I lead media and marketing, and I build with AI.
Fifteen years running media for Visa, HBO Max and DirecTV, most recently a $300M annual budget. For the past year I've been building AI into reporting, creative and measurement.
Experience.
Publicis, WPP and Omnicom, plus an independent agency in between. I've owned the budget and answered for the result on payments, streaming, TV and travel brands, in English and Spanish.
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AIVO
Co-founder
2025 to present
Measured how ChatGPT, Gemini and Google AI Overviews recommend brands. I built the tooling myself in Python, SQL and n8n.
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Hearts & Science (Omnicom Media Group)
Senior Media Investment Director
2022 to 2025
Led DirecTV's $300M annual media budget with a 30-person team, across linear TV, streaming, search, social and programmatic. Also ran Virgin Voyages in the US and UK: bookings up 203% in the first half of 2023, cost per booking down 64%.
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Wpromote (formerly Growth Pilots)
Senior Director of Digital Media
2021 to 2022
Launched HBO Max in 36 markets on more than $40M of media, and finished at 236% of the 2021 acquisition target.
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Publicis Groupe (Publicis Media, Starcom)
Regional Media Director
2013 to 2021
Digital lead for Visa across Latin America from 2016 to 2021, up to 14 markets and a team of 20, through Rio 2016 and the 2018 FIFA World Cup.
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Mediacom Colombia (Massive)
SEM, SEO & Web Analytics Director
2012 to 2013
Ran paid search and web analytics across the client portfolio. Effie de Oro for Allianz.
Recent writing.
Essays and guides on how AI is changing search, advertising and measurement, the things I build, and what all of it means at home.
- Claude Cowork vs Claude Code: The Automations I Run
- Everyone Is Building Measurement For AI Search Except The Company That Owns Search (opens in a new tab)
- Raising Your Kid in the Age of AI: What I Do at Home
- Raising Your Kid in the Age of AI: The Talk Slides
- I Went Hunting for Black Hat AI Search. I Found It in a Medical Journal. (opens in a new tab)
- You Can’t Be the Light If You’ve Never Studied the Dark (opens in a new tab)
- Google quietly started measuring AI traffic. Here is what it still cannot see. (opens in a new tab)
- I Did Three Hackathons. I Only Got It on the Third. (opens in a new tab)
Talks.
Practical sessions on building with AI, for marketers, founders and parents. In English or Spanish.
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Raising your kid in the age of AI
Big Brothers Big Sisters Miami
August 2026
A field guide for parents of kids 5 to 12: what's already in your house, what the research says, and four things to try this week.
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El contexto lo es todo
Claude Para Todos: Edición Latina, Miami
July 2026
A Claude Community event. Five levels of building with AI, from talking to Claude to workflows that run on their own. In Spanish.
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Vibe Marketing and AI Content Generation
DeepStation, Miami
June 2026
Teaching AI your own voice, so content made at scale still sounds like you.
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How Do You Use Artificial Intelligence?
Magic City Media Pros, Miami
May 2026
For Miami's media and advertising community: what AI is good for in day-to-day marketing work, shown with things I'd built.
Planning an event or a class? Send me the date and who'll be in the room. A few weeks' notice lets me build the session around your audience.
Bogota, Canada, Miami.
I grew up in Bogota, left at eighteen for university in Canada, and have lived in Miami for more than ten years. I'm a dad and a musician.
I've spent fifteen years in media, almost all of it agency side, at Publicis, WPP, Omnicom and Wpromote. I taught myself programmatic and performance marketing before either was standard on regional plans, and that's what earned me the move to Miami.
In late 2025 I co-founded AIVO to measure how AI assistants like ChatGPT and Gemini recommend brands. I built the measurement and the tooling myself, and it convinced me this work belongs inside a marketing team with real budget and reach, which is where I want to do it next.
Let's talk.
Hiring for a media or marketing role, planning a talk or a class, or something else? Tell me a bit about it and I'll reply within a couple of days.
Prefer to talk first? Book a call (opens in a new tab)
Got it. I'll get back to you within a couple of days.