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LA offices

About Josué


I’m an interdisciplinary social scientist living on Internet since Netscape 2.0

I have worked in the last decade on the intersection between technology, media and digital culture, advising organizations ranging from Fortune 500 to startups, including World Bank and United Nations.

I have wide experience as a lecturer and speaker in universities and industry events and have served as a jury at several international awards shows such as Effies Latin America, Webby Awards and El Ojo de Iberoamerica.

Born in Spain, I hold a bachelor’s degree in Political Science from Universidad Complutense de Madrid and specialized studies in communications, international relations, user experience and analytics from universities such as UCLA, MIT and GWI.

relevant experience


(2020 – Current)
Industry Manager, Mexico
  • Manage Facebook’s Food, Beauty & Care Vertical. Serve client portfolio comprised of top CPG companies in Mexico.
  • Advise C-Suite on advertising innovation, consumer marketing, data strategy and how to best leverage Facebook platforms to drive measurable omni-channel business outcomes.
(2018 – 2020)
Head of Agency, Mexico
  • Managed business relationships with largest advertising agencies, increasing client satisfaction over regional and global average in more than 10 points.
  • Improved sales efficiency by establishing key workflows, increasing client satisfaction over regional and global average in more than 10 points.

McCann Worldgroup

(2016 – 2018)
Chief Digital Officer, LATAM
  • Spearheaded digital business and operations in 22 markets; overhauled go-to-market strategy for top 10 clients resulted in rising overall digital share to 20%.
  • Conducted due diligence to assess a competitor in Ecuador; persuaded leadership to move forward with acquisition.
(2015 – 2016)
Digital Strategy Director, LATAM
  • Led consolidation of social listening and analytics operations; resulted in reduce 50% operational cost due to process automation and licenses negotiation, being the youngest employee in a regional position at that time.
(2013 – 2016)
Digital Innovation Director, Colombia
  • Administered a process re-engineering through the implementation of ISO 9001:2008 to improve and consolidate end-to-end service processes; resulting in a 10X increment in revenue and 3X in margin.
  • Led multi-disciplinary ~60-person team (client services, strategy, creativity and engineering), ranked the operation in the first position among the best digital operations in the network worldwide.

Llorente & Cuenca

(2011 – 2013)
Online Manager, Colombia
  • Promoted within 9 months from senior consultant to manager due to strong performance, increasing revenue of the department in 126% in that period.
  • Crafted digital communication plan for the Colombian Government, including participation and open government initiatives.
(2008 – 2011)
Consultant, Spain
  • Launched digital practice of the joint venture Asesores de Comunicación Pública, providing senior advice to 10 clients, between public servants and political candidates.
  • Liaised online teams in 4 electoral campaigns and 2 special projects for United Nations and World Bank.

IU Ortega y Gasset

(2008 – 2009)

Master’s in Public & Political Communication (ABD) / Awarded with a tuition fellowship (Dean’s program).

Universidad Complutense de Madrid

(2003 – 2008)

Bachelor of Political Science, Major in IR // Full time scholarship by Spanish Ministry of Education and Culture.

  • BERLIN SCHOOL Leadership Program
  • COLUMBIA B-SCHOOL Implementing Winning Strategies
  • HYPER ISLAND Future Ready Leadership
  • UMICH Social Network Analysis
  • MIT Tackling the Challenges of Big Data
  • UC BERKELEY Marketing
  • MIT Sloan & MIT CSAIL Artificial Intelligence Implication for Business Strategy
  • UCSD Interaction Design Specialization
  • PENN STATE Creativity, Innovation and Change
  • UVA Design Thinking for Innovation
  • SXSW Decoding Design Feedback
  • Digital Sales Certification
  • AdWords Display Certification
  • AdWords Mobile Certification
  • AdWords Search Certification
  • AdWords Video Certification
  • Google Shopping Certification
  • Mobile Sites Certification
  • UCLA English Communication Program
  • GWU Governance and Political Management
  • UCM Protocol & Social Etiquette
  • UCM Conflict Prevention and resolution
  • UCM Security and Cooperation in the Mediterranean Sea
  • UCM Risk and conflict management in Asia
awards & recognitions


PageRank Contest Winner

SNA Course Coursera 2012

Full time scholarship

Ministry of Culture and Education (Spain)

Tuition fellowship

Dean’s program IU Ortega y Gasset


Cannes Lions

1 gold and 2 bronze

Effie Awards

+20 awards including, Grand Effie.

Webby Awards

2 People Choice



Associate Member


Executive Board Member

IAB Mexico

Executive Board Member