Sergio Díaz

Sergio Díaz has extensive work experience in the field of data and analytics. Sergio currently holds the position of Data & Analytics Director at Human Connections Media since March 2023. Prior to this, they worked as the Head of Data & Analytics at ION Marketing starting from August 2022.

In 2020, Sergio served as the Head of Analytics at MediaCom, where they utilized client data to enhance business results and communication strategies. Sergio also led the integration of the analytics team, forming sub-teams based on skills for modeling, data management, and visualization.

Before that, Sergio was the owner of Belleza Colibrí CC Armand from December 2019 to June 2020.

From January 2017 to March 2019, Sergio worked as a Director at Annalect, where they established and developed a marketing science team of 14 specialists in data management and analysis. Sergio successfully implemented a local platform and connected with the global system for visualization automation, integrating competitive data, strategic indicators, and digital performance.

Sergio held the position of VP Operations Director at Publicis Media from January 2016 to January 2017. Sergio played a crucial role in the dynamic planning process, resulting in improved accuracy and a 30% decrease in administrative errors. Sergio also restructured the operations area to better serve over 30 clients and enhanced the utilization of internal tools.

From April 2009 to December 2015, Sergio was the VP LATAM Business Integration Leader at Starcom MediaVest Group. Sergio was responsible for developing the discipline in the region and successfully implemented Convergence Analytics Modeling for optimizing media mix. Additionally, they implemented online dashboards for key clients like Coca-Cola, Heineken, Walmart, and Mondelez, enabling real-time visualization of key performance indicators.

Earlier in their career, Sergio worked as an Analytic Planning Director at Y&R from July 2005 to April 2009 and in a role focused on Data Intelligence at Wunderman from 1998 to 2005.

Sergio Díaz completed their Bachelor's degree in Actuarial Science from the Instituto Tecnológico Autónomo de México in the years 1993-1998. Sergio then pursued a Diplomado in Applied Statistics from the same institution in 1998. In 2001, Sergio enrolled in a Diplomado program in Marketing at UCLA. Later, in 2006-2008, they pursued a Master's degree in Administration from the Universidad Iberoamericana, Ciudad de México. Sergio also attended the Escuela Moderna Americana, although the specific dates and degrees obtained are unknown. In 2022, they took a course in Digital Marketing at Columbia Business School. Additionally, Sergio has obtained several certifications, including "Marketing Digital: Redes sociales, lealtad, planeación y analítica" from Emeritus in July 2022, "Certified Expert MyMetrix" from Comscore, Inc. in June 2023, and a certification from Human Connections Media in June 2023.