• Developed acquisition and retention strategies for new B2B and B2C clients.• Designed campaigns that improved brand awareness.• Identified enhancement opportunities and key emerging trends for product development.• Devised strategic content plans related to the needs and interests of the audience.• Created media strategies under a full-funnel OSEP system.• Used analytical tools to monitor and analyze campaign performance.Achievements• Increased the conversion rate of a pet store by 17% using e-commerce and paid social media strategies.• Led the conceptual strategy and transformation process of an automotive brand, using First and Third Party Data.

• Developed media and, creative strategies ensuring alignment with the company's goals (Local and Latin America)• Coordinated with different departments to ensure that activities are aligned with the overall strategic direction.• Developed commercial proposals for new business and/or actual clients• Monitored industry trends, competitive landscape, and market dynamics to make informed strategic decisions.• Led a team of 15 people with a focus on strategy, research, and data science• Developed trainings about planning tools and research methodologies for internal and external clients • Designed and executed budgets according to the team’s necessities• Selecting the best market technology in intelligence and data scienceAchievements• The best media agency in 2022 by Agency Scope. [research area was important in the nomination and attainment]• Led with the DDB and Adbid agency teams the macro-audiences project more desired for our client Claro• Designed and led research, communication, and planning workshops in order to determine audiences, contents, and media most effectiveSome accounts: Claro, Nissan, Reckitt Benckiser (Durex, Veet, Enfagrow, Strepsils, Vanish, Woolite, Sanpic), Pernod Ricard, LVMH, Ramo, Colombiana de Comercio S.A (Alkosto), Pintuco, Itau Bank, Cruz Verde, Brinsa, Procolombia, Terpel, Yanbal, Colmedica, etc.

• Developed and implemented the overall analytics strategy aligned with the organization's goals• Developed models to predict trends, outcomes, and scenarios [forecasting, segmentation, and optimization models]• Supervised the creation of meaningful reports, dashboards, and visualizations that communicate insights • Ensured that data is accurate, reliable, and secure [data quality standards, data governance]• Evaluated and implemented new technologies to enhance the analytics capabilities of the team• Managed and led a team of data analysts and data scientists• Collaborated closely with different business units to understand their needs and challenges• Led the organization through changes related to analytics adoption, including cultural shifts and skill developmentAchievements• Adapted the attribution models to the local market. Some projects: Marketing Mix Modeling, TV and Radio Attribution model and Wear-Out model• Led the CIP project which centralized all intelligence, strategy, measurement, and attribution information of our clients• Designed a work methodology that was important to improve the integration between the research and analytics teamSome accounts: Claro, Nissan, Reckitt Benckiser (Durex, Veet, Enfagrow, Strepsils, Vanish, Woolite, Sanpic), Pernod Ricard, LVMH, Ramo, Colombiana de Comercio S.A (Alkosto), Pintuco, Itau Bank, Cruz Verde, Brinsa, Procolombia, Terpel, Yanbal, Colmedica, etc.

• Led audience projects through a systematic process composed of passion points, sizing, prioritization, decision customer journey funnel, and measuring (brand awareness, intention, buying, and frequency) • Designed, executed, and, socialized projects about competence and brand equity• Executed social listening in order to determine communication territories and contents• Designed and analyzed correlations between the share of investment, brand equity, and business KPIs Achievements• Automated the audience project through a data structure that centralized attitudinal, engagement, purchase, communication, and media variables of consumers. Besides I developed a management audience dashboard for senior executives. The operative process decreased by 80%• Integrated a correspondence analysis model between spending consumer KPIs and reasons to believe• Co-created and developed in a short time COVID reports which were important to give context and exposing the market opportunities for all our clients• I was the technical lead of Media Experience (a platform to make the strategic processes of Havas)Some accounts: Telefonica-Movistar, KIA Motors, IQOS, Compensar, LG, Deprisa, Allianz, Brilla, L'Bel, Camara de Comedio de Bogota, Jappi, Paramericana, Universidad Andina, etc.

• Planned and developed business intelligence strategies for digital media through the definition and marking of relevant KPIs, recollecting audiences in digital assets, campaign tagging, set up of dashboards, and identification of insights and approach of highlights • Developed UX analysis through A/B testing with audiences, web design, and consumer journey • Designed attribution digital models that integrated the post-clic and post-impression variablesAchievements• Participated in the success case of Nissan with Google• I was the technical leader of Converged (Data Platform Management of Havas)• Developed the CRO product (Conversion Rate Optimization) • Worked on the local project Verticals (a tool to make benchmarks of cost and performance KPIs)Some accounts: Claro, Vardi Group (Nissan), Reckitt Benckiser (Durex, Veet, Enfagrow, Strepsils, Vanish, Woolite, Sanpic), Brinsa, Seguros del estado, etc.

• Teaching classes such as market research, consumer psychology, digital marketing, community management, and engineering introduction of social sciences and business faculty.• Led an academic marketing radio program named “Insights” • Mentored social projects for communities and entrepreneurs• Led digital communications of the Market Engineering program• Supervised student projectsAchievements I got the Teaching Excellence Award – First place in Teacher Performance 2017

Identified insights to develop digital strategies for brands such as Señal Colombia, Radiónica, Radio Nacional, RTVCPlay, etc. I led all analytics projects and co-led public contracts of tools, workers, and budgets.

Designed and developed agro-industrial social projects with dynamic systems methodology. I created academic products CVLA

Developed and analyzed qualitative and quantitative research studies.