Martín Hernán Carniglia Email & Phone Number

La Trinidad, Provincia De Buenos Aires, Ar

Nueva York, Estados Unidos

Leading an amazign team focused on driving excepcional eCommerce and Lead generation results through in-house and client facing solutions for Data Automation, attribution, measurement, analytics and beyond.

Buenos Aires

Under the implementation of R/GA's "Distributed Creativity" model, I extended my role to lead the operations of the Data Science, MarkSci and Research areas throughout the Americas (encompassing US and LATAM offices).Main Milestones:- Go To Market Strategy: development of new internal and external credentials, definition of products and services for R/GA's 4 Practices (Connected Comms, Brand Relationship Design, Products & Experiences, Brand Design Consulting).- Way of Working: construction of a hub site to integrate the department's information, creation of new InTake, Brief-Debrief and project execution processes.- Talent Management: Skills Mapping, development of integrated resource management processes, creation of new engagement and workshare ceremonies.During this period the team developed new relevant projects for clients such as Samsung, Ally, JP Morgan Chase, Sony PlayStation, Beam Suntory Spirits, among others.In addition, we developed from our Data Science team CXI (Customer Experience Intelligence) a proprietary tool that applies NLP models to identify drivers of positive and negative user experience of Apps, Products and Physical Stores.

Leading a hub of more than 20 specialists developing applied Data solutions for projects across R/GA's global network of offices.During this period the team developed solutions for Disney (DNA+ Recommendation Engine), Google (Tagging & Analytics), MECCA Australia (Loyalty Tiers Predictive Models), Cerveza Patagonia (Fire Algorithm), Pepsico & Gatorade (Latam CRM Strategy), La Nacion (Analytics Consultancy).As a CSR initiative, we developed a missing persons image enhancement engine for Missing Children Argentina, which was later extended to ICMEC (International Centre for Missing & Exploited Children).Finally, also in 2022 we organized and hosted the first Human Datathon, bringing together players from the public, private and NGO sectors to obtain insights and create a predictive model on the gender pay gap in technology sectors.

Buenos Aires, Argentina

I joined R / GA to lead the development of the Data team creating a new internal culture and promoting new services that generate value on 3 levels:- Data Insights for Marketing: strategic approach to data in strategic processes, customer understanding, segmentation, objectives & KPIs definition and measurement plans.- Data Optimization for Experiences: measurement frameworks, analytics consulting, tagging and optimization of websites and apps. Growth Hacking and Business Intelligence approaches.- Data Science for Business: consulting projects in the comprehensive data pipeline, from integration, statistical analysis, modeling and solutions based on data science and machine learning models.Developing from scratch a Hub working on projects for Latin America (clients such as Nike, Falabella, SURA, Telecom, Patagonia beers, J&J, YPF, Luigi Bosca, Kimberly Clark), USA (Google, Mc Donalds, Samsung, Vanity Fair among others), Asia and Oceania (Unilever, Toyota).

Argentina

I was one of the creators of this space focused on Digital Analytics for Latin America, from where I also connect monthly with other analogous entities from each region of the world (DAA / DAAC / EDAA / APDA).

Argentina

Director del Bootcamp de Data & Insights, el cual diseñamos junto a César Requena, convocando a docentes con experiencia en gestión de datos abiertos, culturales, de experiencia web, paneles de encuesta, medios y creatividad. Nuestro curso es dictado a alumnos de todo Latinoamérica, buscando formar profesionales que sepan convertir datos en Insights valiosos.

Argentina

Teacher in Data & Analytics classes oriented to the creation of Measurement Plans and Data Visualization, within the Media and Digital Marketing bootcamps.

I was part of New Business & Product Development regional Havas Team, focusing on leveraging new digital dynamics linked with Data. Coordinating the development of initiatives in MX, BR, MIA, CO, CL, PE and AR, related to audience understanding, measurement and cross-channel optimization of business efficiency and impact, evolution of programmatic media, and development of productive models for content and media, among others. In charge of key Main projects: Converged (Audience Management Tech Stack), AdCity (Programmatic OOH), Performance Excellence (Leveraging best practices on Google & Facebook Platforms). I developed Converged initial concept and pushed a succesful POC that was then taken by Havas central team as success case and baseline reference to push a global Audience Planning Framework program.Organizing Transformation and Development workshops for clients in the region, providing training on topics such as Audience Management, Programmatic Buying, Precision Marketing, and participating in global, regional and major local pitching processes.

