Guillermo is a Lead Analyst based in R3’s New York office. His 30-year career started in advertising agencies, from Consumer Insights Manager in DDB, to Regional Account Director in JWT/Mindshare managing several accounts for Unilever. Guillermo later moved in-house and was Head of Corporate Communications for Latin America at Citigroup, and Senior Business Leader for Affinities and Sponsors at Zurich Insurance. Most recently, he was Lead Analyst at Cortex Consulting Group, where he developed the global digital media benchmarking practice and created multiple benchmarking and analytics methodologies for global advertisers.