Growth · MarTech · AI in production — Mexico City
Most teams can't tell you what actually worked. I build the systems that can — attribution, automation, agent fleets, and the reporting cadence that keeps a team honest. Then I run them against a number.
Annual budget stewarded
Google channel · 10+ LATAM markets · UberAttribution accuracy
MMM · GeoLift · Brand Lift · UberPeople led, 3 managers
Grown from 6 · Wizeline · 2025—Daily users on agents I shipped
Client-approved · regulated financial servicesStart here
Selected work
Each of these is a system that outlived the campaign that paid for it. Every figure below carries its scope and its method — that's the whole point.
Wizeline · Senior Marketing Lead · 2025—
Replicated my own agent architecture on Cursor Enterprise, got it approved by a regulated financial-services client, and shipped it to 40+ daily users. Five-provider model router, retrieval over brand guidelines, evaluator models scoring both machine and human output.
PMI Americas · Growth Marketing Lead · 2019—2021
Owned a full-funnel growth P&L of roughly $15M — revenue, media and opex. Conversion up 40% in six months on the same traffic; an affiliate model that outpaced sister regions by 16% and was replicated across the Americas.
Uber / UberEats · Sr Marketing Manager · 2017—2019
Built the attribution stack — media mix modelling, GeoLift and Brand Lift — that improved measured acquisition attribution by 28% across ten-plus Spanish-speaking markets. Designed the first regional joint business plan with Google, worth 14% media optimization.
Brief-to-launch, working days · before and after the delivery system
| Category | Before | After |
|---|---|---|
| Brief | 5 days | 1 day |
| Creative | 12 days | 9 days |
| Review | 8 days | 5 days |
| Launch | 4 days | 3 days |
Method
The same four moves every time, whether it's a 17-person org or a two-week diagnostic. Nothing here is proprietary — the value is in doing it in this order and not skipping step one.
Before anything gets optimized, it gets measured properly. KPI architecture, event taxonomy, attribution model, and a dashboard the exec team actually opens.
Every recurring human step is a candidate. Marketing automation, workflow tooling, and now agents — but only where the process is already understood.
Geo holdouts, incrementality tests, brand lift. If a channel can't be shown to be incremental, it doesn't get more budget on my say-so.
Weekly review, monthly deep-dive, quarterly narrative. Systems decay without a rhythm, and the rhythm is what makes a team self-correcting.
Stack
Measurement & data
Lifecycle & MarTech
Media
AI in production
Where this was learned
Contact
Open to senior growth, performance and MarTech leadership roles, and to a small number of advisory engagements. Remote-first, CDMX hybrid, US and LATAM markets.