BIO:
Professional Strategist with over 15 years of experience in the advertising industry, specializing in the management, planning, and execution of media ecosystems. Extensive experience leading teams at multinational agencies (Havas, OMD, McCann) and managing cross-media strategies for leading brands and government institutions in Uruguay and Chile. Focused on optimizing results through digital platforms and advanced analytics tools.
Professional Experience Uruguay / Chile
Digital Media Director
Posición Digital
Account management, planning, and execution of digital media strategies. Leadership of campaigns for high-profile accounts with significant public impact.
Key clients: Montevideo City Council, Ministry of Public Health, SUCIVE, ANEP, National Drug Board (IRCCA), Ministry of Economy and Finance, and Canelones Departmental Government.
Digital Media Director
Briones & Asociados (Chile)
Responsible for strategic digital media planning for several leading brands in the Chilean market. Reported to Jorge Briones (General Manager).
Clients: Chery, Concha y Toro, Toshiba, Xerox, Universidad Autónoma de Chile, and Servipag. Tools: Comscore, Google Analytics, Google Ads, and Facebook Ads.
Commercial Executive
Betazeta Networks (Chile)
Managed commercial relationships and direct contact with media agencies including Havas Group, Omnicom Media Group, Universal McCann, Media Interactive, Cardumen, and direct clients.
Account Supervisor
Havas Chile – M.P.G.
Managed and supervised a four-person team (two media planners and two assistants) in developing integrated strategies.
Accounts: Cencosud, Philips, Hyundai, Scotiabank, and Concha y Toro. Tools: Comscore, Analytics, ad servers, DoubleClick, Artemis, and Tom Micro.
Executive Cross-Media / Digital Planner
OMD Chile
Progressed from Executive Cross-Media Planner to Executive Digital Planner. Developed integrated media plans for major advertisers.
Accounts: Visa, Nike, Inmobiliaria Aconcagua, Polla Chilena, AFP Habitat, Government of Chile, McDonald’s, and Derco. Tools: Comscore, Analytics, ad servers, TVData, Boss, Mega Time, Telereport, PrintPlan, TGI, and EGM.
Executive Media Planner
OMD Uruguay
Managed client relationships and media planning for Nike, Pinturas Inca, Hípica Rioplatense, BPS, Sancor Seguros, Asociación Española, BIC Uruguay, Azucarlito, Deceleste, and Laboratorios Gautier.
Media Planner
Agencia 4 Ojos
Strategic media planning for accounts including Monte Paz, Bodegas y Viñedos Varela Zarranz, Jetmar Viajes, INAC, and Acodike.
Media Assistant
McCann Erickson (Universal)
Primarily worked on the Coca-Cola account, while also supporting Chevrolet, Bank Boston, American Airlines, MasterCard, and L’Oréal.
