Andres Vargas Salas
Heredia
Summary
A Marketing Professional with deep expertise in end‑to‑end digital activation—campaign setup, trafficking, tagging, and rigorous QA—across several platforms, ensuring flawless measurement and data integrity, that drives performance through advanced analysis and optimization, converting complex datasets into clear insights and strategic recommendations. Known for proactive problem‑solving, meticulous attention to detail, and cross‑functional collaboration with strategy, media, and tech teams.
Overview
6
6
years of professional experience
1
1
Certification
Work History
Media Performance Senior Strategist
Publicis Groupe
10.2024 - Current
- Own day-to-day media performance strategy and pacing across priority campaigns; align spend to IOs and guardrails.
- Translate stakeholder goals into channel-level testing and optimization plans; document hypotheses and outcomes.
- Partner with Data/Enablement to resolve taxonomy or identifier discrepancies impacting dashboards and reporting.
- Publish weekly performance readouts with clear actions, risks, and next steps for leadership
- Leading Campaign Set up in Different Platforms such as DV360, TTD and Yahoo DSP.
- Leading Teams to achieve the maximum performance possible without neglecting client satisfaction.
- Working currently with the General Motors brand.
Senior TAAG Analyst
Publicis Groupe
05.2022 - 10.2024
- Analyzed data trends to support strategic decision-making processes.
- Collaborated with cross-functional teams to enhance campaign performance and optimize resource allocation.
- Utilized advanced analytics tools to drive efficiency in project execution and delivery timelines.
- Campaign Set up and Monitoring in the following platforms: Google Campaign Manager, Innovid, Double Verify, Flashtalking and IAS.
- Worked directly with brands such as Mattel and KFC
TAAG Analyst
Publicis Groupe
01.2020 - 05.2022
- Analyzed market data to identify trends and inform strategic recommendations.
- Developed comprehensive reports utilizing advanced analytical tools and methodologies.
- Collaborated with cross-functional teams to enhance project efficiency and effectiveness.
- Mentored junior analysts, fostering skill development and knowledge sharing within the team.
- Proficiently used on a daily basis Platforms such as: Google Campaign Manger, Double Verify and Amazon Ads (previously know as Sizmek).
- Worked with brands such as: Panera, Bass Cabelas and Nature's Way.
Education
BBA - Business Administration And Management
Universidad De Costa Rica
San Jose, Costa Rica06-2018
High School Diploma -
Colegio Marista
Alajuela11-2013
Skills
- Performance strategy & channel mix planning
- Budget pacing, forecasting & variance tracking
- Taxonomy & data hygiene (naming, IDs, source-of-truth)
- Measurement frameworks & KPI alignment
- Stakeholder communication & issue escalation
- Creative, audience & bid optimization playbooks
- Platform Expertise (DSPs & Ad Tech)
- Technical Tooling & Automation
- Documentation & QA
- Proactivity
- Adaptability
- Analytical curiosity & problem solving
- Leadership & mentoring
Certification
- Google Campaign Manager
- DV360
- Google Analytics
- TTD
- Innovid
- Yahoo DSP
- Double Verify
- IAS
Languages
Spanish
Native or Bilingual
English
Native or Bilingual
Timeline
Media Performance Senior Strategist
Publicis Groupe
10.2024 - Current
Senior TAAG Analyst
Publicis Groupe
05.2022 - 10.2024
TAAG Analyst
Publicis Groupe
01.2020 - 05.2022
BBA - Business Administration And Management
Universidad De Costa Rica
High School Diploma -
Colegio Marista