GROWTH & MARKETING LEADER
I'm Jorge "George" Machado. I trained as an engineer + designer, then spent 20+ years applying that same discipline to bigger things: strategy, customers, CRM, media, teams, and now AI. Big brands. Bigger growth puzzles. I've helped Samsung, Mastercard, Hershey's, L'Oréal, and Stellantis connect the dots across Publicis, WPP, and IPG.
Dayton, Ohio · Bilingual English / Español · Open to remote, hybrid, or relocation
See the results Download résuméI find where growth breaks down, then rebuild what moves it.
LEADERSHIP EXPERIENCE ACROSS
RAZORFISH / VML / YOUNG & RUBICAM / McCANN WORLDGROUP / UNIVERSAL McCANN / FCB
FIND THE FRICTION
Find the real constraint. Set the next decision.
I find the one that's really costing you, and fix it first.
THE STORY SO FAR
CHAPTER 1 / 5
2002–2012 · Motorola, GE, DDB
I started as an intern designing mobile phones at Motorola and drafting for GE, then moved into digital experiences for T-Mobile.
That work taught me to think beyond the individual product or screen and pay attention to how the whole experience fits together.
Things rarely fail in the parts. They fail where the parts connect.
CHAPTER 2 / 5
2013–2016 · McCann Worldgroup & UM
In Puerto Rico, I turned emerging technology into customer experiences: weather-responsive advertising for Garnier Fructis, gesture recognition for Lancôme, and predictive audience modeling for Mastercard.
The work lifted Garnier sales 20% and generated $20M+ in earned media for Lancôme and $30M+ for Mastercard.
Technology matters only when it moves a customer.
CHAPTER 3 / 5
2016–2021 · Young & Rubicam and VML (WPP)
As VP of Strategy, I led a team of 25 and a $12M budget. I built a media practice from zero to $6M without adding headcount, cut production costs by 60%, and helped grow Hershey’s sales 12% at Walmart, Target, and Walgreens.
I also traveled throughout Latin America with Molson Coors, leading social media content and digital growth strategies across markets.
Growth is an operating model, not a campaign.
CHAPTER 4 / 5
2021–2023 · Razorfish (Publicis), Samsung North America
I led strategy for Samsung Home Appliances and the Bespoke launch across North America, activating 6M+ customers and increasing CRM revenue by 60%.
We connected web, performance media, CRM, and personalized content into a customer growth platform.
At scale, the customer relationship is the growth engine.
CHAPTER 5 / 5
2020–today · Independent Growth Strategy Advisor
I built Stella, Puerto Rico’s first AI-powered automotive sales assistant, for Stellantis. I also built predictive demand models that reduced acquisition costs by 30% and an AI operating model that made agency planning 65% faster.
The focus stays practical: give AI a clear role, connect it to the work, and measure what improves.
AI doesn’t replace strategy. It makes good strategy run faster.
Next Chapter
I'm looking for an in-house team where I own the growth number, and where a designer's eye, an operator's discipline, and an AI builder's hands are useful all at once.
Let's talk →Results from 20+ years, grouped by the problem they solved.
CRM revenue growth through audience strategy, lifecycle planning, and personalization
First-party customers activated across web, CRM, SMS, and MMS
Product-page conversion from a full-funnel content model
Transactions / participating businesses in Puerto Rico over two years
Purchase volume growth at participating businesses over two years
Earned media from an online-to-offline rewards program with predictive audience modeling
Qualified conversions / cost per conversion
Qualified pipeline / closed-won revenue within two months
Return on ad spend: about $6.02M in sales on $155K invested
Combined sales ranking in 11 months
Estimated social ROAS on a $2,200 test (attribution pending confirmation)
Year-over-year sales at Walmart, Target, and Walgreens across five brands
Digital-to-store sales, scaled across five Latin American markets
Sales above plan from integrated media and brand experience in Puerto Rico
Sales growth from real-time, weather-responsive advertising
Lower activation costs with in-store beauty guidance
Bottles sold from 9,990 documented retail trials
Drinks sold through on-trade activation
First-year media revenue from a capability built from zero
Annual social media investment managed by my team
Billings growth from new customer-experience and emerging-tech offerings
Faster planning with an AI operating model
HOW I WORK
Separate the visible marketing problem from the customer, commercial, or organizational problem underneath it.
Start from the revenue number and connect strategy, media, creative, CRM, and technology to evidence. Accountability is built into the plan, not added after.
Align teams, workflows, data, and AI around decisions people can actually make, so everyone knows what changes on Monday.
Turn the model into tools, platforms, and habits that keep compounding after I've moved on to the next problem.
Growth Strategy · CRM & Lifecycle · Product Launch
Samsung was launching Bespoke in North America. Customization risked looking like just another appliance feature.
Led strategy for Home Appliances and a 35-person cross-functional team. We repositioned the portfolio as a lifestyle platform built on self-expression, then connected web, performance media, and CRM into one plan with personalized journeys for 6M+ customers.
+60% CRM revenue · +15% product-page conversion · +42% deep-scroll engagement · Content model used for North American launches for two years
Conversational AI · Automotive · Sales Enablement
Stellantis needed to connect digital car shoppers with its dealer network in Puerto Rico across six brands.
Built Stella, the island's first AI-powered automotive sales assistant, on WhatsApp and web. She guides shoppers through discovery in English or Spanish and hands qualified buyers to dealers.
8,260 vehicle discovery experiences in month one · 1,188 buyers connected with dealerships · Stellantis climbed from #7 to #5 in combined sales ranking within 11 months
NORTH AMERICA + LATAM
GOOD WORK. GOOD PEOPLE.
Excerpts from LinkedIn recommendations.
He fostered collaboration by asking questions and providing insights into different perspectives that could be used to support marketing initiatives.
His CRM experience on the Samsung team runs so deep, we're constantly looking to him for insights and context.
His technical strengths are complemented by his demonstrated leadership skills.
Jorge's approach to providing strategic direction was exceptional and truly impressive.
His thought process is robust and thorough, providing designers a clear and concise delivery of strategic path forward.
Jorge really digs in on every project, and understands the brand end-to-end.
Jorge brings such positive and collaborative energy!
He is one of the strongest strategic leads I’ve had the pleasure of working with and he brings a level of calm to everything he does.
Jorge Machado is one of the most objective critic always looking for success through strategist I know!
He naturally serves as an inspiring mentor for any group he is directing.