About me
I was born in Switzerland, to Spanish parents, moving on to Madrid when I was five. I completed my Baccalauréat at Lyçée Français, graduated in Business Administration at UCM, and later pursued a Master's degree in Business-Marketing at ESIC University.
My first work experience was at the communications group Bates, where I spent a decade working my way up from a trainee to assuming key responsibilities for renowned brands such as Mercedes-Benz, Telefónica, and BellSouth. I had the privilege of working with clients in both Spain and the US, contributing to the agency's strong client relationships and business success. Additionally, I played a crucial role in enhancing the operations of LATAM's network offices and facilitating their business development through negotiations and agreements.
Back in Spain, I faced a significant challenge in my career when I was appointed as the CEO of Saatchi & Saatchi Spain. My primary objective was to revitalize the agency's financial situation. Through a comprehensive reorganization of operations and instilling a fresh mindset within the team, I successfully eliminated inefficiencies and fostered a healthier relationship with clients. The agency was able to regain its reputation as a trusted marketing communications partner, rebuilding clients' confidence and achieving business growth throughout my eight-year tenure.
After attempting various other ventures in the declining mass advertising industry with limited success, I redirected my career toward the flourishing digital economy. Initially, at Google Spain, I played a crucial role in facilitating digital transformation for major marketing organizations. Later at Casting Workbook, I spearheaded the development of a comprehensive and advanced suite of cloud-based casting applications for the entertainment industry, catering to Spanish-speaking markets worldwide. Now at Samy Alliance, I'm tackling, alongside my peers, new opportunities such as creator-generator content, and innovative excellence in the realm of the new social media playground.
Over the years, I have gained a vast knowledge of business and brand creativity in various markets and industries. My skill set includes a combination of technical and interpersonal abilities. I take pleasure in offering strategic insights and delivering exceptional results to clients. Additionally, I am adept at leveraging technology and content strategy to enhance marketing and operations in the ever-evolving media landscape.
I live in Madrid alongside my wife Alba, our daughter, Alba Jr, and baby, Felipe Jr.
Skills
Languages
- Spanish - Native
- French - Pro
- English - Pro
Talent you might be interested in
Richard Kirshenbaum
Founder & Chief Executive Officer
NSG/SWAT
Tamara Ingram
Former Chairman
Wunderman Thompson
Bruno-Georges David
Président
Communication Sans Frontières
Joe Sciarrotta
USA CCO
Ogilvy & Mather, Chicago
Mark Lund
President McCann Worldgroup UK and Europe
McCann Worldgroup UK
Positions
VP, Strategy & Operations
Madrid
Spain
October 2022 - Present (2 years 1 month)
At SAMY ALLIANCE we love helping brands improve relevancy with the people that matter. We do this by mixing pioneering research and technology with strategy, creativity, and performance to create solutions, messages, and experiences that mean more. The Alliance gathers a group of specialized entities connecting people, capabilities, and knowledge in a unique ecosystem and combining data-informed Intelligence with state-of-the-art creativity.
For the third consecutive year, SAMY ALLIANCE is been included by Financial Times as one of the Top 100 fastest-growing European companies.
With over 400 employees and offices in 14 countries in Europe and Latin America, SAMY, operates in 55 markets for brands the such of Danone, L'Oréal, Netflix, Microsoft, and Diageo among many others.At SAMY ALLIANCE we love helping brands improve relevancy with the people that matter. We do this by mixing pioneering research and technology with strategy, creativity, and performance to create solutions, messages, and experiences that mean more. The Alliance gathers a group of specialized entities connecting people, capabilities, and knowledge in a unique ecosystem and combining data-informed Intelligence with state-of-the-art creativity. For the third consecutive year, SAMY ALLIANCE is been included by Financial Times as one of the Top 100 fastest-growing European companies. With over 400 employees and offices in 14 countries in Europe and Latin America, SAMY, operates in 55 markets for brands the such of Danone, L'Oréal, Netflix, Microsoft, and Diageo among many others.
