Manuel Contador

Founder & Lead Consultant

Consulting • Part-time

Aug 2025 - Present • 1 yr 1 mo

Mentes & Métricas is a consulting firm specializing in marketing strategy, analytics, and effectiveness. We help companies make data-driven marketing decisions and connect marketing investment to tangible business outcomes. After 11 years at PUMA working in international marketing and strategy—including the last five years leading global Marketing Analytics & Effectiveness initiatives—I founded Mentes & Métricas to help companies professionalize how they manage, measure, and optimize their marketing. Through consulting and advisory engagements, I work with executive teams to: • Design Marketing Effectiveness frameworks that connect brand, media, and business outcomes • Optimize marketing and media investment strategies • Implement advanced measurement models, including KPI frameworks, attribution, econometrics, and Marketing Mix Modeling (MMM) • Build performance measurement systems and dashboards • Connect marketing with commercial and finance teams, aligning marketing investment with revenue, profitability, and broader business objectives My work focuses primarily on retail, consumer brands, tourism, and digital businesses looking to move from intuition-led marketing toward a measurable, strategic growth model that is fully aligned with the business.

Multiple Roles in Regional and Global Teams

PUMA • Full-time

Sep 2014 - May 2025 • 10 yrs 8 mos

On my last role, I led PUMA’s global Marketing Analytics & Effectiveness function, driving the creation of a unified data infrastructure and internal analytics platform used in 40+ markets. Together with a strong team and in close partnership with global and regional stakeholders, we positioned data at the heart of marketing decision-making. - Expanded the Marketing Mix Modeling (MMM) program, managing the agency partnership and embedding effectiveness as a strategic pillar across the organization. - Built and scaled a global reporting framework, ensuring transparency, comparability, and actionable insights across all levels. - Partnered cross-functionally with Finance, Controlling, and Brand Strategy to guide investment decisions, budget allocation, and long-term planning. - Developed effectiveness benchmarks and best practices focused on consumer interaction and omnichannel integration. - Rolled out internal analytics tools and dashboards to empower global, regional, and local teams with accessible, actionable insights. - Contributed to consumer insights and data initiatives, supporting a holistic and integrated view of performance. Tools & Platforms: Power BI · MMM · Sprinklr · CreatorIQ · Data Cloud Tools · Budget Systems · AI-based Applications Highlight: Transformed data from a reporting function into a collaborative engine for smarter, more impactful marketing decisions.

Digital Marketing Coordinator

BICE VIDA • Full-time

Aug 2013 - Apr 2014 • 8 mos

Coordinated digital marketing activities and strategies for the company in Chile, focusing on online presence and digital consumer engagement.