About Paola
I am a Marketing and Media Strategist, with over 12 years' experience in leading omnichannel campaigns and cross-market strategies across LATAM. I am an expert in digital media buying, audience insights, brand positioning, and e-commerce growth.
I have managed large-scale budgets and led cross-functional teams in driving end-to-end marketing and media projects for leading brands.
This experience is highly relevant in sectors such as e-commerce, technology, retail, and consumer packaged goods. I have developed full-funnel campaigns and built agency partnerships that have boosted ROAS. I thrive in fast-paced environments, combining creativity, analytical thinking and collaboration.
Spanish
Native or bilingual
English
Fluent
German
Conversational
Remote only
Primarily works remotely
Experience
- Rappi SASHead of Agencies and Media (RappiAds)DIGITAL AND ITFebruary 2022 - December 2023 (1 year and 10 months)Bogotá, Colombia• Spearheaded Retail Media solutions for major international, regional and local media agencies across LATAM.• Directed strategic sales, media planning, and omnichannel campaign execution via Rappi Retail Media Ads, Amplify DSP (Programmatic), Google, Meta & TikTok Ads.• Negotiated with agencies on media investments, led budget allocation, and designed performance-driven strategies.
- Rappi SASAccount Strategist Manager – Agencies & Media (RappiAds)DIGITAL AND ITJune 2021 - January 2022 (7 months)Bogotá, Colombia• Owned the Media and Agency vertical across the Andean and Southern Cone regions.• Created and deployed digital marketing and ecommerce strategies for endemic and non-endemic brands in Rappi and the Retail Media channels.• Collaborated with internal teams to optimize audience targeting, engagement, and retargeting efforts.• Led client success initiatives and strategic media partnerships with Big 6 and independent media agencies.• Tracked KPIs and oversaw full-cycle implementation via CRM (Zoho) and Rappi Ads and Media platforms.
- Merqueo SASDigital & Trade Marketing Specialist (MerqueoAds)E-COMMERCEMay 2020 - June 2021 (1 year and 1 month)Bogotá, Colombia• Led Trade Marketing strategy across supplier and client portfolio within e-commerce retail.• Negotiated visibility budgets and co-branded campaign investments to maximise product presence.• Executed integrated marketing activations (ATL, BTL, digital) inside and outside the platform.• Supported platform monetization through new formats and data-driven customer strategies.• Managed commercial relationships to achieve participation and ROAS goals.
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Education
- B.A. AUDIOVISUAL AND MULTIMEDIA COMMUNICATIONUniversidad de La Sabana2011
- Certificate: Strategic Management of Communication and MarketingUNIVERSIDAD DE LA SABANA2012
Certifications
- Amazon DSPAmazon DSP2025
- Digital MarketingDigital Marketing2019