Carol Hevia Alvarez

I sit with companies and startups across Brazil and LATAM, map out the gaps and pains in their digital media strategy and martech stack, and bring the models and technologies that close those gaps.

The Marketing + Media Alliance (MMA) is a think tank composed of CMOs and senior marketing and technology leaders, supported at the governance level by the broader ecosystem—including brands, media companies, agencies, consultancies, AdTech, and MarTech players. Strengthened the association’s institutional positioning in the Brazilian market by developing strategic initiatives aligned with industry needs and expanding its value proposition for stakeholders. Structured and optimized operational processes, with a focus on standardization, quality, efficiency, and consistency in the delivery of services to members and sponsors. Defined and implemented pricing policies, ensuring transparency, fairness, financial sustainability, and balance in commercial negotiations. Planned and executed digital media strategies aimed at increasing institutional visibility, strengthening the brand, enhancing strategic initiatives, and communicating results.

MUV is a WPP Group company dedicated to growth campaigns for transactional banking and e-commerce apps, serving clients across Brazil and Europe, including BTG, Banco Inter, Petlove, Banco Pan, and Amazon Music. Led the evolution of the business into an integrated growth platform, connecting programmatic media, OEM media, telecom partnerships, ad networks and performance-driven strategies to accelerate user acquisition, activation, engagement and retention. Structured strategic partnerships with Telcos, global device manufacturers and mobile ecosystem players, enabling proprietary distribution channels and media solutions focused on incremental efficiency, CPA optimization and scalable ROAS expansion. Directed multidisciplinary squads across growth, UX, creative strategy, media buying, optimization, analytics and partnerships, fostering a culture centered on data-driven decision making, continuous experimentation and business performance. Expanded the adoption of global programmatic platforms leveraging CPA-oriented transactional models and qualified conversion events, driving meaningful gains in targeting sophistication, media efficiency and acquisition quality. Developed proprietary monetization initiatives and exclusive advertising formats in partnership with Motorola and Samsung, transforming mobile assets and inventory owners into strategic growth levers for agency clients. Partnered with the group’s finance leadership to develop operational and commercial models focused on margin expansion, operational efficiency and competitive differentiation in an increasingly commoditized media landscape.

Simplie is a full-service digital agency with offices in Brazil and Colombia, focused on performance marketing, e-commerce, CRM, and digital asset development. Held responsibility for defining digital presence strategies and leading project execution across multiple Latin American markets, delivering B2C strategies for companies such as Chubb and Taiff, and B2B initiatives with a strong focus on BD—one of the world’s leading medical technology companies. Led integrated digital initiatives for integrated marketing ecosystems through media, CRM, growth strategies, and the implementation of digital platforms.

Founded in 2014, Brutal Content is a Mexico City–based company dedicated to online publishing, media, and content production. Its digital properties achieved strong relevance among Mexican audiences and attracted major advertisers, including Corona, McDonald’s, L’Oréal, Nestlé, Volkswagen, Claro, Huawei, Unilever, Renault, Coca-Cola, and Adidas, among other global brands. The company reached break-even within 18 months and sustained a consistent, self-funded growth rate of 30% year over year. In 2016, it expanded operations to Los Angeles, focusing on local clients seeking relevance with Hispanic audiences in the United States. Its market positioning was reinforced through strategic partnerships with AdTech platforms, the development of case studies, the creation of innovative programmatic formats, and increased sophistication in audience targeting. Launched a dedicated business unit for the production of miniseries, documentaries, videocasts, and coverage of Mexico’s largest music events. Expanded revenue streams through B2B initiatives, developing branded digital properties for companies such as Universal Music, Adidas Running, Todo sobre tu Piel (Unilever Mexico), and celebrity content platforms for Sofia Vergara, Pati Cantú, and María Elena Salinas.

Upon returning to the WPP Group, led the expansion of F.biz across Latin American markets, including Mexico, Colombia, Ecuador, Peru, Guatemala, and Argentina. In January 2013, established operations in Mexico and, in partnership with GroupM, structured Koan—a new digital agency integrated with other WPP Group operations. In July 2013, relocated to San Francisco with the mandate to explore the local market and develop strategic partnerships with companies and media organizations in Silicon Valley.

Led the structuring of a Mobile Marketing business unit dedicated to product development in partnership with media companies, mobile network operators, handset manufacturers, and SIM providers. Built and led a multidisciplinary team comprising project managers, creative, UX, and engineering professionals, tasked with developing the capabilities required to cultivate an emerging market. In collaboration with telecom operators, created products that enabled the monetization of proprietary assets—including browsing portals, SMS channels, first-party data, and geolocation capabilities—through the delivery of mobile advertising formats for major advertisers such as Unilever, Netshoes, and Itaú. Operating with full autonomy, the unit scaled revenue with margins above market benchmarks and played a significant role in the agency’s annual profitability and overall valuation at the time of its acquisition by the WPP Group. Played a key role in introducing new platforms to the Brazilian market, supporting branding, loyalty, and growth initiatives. In partnership with industry associations such as IAB and MMA, contributed to the development of the mobile marketing ecosystem in Brazil by helping define KPIs, pricing models, and format standards.