For the third consecutive year, SAMY ALLIANCE is been included by Financial Times as one of the Top 100 fastest-growing European companies.
With over 400 employees and offices in 14 countries in Europe and Latin America, SAMY, operates in 55 markets for brands the such of Danone, L'Oréal, Netflix, Microsoft, and Diageo among many others.At SAMY ALLIANCE we love helping brands improve relevancy with the people that matter. We do this by mixing pioneering research and technology with strategy, creativity, and performance to create solutions, messages, and experiences that mean more. The Alliance gathers a group of specialized entities connecting people, capabilities, and knowledge in a unique ecosystem and combining data-informed Intelligence with state-of-the-art creativity. For the third consecutive year, SAMY ALLIANCE is been included by Financial Times as one of the Top 100 fastest-growing European companies. With over 400 employees and offices in 14 countries in Europe and Latin America, SAMY, operates in 55 markets for brands the such of Danone, L'Oréal, Netflix, Microsoft, and Diageo among many others.
SVP, Operations & Sales
Casting Workbook
Spain
December 2018 - Present (5 years 11 months)
CWB is a tech company with HQ in Canada that brings the most integrated & advanced casting suite of applications for the entertainment industry, in the world. My role was to launch CWB services in Latam and Spain markets:
. I designed a Go-To-Market plan including market analysis, launch strategy, and projections
. I identified the needs and behavior of the stakeholders, helped the headquarters to understand cultural differences,
validating product-market fit, and implemented product local adjustments to promote adoption among users
. I leveraged existing company resources, collaborated with executive teams, internal functions, and customers to
maximize speed to market, ensure optimal product implementation and optimize the sales pipeline
. I assessed on Spanish software design UX/UI and content development - new web, new App, new social channels -
Achievements.
> +300 new talent agencies, casting directors registered in the CWB platform, +20K actors in 22 Spanish countries
> Built strong relationships with key stakeholders ARAE, PARAM, AISGE, and other
> Scaled business through the corporate acquisition of the Vibuk's platform: + 400K users database Spain & Latam
> Launched and grown Spanish editorial content: 5 digit % growth on web user acquisition and on social channels
Other:
> Panelist at Mestizo Lab Forum, Sept’20
> Panelist at Latin Artis Iberoamerican Forum, AISGE, Dec’20
. I designed a Go-To-Market plan including market analysis, launch strategy, and projections
. I identified the needs and behavior of the stakeholders, helped the headquarters to understand cultural differences,
validating product-market fit, and implemented product local adjustments to promote adoption among users
. I leveraged existing company resources, collaborated with executive teams, internal functions, and customers to
maximize speed to market, ensure optimal product implementation and optimize the sales pipeline
. I assessed on Spanish software design UX/UI and content development - new web, new App, new social channels -
Achievements.
> +300 new talent agencies, casting directors registered in the CWB platform, +20K actors in 22 Spanish countries
> Built strong relationships with key stakeholders ARAE, PARAM, AISGE, and other
> Scaled business through the corporate acquisition of the Vibuk's platform: + 400K users database Spain & Latam
> Launched and grown Spanish editorial content: 5 digit % growth on web user acquisition and on social channels
Other:
> Panelist at Mestizo Lab Forum, Sept’20
> Panelist at Latin Artis Iberoamerican Forum, AISGE, Dec’20
Managing Director
&Rosas, Madrid, Barcelona
Spain
September 2017 - November 2018 (1 year 2 months)
&Rosàs is an independent and highly respected Creative agency in the field of strategy and creative marketing communications. I developed business strategic plans, build continuance of an open dialogue with clients and drive organizational success strengthening the agency's digital capabilities with educational activities and digital planning.
