Mexico City, Mexico
Strategic Media Leader & AI Evangelist Strategic Media Leader with 18 years of experience driving high-impact digital transformation and media investment strategies for the world’s most iconic brands. My career is defined by governing complex media ecosystems and optimizing high-scale regional investments across Latin America for Fortune 500 companies. Throughout my journey in Tier-1 network agencies like Mindshare (WPP), Cheil, Havas, and iProspect (Dentsu), and currently at Google (Alphabet), I have specialized in bridging the gap between sophisticated data analytics and high-level storytelling. I lead the regional media strategy for flagship products including YouTube, Pixel, Gemini, Google Search, Google Ads, and Android, ensuring global brand pillars translate into local market growth. My core expertise includes: Executive Leadership: Directing regional media governance and managing global stakeholders in matrix organizations. Operational Excellence: Orchestrating extended teams of over 100 specialists and managing strategic agency partnerships. AI & Business Intelligence: Pioneer in leveraging AI (Gemini, NotebookLM) for advanced data analysis, automated insight generation, and media-buying precision. Measurement & Efficiency: Expert in Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), and financial forecasting to drive maximum ROI. I am passionate about mentoring high-performing teams and evangelizing the use of AI-driven marketing to solve complex business challenges. My background in professional screenwriting provides a unique lens, allowing me to connect technical data with human-centric narratives that resonate at scale.
Strategic Direction: Led a department of 17 media specialists, governing the end-to-end media strategy for Samsung Mexico. Commercial Efficiency: Implemented high-level optimization frameworks focused on enhancing cost-efficiency and scaling total e-commerce sales volume.
Steered performance and growth strategies for a leading fintech platform. User Acquisition: Led aggressive growth strategies focused on scaling financial product adoption. Performance Optimization: Managed multi-channel performance budgets with a strict focus on CAC/LTV ratios and ROI.
Strategic lead for global tech, entertainment, and travel accounts including IBM LATAM, Disney, Volvo, and Volaris. Portfolio Governance: Managed cross-media strategies balancing long-term brand equity with immediate digital performance. Regional Coordination: Led specialized teams to execute complex media plans across multiple markets.
Managed high-volume, ROI-driven accounts including Best Buy, Cinemex, and Motorola. Conversion Strategy: Focused on advanced performance marketing and user acquisition for major retail and entertainment brands.