Marketing, digital, advertising, social and mobile. That’s were I have been since 1993. I began my professional life in the telecommunications industry in my native Argentina working for Bellsouth, overseeing Total Quality and leading reengineering and transformational projects to help the company adapt to the fast moving times of the mobile industry in the mid 90’s.

I moved to Miami to be part of the “dot com” revolution” in 1999 and to launch operations for WPP’s Collectivemind Technology and Design, an interactive Agency focused on helping their Latin American and US Hispanic clients to join the nascent digital world.

In 2001 I moved to Mexico City to work for JWT and Televisa, where I served as Marketing and Digital Director for their magazine portfolio leading marketing, communication and promotions for more than 100 magazines including National Geographic, Men’s Health, Cosmopolitan, Maxim, Seventeen, Marie Claire, OK! and Esquire among others and helping the company enter the digital space by taking their magazine brands and content online. There was where I developed my passion for content and learned everything about marketing and traditional media

In 2008 I joined The Coca-Cola Company to run digital marketing for Latin America. I was hired to create and develop this position and back then digital marketing was happening at the market level only as another component for campaigns without generating any regional efficiencies and state of the art experiences. The digital marketing world back then was most about brand websites with flashy experiences while the iPhone was turning one year old and Facebook was starting to become relevant. My main responsibility was to set up an integrated vision for the region, organize the team and make Coca-Cola the most admired company in this space.

In 2012, The Company transferred me to replicate and evolve the successful model implemented in Latin America to a larger scale. Since mid 2012 I’m based in Shanghai leading digital for Asia Pacific where I’m responsible for defining and leading the digital marketing strategy for China, India, Australia, Japan and South East Asia markets among others in this region. This includes setting up the vision in terms of trends, new technologies and an approach to integrated marketing communications that best suits the needs of our consumers in a world and specially a region that already turned digital.

In 2014 I joined Avon Cosmetics to take part in the challenge of turning around their business, helping the company enter the digital space in Latin America by setting up the strategy and developing the right capabilities. Since then and based out of Mexico City I'm helping Avon to exploit the magical match of beauty and digital.