Santiago Varela Romero

Question: How did you get into the programmatic industry?

Answer: It was long ago when I felt the curiosity about digital advertising and at that time, I was already a true believer that it will be the future for the industry. Said that, I did my research to get in one of the main companies in Latam at that time and a few months later I was working in programmatic with the major DSPs and SSPs. After that it was a rush of excitement, many things to learn and feeling like a cool tech notch thanks to all the technical stuff I never heard of in college. Later, my curiosity and hunger for more knowledge I wanted to learn more about other technologies and stakeholders’ point of view in the programmatic to understand different needs in the buying path.

Q: What is the best part of being a Director?

A: The best part is helping others achieve their goals and see their personal growth.

Q: Could you list some leadership tips?

A: Be empathic, communicative, unlock hard tasks, help team to growth, motivate as much as you can and keep company’s vision alive.

Q: What skills do you look for in the people for your team?

A: Well, it depends on the role I would add more specific skill set but in general I look for proactivity, analysis, curiosity, vibrant energy, good communication and self-awareness.

Q: How do you motivate your team to achieve the best results?

A: This is a tough one. I think motivation comes from the person itself towards what they want to achieve and is my job to give them the tools to facilitate motivation towards company’s goals.

Q: Tell us about a successful result achieved as a team and how did you get it.

A: I hope to edit this one soon after a few more months at Tappx.

Q: What do you expect from the future of the industry? What needs to be improved?

A: I expect programmatic to speed up its growth thanks to CTV and more strategic partnerships between agencies and AdTech.

Q: Do you have any idea how many emails you send per day?

A: Many and even more Slack messages.

Q: What is the app you use the most in your daily life?

A: Instagram by far.

Q: What is the first thing you do when you get home and disconnect from work?

A: I laid down in the couch and turn on the TV.

Q: What would you do if you won the lottery?

A: Invest, share and enjoy.

Q: Tell us something fun about yourself.