Argentina

Argentina

Buenos Aires, Argentina

Coordination of the Operations Hub of Buenos Aires (15 people) and Heads of DBi for Argentina, Brazil, Chile, Colombia, Mexico and Peru.In charge of supervising Data projects linked to Media in DBi Latin America, covering initiatives related to Dashboarding, CRM, Analytics and Data Science, for clients like Cencosud, Supermercados Dia, Claro, L'Oreal, FOX, Santander Rio, Telefonica, Unicef, AGEA.Development of commercial presentations and participation in Pitches of Havas Group agencies, including contests won for Aerolíneas Argentinas, AGEA, Cencosud, DIA, Farmacity, Musimundo and Clorox LatAm accounts.

Argentina

Director of the area in charge of Business objectives analysis and KPIs definition, Data Visualization & Dashboarding to boost marketing efficiency and ROI. Expanding Data capabilities from Digital to Cross-Channel Scope including traditional channels. People in charge: grew from 4 to 8. Clients Portfolio: from 10 to 40, including new clients Telefonica, Tuenti, Andromaco, BGH, Positivo, Burger King, Danone, Supermercados Dia, Emirates, Fox, GUM, Hibu, KLM, La Salteña, LG, Farmacity, Molinos, CMPC, Philips, Red Bull, SAB Miller, UADE, Unicef, Unilever, Universal Music, Whirlpool, Natura, Reckitt.

Argentina

- Local development of Ecselis Performance Brand, focused on optimization over Dynamic Platforms as such as Google Adwords, GDN, YouTube, Yahoo&Bing. People in charge: grew from 5 to 9. Clients Portfolio: Grew from 20 to 45 Clients. Considered in 2016 as a top Performance partner on Google Leadership Scorecards.

Argentina

In 2012 proposed the creation of a new area focused on Data & Analytics. In less than 2 years we took most of our clients to an advanced approch on D&A.Business Analysis and strategic measurement modeling for campaigns and sites of all agency's customers. Big Data Team Coordinating through ARTEMIS, Doubleclick and MediaMind adservers, Site Analyitics, Facebook Insights and Offline Sources. People in charge: from 0 to 4. Clients: from 0 to 10 on first year. Clients: Claro, Cencosud, L'Oreal, Carrefour, Renault, Santander Rio, Citroen, Peugeot, LVMH, PUIG.

Argentina

Coordination, Strategy definition and Optimization of Marriott SEM Campaigns for Argentina, Brazil, Mexico, Colombia, Venezuela, Chile, Peru, Uruguay, Ecuador, Puerto Rico, Bolivia, Panama, Guatemala, El Salvador, Honduras, Nicaragua, Costa Rica, Dominican Republic & US Hispanics.People in Charge: from 3 to 5.

101 Humberto Primo Street, Buenos Aires

Team Leader for Regional DIRECTV accounts, Farmacity and other clients.SEM: Planning and Implementation of Coca-Cola Argentina Campaigns.Coordination, strategic media plan definition for DIRECTV Online Campaigns inArgentina, Colombia, Chile, Peru, Uruguay, Ecuador and Puerto Rico.People in Charge: 3.

101 Humberto Primo Street, Buenos Aires

• I have worked in planning, implementation and analysis of online marketing campaigns, including SEM, vertical and horizontal sites, as well as 2.0 web.• My tasks included media plan optimization, reporting and giving feedback to clients in order to make strategic y financial decisions.• I have been working for several clients, such as DIRECTV, Coca-Cola, BBVA Banco Francés, PUIG and Liberty Seguros.

Buenos Aires, Argentina

• Analyst at Client Management unit of America Service Center, giving support to projects in USA. My duties included creating reports and giving advice to project managers.

Buenos Aires, Argentina.

Courses:• Marketing. Course 456/19. Chair: Jorge Stern.Main Professor: Mg. Catalino Nuñez. During 2010.• Dirección General. Course 459/9. Chair: Schvartstein.Main Professor: Ing. Estela Cammarota. During 2010.• Planeamiento a Largo Plazo. Course 458/12. Chair: Roberto Serra.Main Professor: Lic. Estela Civano and Lic. Ignacio Racca. During 2009.

Main job:• Organizing Investigators Categorization Process of year 2009, Research Projects, Grants and Scholarships funded by the University of Buenos Aires.• Managing communications and giving assistance to Evaluation Committees. Contacting Researchers and Universities or National Institutes.

- Part of the Team working at Project "Support Activities for Prevention and Control of HIV / AIDS in Argentina" funded by the Global Fund to fight AIDS.• Creation of presentations and participation as keynote speaker for Instructional Workshops with representatives of the organizations in the cities of Buenos Aires, Cordoba and Mar del Plata.• Assistance to Organizations Receiving Funds: Creating Spreadsheets and Databases.

Buenos Aires, Argentina

Freelance activity:• Writing notes for PC Users, Dr. Max and Dr. Max Plus Magazines, specializing in issues related to Hardware, Software and Internet.• Editing and Creation Software CDs and multimedia for various journals and edited books.