After having worked in advertising agencies in NY, London and São Paulo, he worked for more than thirty years as Creative General Director at Marcet & Asociados.

He was a Founding Partner of Expotoons, The InterContinental Advertising Cup, and YesWeAd, the first online advertising marketplace in Latin America.

He is currently CEO of FIAP, Ibero-American Advertising Festival; Founding Partner of Emagine, a company dedicated to the development of Destination Brand programs and responsible for the creation of the Buenos Aires brand and its licensing program; and Founding Partner and CMO of WeMoove, an anti-sedentary application that rewards physical activity with Beats, its own cryptocurrency.