Marcelo Salup

Performist

Performist '➡️ Total Performance Marketing Agency. 1️⃣ A real DSP, with more than 2 dozen affiliated SSPs 2️⃣ Data-driven advanced segmentation & targeting  3️⃣ Truly international footprint  4️⃣ AI driven analytics suite.

Chief Executive Officer

Iffective

Fractional CMO services that leverage 40+ years in national and international marketing and advertising. Award-winning creative, deep and actionable understanding of customers insights, top level media expertise including strategic planning, high-level negotiations, and day to day planning. 

My expertise includes fast food, automotive, CPG, soft drinks, health & beauty, financial, technology, and much more. I have been part of the launch team of 15 Fortune 500 companies around the world, including McDonalds, General Motors, Samsung, L’Oreal, Coca Cola and many more. 

We are a great fit if you are a B2C mid-sized company and want to grow substantially or even achieve leadership in your industry. We are an even better fit if your business needs to sell “a bunch of things” to “a bunch of people” because I truly merge creative messaging, channel planning and data analytics to increase sales. We are also a great fit for a highly specialized project: a product launch, a brand re-staging or introduction to a market. If I can be human for a moment, I absolutely love product introductions.

Included in my approach is helping you identify gaps in your team, people to fill those gaps, helping you find them, hire, and train them so that your company will have its own in-house marketing team.

Finally, if you have made it this far: I am not a “suit” and my rates are absolutely reasonable. I balance just the right amount of process and creativity to make your company stand out from its competitors and grow. I’m not going to drown you in process. I won’t try to apply some cookie-cutter methodology to your non-cookie-cutter business and will definitely not going to shoehorn you into unwieldy structures. 

At the very least, let’s talk: msalup@iffectivemarketing.com

Fractional CMO

LISTEN MEDIA CAMPAIGN COMPANY UK LIMITED

The Listen Campaign is a decade-long global broadcast campaign that combines entertainment and cause marketing with the power of 80+ stars to help 1.2 billion vulnerable and disadvantaged children around the world. The Listen Campaign (1) Illuminates problems (2) Celebrate proven solutions (3) Replicates and Scales Up proven projects (4) Creates a global community and (5) Reports transparently on the impact.

Chief Global Messaging Director

CEO Analytics, LLC

CEO Analytics combines disassociated conjoint analysis and predictive algorithms to unearth what your customers really love... and are eager to spend money in. We increase retention, generate incremental sales and increase your revenues by 3% to 7%.

Principal

VIEWN

ViewN is a leading provider of cutting-edge technologies and services, offering scalable solutions for companies with lots of customer data or none. Founded by deep domain experts in enterprise software, we strived to build something even custom IT shops could not.

CRO Advisor

Consultancy services specializing in

1. Strategic planning
2. Multi-media planning, buying
3. Company launches
4. New-business generation for ad agencies

Montano + Salup Communications

A Full Service communication company specializing in response generation and offering:

- Branding
- Direct
- Digital

With fully integrated creative + media

The five things we believe in:

1. Analytics: Measuring response
2. Better messaging - born of years of talking to and analyzing real people
3. Media-atheist creative executions
4. Truly integrated platforms
5. No silos

Left Brain

DMG Solutions

1. Create DIRECTV Mas first fully integrated media program with TV, Cable, internet, mobile, print, out of home
2. Maintained goals in spite of disappearing inventories

CMO & Media Director

Siboney USA

VP Media & Strategic Planning

Universal McCann

Managing Director

Recognized "C" level international expert in media and strategic planning. Proven expertise in launching and building companies around the world. I join deep strategic planning, consumer insights, messaging and branding, digital and direct media to create measurably successful marketing and advertising efforts for a wide range of companies, products and brands.

My product launches include:

* Renault 5 TS (Spain)
* Iberia Airlines (Spain)
* LADA Automobiles (DR)
* Diet Coke (Mexico)
* Camel Cigarettes (Mexico)
* Colgate Total (Mexico)
* Fabuloso Cleaner (Mexico)
* L’Oreal: Plenitude & Lancome (Mexico)
* Quatro (Coca Cola Co) (Argentina)
* General Motors (Argentina)
* Oreo, Club Social (Nabisco) (Latin America)
* Glade (SCJ) (Latin America)
* Kingston Mini-Fun (Latin America)
* Visa & MasterCard (Latin America)

Successful High-stakes negotiation

* World Cup (Mexico, Pan-Regional Latin America)
* Formula 1 (Mexico)
* Other sports events (e.g., Copa Libertadores...)

If you are an ad agency, I have re-engineered dozens of bundled and unbundled media departments around the world, have created a dozen media standalone units and put together winning presentations that got over $385 million in new business. I have created several softwares and methodologies for managing strategic and media planning, multi-media optimization, evaluations for product placements, product integrations and much more. I have also trained dozens of media professionals.

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