About me
Experienced Cultural Planner with a history of working in the marketing and advertising industry. Skilled in advertising, strategic planning, marketing strategy, market research, and business strategy. Strong marketing professional with a Master's degree focused on Cultural Anthropology.
As a Strategic Planner for a creative agency, I lead creative thinking projects from the conception of ideas to their execution planning. I gather valuable insights from consumer needs, which can emerge as opportunities for advertising efforts to fill gaps and bridge people with their needs.
In addition to my responsibilities, I have been leading a group of seven strategists, overseeing their work and fostering collaboration within the team. Furthermore, I have had the privilege of working on global projects, collaborating with multidisciplinary teams in high-performance squads comprising individuals from around the world. Through my leadership and transformative approach, I have played a pivotal role in shaping the business and industry with a global mindset, driven by a deep cultural perspective.
I began my career in the marketing world as a research consultant at Kantar, where I provided qualitative advisory services to clients such as ABinBev, Diageo, and BAT. I progressed to leading teams using digital research methodologies.
Transitioning into the advertising field, I joined Geometry now VMLYR , where my continuity with WPP allowed me to lead and participate in global strategic decisions for the company.
I have received awards for effectiveness and recognition among advertisers, particularly in the TELCOS and NABS categories, working with prominent clients such as Claro and Coca-Cola.
I provide strategic leadership for the largest accounts in the company, shaping the direction of over 10 markets across Central America, the Caribbean, and South America. These markets encompass brands with high market value and a strong presence in consumers' minds, including Lucky Strike, Rothmans, Pall Mall, Dunhill, and others.
Additionally, I am involved in developing a COMMERCE data product that combines research information from perceptions, media, and shopper behaviors in trade. By merging these diverse sources of data, I gain a comprehensive understanding of the market reality, enabling me to identify new objectives and develop innovative business, shopper, brand, and communication strategies.
This holistic approach allows me to synthesize and integrate information from various domains to drive effective and impactful outcomes.
