Paid media at scale
Six years at Grupo Coppel, Mexico's largest retailer, running national and international campaigns on Meta, Google and YouTube, with budgets that grew 3X under my watch.
Growth & Digital Marketing Leader
I turn media budgets into measurable business growth. 9+ years leading paid media, eCommerce and full-funnel strategy for national retail, fintech and local brands, measured in store visits, leads, revenue and ROAS.
years in paid media and digital growth
MXN annual media budget managed at Grupo Coppel (FY2020)
countries: Mexico, Argentina and Brazil
Ads LATAM recognition for YouTube campaign performance
Six years at Grupo Coppel, Mexico's largest retailer, running national and international campaigns on Meta, Google and YouTube, with budgets that grew 3X under my watch.
As an agency co-founder, I build profitable campaigns for restaurants, schools and eCommerce brands, starting from under $2,000 MXN in ad spend.
I've built eCommerce channels from zero and led hybrid teams across creative, content, paid media, CRM and agencies, with clear CAC, LTV and ROAS targets.
Managed paid media for Coppel Argentina and Brazil, then led all internal business units and new in-house digital teams. Directed go-to-market for Afore Coppel, BanCoppel and Coppel's private-label brands.
Creative strategy built with Google Zoo and Meta Creative Shop.
Supervised the media buyer and agency across two phases, five channels and nine product categories, from fashion and tech to bikes and luggage. Budget pacing landed within 0.07% of the total allocation.
Omnichannel execution with $790K MXN, coordinating Meta carousel and newsfeed ads with Google traffic and display campaigns and YouTube bumpers during Mexico's national online sale.
A three-phase funnel (awareness, consideration, action) run in parallel on Meta and YouTube during Buen Fin, Mexico's Black Friday, with post-campaign insights per category for future peak seasons.
Year-over-year growth vs. Buen Fin 2018.
A $750K MXN YouTube TrueView campaign that beat its 1M-view goal by 340% and added 7.2M earned impressions. Coppel outperformed its main competitor in the brand awareness benchmark, measured with Google's Brand Lift methodology.
Designed the decision logic and triggered journeys for a single application combining a store card and a bank card: real-time cross-sell by approval outcome, rescue campaigns and omnichannel application flows with automated qualification.
Since 2024 I've co-led a growth agency for local brands in Culiacán, Mexico, through a tough economic and security climate. Every campaign is tied to a business outcome.
Meta Ads + WhatsApp funnel at ~$18 MXN per reservation and ~$200K MXN in client-confirmed revenue. A previous holiday campaign booked 15 private events from zero.
$60K MXN in Meta Ads at ~$790 MXN per enrollment, generating $6.1M MXN in first-year tuition after the school had lost half its enrollment.
$78.8K MXN revenue from $9.3K MXN in spend, with +236% orders and +128% revenue vs. the prior month.
+20% daily sales and ~$13K MXN in incremental monthly revenue, turning the slowest season into the busiest.
Figures in Mexican pesos. Client names shared with permission; the school asked to remain anonymous.
Lead strategy, paid media and reporting for SMB clients in hospitality, education, fashion and retail.
Unified the digital go-to-market for fashion, electronics, mobile and outlet brands.
Launched the company's first digital revenue channel and the team behind it.
Credit card customer journeys, marketing automation and digital performance for banking products.
National and international paid media across Mexico, Argentina and Brazil.
Grew the brand's social community by more than 300%.
organic TikTok followers on a personal account, with no paid boost.
The hooks, trends and posting cadence I learned there now shape how I brief creators and build TikTok Ads.
Started the brand's influencer practice, sourced and contracted agencies, and built giveaways around creators.
Negotiated directly with local creators in Monterrey, briefed them on site and reviewed content before and after posting.
Creator assets running inside conversion campaigns on Meta and TikTok, tracked by performance.
MSc Strategic Management, International Business · BSc Business Administration, International Trade. Both Magna Cum Laude, Universidad Autónoma de Sinaloa.
Google Ads Search, Display & Video · Google Analytics · Data Fundamentals (Google) · SEO (SEMrush) · AI + Gemini (Alura) · Elements of AI (University of Helsinki)
I'm looking for a Senior Marketing Manager, Growth Manager or Digital Marketing Director role. Bilingual in English and Spanish, based in Monterrey, open to remote and hybrid.