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Maritoni Cruz

@maritonicruz

Digital Advertising & Analytics Professional | Campaign Performance | Audience Insights | Currently learning and playing around with ChatGPT Ads.

Spain

Message

Digital advertising & analytics professional with 14+ years on the publisher side, including 10+ years in Client Success roles managing advertiser and agency accounts. Experienced across Programmatic and Direct IO campaigns, working closely with ad operations on targeting, pacing and optimization, and turning performance data into clear recommendations that help clients reach their goals. Consultative, organized, and at home as the link between clients, sales, ad ops and technical teams. Currently learning about ChatGPT ads and how emerging AI-driven ad formats could shape the digital advertising landscape.

Experience

Work history, roles, and key accomplishments

Data Analytics Head & Scrum Master

ABS-CBN

Jun 2021 - Feb 2025 (3 years 8 months)

Improved cross-platform revenue of a flagship series by 13% through data-driven recommendations. Led brand lift surveys, A/B test analysis, and training sessions to democratize data access across departments.

Data Analysis A B Testing Brand Lift Studies Scrum Project Management Data Governance Training Cross Functional Collaboration

Digital Marketing Analytics Lead

ABS-CBN

Feb 2020 - Jun 2021 (1 year 4 months)

Collaborated with ad operations to deliver data-driven Programmatic and Direct IO campaigns. Validated audience segments during a DMP migration and designed dashboards that cut reporting time by 50%.

Programmatic Advertising Direct IO Ad Operations DMP Audience Segmentation Dashboard Design Media Buying Campaign Optimization

Branded Entertainment & Partnerships Head

ABS-CBN

Jan 2019 - Jan 2020 (1 year)

Established standardized benchmarks for campaign performance and monitored competitive branded content to identify market opportunities. Produced case studies and performance narratives for partners.

Branded Content Partnerships Benchmarking Competitive Analysis Case Studies Client Presentations

Customer Marketing Manager

ABS-CBN

Jan 2014 - Dec 2017 (3 years 11 months)

Managed key advertiser accounts across multiple verticals, consistently exceeding performance expectations. Built omnichannel campaigns with measurable KPIs and coordinated creative, production, and sales teams.

Account Management Multichannel Campaign Management KPI Tracking Proposal Development Customer Relationship Management Cross team coordination

Customer Marketing Specialist

ABS-CBN

Aug 2010 - Jan 2014 (3 years 5 months)

Supported customer marketing initiatives and campaign execution for key accounts. Assisted in developing proposals and tracking campaign results to improve future performance.

Marketing Support Campaign Execution Proposal Development Performance Monitoring