Argentina
Strategic marketing and creative leader with 25+ years of experience driving brand growth, creative transformation, and digital innovation across entertainment, technology, and media industries in Latin America. I’ve built my career at the intersection of creativity, storytelling, and innovation — leading award-winning work and building creative cultures within some of the world’s most influential companies, including Netflix, Meta (Facebook), and Telefe (Viacom). At Netflix, I shaped the marketing strategy for South LATAM, building culturally relevant campaigns that strengthened brand love and drove measurable growth. At Meta, I partnered with top global advertisers and agencies to craft best-in-class creative ideas across Facebook and Instagram, driving innovation and digital transformation through data, creativity, and insight. Earlier, I led creative transformation at Telefe and Editorial Perfil, developing award-winning branded content, multiplatform strategies, and audience engagement tools such as Mi Telefe App. I began my career in top advertising agencies — Savaglio TBWA, Leo Burnett, and Del Campo Nazca Saatchi & Saatchi — earning recognition at Cannes Lions, Clio, New York Festivals, Effie, and Lápiz de Platino. Now seeking to lead brand strategy, creative transformation, or marketing innovation for a company that values culture, creativity, and measurable impact.
Led the marketing strategy and execution across South Latin America, aligning business goals with cultural relevance. Managed creative, media, influencer, and production agencies while leading internal cross-functional teams (Social, PR, Events, Brand, and Production). Key Achievements • Strengthened brand love and awareness, while contributing to churn reduction through culturally resonant campaigns. • Oversaw strategic, creative, and production processes, ensuring projects were delivered on time, on budget, and with creative consistency and measurable impact. • Developed local storytelling strategies — including “Hecho en Argentina” and “Está en Netflix” — positioning Netflix as part of local culture, not just a global brand. • Built and mentored a high-performing creative team with a strong collaborative culture. • Streamlined cross-functional workflows for regional campaign development and execution. • Partnered with media agencies to optimize investment and performance. • Earned multiple industry recognitions, including Clio, Cannes Lions, Círculo de Creativos Argentinos, Lápiz de Platino, +Digital, Effie (Argentina & Chile), and a Martín Fierro nomination
Partnered with advertisers, agencies, and studios to create platform-native campaigns across Facebook, Instagram, WhatsApp in Argentina, Chile, Colombia, and Peru. Key Achievements • Developed creative strategies that transformed business results for leading brands. • Inspired clients, media and creative agencies with talks, workshops, and data-driven storytelling sessions. • Collaborated with global teams (Sales, Product, Engineering) to scale innovative ad formats. • Helped increase client investment through creative excellence and measurable outcomes.
Created a hybrid service blending photography, social media, and live events, redefining traditional photo booth experiences. Key Achievements • Launched and franchised the concept in Argentina. • Delivered 60+ events for social and corporate clients. • Oversaw brand development, tech setup, and daily operations.
Led branded content innovation and non-traditional advertising formats, integrating brands organically within programming and digital ecosystem to drive new business and audience engagement. Key Achievements • Developed multiplatform branded content campaigns • Created an innovative new product placement format, which significantly increased sales and set a new industry standard. • Oversaw the end-to-end production process for non-traditional advertising ideas, coordinating internal teams (production, commercial, programming) and external partners (agencies and producers). • Co-created the “Mi Telefe” mobile app, pioneering digital audience engagement and opening new communication opportunities for advertisers. • Contributed to the company’s Innovation Group, developing new content and ad models. • Awarded TV Innovation & Creativity and recognized by MediaScope as Most Innovative Media Channel.
As Brand Manager (March 2011 / December 2011): Responsible for Libre Product: • Newspaper Launch: Strategic Positioning and Brand Building. Campaign idea with creative agency. Promotional activities. Campaign execution. As Commercial Marketing Manager (December 2011/ August 2012): Responsible for all Editorial Perfil products: • Marketing responsible for all products: communication, strategic plan, advertising campaign and promotional. • Annual and promotional budget setting and management. • Media Plan: development, negotiation and follow up. • Cobranding activities: development, negotiation and follow up.