Jose David Castañeda Guerrero Marketing and Advertising Professional

Head of Business Media

OMD WORLDWIDE

Mar 2024 - Current (2 years 3 months)

ead the 360° Integrated Media Activity for Postobón, one of Colombia’s top CPG brands, collaborating with creative, media, events activation, influencers, and external partners to ensure seamless execution across touchpoints. - Developed & implemented a 360° media framework, optimizing the media mix across digital, social, and traditional media channels. - Collaborate with external and internal stakeholders to ensure media standards are aligned with regulatory and brand protocols. - Co-developed a new Media Planning Model, aligning brand equity goals with digital & traditional media.

Social Media Strategist

Durham College

Sep 2023 - Jan 2024 (5 months)

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Media Delivery Director

Publicis Global Delivery (PGD)

Sep 2021 - Jul 2023 (1 year 11 months)

Leader of the Media Investment Capability at Publicis Global Delivery (PGD), driving excellence in media buying services for high-profile US and Canadian clients/accounts. Strategically identified and cultivated opportunities to fortify long-term client partnerships, catalyzing business growth. - Orchestrated a dynamic team of 120+ professionals, fostering a culture of excellence and collaboration. - Ensuring top-notch support for 50+ key accounts. - Conceptualized and co-created innovative upskilling and learning initiatives – Media Academy & MediaCamp – empowering teams with key industry skills and knowledge.

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Digital Media Growth Manager

GRUPO URDA

Apr 2021 - Sep 2021 (6 months)

As the Digital Media Growth Manager at GRUPO URDA, drove business growth initiatives for premier brands Samsara & Kalí. Crafted and executed digital marketing strategies encompassing paid, earned, and owned media, propelling brands to success. - Email marketing strategy upgrades through implementing Salesforce as a CRM platform, increasing email engagement and conversion. - Revamped media-mix strategies, incorporating new organic and paid media channels.

Media Coordinator Procter & Gamble AOR

Starcom

Nov 2017 - Mar 2021 (3 years 5 months)

Served as the Media Coordinator overseeing the Procter & Gamble client/account at Starcom, driving the attainment of marketing objectives. Ensured seamless integration of diverse media strategies (Online, Offline, and E-commerce) to deliver cohesive and impactful execution. Pioneered the development of attribution models while adeptly managing clients, vendors, creative agencies, and stakeholders. - Launched over 6 new brands successfully into the competitive Colombian Market. - Led successful implementation of new media channels, increasing brand visibility and media cost optimization. - Engineered and Integrated Reach & Frequency Model, optimizing media utilization. -1st e-commerce strategy designed for P&G Colombia.

Media & Communications Coordinator

Claro Colombia

Nov 2016 - Nov 2017 (1 year 1 month)

Develop and Supervise the Communications & Media strategy for some business units of Claro Colombia. Lead the planning and execution of media budgets by partner agencies. Management of KPIs & ROI, controlling and warranting media spend front to stakeholders of the company. Analyze savings and optimizations of media to set up goals and action plans.

Media Planner Senior Procter & Gamble

Starcom

Feb 2016 - Nov 2016 (10 months)

Design of the media strategies for different brands of P&G Colombia, like Gillette, Ariel, and Vicks, applying advanced media models to find ROI and growth of brand metrics. design of the main target group for each brand. Tracking of the media implementations (Online & offline), and networking with other countries of the region like Perú and Chile.

Media Planner Senior Belcorp

Starcom

Feb 2015 - Feb 2016 (1 year 1 month)

Diseño de las estrategias de medios para las tres marcas de Belcorp (ésika, L’bel y Cyzone) considerando los diferentes grupos objetivos a los que se dirige la compañía y la naturaleza del negocio bajo el modelo de venta directa; enfocado principalmente en generar crecimientos de vetas que aseguraran y protegieran la cuota de mercado de cada marca. Networking constante con la casa matriz de la corporación en Perú, presentación de informes de resultados regionales mensuales y benchmark de compras y negociaciones de medios.

Media Planner Senior Movistar

Starcom

Sep 2013 - Jan 2015 (1 year 5 months)

Diseño de las estrategias de medios para los diferentes productos de Telefónica Movistar en las categorías de telefonía fija y móvil; enfocadas en el crecimiento de indicadores de marca, ROI y cumplimiento de diversos KPIs. Supervisión de la ejecución de las campañas asegurando puntos de contacto clave para llegar al público objetivo. Relacionamiento constante con las diferentes agencias creativas de la marca (Sancho y Leo Burnett) gestionando integralmente cada campaña.

Supervisor de Compras Movistar

Starcom

Oct 2012 - Sep 2013 (1 year)

Diseñar y asegurar el cumplimiento de las negociaciones de medios generadas entre la marca (Movistar) y sus diferentes proveedores. Supervisar el funcionamiento de los procesos de compras de medios y velar por su correcta ejecución a través del equipo de ejecutivos de compras asignados para la operación de Telefónica Movistar; Realización de proyección de inversión anual, negociación de volúmenes y descuentos con proveedores clave. Reporting mensual a la casa matriz de Telefónica Movistar en España.

Planner OOH

Universal McCann

Nov 2011 - Mar 2012 (5 months)

Estrategico de Compras

Starcom Mediavest Group

Jun 2011 - Dec 2011 (7 months)

Compra estratégica e integral de medios para la cuenta Movistar, análisis de propuestas, negociación con proveedores y mejora de prácticas en los manejos de la cuenta.

Planner OOH

Starcom Mediavest Group

Feb 2010 - Jun 2011 (1 year 5 months)

Planeación y coordinación de ejecuciones en campañas de medios alternativos para cuentas de la agencia como Coca-Cola, Kraft Foods, Coltabaco, Samsung, Grant´s y P&G soporte en licitaciones para nuevos clientes como SEAT/Audi y BibloRed.

Jose David Castañeda Guerrero

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