DDB Colombia Appoints Juan Robayo as VP of Data and Innovation

DDB Colombia announces the appointment of Juan Robayo as vice president of data and innovation. He will lead the company cross-departmentally in the areas of data, innovation, product design and precision marketing.

Robayo, who started his career as a designer, previously led data and digital transformation at Proximity, before serving as managing director of agency Chef in Bogotá. He also founded his own technology start-up during this time.   

The Colombian executive takes over the position left vacant by Joanna Safi in September of last year. He will also assume new responsibilities, especially in relation to technological innovation applied to relational and precision marketing.

“Today’s consumers want brands to deliver a unified experience with a deep level of understanding of who their clients are in one-to-one segments. This requires us to understand multiple sources of data, doing so with a user-centred vision, optimising and reacting in real time to people’s needs without neglecting creativity and continuous innovation," Robayo comments.  

Welcoming Robayo to DDB, Borja de la Plaza, group president and CEO, adds: “We took more than four months to find the appropriate person for such a strategic position as this for the company. Juan Robayo is a master in the application of technology to marketing which is going to help us to bring the services we offer to the next level.”