Route

How the work was formed

Judgment is trained in seats, not slogans. What follows is the route: where the work sits now, a few public marks, the chapters that shaped it, and the study still under it — for conversation, not an ATS.

A fuller record is on LinkedIn.

Now

Current seats

Country Director, Mexico
2026 — Present

xAI

Building xAI’s presence in Mexico: sales, partnerships, and the adoption of Grok where advertising and business decisions get made.
Head of Agencies, LatAm
2024 — Present

𝕏

The agencies’ voice inside 𝕏 across Latin America — relationships, programmatic, and the feedback loop that keeps product honest for the region’s largest agencies and consultancies, including Brazil.
President
2023 — Present

IAB México

Chair of the industry body that sets digital advertising standards, education, and dialogue across Mexico.

Recognition

Public marks

Cannes Lions

Gold Winner

Webby Awards

People’s Choice Winner

Effie Award

Grand Effie LatAm Winner

IAB México

One of the 20 Key Figures in Digital Advertising History.

Earlier

Chapters

Advertising, technology, consultancy

Managing Partner · EPA Digital
2022 — 2024

Re-engineered the operating system of the largest performance media agency in Spanish-speaking LatAm by investment under management — how it bought, measured, and learned — and stood up the region’s first Meta-certified Marketing Science practice (Robyn MMM, Geolift, and related methods).
Client Services Leadership · Meta, Mexico
2018 — 2022

Agencies, CPG, eCommerce, and retail — Amazon, Uber, Walmart, and the digital-native brands rewriting how Mexico and LatAm buy and sell online. Seats included Head of Agencies, Head of CPG, and Head of eCommerce & Retail.

Earlier chapters 2009 — 2018

Chief Digital Officer · McCann Worldgroup, LatAm
2016 — 2018

Digital strategy and operations across 22 markets and 27 offices — raising digital share toward 20% and tightening how a network of offices ships work.
Director, Digital Innovation · McCann, Colombia
2013 — 2016

A cross-functional team of about sixty — strategy through engineering — ranked best digital operation in the network worldwide.
Senior Consultant · LLYC
2009 — 2012

Where public-life work began: campaigns, candidates, and special projects for the United Nations and the World Bank — Madrid to Bogotá.