Miami, Florida, United States
A seasoned executive leader with over 20 years of international experience driving significant business growth, operational excellence, and market expansion across diverse industries including consumer goods, education, travel, and technology. My career began with foundational leadership roles at E&J Gallo Winery (US & Mexico) and EF Education First (Chile, UK, Regional LATAM), where I consistently delivered transformative results and built high-performing international teams. I then transitioned into the global technology sector, honing my expertise at Google (Mexico and New York City), where I played a pivotal role in scaling performance and industry verticals across key markets. This was followed by a strategic leadership position as Country Director for Spotify in Mexico, driving significant commercial growth and market restructuring. Building on this corporate experience, I subsequently co-founded Wonder Digital Transformation (WDT), a boutique consultancy focused on guiding companies through digitization, advising clients on marketing, people practices, and strategy in fields such as Content Creation and Artificial Intelligence. My journey continued with a proven track record of scaling high-impact digital advertising and media businesses at Amazon (across Mexico, Brazil, and US Spanish Ads). A forward-thinking leader, I am passionate about harnessing the power of Artificial Intelligence to unlock new efficiencies and innovation within various business landscapes. This passion is underpinned by comprehensive AWS certifications, including Generative AI, Generative AI for Executives, and the AWS Certified Machine Learning - Specialty, alongside other key Machine Learning and AI planning certifications. I excel at building and empowering high-performing teams, demonstrating strong P&L ownership, and cultivating C-level partnerships that consistently drive sustainable business impact. Trilingual (English, Spanish, Portuguese) with deep understanding of Latin American and US Hispanic markets, I combine strategic acumen with practical execution to reshape market dynamics and deliver consistent results.
* Pioneered the inaugural Endemic Advertising leadership role for US Spanish at Amazon Ads. Successfully integrated three distinct teams, driving significant increases in operational efficiency and revenue generation. * Accelerated growth within the CPG, Grocery, and Consumer Electronics verticals in the US Spanish Ads industry. * Championed talent development within the team by building comprehensive promotion cases and securing leadership approval for two Senior Sales Executives within the first 6 months. * Orchestrated strategic cross-functional collaboration across Creative, Insights, and Sales, enhancing platform adoption and optimizing advertising solutions for a rapidly expanding market.
* Led comprehensive Amazon Ads operations in Brazil, driving significant expansion across Display, Video/STV, and Sponsored Ads businesses through strategic partnerships with top-tier advertisers and agencies. * Built, hired, and developed a high-performing team in Brazil, implementing strategies that markedly improved operational efficiency and consistently surpassed performance indicators. * Championed and successfully launched Brazil-specific technological advancements, including Prime Video Ads, significantly enhancing market offerings and driving increased adoption of advertising solutions. * Represented Amazon Ads at key industry events, fostering robust relationships with C-level executives from leading advertisers and agencies to accelerate market growth and adoption.
* Led multi-dimensional digital advertising operations for CPG/Grocery verticals and agency partnerships (Big 6 and Independent) across Brazil, driving strategic growth through integrated marketing solutions. * Architected and executed comprehensive partnership strategies across programmatic, display, video, Connected TV, and search platforms, managing C-suite relationships with agencies and brand advertisers. * Built, mentored, and scaled high-performing sales and agency partnership teams (10+ members), implementing robust business development frameworks and operational excellence programs. * Pioneered educational initiatives and strategic enablement programs, orchestrating cross-functional collaboration (Product, Creative, Ad Tech, Sales) to accelerate platform adoption and innovation. * Delivered outstanding financial performance, achieving +125% YoY revenue growth for FY23. * Promoted to Principal in April 2023.
Wonder Digital Transformation (WDT) is a boutique consultancy firm that focuses on helping companies adapt and thrive in the new business environment marked by digitization. Founded in January 2018 by two former Google Managers with a distinguished track-record, WDT advises clients around Marketing, People Practice and Strategy, in fields such as Content Creation, Artificial Intelligence or Training & Development, among others. Our clients include: Coca Cola, General Motors, CEMEX, Koblenz, Autosur & Casa Mazatlán.
Three month sabbatical with my family. Traveling, cooking, surfing, living!