus, managing multiple high-profile accounts, including Unilever (Skin Cleansing ,Deo and B&W) and Coca-Cola (Fairlife and Core Power). - Oversee search and programmatic media activations across a variety of retailer media networks, including Amazon Ads, Walmart Ads, Sam’s Club Ads, Citrus Ads, Criteo Ads, Kroger Ads, Instacart Ads, and Roundel Media Studio.
- Ensure ongoing campaign compliance with GroupM's established guidelines and best practices.
- Manage and mentor a team of 4 direct reports, focusing on their career development and performance.
- Cultivate and maintain strong relationships with key account stakeholders to drive and maximize promotional opportunities. Achievements: - Spearheaded the Commerce Media Knowledge Program, enhancing team expertise and capabilities.
- Established a new Media Commerce team and developed innovative strategies to drive performance.
- Achieved historic Return on Ad Spend (ROAS) and Cost Per Click (CPC) results for Q1.
- Managed annual budgets ranging from $70M to $100M.
WPP MediaCommerce Manager
Oct. 2023 - Jun. 2025ColombiaLed the Unilever & Coca Cola (Fairlife) Commerce GOC Team, overseeing comprehensive search and programmatic media activations across a wide range of retailer networks. - Developed and refined client campaign strategies in alignment with GroupM guidelines for optimal execution.
- Managed and mentored a team of 4 direct reports, focusing on career development and performance.
Cultivated strong relationships with key account stakeholders to maximize promotional opportunities. Achievements: - Spearheaded the Commerce Media Knowledge Program and established a new Media Commerce team, driving enhanced expertise and innovative strategies.
- Achieved historic ROAS and Sales results during both Amazon Prime Days in 2024 & 2025.
- Managed annual budgets ranging from $50 million to $100 million USD.
Publicis GroupeSenior Account Manager Commerce Media
Dec. 2022 - Oct. 2023ColombiaCollaborated with Starcom US, Digitas US, and SaaS Company Commerce IQ to support Kellogg's Commerce Media team, managing Retail Media and Shopper Marketing initiatives across Walmart, Instacart, Amazon, Kroger, Shipt, and Meijer. - Oversaw SEM and programmatic media activations for all retailers, including campaign setup, bid recommendations, and budget management to achieve client objectives.
- Managed reconciliation, invoicing, billing, trafficking, and data mapping through the internal media Campaign Management System.
- Leveraged insights and historical data to identify optimization opportunities, ensuring the attainment of client-established KPIs. Achievements: - Delivered successful SEM/DSP campaigns for Walmart, Instacart, Amazon, and Kroger in Q1 and Q2, surpassing sales expectations for Q1, Q2, and the first month of Q3.
- Achieved positive Incremental Return on Ad Spend (ROAS) for Q1 and Q2.
- Managed media budgets exceeding $50M USD.
- Generated sales over $150M USD.
Publicis GroupeSenior Account Manager Commerce
Dec. 2022 - Oct. 2023ColombiaCollaborated with Starcom US, Digitas US, and SaaS Company Commerce IQ to support Kellogg's Commerce Media team, managing Retail Media and Shopper Marketing initiatives across Walmart, Instacart, Amazon, Kroger, Shipt, Meijer managed through Pacvue & Skai. - Oversaw SEM and programmatic media activations for all retailers, including campaign setup, bid recommendations, and budget management to achieve client objectives.
- Managed reconciliation, invoicing, billing, trafficking, and data mapping through the internal media Campaign Management System.
- Leveraged insights and historical data to identify optimization opportunities, ensuring the attainment of client-established KPIs. Achievements: - Delivered successful SEM/DSP campaigns for Walmart, Instacart, Amazon, and Kroger in Q1 and Q2, surpassing sales expectations for Q1, Q2, and the first month of Q3.
- Achieved positive Incremental Return on Ad Spend (ROAS) for Q1 and Q2.
- Managed media budgets exceeding $50M USD.
- Generated sales over $150M USD.
Publicis GroupeAccount Manager Commerce Media
Dec. 2021 - Dec. 2022ColombiaCollaborated with Starcom US, Digitas US, and Commerce IQ to support Kellogg's Commerce Media team, focusing on Retail Media and Shopper Marketing for Walmart. - Ensured optimal investment for Kellogg's across available channels with each retailer.
- Acted as a consultant to brand investment teams and strategy departments to align efforts across the Kellogg's portfolio.
- Monitored campaign performance, identified optimization opportunities, and provided data-driven insights and recommendations to refine media plans. Achievements: - Successfully developed and executed high-impact e-commerce campaigns for Walmart in 2022.
- Ensured effective allocation and spending of media budgets of $15M-$30M across 2022 campaigns.
Publicis GroupeAccount Manager Commerce
Dec. 2021 - Dec. 2022ColombiaCollaborated with Starcom US, Digitas US, and Commerce IQ to support Kellogg's Commerce Media team, focusing on Retail Media and Shopper Marketing for Walmart. - Ensured optimal investment for Kellogg's across available channels with each retailer.
- Acted as a consultant to brand investment teams and strategy departments to align efforts across the Kellogg's portfolio.
- Monitored campaign performance, identified optimization opportunities, and provided data-driven insights and recommendations to refine media plans. Achievements: - Successfully developed and executed high-impact e-commerce campaigns for Walmart in 2022.
- Ensured effective allocation and spending of media budgets of $15M-$30M across 2022 campaigns.
PromigasProcurement Specialist
Jun. 2021 - Oct. 2021Barranquilla, Atlántico, Colombia- Ensured adherence to the purchasing plan, promoting transparency and efficiency in procurement processes.
- Managed documentation and key performance indicators for the procurement department.
- Developed and implemented contracting strategies tailored to meet the needs of internal clients. Achievements: - Achieved full compliance with the Purchasing Plan and Service Level Agreements.
- Effectively managed budgets ranging from $500k - $5M USD
PromigasBusiness Data Associate
Feb. 2021 - Jun. 2021Barranquilla, Atlántico, Colombia- Oversaw the accurate creation and maintenance of Master Data to support data integrity and operational efficiency.
- Developed and implemented procurement strategies to optimize supplier acquisition and management.
- Created and monitored performance indicators to enhance process efficiency within the department. Achievements: - Facilitated efficiency workshops for suppliers and managers, resulting in improved operational practices.
- Achieved SLA compliance rates exceeding 90%, demonstrating a strong commitment to service excellence.
PromigasBusiness Data Intern
Jan. 2020 - Jan. 2021Barranquilla, Atlántico, Colombia- Generated monthly compliance reports to ensure accuracy and adherence to company standards.
- Conducted Third-Party Risk Management (TPRM) evaluations to enhance service transparency.
- Analyzed Service Level Agreements (SLAs) to drive continuous process improvements. Achievements: - Developed a comprehensive SLA framework for the Master Data department, improving data management efficiency.
- Conducted benchmarking analyses to identify and capitalize on new business opportunities.
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