A communications and advertising specialist with over 30 years of experience leading agencies and teams in Argentina. He is also a speaker, consultant, professor, columnist, and author of the communications newsletter "La Cuarta Mano."

He developed his career at iconic agencies such as Ratto/BBDO, Pragma, DDB Argentina, Savaglio\TBWA, and FCB. In 2010, he co-founded TBWA\Buenos Aires, an agency he led for eight years. Between 2018 and 2024, he was President and CEO of Young & Rubicam, a period in which the agency was recognized as Best Agency in Argentina in 2020 and 'Agency of the Year' at the Effie Awards in 2018 and 2021.

In 2024, he founded Febrero Made, an independent agency that combines strategy, creativity, and design to help brands connect emotionally with their clients and consumers.

In addition to his executive role, he has been actively involved in organizations that promote the development of the industry: he was Director and President of the Argentine Advertising Association, Director and President of INTERACT (Argentine Union of Interactive Agencies), a member of the Argentine Advertising Council, a member of the Board of Directors of CONARP (Advertising Self-Regulation Council) for over 20 years, and a founding member and current president of the Argentine Advertising Academy. He is also a postgraduate professor at the University of CEMA.