CONECTADOS 2025

Mónica Díaz es la actual Head of Agencies & Partners en Google Madrid, donde lidera la estrategia con agencias y partners. Con una sólida trayectoria en marketing online y publicidad digital, está especializada en Display & Video. Mónica ha guiado a sus equipos hacia el éxito, superando objetivos e impulsando la innovación.

Su experiencia en gestión del cambio y su fuerte enfoque en la satisfacción del cliente le han permitido impulsar el crecimiento y la mejora continua tanto en Google como en otras empresas líderes del sector.

Mónica es licenciada en Publicidad y Relaciones Públicas por la Universidad Complutense de Madrid y cuenta con una amplia experiencia local e internacional, lo que la convierte en una experta en el panorama del marketing digital.

With over 8 years of working experience, I drive digital transformation and cultural change through innovative, cost-saving, and customer-oriented methodologies based on data. My expertise spans various verticals including Advertising, Auto, Logistics, Banking, Tech & Telco, and Real Estate, where AI, machine learning, and reporting tools such as BI have been present since day one.

I hold a double Bachelor's Degree in Business Economics and Marketing from Universidad Europea de Madrid, where I co-founded the Alumni Club, and a Master's Degree in Big Data and Data Science from the International Technological University. My academic journey includes studying abroad at prestigious institutions such as the University of Hertfordshire (UK) and McGill University (Canada).

I worked in the Global Media Insights department as Analytical Lead, delivering sophisticated insights to Tier 1 clients across the UK, Israel, Germany, and Spain. I created full-funnel advertising strategies based on data-driven actions and developed data models from existing databases, along with comprehensive business and technical documentation. I also provided self-serve BI tools to sellers and guided them on proper usage.

As a project manager for two internal v-teams (Data & Infra and Generative AI), I helped our team improve their technical and business knowledge our data infrastructure with tangible documentation and several trainings. Additionally, I actively monitored the impact of Copilot and Performance max in Bing on our advertisers, ensuring we stayed ahead of market trends.

 I recently transitioned from Global Media Insights to the Data Science & Analytics team at Microsoft Advertising. In my new role, I combine data analysis with strategic insights to support our key client engagements and internal partners. I work closely with various teams to understand business needs, anticipate challenges, and provide actionable insights that drive revenue and inform decisions.

I leverage diverse first-party data sources to ensure accuracy and quality, using in-house data models to solve business questions. After data validation, my role involves creating presentations and actionable reports that clearly communicate our insights findings, which I present to our clients and/or internal partners. 

Additionally, I proactively evaluate the impact of our advertising strategies and make recommendations for future actions, ensuring not only our insights are effectively utilized across the company but encouraging employees to create their own Insights.

This position allows me to blend my expertise in media insights with data science, enhancing the effectiveness of our advertising strategies. I continuously work on improving our data methodologies and processes, collaborating with different teams to deliver top-notch solutions.