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Work experience

Oct 2008Present


Windows Channel

NEW MEDIA: Tailor made technology communication platforms on and offline. Development and Launch of private TV networks for the Administration, Banking, Health and Mass Market affinity environments: Governments, Hospital Groups, Institutions.


General Manager CentroamericaTV & TV Dominicana

MediaPro USA

As the MEDIAPRO subsidiary for the Americas, we are in charge of all the business lines of the Group from Canada to Argentina, optimizing the Programming & Production, Sport rights management, Marketing integration, Communication and Consultancy resources.• Created from scratch two National TV stations targeting the US Hispanic Market: "CentroaméricaTV" and "TV Dominicana". Leaded the Programmers negotiations and new business relationship throughout Central America and the Caribbean, managed a team of 45 and created Affiliates and Ad Sales structure for the US and local teams• Research and integrate Launch and Communication Plans for both channels, within a highly cluttered Hispanic target and disperse Multicultural Communities • New Business Director, organized a multi/platform Ad Sales structure supporting all TV stations supported by Media World:, TV Dominicana, TV Colombia, Canal 1 Ecuador, Torneos y Competencias (Argentina) and Canal Real Madrid• Negotiated distribution, promotion and TV rights agreements of 30+ Central American soccer and baseball clubs, plus the Honduras and El Salvador national soccer teams


VP Marketing Latin America

Warner Bros. TV

Responsible for providing strategic direction to a regional Marketing team and PR unit as well as five local offices and two reps throughout Latin America (Optimize Budget: >$6M)• Consolidated THE Warner Channel Brand as a #1 Cable TV reference amongst 18-34s ABC+ throughout the markets (followed by rating leadership against same target)• Developed/accounted Marketing processes for twenty+ markets in Latin America, integrating seven local communication tactics into a strategic plan, with creative and media planning/buying processes and rationales (Results: +20% budget efficiency)• Achieved #1 in ratings in Latin America and Brazil, and let all clients know about it.• Implemented awareness tracking (for measurable results) & research procedures.• Established Marketing Plan as a tool for Ad Sales (80% $ growth) & programming, while driven by rating and awareness measurable goals.• Research, create, test and implement a new on & off air brand image in all markets.• Obtained responsibilities for Affiliates Sales and -specialty- Ad Sales support, contributing with 25% of its budget: Networking with main Agencies in the region.• P&L: Marketing became a cost-benefit unit, implementing a process to rationalize the information/materials management for both on and off air (efficiency: +25%)• A Goals-Objectives driven evaluation process was implemented both for the individuals and the team, sharing responsibilities beyond the marketing field.• The Marketing team won five International Marketing prizes for our campaigns.


Chile Media Director-->LatAm Media Director

McCann Erickson

Responsible for the P&L of international media accounts ( 2 digits annual growth); managed the Miami regional office, developed launch plans of UM in every target country, implementing proprietary tools and controlling the quality of the Media Product in the Region (20 markets, a team of 300 and US$ 1.4 billion media planning/buying budget).• International New Business responsible (Pitches and Sales), won local and regional accounts: J&J, Telefónica International, B2B and Emergia (over $40 MM)• Launched brand new U.M. in six local media markets and moved the pan regional media approach into a consumer/fact driven one. Designed and executed a rolling-year training program model for the region to improve professional media skills.• Awarded "2001 International Media Director of the year" for McCann Worldwide.

(Within McCann Group, before being promoted to the Regional position based in Miami) McCANN-ERICKSON Chile, Media Director ... UNIVERSAL McCANN Chile, VP General Manager. Santiago de ChileConsolidated a threatened media operation into a New Business leading force within the market, managing five direct reports and a team of 34.Key clients: Telefónica LatAm, Microsoft, The Coca-Cola Co., Nestlé, L'Oréal Paris, G.M., MasterCard, UPS, National Lottery, Unilever, Bacardi, Nike, Exxon, 20TH Century Fox + Warner Brothers & Gillette• Obtained regional responsibilities as task force support for Argentina, Mexico, Peru, Ecuador, Paraguay, Colombia, Venezuela and Brazil• Leader of the Coca-Cola Co. Media Task Force in the region, and member of the WW Media Directors and New Business board (NY) implementing global media strategies• Media Agency became #1 (rising from #4 in 3 years) generating over 40% media billing increase, with a lower headcount• Saved the media audit and evaluation of The Coca-Cola Co.• Additionally, secured media pitch for Telefónica, the #1 media account in the country • Launched/positioned the independent Media Central: Universal McCann (market #1)


Account Executive-->Supervisor-->Director

Zenith Media

Responsible for unification of strategies, costs efficiencies and budget coordination among seven regional marketing managers in Renault and their established advertising network in Spain (ten Agencies). In charge of New Business and Public Administration activity since 1995 (Tesoro Público+)



Integrate multitask, multiple regional responsibilities, multiagencies teams into a common strategy and shared objectives. Vision to add different profiles into traditional teams in order to excel results and enrich everyone capabilities.
Experience has driven me into different countries, cultures, languages to live with, being able -in all cases- to catch quickly the core local insights while supporting them with broaden background p.o.v.
Multicultural integration
Ability to identify, analyze and integrate multicultural inputs into a regional communication strategy, both in international and ethnic diversity campaigns.
MS Office package
Excellence in audiovisual presentations, tailor made selling documents.


Pablo Walker

Contact information available under demand

Kelley M. Nichols

Contact information available under demand

José Mª Casero

Contact info available under demand