Achievements:
> 2017: I led Decathlon ́s agency review resulting in the agency’s new contract renewal
> 2018: I led RFI’s/RFP’s > Bwin, Deutsche Bank, and eDreams new business wins
> ‘Carbonell’ re-launch: 21% increase in sales, +196% brand awareness increase (vs. brand historic IOPE index), +88 % engagement in RRSS (vs. 2017), +21.2% increase in Reach through media optimization [28 formats = lower CPV, +41M impacts]. YouTube ́s completion benchmark +94%, X1.4 Google ́s Brand Lift benchmark
> ALMA/Fundación La Caixa: + 24MM video organic views, + 210MM impressions in RRSS, + 220K web visits
Awards:
ALIMENTARIA ‘18, best performing agency. EDUCAFESTIVAL ‘18: best web & best Content Strategy
EFFIE‘18: Gold ‘Most innovative Marketing Strategy’ Seagram ́s. CdC ‘19: Silver ‘Craft’, Bronze ‘Ideas’
Other:
Speaker at Teads/MMA's '#InnovationMeetsCreativity' event, ISDI Madrid & Barcelona, Nov ’18
Achievements:
> 2017: I led Decathlon ́s agency review resulting in the agency’s new contract renewal
> 2018: I led RFI’s/RFP’s > Bwin, Deutsche Bank, and eDreams new business wins
> ‘Carbonell’ re-launch: 21% increase in sales, +196% brand awareness increase (vs. brand historic IOPE index), +88 % engagement in RRSS (vs. 2017), +21.2% increase in Reach through media optimization [28 formats = lower CPV, +41M impacts]. YouTube ́s completion benchmark +94%, X1.4 Google ́s Brand Lift benchmark
> ALMA/Fundación La Caixa: + 24MM video organic views, + 210MM impressions in RRSS, + 220K web visits
Awards:
ALIMENTARIA ‘18, best performing agency. EDUCAFESTIVAL ‘18: best web & best Content Strategy
EFFIE‘18: Gold ‘Most innovative Marketing Strategy’ Seagram ́s. CdC ‘19: Silver ‘Craft’, Bronze ‘Ideas’
Other:
Speaker at Teads/MMA's '#InnovationMeetsCreativity' event, ISDI Madrid & Barcelona, Nov ’18
Global Business Director
New York, United States
June 2016 - July 2017 (1 year 1 month)
I supported Omnicom agencies in the LATAM region and Spain to better serve BBVA global bank account, through the holding company's integration and coordination. I contributed to strengthening local team capabilities and
developed marketing communications working together with strategic partners Millward Brown, Mindshare, Adobe, and Google. I unlocked synergies among the agencies and/or partners resulting in a Marketing Excellence Process (end-to-end 7 step process) executed on strategy, digital, creative, and production. Other tools deployed: ‘Social Media’, ‘Best Practices in YouTube’, ‘Search Marketing Toolkit’, ‘Analytics Toolkit’, ‘Acquisition-Conversion Toolkit’.
Last but not least, I managed stewardship, project management, and operational/financial governance.
Achievements:
> Launch of a new communications platform to sustain BBVA's new brand purpose 'Creando Oportunidades’
> Growth of BBVA’s Brand Power Index (Millward Brown) and sales
> Launch of integrated and cohesive product campaigns throughout the region ('Cuenta Nómina', 'BBVA Wallet')
developed marketing communications working together with strategic partners Millward Brown, Mindshare, Adobe, and Google. I unlocked synergies among the agencies and/or partners resulting in a Marketing Excellence Process (end-to-end 7 step process) executed on strategy, digital, creative, and production. Other tools deployed: ‘Social Media’, ‘Best Practices in YouTube’, ‘Search Marketing Toolkit’, ‘Analytics Toolkit’, ‘Acquisition-Conversion Toolkit’.
Last but not least, I managed stewardship, project management, and operational/financial governance.
