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Juliana Balasini

@julianabalasini

Message

I scale regional acquisition and revenue visibility through paid media, growth strategy, and business analytics.

Argentina

Message

At Mercado Libre, I connect audience, advertising inventory, and revenue data for Mercado Play’s AVOD and TVOD business, building control towers and executive reporting that turn performance gaps into growth opportunities.

Previously, I led USD 700K+ in monthly paid media across Latin America for Mercado Libre and Mercado Pago, improving ROAS by 10% in Mexico and mentoring a team of Performance Marketing Analysts. I bring hands-on experience across Google Ads, Meta Ads, TikTok Ads, Amazon Ads, BigQuery, SQL, Tableau, and Looker.

Experience

Work history, roles, and key accomplishments

Performance Marketing Supervisor

Mercado Libre / Mercado Pago

Jan 2022 - Dec 2025 (3 years 11 months)

Led regional paid acquisition initiatives across Latin America with monthly media investments exceeding USD 700K. Improved ROAS by 10% through value-based optimization and increased SMB seller acquisition share in Mexico by 5 percentage points.

Google Ads Meta Ads TikTokAds Amazon Ads BigQuery SQL Tableau Looker Performance Marketing Budget Management Team Leadership

Performance Marketing Analyst to Senior Performance Marketing Analyst

Mercado Libre / Mercado Pago

Apr 2017 - Dec 2021 (4 years 8 months)

Progressed through Analyst, Semi Senior Analyst, and Senior Analyst roles, owning optimization of paid acquisition campaigns across LATAM. Built recurring performance dashboards and translated campaign data into actionable recommendations.

Paid Acquisition Campaign Optimization Analytics BigQuery SQL Tableau Looker Stakeholder Management

Head of Operations

Moviclips

Jan 2013 - Mar 2017 (4 years 2 months)

Led operations for a digital and mobile advertising business, coordinating campaign delivery, client requirements, and internal execution workflows. Oversaw operational processes across marketing, commercial, and technical stakeholders.

Operations Management Digital Advertising Campaign Delivery Process Improvement Stakeholder Management

Marketing Executive

TIMwe

Jan 2012 - Dec 2013 (1 year 11 months)

Managed mobile marketing initiatives, campaign coordination, and partner communication for digital products and value-added services. Prepared campaign reports and market analyses to support commercial decisions.

Mobile Marketing Campaign Coordination Reporting Market Analysis

Marketing Analyst

Movilgate

Jan 2008 - Dec 2012 (4 years 11 months)

Executed digital and mobile marketing campaigns, supporting campaign planning, performance tracking, and optimization. Built reports and analyses for marketing and commercial teams.

Digital Marketing Mobile Marketing Campaign Planning Performance Monitoring Reporting