NILSA SANTIAGO

• Orchestrated media vision for all brands, balancing short-term impact with long-term equity.
• Drove adoption of AI tools to enhance media performance and activation across campaigns.
• Led company-wide media transformation by redefining operating models and capabilities.
• Managed internal and external stakeholders to ensure investment transparency and governance.
• Guided a team of 25 experts, aligning strategic adaptation with Group vision across divisions.
• Mentored team members to support career development within L'Oréal.
• Promoted an expert-driven culture to enhance organisational agility and efficiency.

• Directed media and advocacy transformation for top Iberian advertiser, enhancing collaboration with luxury brands and Go-To-Market teams.
• Steered data-led media solutions, overseeing 80% of investment through Marketing Mix Modeling, ensuring ROI focus.
• Led integrated B2B and B2C e-commerce strategies, achieving consistent ROAS >2 while increasing Average Order Value by +20%.
• Provided strategic oversight for multi-brand e-sampling platform, managing execution team to boost Ratings & Reviews and User-Generated Content.
• Mentored a team of 15 managers, fostering professional development and maintaining high innovation standards across media plans.

• Defined and implemented digital strategies for Vichy, Roger&Gallet, and CeraVe.
• Optimised media investments through targeted precision advertising solutions.
• Collaborated with local and international teams across marketing, finance, and e-commerce sectors.
• Established data-sharing guidelines with stakeholders to enhance tracking and integration.
• Developed best practices for programmatic advertising, SEM, CRM, and e-commerce initiatives.
• Engaged magazines, influencers, and event planners to maximise campaign reach.
• Managed a team of 3 specialists in digital strategy, social media, and advocacy.

• Consulted brands on implementing digital media campaigns, focusing on precision advertising strategies.
• Introduced efficiency tools to measure digital campaign ROI through MMM and MTA methodologies.
• Ensured adherence to precision advertising guidelines across the organisation while facilitating upskilling initiatives.

Developed and implemented digital and omnichannel media strategies for prominent clients.

• Managed planning and buying processes for for major corporations: L’Oréal, Procter & Gamble, NIVEA, LVMH, AXA, Chrysler, KFC, and Electrolux.