Achievements:
> Launch of a new communications platform to sustain BBVA's new brand purpose 'Creando Oportunidades’
> Growth of BBVA’s Brand Power Index (Millward Brown) and sales
> Launch of integrated and cohesive product campaigns throughout the region ('Cuenta Nómina', 'BBVA Wallet')
Head of Creative Agencies
Google
Spain
May 2014 - May 2016 (2 years)
As part of the Sales team, my goal was to generate new revenue. I worked closely and effectively with cross-functional teams - Gtech, Marketing, The Zoo, YouTube, PR, SMB’s -, to knit agency teams and their major clients and get them to know the potential that Google/YouTube platforms had to deliver. I led conversations with C-levels, leveraged Google data among agency planners, creative directors and promoted ‘brandformance’ strategies by means of Dynamic Ads, Remarketing, Rich Media, Search Ads, and Creative Programmatic disciplines.
Achievements:
> Built relationships with top C-levels resulting in the coordination of 70 digital workshops, 50 business creative briefings, and 3 global ‘BrandLabs’ for top global advertisers (Telefónica, BBVA, Unilever)
> Built relationship with industry key stakeholders resulting in the successful launch of 6 YouTube workshop sessions for AEACP, APG Spanish associations, and the YouTube Ads Leaderboard industry launch
> Got 8 internal recognitions including the ‘14 Chameleon Award delivered by President Google EMEA
> Sales > 8M €
Other:
> Keynotes speaker, ‘Discover how creativity is changing the world’, 1st ADC*E Awards, Barcelona, Nov ‘14
> Conference, ‘Winning the moments that matter to Consumers’, APG, Miami Ad School, Madrid, Feb '15
> Speaker, ‘Co-Creation Brand in Digital’, IV edition Branding Days, Universidad Complutense, Madrid, Mar '15
> Speaker in Google ́s ‘ThinkBrand2015’ event, Madrid, October’ 15
> Speaker, ‘YouTube. Winning the heart of your audiences’, Foro Periódico de la Publicidad, Madrid, Nov ’15
Achievements:
> Built relationships with top C-levels resulting in the coordination of 70 digital workshops, 50 business creative briefings, and 3 global ‘BrandLabs’ for top global advertisers (Telefónica, BBVA, Unilever)
> Built relationship with industry key stakeholders resulting in the successful launch of 6 YouTube workshop sessions for AEACP, APG Spanish associations, and the YouTube Ads Leaderboard industry launch
> Got 8 internal recognitions including the ‘14 Chameleon Award delivered by President Google EMEA
> Sales > 8M €
Other:
> Keynotes speaker, ‘Discover how creativity is changing the world’, 1st ADC*E Awards, Barcelona, Nov ‘14
> Conference, ‘Winning the moments that matter to Consumers’, APG, Miami Ad School, Madrid, Feb '15
> Speaker, ‘Co-Creation Brand in Digital’, IV edition Branding Days, Universidad Complutense, Madrid, Mar '15
> Speaker in Google ́s ‘ThinkBrand2015’ event, Madrid, October’ 15
> Speaker, ‘YouTube. Winning the heart of your audiences’, Foro Periódico de la Publicidad, Madrid, Nov ’15
NeoLabels is a fast-growing, young, independent Spanish digital consultancy that was acquired in by IPG Group in ‘21. I led a team of +50 people, established the company’s management priorities and, build trust among key Clients such as Acciona, Telefónica, Barclaycard, and Maxxium. We delivered consultancy on brand building, web and Apps development including UX/UI/Cx, editorial content, social media, and SEO/SEM strategies.
