Jose Maria Rivas Carvalho

Jose Maria Rivas Carvalho  new_releases

About

Detail

Digital Analytics | Business Intelligence | Data Science | Digital Transformation
Mexico City, Mexico

Timeline

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Job
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Education

Résumé

Jobs verified_user 0% verified
  • Philip Morris International
    Digital Data Science Manager / Digital Analytics Manager
    Philip Morris International
    Jul 2018 - May 2022 (3 years 11 months)
    - Design, implement and measure PMI's digital strategy for IQOS launch in Mexico - Create, update and improve Digital Modeling with advanced attribution - Promote and lead a culture of continuos experimentation (UX/UI, A/B Testing & Personalization)
  • Banco Santander
    Bussines and Digital Analytics Manager
    Banco Santander
    Aug 2017 - Jul 2018 (1 year)
    - Defined a roadmap for the generation and use of data generated bank's digital properties (websites & apps). - Lead tagging strategy for 25 websites and 3 apps. - Developed and trained advanced machine learning models in R & SAS for CRM profiling strategy.
  • Discovery
    Ad Sales Research Manager
    Discovery
    Aug 2016 - Feb 2017 (7 months)
    - Develop quantitative & qualitative analysis of audiences to generate insights of commercial value. - Present research projects to company clients (advertisers and agencies) about the quantitative & qualitative aspects of the company's products (TV programs) - Use available information about Pay TV advertising market to gain a more strategic view of clients and potential customers
  • Televisa
    Assistant Director; Manager; Team Leader; Specialist
    Televisa
    Apr 2003 - Dec 2015 (12 years 9 months)
    - Lead the research and analytics team (8 people) to provide the different content verticals with tools to make decisions that maximize the business. - Provide commercial teams with information to effectively market the spaces available in Televisa's digital properties (6 websites and 3 apps) - Design and negotiate Televisa Interactive Media division budget, monitoring its execution and results. - Build the first sales-by-audience scheme in the Broadcast TV business in Televisa's history - Develop pricing models for special concepts such as product integration (product placement, mentions, banners, etc.)
  • Nielsen
    Statistical Analyst
    Nielsen
    Apr 2001 - Apr 2003 (2 years 1 month)
    - Manage the production of the retail indices of cigarettes, liqueurs and drugs from a statistical point of view, reducing the incidence of post-production corrections by more than 20%. - Provide the commercial teams with technical support to better understand, through data, the causes of the trends observed in the different markets.
Education verified_user 0% verified
  • The University of Texas
    Certification, Marketing Digital
    The University of Texas
    Jan 2015
  • Universidad Iberoamericana
    Diplomado en Estrategias de Planeación y Contratación de Medios, Marketing
    Universidad Iberoamericana
    Jan 2007
  • Instituto Tecnológico Autónomo de México
    Diplomado en Mercadotecnia, Marketing
    Instituto Tecnológico Autónomo de México
    Jan 2001
  • Instituto Tecnológico Autónomo de México
    Bachelor of Science
    Instituto Tecnológico Autónomo de México
    Jan 1995 - Jan 2000 (5 years 1 month)