CRM revenue growth
Audience strategy, lifecycle planning and personalization.
CONNECTING STRATEGY, CREATIVE, MEDIA AND AI.
Hi, I’m Jorge “George” Machado.
I challenge assumptions
before they becomeexpensive decisions.strategies without direction.creative without purpose.media spend without results.customer journeys that lose people.operations that slow teams down.AI tools without a clear role.growth plans nobody can execute.
Strategy & Transformation Executive with 12+ years connecting strategy, creative, media and AI to build the teams, brands and systems businesses need to grow.
DAYTON, OH
U.S. + LATAM
LEADERSHIP EXPERIENCE ACROSS
Razorfish
Y&R + VML
McCann WG + UM + Momentum
RAZORFISH / VML / YOUNG & RUBICAM / McCANN WORLDGROUP / UNIVERSAL McCANN / FCB
THE SHORT VERSION
I turn scattered ambition into an operating model—and the operating model into performance.
I turn scattered ambition into an operating model—and the operating model into performance.
I connect strategy, creative, media, and AI into the systems businesses need to grow.
I find where growth breaks down, then rebuild the teams, systems, and decisions that move it.
I help businesses turn scattered ambition into clear strategy, operating rhythm, and performance.
I build the strategy, systems, and teams that turn ideas into measurable growth.
I help brands move from big goals to better decisions, cleaner systems, and stronger execution.
I turn strategy, media, customer experience, and AI into operating models built to perform.
I help teams make better commercial decisions by connecting strategy, operations, and AI.
I work where strategy, marketing, operations, and AI need to become one clear growth system.
I turn messy growth problems into clearer strategy, sharper execution, and measurable outcomes.
I help companies align brand, media, CRM, and AI around growth people can actually manage.
I build growth systems for teams that need less noise, better decisions, and clearer accountability.
I help leaders connect commercial strategy, customer experience, and AI to measurable performance.
Lower activation costs
In-store beauty guidance connected to customer needs.
Digital-to-store sales
Operating framework scaled across five Latin American markets.
Combined sales ranking
Climbed two positions in 11 months.
First-party customers activated
Connected customer experiences across web, CRM and messaging.
Sales growth
Adaptive advertising informed by real-time environmental data.
Year-over-year sales growth
Retailer-specific demand programs across five brands.
Earned media generated
Online-to-offline rewards and predictive audience modeling.
Qualified conversions / cost per conversion
GTM and conversion strategy.
Qualified pipeline / closed-won revenue
Customer acquisition strategy; achieved within two months.
Annual social media investment
Managed by the team I led.
First-year media revenue
Built a new commercial capability from zero.
Sales above plan
Integrated media and brand experience in Puerto Rico.
Transactions / participating businesses
Reported program growth in Puerto Rico over its first two years.
Purchase volume growth
At participating Puerto Rico businesses over the program’s first two years.
Product-page conversion
Full-funnel content strategy connecting information to purchase.
Bottles sold
From 9,990 documented retail product trials.
Drinks sold
Reported sales through on-trade activation.
Billings growth
Expanded customer experience and emerging-technology offerings.
Return on ad spend
Approximately $6.02M in associated sales on $155K invested.
Faster planning
AI operating model connecting knowledge, workflows and decisions.
Estimated social advertising ROAS
Approximately $2,200 invested; attribution pending confirmation.
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, with clarity on what changes in daily work and when people need to step in.
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.
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, from the business decision to the brief, channel plan and workflow.
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.