Achievements:
> Launch of Cutty Sark’s new social strategy: 250.000 conversations around the brand, 450.000 impacts in Facebook,Twitter performed up 30% in the campaign period, Instagram’s growth of 600% of friends > Brand lift
> Launch of Movistar Next new editorial content among young users in Latin America: 10M impact/monthly, 15’ minutes average reader engagement, 15 bloggers across countries
> M2M Telefónica: the craft of a web editorial line, positioning up to 'top 3' results in Google in their 7 markets, + 112% more followers than its immediate competitor, and + 240% of sessions versus the previous year
> New Business: Aerzen (social media strategy) and Banque Cetelem (e-commerce and apps development)
Other:
. Speaker, ‘No barriers, no limits’, TEDx, Jun '13
Achievements:
> Launch of Cutty Sark’s new social strategy: 250.000 conversations around the brand, 450.000 impacts in Facebook,Twitter performed up 30% in the campaign period, Instagram’s growth of 600% of friends > Brand lift
> Launch of Movistar Next new editorial content among young users in Latin America: 10M impact/monthly, 15’ minutes average reader engagement, 15 bloggers across countries
> M2M Telefónica: the craft of a web editorial line, positioning up to 'top 3' results in Google in their 7 markets, + 112% more followers than its immediate competitor, and + 240% of sessions versus the previous year
> New Business: Aerzen (social media strategy) and Banque Cetelem (e-commerce and apps development)
Other:
. Speaker, ‘No barriers, no limits’, TEDx, Jun '13
Chief Executive Officer
Madrid, Spain
March 2006 - February 2013 (6 years 11 months)
S&S by the time suffered a tough financial situation so I re-organized Madrid and Barcelona offices to avoid
unnecessary layers, made a great effort to motivate people and developed a more ‘up to date’ creative offer for key existing clients (Procter & Gamble, Visa, General Mills, Novartis, Sony). Having re-gained client's confidence, I hired digital, sports marketing and PR specialists to extend Saatchi's services. I managed a team of 70 people.
Achievements
> By the end of ‘07 I achieved breakeven (accumulated loss of 4M € ’02/’06 period) and the company was profitable meanwhile I was CEO. I improved P&L’s performance adjusting costs, generating new revenues (7M €), and focusing on Digital/MK services (20% penetration in ’12 vs. 0% in ’06)
> New Business: El Corte Inglés, Grupo Luis Caballero in ‘07; International Forum of the Digital Industry (Spanish Ministry of Industry), Romanian ́s Government EU institutional campaign, in ‘08; Toyota (Brand and Dealers) in ‘09; P&G’s Ariel South Europe hub and Toyota’s aftersales, CRM and Finance Services in ‘10; Endesa in ’12
> Awards: 1 finalist in EFFY, 1 Gold D&D London, 4 Merits in ONE SHOW, 4 CANNES finalists, 3 finalists and 2 Bronze in EL SOL. H&S local initiative was awarded by P&G Europe as best year ́s practice in media innovation
Other:
> Professor at ‘Master en Comunicaciones Integradas de Marca’, Universidad Pontíficia, Salamanca, '12-’13
> Speaker, ‘Mano a mano: anunciante y agencia’, Universidad Complutense, Madrid, Nov '12
> Professor at ‘Programa de Dirección de Empresas Vitivinícolas’, IE Business School, Madrid, Feb '12
> Keynotes speaker at ‘Club de Emprendedores’, Universidad de Navarra, Marketing Conferences, Oct '11
> Speaker, ‘Lovemarks y el nuevo Consumidor’, Talentya, Palma de Mallorca, Jun '10
> Jury in Press & Magazines, Outdoor, Radio - Festival EL SOL de IBEROAMÉRICA, San Sebastián, May '09
unnecessary layers, made a great effort to motivate people and developed a more ‘up to date’ creative offer for key existing clients (Procter & Gamble, Visa, General Mills, Novartis, Sony). Having re-gained client's confidence, I hired digital, sports marketing and PR specialists to extend Saatchi's services. I managed a team of 70 people.
