Gonzalez Forero David Mauricio

Leads global paid social acquisition growth initiatives, overseeing the global paid social team and scaling processes, learnings, and testing across regions. Drives growth in emerging markets and manages budgets/resource allocation to maximize ROI. Collaborates with global leads and market teams to align strategy and incorporate local insights. Advances MarTech innovation by deploying tools to strengthen acquisition performance and delivery, research/testing new channels and tools, and optimize product catalog management using Feedonomics and Celtra for feed operations and creative automation. Leads personalization initiatives to improve the acquisition journey, oversees tracking and reporting accuracy, and supports global growth/product catalog optimization/technical innovation special projects.

Owns Glovo’s app digital marketing strategy for SWE Europe (acquisition, retargeting, and brand campaigns), managing relationships with publishers, local markets, and media partners across platforms including Meta, Twitter/X, Snapchat, Apple Search, and more. Responsible for campaign strategy, planning, and optimization across partners. Runs A/B tests for incrementality (conversion lift), app retention, and profitability; works with product owners to ensure marketing support aligns with product initiatives; contributes to creative development and testing points. Partners with data scientists/analysts to build audience segmentation and targeting, aligns dynamic retargeting across social and display, and continuously tests new opportunities. Uses measurement tools including Adjust, Singular, Branch, and Google Analytics; manages team training and reports campaign performance/insights to senior stakeholders.

Leads Autotrader’s paid social and mobile/app marketing strategy including acquisition and brand campaigns. Conducts brand lift and conversion lift studies to understand advertisement performance. Uses Google Analytics and multiple ad platforms (Facebook Ads Manager, Twitter Ads, Snap Ads, Pinterest Ads, etc.) and ensures consistent messaging and targeting across channels. Manages development of digital media creative tailored to each channel/placement. Owns app install acquisition strategy (paid and organic/ASO), performs app store optimization (Apple Connect and Google Play Console) including testing descriptions/creative, and manages ASO with keyword optimization. Uses App Annie, StoreMaven, and Branch to improve app performance.