Resume

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 As the leading global platform for short-form mobile videos, TikTok empowers creators and communities to express themselves authentically and engage audiences worldwide. 

 Led high-performance teams that delivered strategic initiatives to expand product adoption and enhance TV/Film and Sports content creation. I optimized resource allocation by reprioritizing partner portfolios based on performance metrics and corporate alignments. 

• Drove strategic initiatives to expand product adoption among top-tier media partners and strengthen content partnerships.
• Implemented robust education programs (post-event surveys, scalable training sessions) impacting 70% of managed publishers.
• Led high impact tentpoles to onboard creators, connect brands, and spark commercial opportunities.
• Increased long-form video penetration to 43.1% (vs. a 36% goal), boosting viewer retention and elevating TikTok’s perception as a platform for extended, high-quality content.

In this role, I deployed agile methodologies (Scrum/Kanban), redefined how accounts were distributed based on sub-vertical consumption (TV/Movie Works, Celebrity Clips & Variety Shows, Comics/Anime), and briefly served as acting lead for Gaming.

• Deployed agile frameworks (Scrum/Kanban) to restructure content portfolios by content verticals.
• As Acting Gaming Lead: staged Gameverse the second-largest creator event in Spanish Latin America with 1,589 attendees and multiple new sponsor integrations (Ubisoft, PlayStation, Warner Games).
• Contributed to the 3rd Edition TikTok Awards, enhancing viewer-centric programming, resulting in a seamless collaboration with Televisa and 30+ presenters.

 Universal McCann is a global media and advertising agency member of Interpublic Group, operating in 100+ markets with over three thousand employees. UM works with clients to create media plans as diverse as the cultures and communities they serve, focusing on brand safety, media responsibility, and sustainability. 

 Managed an annual budget of USD $500,000 to oversee integrated digital and traditional media campaigns for American Express, serving as the primary liaison with global Inbound Marketing teams. 

• Designed, executed, and optimized local campaigns for Membership Rewards and the Amex App, ensuring alignment with brand safety, media responsibility, and sustainability standards. 
• Leveraged data-driven insights to maximize ROI, enhance customer engagement, and maintain consistent KPI achievement across channels. 

 Microsoft is an American multinational tech corporation best known for its software products Microsoft Windows, the Microsoft Office suite, and the Edge web browser. With a workforce of more than 180,000 employees and revenues of 161 billion USD, it’s one of the Big Five American information tech companies, alongside Google, Amazon, Apple, and Meta.

 Accountable for all audience and engagement metrics for one of the leading Mexican news platforms with 27 million monthly users. Responsible for business development with editorial partners and content suppliers. such as El Universal, Reforma, Milenio, Quinto Poder and Aristegui Noticias.

• Deployed and launched Microsoft Start in Mexico, an automated AI-driven news curation platform that replaced Microsoft News and successfully reduced operating costs.
• Negotiator for content partners, like Reforma, El Universal, and niche content creators, to establish a fair revenue share for all parties, leading to one of the most robust networks in the News Aggregators’ landscape.
• Trained editorial partners (Milenio, Excélsior, Quinto Poder, etc.) in using proprietary analytics software and news feed engines, helping their brands to become successful and profitable in an AI-driven and automated ecosystem.
• LATAM POC and member of the Community & User Generated Content, collaborative group, coordinating and supporting regional activities in the area.
  • Parallel evaluations (SBS) and quality reviews for new products and features.

 Led one of the largest web portals in Latin America (10 M Users). Accountable for all audience, engagement, and revenue metrics, as well as managing the editorial curation tasks.

• Successfully launched a local news experience for Costa Rica, The Dominican Republic, Ecuador, Guatemala, and Panama within the first six months in the role.
• Deployed an automated social media strategy in the first quarter that generated 392% year-over-year growth in users coming from social networks at the end of the fiscal year. (+3.1 M unique users and USD 80.9K in additional revenue).
• Achieved a 73% audience growth YoY in six months (from 6 M Users to 10.2M Users) after several years of a steady user base.

 Accountable for Microsoft News’ audience growth, focusing on MSN Mexico, performing strategies for Social Networks, Search Engine Optimization, and Newsletters.

  * Fiscal Year 2018 Innovation Award Winner.

• Implemented automated social strategies for MSN México, achieving double-digit growth in social users three years in a row, generating over 6 million unique users (UUs) and 80 million monthly page views, and USD 344K in additional revenue.
• Launched editorial Lockscreen campaigns in Mexican Windows 10 devices achieving a constant double-digit user growth from this entry point two years in a row, generating over 3 M UU and 42 M monthly PVs and USD 180K in additional revenue.
• Coordinated, planned, and executed Lockscreen campaign expansion for Argentina, Chile, Colombia, Perú, and US Hispanic, achieving an audience growth of 7 M UUs and over 106 M monthly PVs,76K in additional revenue.

 Prodigy MSN was a joint venture between Microsoft and Telmex, which operated Microsoft Start, formerly called MSN, a collection of internet services offered by Microsoft. Launched by Bill Gates and Carlos Slim in 2000, it became the biggest News site in Mexico, holding the first position in its category in comScore for over fifteen years. 