Achievements
> By the end of ‘07 I achieved breakeven (accumulated loss of 4M € ’02/’06 period) and the company was profitable meanwhile I was CEO. I improved P&L’s performance adjusting costs, generating new revenues (7M €), and focusing on Digital/MK services (20% penetration in ’12 vs. 0% in ’06)
> New Business: El Corte Inglés, Grupo Luis Caballero in ‘07; International Forum of the Digital Industry (Spanish Ministry of Industry), Romanian ́s Government EU institutional campaign, in ‘08; Toyota (Brand and Dealers) in ‘09; P&G’s Ariel South Europe hub and Toyota’s aftersales, CRM and Finance Services in ‘10; Endesa in ’12
> Awards: 1 finalist in EFFY, 1 Gold D&D London, 4 Merits in ONE SHOW, 4 CANNES finalists, 3 finalists and 2 Bronze in EL SOL. H&S local initiative was awarded by P&G Europe as best year ́s practice in media innovation
Other:
> Professor at ‘Master en Comunicaciones Integradas de Marca’, Universidad Pontíficia, Salamanca, '12-’13
> Speaker, ‘Mano a mano: anunciante y agencia’, Universidad Complutense, Madrid, Nov '12
> Professor at ‘Programa de Dirección de Empresas Vitivinícolas’, IE Business School, Madrid, Feb '12
> Keynotes speaker at ‘Club de Emprendedores’, Universidad de Navarra, Marketing Conferences, Oct '11
> Speaker, ‘Lovemarks y el nuevo Consumidor’, Talentya, Palma de Mallorca, Jun '10
> Jury in Press & Magazines, Outdoor, Radio - Festival EL SOL de IBEROAMÉRICA, San Sebastián, May '09
I first joined as Client services director and then became Partner, Managing Director. I launched a new Consumer research digital tool, I partnered with global networks, Nexus H and Worldwide Partners, I fostered new marketing services - Zapping Activities, Zapping Design, Zapping Web- and a new media company - MediabyDesign -. I led a team of 60 people. Finally, I helped to prepare due diligence with M&C Saatchi WW.
Achievements.
. Best Client’s satisfaction index ever - BBVA, Campofrio, Walt Disney, Real Madrid, Alitalia, Altadis –
. New business: Mercedes-Benz, Knight Frank, Ministry of Culture in ‘03. Eurocrédito (BNP), Bodegas Vinartis (mass market wine maker), SAB Miller, Junta de Comunidades de Castilla La Mancha (Federal Government), NH Hotels and ADIF (National Railways) in ‘04 and ‘05, contributing with 5.5M euros to the P&L
. Awards: Gold Lion in CANNES and Silver Pencil in ONE SHOW for Disney ́s ‘The Jungle Book’, in ‘03. Gold EFFIE, ‘Descubre el Espíritu de Don Quijote’ campaign, in ’04. Ranked 6th most creative agency,‘Anuncios’ magazine in ’04
Other: . Keynotes speaker, Castilla La Mancha Government ́s image campaign, Universidad de Cádiz, May '05
. Speaker at ‘II Curso de Verano sobre Publicidad’, Universidad Camilo José Cela, Madrid, July '05
Achievements.
. Best Client’s satisfaction index ever - BBVA, Campofrio, Walt Disney, Real Madrid, Alitalia, Altadis –
. New business: Mercedes-Benz, Knight Frank, Ministry of Culture in ‘03. Eurocrédito (BNP), Bodegas Vinartis (mass market wine maker), SAB Miller, Junta de Comunidades de Castilla La Mancha (Federal Government), NH Hotels and ADIF (National Railways) in ‘04 and ‘05, contributing with 5.5M euros to the P&L
. Awards: Gold Lion in CANNES and Silver Pencil in ONE SHOW for Disney ́s ‘The Jungle Book’, in ‘03. Gold EFFIE, ‘Descubre el Espíritu de Don Quijote’ campaign, in ’04. Ranked 6th most creative agency,‘Anuncios’ magazine in ’04
Other: . Keynotes speaker, Castilla La Mancha Government ́s image campaign, Universidad de Cádiz, May '05
. Speaker at ‘II Curso de Verano sobre Publicidad’, Universidad Camilo José Cela, Madrid, July '05
Regional Director Latam
Coral Gables, United States
January 2002 - December 2002 (11 months)
Volkswagen AG/Interamericana: I led corporate and distributors’ communications in Latam. I traveled throughout
the region to coordinate research, I gave support to distributors with Marketing programs, and launched a new
corporate campaign, Volkswagen ́s ‘Va Contigo’. I was responsible for an 8M$ media and production budget.
