– · Uruguay
Head of Digital Marketing Technology at LOi
As Head of Digital Marketing Technology, I led the technical integration, instrumentation, and analytics infrastructure powering LOi's digital marketing operations. Designed and implemented the data pipelines connecting social media platforms, advertising networks, and marketing automation tools. Established the measurement frameworks and attribution models that enabled data-driven marketing optimization across all digital channels.
Mansioni e Responsabilità
Mansioni principali ricoperte in questa posizione.
- Track martech evolution — evaluate AI-driven personalization engines, attribution modeling tools, CDP platforms, and programmatic advertising infrastructure
- Integrate marketing technology stack — analytics SDKs, conversion tracking pixels, AI-powered personalization engines, and attribution modeling across channels
- Define social media technology strategy — content scheduling automation, analytics integration, AI-driven engagement optimization, and cross-platform publishing workflows
- Analyze SEO and analytics data — crawl budget optimization, Core Web Vitals correlation with rankings, conversion funnel analysis, and custom GA4 event taxonomy design
- Run structured competitive benchmarks — performance audits (Lighthouse, WebPageTest), feature parity matrices, and pricing/positioning analysis with actionable recommendations
- Evaluate and integrate multi-channel communication platforms — push notification systems, real-time messaging (WebSockets, SSE), and AI-powered engagement automation
Contributi e Risultati Chiave
Iniziative che ho guidato, co-guidato, o di cui ero direttamente responsabile.
- Implemented end-to-end server-side integration with the Meta Conversions API across both e-commerce and mobile platforms, enabling deterministic event tracking and deduplication for conversion optimization
- Engineered a comprehensive product feed integration with Google Merchant Center API, including automated inventory synchronization, dynamic pricing updates, and structured data validation
- Deployed and configured Google Analytics 4 (GA4) across all digital properties with custom event taxonomies, enhanced e-commerce measurement, and cross-platform user identity resolution
- Integrated Meta Collaborative Ads infrastructure, enabling co-marketing data pipelines with brand partners through privacy-compliant audience matching and performance attribution
- Implemented the full Meta Commerce suite including Shops, Catalog Management, and Checkout APIs — enabling native social commerce capabilities with real-time inventory and order synchronization
Stack di Competenze
Competenze applicate durante questo ruolo.
- 22 years' experience
Project Management
- 11 years' experience
Digital Marketing
- 8 years' experience
Innovation Research & Application
- 6 years' experience
Design Thinking
- 22 years' experience
Strategic Planning
Stack Tecnologico
Strumenti e tecnologie utilizzati in questo ruolo.
A causa di un NDA attivo con LOi, questo stack tecnologico non può essere divulgato.