Open to opportunities

Juan Carlos Medina

@juancarlosmedina

Message

Digital strategy and AdTech leader driving ROAS, attribution, and AI-powered performance.

Mexico

Message

What I'm looking for

I’m looking to lead digital growth as Head of Digital, Digital Director, or VP Digital—bringing programmatic AdTech, ROAS/CRO, attribution, and AI-driven analytics. I want to build teams and deliver measurable performance in agency or in-house environments.

I’m a digital strategy and AdTech professional with 27+ years in digital media and advertising technology. I focus on programmatic media and AdTech architecture, combining data-driven performance marketing with MarTech integration and AI-driven analytics.

As Founder & CEO of Cookie.Media, I scaled a performance agency to 15+ active accounts in the first year and managed $10M+ in annual media spend. I’ve owned full P&L, delivering 25% YoY revenue growth with an operating margin above 30%, while leading planning, buying, and optimization across Google, Meta, programmatic, social, eCommerce, and AdServing.

I’ve consistently improved measurable outcomes—building attribution model design, CRO, and optimization that drove strong ROAS improvements. I also build and mentor high-performance teams, using AI and MarTech automation to cut campaign setup time by 56%, and I now seek Head of Digital, Digital Director, or VP Digital opportunities in agency or in-house environments.

Experience

Work history, roles, and key accomplishments

Current

Founder & CEO

Current

Cookie.Media

Feb 2019 - Present (7 years 5 months)

Founded and scaled Cookie.Media, growing to 15+ active clients and $10M+ annual media spend in year one. Led full P&L and drove 25% YoY revenue growth with 30%+ operating margin, optimizing performance campaigns across Google, Meta, programmatic, and eCommerce while automating setup time by 56%.

Performance Marketing Programmatic Media Martech Integration P L Ownership CRO Google Ads Meta Ads

Advisor & Board Member

Ufounders

Apr 2022 - Jan 2024 (1 year 9 months)

Advised four tech startups on scalable business model validation and go-to-market strategies. Evaluated investment projects using financial projections and digital traction metrics for board-level decisions.

Go To Market Strategy Board Advisory Performance Marketing Strategy Analytics

VP of Sales LATAM

Oi2 Media

Jan 2017 - Feb 2019 (2 years 1 month)

Led revenue strategy and commercial operations for LATAM and Miami, achieving 10% regional revenue growth in 2017. Managed the Mexico office P&L and generated $15M+ in annual revenue through supplier negotiations and Big 6 agency relationships, including stabilization and acquisition transition.

Sales Leadership Revenue Strategy P&L management Agency Partnerships Commercial Operations Market Expansion

Deputy Director LATAM

C-Movil

Jan 2016 - Sep 2016 (8 months)

Led creation of the LATAM commercial package, rate cards, and product options. Spearheaded commercialization of premium digital assets including Shazam, The New York Times, and Rio 2016 Olympic Games, delivering $2M+ USD in sales starting practically from scratch.

Commercial Strategy Product Packaging Premium Partnerships Revenue Development Business Development

Managing Director

Relevant Traffic

Apr 2015 - Dec 2015 (8 months)

Led operations and profitability for the Mexico office, achieving double-digit annual growth. Defined integrated digital strategies for Virgin Mobile, Comparagurú, and Sindelantal.

Operations Leadership Profitability Management Digital Strategy Performance Marketing Client Strategy Analytics

Director of Operations

Havas Digital Group

Jan 2007 - Jan 2015 (8 years)

Directed operations and profitability of iGlue across seven offices, defining integrated digital strategies for global brands including Cemex, Autozone, Lowe's, HEB, Ferrero, and others. Coordinated cross-functional operations, oversaw a $1B+ MXN digital budget with 70+ active clients, and led volume media negotiations with top publishers and technology vendors.

Digital Operations Digital Strategy Budget Management Client Services Leadership Cross functional Leadership Performance Strategy Programmatic Advertising

Media Planning Executive

Telmex

Nov 2001 - Feb 2007 (5 years 3 months)

Managed one of Mexico’s largest media budgets and used Nielsen/IBOPE audience data to improve ROAS by 5%. Executed corporate negotiations to optimize annual media spend allocation, launched Telmex’s first digital/eCommerce/social campaigns, and managed sponsorship media strategy for Escudería Telmex and the Mexican National Football Team.

Media Planning ROAS Audience Analytics Campaign Strategy Sponsorship Marketing Budget Allocation Strategies

Brand Development Manager

Tv Azteca

Sep 1997 - Jan 2001 (3 years 4 months)

Developed category analyses supporting the sales team and driving double-digit investment growth for the channel. Coordinated large-scale promotional campaigns across TV Azteca’s channels with full logistical support.

Brand Development Sales Enablement Sales Promotions Marketing Strategy Logistics Coordination