Achievements.
> VW ́s Corporate campaign ‘Va Contigo’ was awarded Gold Medal for its Effectiveness by Advertising Age, ‘02.
the region to coordinate research, I gave support to distributors with Marketing programs, and launched a new
corporate campaign, Volkswagen ́s ‘Va Contigo’. I was responsible for an 8M$ media and production budget.
Achievements.
> VW ́s Corporate campaign ‘Va Contigo’ was awarded Gold Medal for its Effectiveness by Advertising Age, ‘02.
Regional Director Latam
Bates USA
United States
December 1998 - December 2001 (3 years)
DaimlerChrysler AG/Mercedes-Benz Latina: I built with my team a regional strategic communications platform to
strengthen MB's brand in both passenger and light commercial vehicles. I traveled to support dealerships’ marketing
activities and I coordinated research throughout the region. I was responsible for a 6M$ media budget.
BellSouth: I led consumer research to launch a Corporate campaign. I was responsible for 16M$ media budget.
IFX Corporation: creation and launch of a new Brand, ‘Tutopia’, to introduce the first-ever free ISP in LATAM. In one
year, the ISP reached 2M subscribers, through a 360o MK approach. 10M$ media budget.
Achievements:
> Awards: ‘A-Class’ regional campaign ‘Un sueño hecho realidad’ was awarded Gold Medal by Advertising Age and Mobius, in 2002. Also, that year BellSouth’s ‘Someone you can trust’ campaign was awarded Silver Medal by Advertising Age. ‘M-Class’ campaign was awarded a Silver medal in New York Festival in 2001.
> New Business: TheWallStreetJournal.com, ESPN, and Walt Disney channel.
Other:
> ‘Building and Managing Brands’ Workshop, Bates USA, New York, February '00
. ‘Marketing Perspectives’ Workshop, Bates USA, New York, February '99
strengthen MB's brand in both passenger and light commercial vehicles. I traveled to support dealerships’ marketing
activities and I coordinated research throughout the region. I was responsible for a 6M$ media budget.
BellSouth: I led consumer research to launch a Corporate campaign. I was responsible for 16M$ media budget.
IFX Corporation: creation and launch of a new Brand, ‘Tutopia’, to introduce the first-ever free ISP in LATAM. In one
year, the ISP reached 2M subscribers, through a 360o MK approach. 10M$ media budget.
Achievements:
> Awards: ‘A-Class’ regional campaign ‘Un sueño hecho realidad’ was awarded Gold Medal by Advertising Age and Mobius, in 2002. Also, that year BellSouth’s ‘Someone you can trust’ campaign was awarded Silver Medal by Advertising Age. ‘M-Class’ campaign was awarded a Silver medal in New York Festival in 2001.
> New Business: TheWallStreetJournal.com, ESPN, and Walt Disney channel.
Other:
> ‘Building and Managing Brands’ Workshop, Bates USA, New York, February '00
. ‘Marketing Perspectives’ Workshop, Bates USA, New York, February '99
Account Manager
Bates Spain
Spain
February 1992 - November 1998 (6 years 9 months)
Mercedes-Benz Spain & Portugal: I led all distributors advertising in Spain and Portugal.
Telefónica: launched Moviline’s brand campaign ‘Lo importante es poder hablar’ and executed in-store promotions
to reverse the brand’s declining market share within the new emergent GSM digital market.
Other:
> Responsible for new business accounts: RENFE, SEUR, CESCE
> In 2006 I was transferred 6 months to Australian George Patterson Bates’ office, to work in the Optus account
Telefónica: launched Moviline’s brand campaign ‘Lo importante es poder hablar’ and executed in-store promotions
to reverse the brand’s declining market share within the new emergent GSM digital market.
Other:
> Responsible for new business accounts: RENFE, SEUR, CESCE
> In 2006 I was transferred 6 months to Australian George Patterson Bates’ office, to work in the Optus account
