Daniela Aschentrupp Salazar

- Centralize and optimize digital advertising operations across global markets and business lines across the funnel (awareness, acquisition, reengagement) - Drive user acquisition and reengagement by aligning performance channel strategies with brand-building campaigns - Define and oversee a holistic digital channel strategy, incorporating cross-functional insights across search, social, display, and programmatic platforms through the whole funnel - Collaborate with creative, analytics, and media planning teams to ensure cohesive campaign execution and strategic alignment. - Streamline processes and adopt cutting-edge digital advertising technologies to boost efficiency and deliver measurable impact.

- Oversee end-to-end ad operations across key markets (SSL, BR, MEA) for both Food Delivery and Ridesharing verticals for user acquisition and app install campaigns - Develop and implement comprehensive acquisition strategies to drive user growth. - Manage multi-million-dollar budgets across various digital channels (SEM, programmatic, display, social, etc.)- - Analyze campaign data to optimize performance, applying insights from Conversion Lift tests, Geo Testing, and A/B experiments. - Evaluate and integrate emerging advertising technologies to maintain a competitive edge in growth markets.

- Owned both Programmatic and Google advertising channels across SSL, BR, and EMEA, driving user acquisition and brand awareness initiatives. - Employed Conversion Lift tests, Geo Testing, and brand lift studies to measure impact, optimize targeting, and refine budgets. - Partnered with key platforms and vendors to adopt emerging ad technologies, maintaining a competitive edge in a dynamic marketplace.

- Spearheaded programmatic advertising strategies for SSL, BR, and EMEA markets, focusing on both performance and brand objectives - Collaborated with internal stakeholders to align programmatic initiatives with overall marketing goals. - Monitored campaign performance and conducted in-depth analysis to identify opportunities for improvement and scalability. - Implemented brand safety and viewability protocols, ensuring compliance and reputation management across programmatic channels. - Negotiated and managed OEM partnerships to secure preloads and specialized OEM inventory, expanding brand reach at the device level (Digital Turbine, Xiaomi, etc)

- In charge of Google channel for all campaign types (App Campaigns, SEM, YouTube, Display, etc) focusing mostly on acquisition and retention in LATAM. Currently managing +4 countries. - Incrementality focus: Conversion Lift test, Geo Testing - Establish annual roadmap and continuous A/B testing, always focusing on efficiencies and performance improvement. - Leading brand initiatives and tests in this channel

- Management of Digital Marketing Channels: Display/Programmatic, Social, Partnerships, and Shipping Clubs Programs - Annual forecasting and Roadmap of all paid channels - Continuous monitoring, optimization and testing through our paid marketing channels based on performance KPI's: traffic, user acquisition, user retention, revenue and installs - Budget control and administrative process

- Management of Paid Marketing Campaigns in Display/Programmatic platforms (MediaMath, Google Ads, UAC) with performance objectives (ROI, CPA, CLV, etc) - Planning and execution of all strategies on the Display Channel with performance objectives (ROI, CPA, CLV, etc) - Always looking for new ways to improve paid campaigns with new technology partners - Weekly and monthly reporting with executive presentations for Leadership - Admin processes: invoicing, legal approval, etc.

Main point of contact within the agency for Key Clients Main responsibilities: - provide an excelente service for all clients - reporting and screenshot of campaigns - daily review of campaigns performance/ delivery - propose optimizations/tests to AdOps team based on campaigns insights - upselling and cross selling

Global experts in Mobile App Promotion and programmatic Media Buying. We operate our own DSP (www.headwaydigital.com) for web and a global mobile advertising platform, MoBrain (mobrain.headwaydigital.com) Some of our services include: - Mobile App promotion - User Acquisiton, Retention and Engagement - Mobile programmatic for branding campaigns - Video Ads (either in-banner, preroll, midroll, postroll) - Data​: Intent and interest audiences around the world. - Web RTB through DSPs reaching hundreds of Exchanges, SSps, Adnetworks and Direct publishers