Performance & Growth Marketing Leader

Turning Media Investment into Business Growth

Digital Strategy · Analytics · Regional Leadership

I lead performance and paid media strategy across LATAM — investment, regional teams and commercial results.

Diego Rodríguez
Current operation · Assist Card Regional performance strategy, since 2026
18
LATAM markets
USD 10M+
in annual media investment
USD 2M
average monthly revenue from paid media
14
professionals on the regional team
01 — Selected work

Strategy, decisions and results.

01 Assist Card · Travel Automation and the build-out of a regional performance operation Executive one-pagers: 3–4 h to ~30 min
18 markets · team of 14 View case → 02 Mastercard · Financial services Media efficiency and leadership of a regional operation −27% CPM with DCO
vs. comparable campaigns View case → 03 Movistar · Telecommunications User acquisition and growth for the Mi Movistar app 600K annual installs
−25% CPI View case →
02 — Experience

From analyzing campaigns to leading regional operations.

10+ years across communications and digital marketing, managing local and regional accounts at four agencies.

Full career history in my CV →
  1. 2026 — present
    Regional Digital Director
    Carat

    Regional performance leadership for Assist Card: strategy, investment, team and commercial results.

  2. 2022 — 2025
    Regional Performance Manager
    Carat

    Mastercard across Argentina, Uruguay, Colombia, Ecuador and other markets in the region. USD 5M+ a year and a team of up to 9.

  3. 2021 — 2022
    Sr. Performance Analyst
    Havas

    Movistar Argentina: lead generation, e-commerce and user acquisition for the Mi Movistar app.

  4. 2020 — 2021
    Digital Media Planner · OMD

    PepsiCo Argentina and Red Hat LATAM.

  5. 2019 — 2020
    Digital Marketing Analyst · aHGency

    Mercado Libre and Pan American Silver: performance analysis, benchmarking and social listening.

  6. 2015 — 2019
    Social Media Manager

    Argentine Ministry of Security · Communications Department

  7. 2015
    Communications Analyst

    Argentine Chamber of Deputies

03 — Expertise

Investment tied to business results

Planning and optimizing investment against business KPIs: revenue, ROI, ROAS, CPA and CPI. Customer and user acquisition for e-commerce, apps and lead generation.

−25% CPI on Mi Movistar from the start to the end of my tenure

Regional operations

Managing regional budgets and teams working across several markets at once. Aligning each country's strategy with regional goals and with client stakeholders.

Budgets from USD 5M to 10M+ a year · teams of up to 14

Measurement and media quality

Defining KPIs with the client and building tracking dashboards in Looker Studio. Controlling media quality: brand safety, viewability and impression share.

97%+ brand safety · 75%+ viewability at Mastercard

Platforms: Google Ads · Meta Ads · DV360 · TikTok Ads · Microsoft Advertising · X Ads · LinkedIn Ads · Google Analytics · Looker Studio · Power BI

04 — Brands

Brands I've worked with

Accounts managed agency-side: aHGency, OMD, Havas and Carat.

05 — About

I came to performance marketing through communications.

I studied Journalism at Universidad del Salvador and began my career in institutional communications — at Argentina's Chamber of Deputies, writing press releases and working with the media, and at the Ministry of Security, where I ran social media and digital channels. In 2019 I moved agency-side, starting in analytics and social listening before moving into media planning and performance.

That background still shapes how I work. Leading a regional operation isn't just about optimizing campaigns — it's about explaining clearly what's happening, aligning teams and stakeholders across markets, and turning data into decisions the business can understand.

Today I'm especially interested in AI, data and automation applied to marketing, and I share ideas on these topics on LinkedIn.

Read on LinkedIn →