STRATEGY / TRANSFORMATION / COMMERCIAL GROWTH / AI

Hi, I’m Jorge “George” Machado.

I challenge assumptions
before they become
expensive decisions.

Strategy and operations executive who identifies where growth breaks down between strategy, media, and AI, then reconnects them around measurable business outcomes and clear accountability.

DAYTON, OH
U.S. + LATAM

LEADERSHIP EXPERIENCE ACROSS

Publicis GroupeWPPIPG

RAZORFISH / VML / YOUNG & RUBICAM / McCANN WORLDGROUP / UNIVERSAL McCANN

THE SHORT VERSION

I turn scattered ambition into an operating model—and the operating model into performance.

65%

faster planning

AI operating model
$2M+

first-year media revenue

built from zero to one
6M+

first-party customers

CRM audience planning
20×

paid media ROI

Commercial growth model

WHERE I CREATE VALUE

Not one discipline.
The system between them.

01

Find the real constraint

Separate the visible marketing problem from the customer, commercial or organizational problem underneath it.

02

Redesign how work happens

Align strategy, teams, workflows, data and technology around decisions people can actually execute.

03

Build the capability

Turn the model into platforms, tools and repeatable behaviors that compound performance.

04

Plan backward from the outcome

Connect strategy, media, creative, operations and technology to evidence—so accountability is designed into the plan, not added after execution.

SELECTED WORK

Samsung Bespoke &
Home Appliances

TASK / STRATEGY & EXPERIENCE PLANNING

Samsung was introducing Bespoke to North America, but personalization risked feeling like another appliance feature. So we repositioned the portfolio as a lifestyle ecosystem built around self-expression.

  • Moved Samsung Appliances from technology into lifestyle.
  • Unified web, performance media, and CRM.
  • Designed personalized journeys for 6M+ customers.
  • Positioned smart appliances and AI within everyday life.
See more past projects

CONTEXT, NOT A SECOND RÉSUMÉ

Builder by instinct.
Executive by experience.

I have led strategy and transformation across Publicis, WPP and IPG; advised global brands including Samsung, Mastercard, L’Oréal, Molson Coors, T-Mobile, Stellantis and Merck; and built AI and commercial systems as a founder.

That range is not incidental. It lets me see the whole system—and know where intervention will change the outcome.

SELECTED BRAND EXPERIENCE

Experience across B2C and B2B

SamsungMastercardL’OréalT-MobileMolson CoorsStellantisFordGEUnbabelMaster ApplianceBaker IndustriesArcherHallLighthouseMerck
Additional experience across beauty, automotive, beverage, healthcare, retail, technology and industrial manufacturing.