Daniel F. Salazar
Growht Marketing Lead
Mexico City,México
Summary
Dynamic marketing professional with over 10 years of expertise in digital and traditional marketing, specializing in team management, media strategy, and comprehensive campaign execution. Proven track record in media negotiation and adept at managing substantial media budgets exceeding USD $0.5 million monthly. Skilled in developing innovative multichannel campaigns that drive engagement and deliver measurable results.
Overview
8
8
years of professional experience
3
3
Languages
Work History
Sr. Performance Media Manager
TV Azteca
07.2025 - Current
- Lead growth marketing strategy, performance marketing campaigns for the brands of digital business division of Tv Azteca (Bet 365, Betano, Total Protect, Armory)
- Lead full-funnel campaigns, defining acquisition priorities, lifecycle direction, brand planning and market positioning
- Analyze campaign performance data to identify areas for improvement and optimize and allocate budgets for all media campaigns, ensuring costefficiency.
- Selected, negotiated and onboarded content and SEO agencies, developing the frameworks for the ongoing projects
- Coordinated closely with sales teams to align marketing objectives with revenue and customer acquisition goals over time.
- Supervised digital operations team, defining daily work flow, optimization, and campaign results delivery.
Deputy Director Performance Marketing
Grupo Financiero Banorte - bineo
12.2023 - Current
- Definition of multichannel strategies for customer acquisition and banking product placement.
- Responsible for managing the paid media operations team, webmaster, and SEO. Providing visibility to management on all metrics across the funnel to evaluate campaign performance.
- Work with the bank's product team to define value propositions, promotions, launches, and the development of new products/features for the bank.
- Achievements/Tasks
Manager Sr. Performance Marketing
Latam Digital Marketing - LDM
04.2022 - 10.2023
- Creation and management of the media planning and negotiation department for all of the agency's accounts.
- Management of digital operations team for PPC campaigns in different countries.
- Definition of KPIs, campaign optimization dynamics, ROI and ROAS improvement for accounts.
- Negotiating with key platforms and media to improve account performance.
- Achievements/Tasks
Digital Marketing Director
Publicis Groupe - Citibanamex
01.2021 - 04.2022
- Lead the media planning team for the Citibanamex account.
- Responsible for integrating innovation, disruptive media, new trends, and technologies into the bank's media planning.
- Media negotiation and purchasing, investment control, and definition of annual investment objectives with strategic media for the bank.
- Achievements/Tasks
Digital Marketing Director - E-commerce
IPG Media Brands
01.2018 - 03.2020
- Management of a team of six digital specialists focused on executing data-driven campaigns to develop and establish performance KPIs and optimization dynamics for each brand.
- Responsible for developing digital and e-commerce strategies and plans for various local and global brands within the agency (Bridgestone, Hershey's, Be Grand, Novartis, J&J).
- Submission of biweekly reports on all digital executions to each brand's marketing committee.
- Achievements/Tasks
Education
Master degree - Digital Marketing E-commerce
Universitat de Barcelona
Barcelona, España10.2017
Bachelor - Business Administration
Politécnico Gran Colombiano
Bogotá, Colombia03.2014
Skills
Strategic media planning
AWARDS
Bineo - Digital Banking Innovation (11/2024 - Present) "Las más innovadoras" 2024 NetMedia, Silver - Citibanamex "Ya eres digital" (10/2021) Effie, Silver - Aeromexico campaña Buen Fin "Compra experiencias no cosas" (10/2018) Festival of Media Latam
Timeline
Sr. Performance Media Manager
TV Azteca
07.2025 - Current
Deputy Director Performance Marketing
Grupo Financiero Banorte - bineo
12.2023 - Current
Manager Sr. Performance Marketing
Latam Digital Marketing - LDM
04.2022 - 10.2023
Digital Marketing Director
Publicis Groupe - Citibanamex
01.2021 - 04.2022
Digital Marketing Director - E-commerce
IPG Media Brands
01.2018 - 03.2020
Bachelor - Business Administration
Politécnico Gran Colombiano
Master degree - Digital Marketing E-commerce
Universitat de Barcelona