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Diego Dacal

@diegodacal

Marketing analytics leader at Kavak who built a measurement framework linking investments to KPIs and evaluation standards.

United Arab Emirates

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What I'm looking for

I’m drawn to building a group-wide measurement function from the ground up, across a portfolio of businesses with real national impact.

At Kavak, I built a measurement framework that gave every marketing investment an objective, KPI and evaluation standard agreed with Finance and leadership. I also designed the customer-level CAC/LTV model used to set channel budgets and quarterly targets.

At Nissan Motor Corporation, I authored planning and precision-marketing frameworks adopted by 20+ markets and built the regional Tableau dashboard used as a single reporting source. I ran marketing mix modeling, incrementality and geo-split testing to guide investment allocation.

At The Coca-Cola Company, I authored portfolio-level spend and investment frameworks that gave brand teams and Finance one effectiveness view. I’m drawn to building a group-wide measurement function from the ground up across a portfolio of businesses with real national impact.

Experience

Work history, roles, and key accomplishments

Head of Marketing, GCC

Kavak

Feb 2026 - Sep 2026 (7 months)

Led a team of 5 plus agency partners, owning the annual plan and budget with Finance. Built the measurement framework and customer-level CAC/LTV model, rebalanced 90% of the media plan to full-funnel, lifted CRM lifecycle conversion from ~2% to 6%+, and cut campaign time-to-market from ~4 weeks to ~5 days with generative AI.

SQL Python Tableau Power BI GA4 Marketing Measurement LTV Modeling Incremental Testing CRM Lifecycle Generative AI Media Planning Budget Management

Head of Digital Marketing & Effectiveness, MENA

NIO

Jul 2024 - Dec 2025 (1 year 5 months)

Led the UAE launch plan from pre-launch to sustain with a AED 2M budget and extended agency team. Built unified dashboards linking media, web, CRM, test drives and sales, commissioned NIO's first global brand tracker with NielsenIQ, and took awareness from zero to parity with competitors within six months.

SQL Python Tableau Power BI GA4 NielsenIQ Brand Tracking Digital Marketing CRM SEO SEM Dashboarding Agency Management

Senior Manager, Precision Marketing & Digital Experience, AMIEO and LATAM

Nissan Motor Corporation

Feb 2020 - Jun 2024 (4 years 4 months)

Managed a USD 20M+ annual regional budget and authored planning and precision-marketing frameworks adopted by 20+ markets. Built the regional Tableau dashboard, ran MMM, incrementality and geo-split testing, led A/B and brand-lift testing, and built Customer 360 on CDP/DMP with an ML lead-scoring model.

SQL Python Tableau Power BI GA4 Marketing Mix Modeling Incremental Testing Split Testing A B Testing Brand Lift Studies CDP DMP Customer 360 Platform AI Lead Scoring Ecommerce Ad Verification

Marketing & Media Intelligence Manager

The Coca-Cola Company

Nov 2018 - Feb 2020 (1 year 3 months)

Authored spend and investment frameworks used across the brand portfolio and full agency roster, improving media efficiency 14% YoY. Shaped media mix for Coca-Cola's first coffee brand launch in Brazil and launched Brazil's first WhatsApp-based consumer promotion and eCommerce campaign.

SQL Python Tableau Power BI GA4 Marketing Mix Modeling Media Efficiency IAB Ecommerce WhatsApp Marketing Agency Management

Head of Marketing Intelligence & Digital

Artplan

Oct 2017 - Nov 2018 (1 year 1 month)

Led the data, planning and performance teams as the direct client interface. Secured and ran L'Oréal's Digital Intelligence Lab for Maybelline and Garnier, and won the Oi account in a competitive pitch.

SQL Python Tableau Power BI GA4 Digital Analytics Social Listening Attribution Client Management Pitch Management

Marketing Intelligence Lead

Dentsu

Apr 2016 - Sep 2017 (1 year 5 months)

Led the data team across Coca-Cola and Oi, delivering an end-to-end data-built Coca-Cola campaign with +40% incremental sales in test geographies. Won an Effie Award for Bob's Milkshake with +45% sales uplift and improved media efficiency 7% through MMM.

SQL Python Tableau Power BI GA4 Marketing Mix Modeling Incremental Testing Data driven Campaigns Effie

Media Intelligence Specialist

The Coca-Cola Company

Nov 2012 - Apr 2016 (3 years 5 months)

Co-built the proprietary Emotional Engagement brand-equity metric, statistically correlated to pallet sales. Diagnosed a 30%+ decline in key packs and guided the advertising-led recovery, and led real-time marketing measurement around the FIFA World Cup 2014 and Rio 2016 Olympic Torch Relay.