Our ‘Profile: A Day in the Life of’ feature takes a look at some of the global professionals working across performance marketing. It aims to shed light on the varying roles and companies across the flourishing industry. 

In this edition we head over to Chile to speak with an international agency head.


Gonzaga Valdes

Job title and company:

CEO iCrossing LATAM & Spain.

In one sentence, how would you describe what your company does? 

We build connected brands, one moment at a time.

What are your company’s unique selling points? 

We basically analyse data from very different sources to understand the situation brands are in at a certain moment; we then determine what actions we must take and when, what content we must build and where we need the brand to be in order to meet their consumers’ expectations.
Within the last six months/year, what stands out as the company’s major milestones? (e.g investment rounds, launch into new markets, key web hits/social network milestones, increase in staff, share price boost etc)

In Q3 2013 we started to get a lot of pitch invitations for regional projects in LATAM. We have just closed our first regional project that was born entirely in the region and that resulted in the opening of our Brazil office, so I must say that iCrossing is now one of the digital agencies best placed to serve regional projects throughout LATAM.

We certainly hope (and feel) there are many more to come.

How long have you been in your current role?

Two and a half years

Where are you based?

I would have to say Chile, but an aeroplane would work perfectly as well.

What previous performance marketing-related companies have you worked at?

Wallaby was the first Search Agency in LATAM, and also serving as Marketing Manager at AXA Chile

What are your main job responsibilities?

My role is to ensure we have the best team available in the region no matter where they are, and to provide the best environment for them to develop their skills in order to help our clients to achieve their goals. Provided we generate the profit expected by our shareholders.

Take us through what you get up to on a typical working Monday:

Monday is our “Status Day” so you may very well find me on a conference call with any one of our business units throughout Latin America and Spain. We have a corporate team that is spread all over the region and local teams taking care of our regional and local clients so communication is key in our day to day.

On a typical Monday I spend an average of 8 hours talking to our teams in Buenos Aires, Lima, Santiago, Mexico DF and Madrid.

What top three websites can you be found browsing during your lunch hour?

Well, I enjoy sports and my work, so marca.com is the Bible of sports in Spain and I spend time on Linkedin checking what people are saying about digital marketing, management, technology and general business.

The third one would be a news site … elmundo.es, nyt.com, lanacion.com.ar, or cnnenespanol.com

What are your top three tips for someone looking to get their hands on a job like yours?

We are a business of talent, so try to bring as many good people as you can with you, and make them see that the client always, always comes first; they are the ones that pay the bills. Once you have that, make sure they have the process and technology necessary to perform at their best.

Career-wise, where do you see yourself in three years time?

Leading the best agency in the world in Spanish and Portuguese.

Tell us one thing people at work don’t know about you?

I love sports movies and they make me cry!