With 30 years of national and international advertising expertise, Marcelo brings a singularly focused approach to strengthening and moving brands forward in a profitable way.
His career has taken him through the creative department, media and consumer research in over 25 countries. His expertise includes unearthing strong consumer insights to create strategic plans that blend media and message in traditional, digital, direct and non-traditional media to achieve impactful campaigns that increase sales and market share.
Marcelo has worked with hundreds of companies, brands and products across dozens of product categories. Along the way, he has developed an expertise in launching and re-staging new products and services and garnered two Addy awards.
Marcelo’s expertise includes:
- Launching products. Among them: Diet Coke, General Motors, Samsung on a Worldwide Basis, McDonald’s and L’Oreal in Mexico, and other major brands including Kingston Technology, Porsche Cayenne and dozens more.
- Advanced customer segmentation including the development of Constellations, a software that analyzed over 22 million data points to create the first mathematical segmentation program in Latin America.
- Building and collaborating with far-flung and diverse teams as well as enabling the many disciplines that impact a brand to work collaboratively.
Marcelo has worked –and lived—all over Latin America, Europe and Asia. He is fluent in English, Spanish and Portuguese.