Owner and responsible for the editorial strategy. POC with the commercial teams for advertising campaigns, sponsorships, and retail specials. Accountable for the relationship with content providers, film distributors, and music labels. 

• Crafted a successful content strategy to monetize organic audience's growth based on coverage of popular cultural events, movie premieres, and TV series, generating USD 258K that helped to achieve double-digit vertical sales growth for two years in a row.
• Transitioned Prodigy MSN Entertainment from a content generator site to a content aggregator platform, establishing several successful deals with well-renowned editorial brands, such as Condé Nast and Grupo Imagen.
• Launched MSN mobile Apps for Entertainment, Lifestyle, and Weather in six months. Worked with an international engineering team to deploy a series of unified user experience websites and mobile apps between the MSN ecosystem. 

 Owner and responsible for all the entertainment channel's audience, retention, and revenue metrics, leading a team of editors and correspondents. POC with music labels and film distributors. Additionally, I trained the editorial team in using the new versions of the CMS, and Editorial Curation optimized for SEO.

• Designed, launched, and curated Prodigy MSN Sessions, a musical laboratory where renowned musical acts recreated versions of their most famous songs. It generated 7.3 M PVs and USD 63K.
• Launched, curated, and designed Zona Disney + Zona Marvel, a joint editorial site that distributed Disney Films and the Marvel Cinematic Universe content. Owner of editorial and engagement metrics. It generated around 12.4 M PVs and USD 107K.
• Produced several live streams of acoustic concerts and interviews with musical and film personalities, achieving high engagement levels with Prodigy MSN's users.

In charge of all the technical aspects of Prodigy MSN, I was mainly focused on web design, architecture, and SEO, functioning as a bridge between the editorial, commercial, and engineering teams. 

  * 2012 Global Operations Shadowing Program Winner.

  * 2010 Last Mile Innovation Award.

• Localized and launched two versions of the Windows Live Messenger’s Today Tab, working closely with an international engineering team. 
• Released the first SEO-friendly version of Prodigy MSN, positioning the home pages of all sections on the first page of results for their category in Google in 18 months.
• Streamed "3:19" the first legal full-featured film in Mexico, being responsible for the site's web design and the curation of all editorial and promotional content for the film within the Prodigy MSN ecosystem.
• Streamed the first HD live concert in real-time in Mexico. Responsible for the design, architecture, and construction of the transmission site and for curating all editorial content and promotions for the performance. 
• Launched Zona Disney, an exclusive editorial content site dedicated to Disney content, being in charge of the creation and production of the site. POC between Prodigy MSN, Disney, and contractors.
• Designed, constructed, and launched all news and editorial coverages such as State of Mexico Elections (2011), Federal Elections (2009, 2012); FIFA World Cup (2010); Olympic Games (2010, 2012).

 In charge of all audience and engagement metrics for the music vertical.  POC and editorial coordination with music labels and Dixo.com.

• Established relationships and worked closely with companies such as Sony BMG, EMI, Universal Music, and Warner Music. 
• Launched Prodigy MSN Releases, a free music distribution platform from renowned musical acts, which generated USD 80 K. In charge of the content production and curation, as well as all audience metrics and site promotion.
• Released Plug > Play, a concert streaming platform with talents such as Moderatto, RBD, Joss Stone, Lily Allen, Javiera Mena, and Sigur Rós. In charge of all audience metrics and editorial curation of all seasons. In addition, realization, architecture, and web construction for the third and fourth seasons.
• Localized MSN in Concert (Control Room) for the Mexican market, a concert streaming platform with world-famous artists such as Chris Cornell, Elton John, Rihanna, Michael Jackson, and Foo Fighters. In charge of localization, site construction, audience metrics, editorial curation, and PR with music labels.

 Reforma is a Mexican newspaper based in Mexico City. It has 276,700 readers in the city. The newspaper emphasizes its design, various columnists, and editorials denouncing political corruption. 

Led all content curation and editorial programming for the online editions of Club Social,  Reforma.com's social supplements, ensuring relevance, timeliness, and audience engagement. 

• Implemented content quality enhancements and optimized publishing cadence, driving a 109% year-over-year increase in unique users and a 108% growth in pageviews. 
• Spearheaded the successful launch of the online edition of Club Joven, Reforma.com’s second social supplement, from concept to execution, expanding the brand’s digital footprint and strengthening its position in the lifestyle and youth segments. 

DJ Concept was a Mexican magazine and information platform about the culture of electronic music, DJs, and hip hop, as well as the clubbing and festivals scene. 

 Content Editor and Curator for DJ Concept, as well as National Correspondent Coordinator.

• Implemented the first email voting operations to discover Mexico's most popular DJ (The Mexican DJ List), becoming the country's first vote of its kind and the foundation for creating the DJ & Clubbing Awards.
• Planned and organized the first edition of the DJ & Clubbing Awards, awarding the best exponents of electronic music in Mexico, laying the foundation for the following editions.
• Coordinated and launched the redesign of djconcept.com.mx.