Creative Studio | Digital Marketing

SAN (Search, Advertising and News) platform director in Colombia, responsible for the commercial, marketing and content strategy through the digital channels, e-commerce, audience generation, alliances, engagement and brand positioning.Marketing Achievements:• Turned Microsoft News as the #1 audience platform in Colombia (source: audience desktop category, Comscore). • Increased revenue by +25% YoY and audience by +38% YoY. • Established business alliances with key media as part of Microsoft News PR strategy, with Tier 1 media such as Prisa Group, Semana, KienyKe, El Espectador or CaracolTV. • Designed events to drive demand generation with high conversion rates, such as the “Digital Day”, replicated in countries as France, Belgium and Spain, which generated more than USD $1M. • Develop an audience targeting model through Power BI, increasing the ads viewability by 12%.• Increased the CTR (35% annual average) of the homepage platform in Colombia, achievement awarded by Microsoft at a global event. • Direct the social media channels, with +400 thousand followers in FB Colombia.Business Achievements:• Developed the first successful direct selling model through agencies for Colombia (best practice that was later implemented by the whole the region).• Increased the profitability of programmatic advertising by +45% YoY, in collaboration with the Xandr team.• Handled partnerships with Booking, Amazon and People Media to increase revenue through direct deals. • Managed the native advertising agreements (with Taboola) to increase revenue by 15% YoY in Latin American markets.

Responsible of content, strategy and monetization strategy. Also assigned two years to Sao Paulo to define and implement the Latin America business model with 5 countries and 63 reporters in charge.Achievements:• Developed partnerships for Terra in Latin America with entities such as the International Olympic Committee, BBC and FIFA organization.• Increased Terra's share of voice in Colombia, up to 30% of the market.• Directed the first digital livestreaming coverage of London Olympics in 2012 through 12 channels.• Diversified the income sources with diverse tactics such as SMS, commercial specials, digital advertising and subscriptions (Sonora and Terra TV).

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