Summary

Work experience

• Chief Executive Officer (CEO)

  Promo Espacio

  2014.01-Current

  (12 years)

  Responsible for the company's development and success, driving market share and profitability through the design and implementation of highly differentiated new technological products and services. Led and developed the team with a long-term vision, focusing on professional growth, career planning, and inclusion in the company’s purpose. Direct oversight of the business plan, KPIs across departments, general budgeting, sales targets by business line, advertising, PR events, staff development, new investments, leasing, structure, and equipment. Drove business expansion through strategic partnerships with top-tier companies including AICM,ETN, Tecnológico de Monterrey, Cinemex, Sears, and Chedraui, achieving national coverage with hyper segmentation in over 10,000 touchpoints and 120,000 active screens, reaching more than 45 million people weekly. Developed a SaaS business model via the SIDI platform, achieving over MX$60M in annual sales with margins above 40%. Integrated programmatic advertising with 8 top platforms, connecting over 1,500 screens, becoming the largest programmatic DOOH network in Mexico and one of the largest in Latin America. Launched a Digital Ad Network with My Code (Fortune 500) to enter the digital market, diversify the product portfolio, and initiate the company’s omnichannel strategy. Established a partnership with Hispanic Media Center to expand reach into the U.S. with niche OOH advertising, BTL, and media presence in LMS League states. Led the development of SIDI 2.0 with Computer Vision integration, addressing metric objections in indoor DOOH. Achieved ComScore certification and upcoming launch in June 2025 (InfoComm, Orlando). Designed the growth plan for a national digital billboard network (300 locations), including tech specs, cost structure, and regulatory negotiations for 3D video usage in Mexico City (Mega Screen Chedraui Zentrica). Built strong sales relationships with leading media agencies (Big Six and boutiques), generating 50% of company revenue with rebate margins below 18%. Achieved double-digit annual revenue growth for four consecutive years, reaching MX$500M in 2024 with 30% EBITDA and 25% market share in indoor DOOH.
• COO – Director of Operations and Product for Digital Signage

  Grupo Elektra

  2006.01-2014.01

  (8 years)

  Co-founder of Promo Espacio alongside Ninfa Salinas Sada. Defined the business plan and P&L based on an understanding of the convergence of technology, advertising needs, and media sales processes in the DOOH industry. Oversaw product/service development through benchmarking, market studies, and pilots aligned with advertiser objectives. Developed Elektra’s in-store TV Network brand and visuals. Managed initial financial budget, ROI projections, pricing, and sales strategy. Led tech architecture and vendor selection. Deployed large-scale digital signage at Elektra and Farmacias del Ahorro (2,200 branches, 3,200 screens). In 2009, internally designed and implemented the SIDI CMS, reducing campaign management costs by over 80% and tripling EBITDA. Between 2008 and 2014, the company sold MX$1.1 mdp in advertising media with a 38% EBITDA.
• Sales Manager

  TV Azteca

  2004.01-2006.01

  (2 years)

  Responsible for promotional and special event sales with annual goals above MX$270M. Managed VIP clients like Liverpool, Telcel, Motorola, Six Flags, and 3M. Generated new business with non-TV advertisers, achieving MX$80M in sales. Launched the 'Back to School' co-branded campaign with 3M and Six Flags, resulting in 18% sales growth. Handled legal processes, branding, sweepstakes strategy, media planning, and executive level negotiations. National Sales Executive | 2000 – 2004 • Managed TV ad sales with goals above MX$450M annually. • Consistently increased ad spend for clients like Nestlé (+170%) and GM México (+190%). • Developed product placement strategies and 360° campaigns—e.g., Chevrolet C2 launch with TV, radio, events, and POP. • Built strong executive relationships with top ad agencies.

Educational experience

• Tecnológico de Monterrey, CDMX

  Bachelor in International Business

  1995.01-2000.01

  (5 years)

Languages