BUENOS AIRES, ARGENTINA – After five years developing the Data and Business Intelligence areas of MRM Madrid, one of the most important European agencies in the field, Eladio Portela moved to Latin America this year to serve as VP of Performance Marketing & Analytics at McCann Worldgroup Latam.
Portela is based in Santiago and has more than 15 years of experience in data-driven strategies and analytics, digital business, and projects focused on the client. He has supported multichannel brands in the definition and evolution of their business strategy and in recent years concentrated on the integration of online and offline channels in order to create omnichannel brands and important marketing experiences.
“Our focus is to help brands be meaningful to people. Eladio comes to the Latin American team with the challenge of installing new conversations and consolidating capabilities that allow us to truly put the consumer at the center, add business intelligence and data analysis as fuel for strategy and creativity to deliver superior marketing performance,” said Fernando Fascioli, President of MW for Latin America and the Caribbean.
The new VP, who has a Master in Direct, Interactive and Relational Marketing from ESIC-ICEMD and a MBA from Instituto de Empresa – IE (specialized in Innovation and Information Systems) where he is also an associate professor, expressed that “I am impressed with the digital opportunities that exist in some of the main markets of the region, where there is still great potential to implement transformation processes, improve and create others that allow brands to make better use of the data they have to connect better with their audiences”. He added that “the team has all the capabilities to be a partner of clients in Data Driven Marketing matters and take them to a new level, thus responding to a greater demand for data strategy services.”
Portela’s career considers initiatives for brands such as Coca-Cola Europe, El Corte Inglés, Iberia, Iberostar.com, IKEA, L´Oréal Group, MasterCard, Opel, Barceló Hotels and Vodafone, among many others in sectors such as e-commerce, financial, media, retail, telecommunications and travel.