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Work Background
INSA International Business SchoolData Analysis Professor
Oct. 2021 - Sep. 2022Barcelona, Catalonia, Spain
Universitat Oberta de CatalunyaAssociate Professor - Data Visualization
Jul. 2021Barcelona, Catalonia, Spain
Nuclio Digital SchoolBig Data & Data Visualization Professor
Apr. 2020 - Jul. 2021Barcelona, Cataluña, España
NestléGlobal Marketing Analytics Tech Manager
Feb. 2020Spain, Barcelona• Spearheading the creation of a comprehensive Global Cross-Media Datalake, encompassing paid and non-paid, online and offline data, facilitating the Global Digital Transformation.
• Leading an international team of 40 people (growing to 60 by 2025), deploying standardized protocols and requirements across diverse markets and businesses.
• Defining an Analytics Governance Model tailored to the company's scale and data context, ensuring coherence and compliance in data management practices.
• Aligning global strategy with business objectives, facilitating the adoption of the latest technologies and best use cases, resulting in more than €5 million in cost savings over five years.
NestléGlobal Data & Analytics Product Owner
Feb. 2020Barcelona y alrededores, España
NEOLANDData & Analytics Professor
Sep. 2019 - Jan. 2020Barcelona y alrededores, España
Mundo DeportivoHead of Analytics (Audiences & Insights)
Apr. 2019 - Jan. 2020Barcelona y alrededores, España
Grupo Godó de ComunicaciónHead of Digital & Audiences
Jan. 2019 - Jan. 2020Barcelona y alrededores, España- Directed the Digital & Audiences team (2 direct reports), spearheading the development of a new measurement strategy designed to increase user loyalty and facilitate migration to a signwall/paywall business model (pay-per-read model).
- Coordinated Digital Marketing campaigns across Google Ads, Meta, Twitter, TikTok, Programmatic buying, and more, ensuring strategic alignment with business needs.
- Implemented readership analysis to optimize content delivery. Conducted A/B tests on site widgets using personalization tools for enhanced user experience.
- Developed dashboards in Power BI, leveraging BigQuery and other data collection tools to empower data-driven decision-making.
- Member of the Spanish Media Council (Asociación de Medios de Información – AMI).
UADEUniversity Researcher
Jan. 2018 - Jan. 2020ArgentinaResearch title: "Marketing Digital y protección de datos personales en la era del Big Data en Latinoamérica" Papers: "La importancia de un gobierno abierto y su impacto en el marketing digital", XV Congreso Internacional de Tecnología, Conocimiento y Sociedad, CosmoCaixa, Barcelona, España.
Pontificia Universidad Católica ArgentinaDigital Marketing Associate Professor
Jan. 2018 - Dec. 2018ArgentinaAssociate Professor "Posicionamiento web y métricas" in Social Sciences and Communication Department in Universidad Católica Argentina (UCA).
S. A. LA NACIONSr. Digital Analytics and Audiences Expert
Apr. 2017 - Dec. 2018Greater Buenos Aires, Argentina- Analyzed audience segments and behavior to strategically populate the DMP tool, enabling the sale of audiences to advertisers – a key revenue driver for the company.
- Provided data-driven insights to 18 different newspaper areas, empowering them to understand their audiences and craft more compelling content.
- Collaborated with the CRM team, providing accurate data and insights to enhance the relevance and effectiveness of their newsletter campaigns.
- Developed dashboards in Power BI, QlikView, and DataStudio, leveraging BigQuery and other internal data collection tools to facilitate data-driven decision-making for senior leadership.
S. A. LA NACIONBI / Data Analyst
Apr. 2017 - Dec. 2018Greater Buenos Aires, Argentina
Havas Media GroupProject Management & Innovation
Jan. 2015 - Apr. 2017Buenos Aires, Argentina- Innovation at scale: Spearheaded the deployment of cross-media campaigns, seamlessly connecting online and offline channels – including a real-time, award-winning integration of TV ads connected with real-time social media campaigns.
- Pioneered the connection between Movistar's CDP (through mobile lines) and Facebook user IDs, enabling the delivery of personalized content (a first for an Argentinian agency).
- Demonstrated the impact of TV advertising on online behavior by establishing a robust connection between TV and digital environments.
- Co-founded the Mobile App Marketing business unit in Mobext (AR), leveraging data and media activation to generate an impressive $300,000 USD in annual net revenue through a self-driven initiative.
Havas Media GroupHead of Social Advertising
Jan. 2014 - Jan. 2015Argentina- Led the Social Media team as “captain”, pioneering award-winning campaigns that leveraged innovative data-driven strategies and custom audience development on Facebook.
- Executed data-driven campaigns across diverse media platforms and techniques, including CRM and DPA, to maximize campaign effectiveness.
- Developed a groundbreaking method for sending metadata from the website (dataLayer) directly to social media platforms. This enabled cross-platform user targeting, significantly enhancing campaign impact.
Havas Media GroupDynamic Platforms Analyst
Sep. 2013 - Apr. 2017Argentina
Havas Media GroupDigital Marketing Analyst
Aug. 2012 - Jan. 2014Argentina- Media Planning: Partnered with strategists to develop comprehensive online campaign plans. Collaborated with clients to determine optimal tools and budgets.
- Media Buying: Executed campaigns across diverse digital marketing platforms, including Google Ads, Facebook, Bing, Twitter, DV360, and YouTube.
- Performance Reporting: Created insightful presentations in PPT to communicate results, identify areas for improvement, and recommend strategic next steps.
- Pitching/Strategy: Supported account directors in winning new clients by showcasing compelling use cases and effective media activation strategies.
Estar ServiciosCommunity Manager
Jan. 2012 - Dec. 2014Capital Federal
BrightstarReverse Logistics B2C (Team Coordinator)
Jun. 2009 - Sep. 2013Ciudad Autonoma de Buenos Aires
Estar ServiciosAdministrative Assistant
Jan. 2005 - Dec. 2009Tandil
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