Originally from Colombia, I began my career as a Software Engineer. My passion for technology and innovation led me to Australia, where I found my true calling in the advertising industry. There, I honed my skills by managing digital performance marketing teams in various global media agencies.

My career path then took me to the UK, where I became a Global Digital Media Director for Dentsu. After gaining extensive experience, I returned to Colombia to lead Dentsu’s performance team across the LATAM region, before moving to Rappi, a leading super-app in Latin America where I worked in the development of their merchant advertising solutions and managed the CPG Media & Agencies team.

A year and a half ago, I moved back to Europe to join Wolt—a Finnish technology company specializing in last-mile delivery across multiple verticals—where I’m responsible for global Ad Tech product and business development. I focus on crafting innovative tools that enable merchants and brands to connect more effectively with their consumers, thereby maximizing the value and performance of their retail media investments.