Communication leader

Under my responsibility to develop Mexico market for adCuality®, the most innovative digital advertising monitoring tool in real-time for LATAM. Throughout a year I managed to close deals with a major media network (Grupo Expansion) and important interactive agencies such as Clarus Digital, Gecko Ad and carat. Also, I generated awareness of the brand in Mexico through public relations and participation in IAB committees and events.

Full-time professor at Tecnológico de Monterrey Campus Santa Fe. Leader and project manager. Awarded in 2018 by the Alumni community with "Profesor que deja huella" as one of their most influential professors in the Institute. This award is received by only 5% of all the professors that have taught in the Institute since 1943.

Under my direction the Research team of MediaScience. We create research methodologies ad-hoc for each client's digital market/consumers information needs. This research is always directed to generate better and more effective digital communication strategies.
I am familiar with online surveys, online interviews, neuromarketing studies, social media analytics insights, and I also conduct desk-based research (gathering and analyzing data/studies from more than1 one source -secondary and tertiary- and develop new insights).
I am the main curator and editor for the content of these 3 company blogs:
http://www.mediasci.com/blog-media-science.html
http://www.neurotravel.info
http://www.adsparent.com/blog.html
The weekly Newsletter of the Media Science blog and the monthly Newsletters for Neurotravel andAdsparent are also under my execution, as well as the management and health of the newsletters subscribers database.

What I did at this job:
Design and coordination of online marketing research projects for Harrenmedia's clients.
Generate market intelligence for Harrenmedia's workforce.
Propose and implement the Marketing Plan for Harrenmedia Mexico and Latam in favor of revenue results.
Coordinate workshops, events, and PR agency.
Provide "hard data" per Industry in favor of Harrenmedia and its sales force.
Manage relationships with outside vendors and ensure the work meets schedule, quality, and budgetary requirements
Challenge traditional ways of thinking and inspire others to do the same.
Manage the execution of marketing material production and distribution, in accordance with the strategic goals and timelines of the organization
Review design specs and check artwork
What I'm proud of:
Have become a key player of IAB México Research Committee and key collaborator of its research studies such as Advertising Spend, Ad Effectiveness since 2010. Available in http://www.slideshare.net/iabmexico
Elaboration of 20+ Research White Papers since November 2010 for different industries such as teens, pets, consumer goods, insurance, etc. Samples available in www.slideshare.net/harrenmedia.
An active member of the IAB México Education Committee the one in charge of the organization of “IABConecta” the most important annual event of the online advertising industry in Mexico, since 2010.
As a member of the IAB México Best Practices Committee during 2010, I collaborated in the elaboration of Whitepapers such as ROI for Websites, Behavioral Targeting, and the project “Rising Stars” the beta testing of the new Global IAB Standard Display formats. Available at www.iabmexico.com
As a content generator and community management of the brand in social media platforms, I've generated an audience of a 700+ Twitter followers database, 500+ Facebook Fans.
A third of those followers are among opinion leaders, prestigious media of the industry, and competitors.

Main Achievements:
Haved planned, managed, and run a very successful online advertising campaign for prospective students(admission exam) that involved 3 campi: Santa Fe, Estado de México, and Ciudad de México.
Successfully planned and managed the media campaign for Undergraduate and Highschool programs in: Exteriors, paper, magazines, radio, Online
Successfully manage the advertising budget for Campus Santa Fe
Propose and coordinate the re-design of the magazine for the student's parents.
Responsibilities.
Development, implementation, and execution of the external communication plans of the campus and the Rectoría de la Zona Metropolitana de la Cd de México. Design of the promotional messages for radio capsules, print ads, Internet, and audiovisuals. Media purchasing and negotiation with them, for better fees and spaces, also BTL services and PR agencies. Negotiation with all suppliers for better fees. Analysis of the metrics of the Internet campaigns' performance. Development of proposals to ensure the success of the promotional and advertising campaigns.

I worked in the area of communication consulting and public relations as an account executive for different accounts such as Hauri Latin America (IT security solutions), Buzon Electronico de Estafeta(electronic invoicing solutions), GCP Global (ISO certifier), and Berlitz (Language instruction). I was in charge of writing press releases, press conferences, events organization, and developing the messages different corporations the media would then publish as news and not as paid advertising.

Oct 2004 - Feb 2005 (5 months)
I prepared the filmed material so the Editor just sit in his chair and cut the TV commercial. I was in charge of the process known as telecine (to transfer from printed film to digital video), and using final cut to sync image with sound and to cut between slates. Also in charge of supervising the color correction and the logistic of the post-production of image and sound and the quality control of the final deliverables.

I started at Gibert Quattro as an Account Executive Trainee for 6 months. I attended the accountsLevité, Colchas Íntima, and Tenaris Tamsa. After that I requested to be more on the "creative side" and they offered a production assistant. There I learned how to produce TV and radio ads. I had in charge the production of a Bonafont's TV commercial in which I had to sort all types of obstacles such as pouring rain in the middle of the shooting and a delivery bus of the brand who was the main character of the story that arrived 3 hours late to location. In the end, the TV ad was delivered as requested and on time! :)

Online master program of the Hussman School for Journalism and Media. 
Thesis Project: Digital Media Observatory for preventing the spread of infodemics

I always combined extra-curricular activities with studying and got good grades all the time. So I learnedat a young age the importance of effective time management.