As Head of Mass Marketing and Digital Marketing at IRUSA, I led the development and execution of the organization’s advertising strategy across a wide array of platforms, from traditional media such as billboards, radio, and TV, to advanced digital solutions like OTT streaming ads, mobile geofencing, and targeted online campaigns. Collaborating with creative teams, media agencies, and internal stakeholders, I ensured consistent messaging and optimized strategies to drive impactful results and maximize ROI. I also oversaw campaign budgets and tracked key performance metrics to align marketing efforts with organizational objectives.