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The Total Search Practice Senior Director, LATAM will lead the strategic growth, development, and commercial evolution of WPP Media’s Total Search practice across the region. This role oversees Paid Search, Organic Search, and Generative Engine Optimisation (GEO), driving innovation, revenue growth, product adoption, and AI-powered search transformation across agencies and clients.

Beyond setting the regional strategy, this leader will take hands‑on ownership of building and scaling the practice as a commercially successful business. This includes developing the service offering and its value proposition, generating new business opportunities, managing the commercial pipeline and budget, driving cross‑selling opportunities, and ensuring the profitability and performance of the practice.

The role will be instrumental in positioning brands to succeed in an evolving search landscape shaped by LLMs and generative engines such as ChatGPT, Gemini, and Perplexity, while establishing Total Search as a differentiated and scalable solution within WPP Media’s broader offering.

Key Responsibilities

- Lead the regional Total Search strategy across Paid Search, SEO, and GEO,



ensuring strong commercial performance, product adoption, operational excellence, and alignment with WPP Media's broader business priorities.
- Own the commercial performance of the practice, including budget management, profitability, revenue growth, pipeline development, and ongoing tracking of business performance against targets.
- Drive business development and growth opportunities, proactively identifying opportunities across agencies and client portfolios, building relationships with account teams, supporting strategic pitches, and converting opportunities into business.
- Champion cross‑selling and solution integration, working closely with agency leadership and client teams to identify opportunities to expand Total Search services within existing accounts and connect search with broader media, commerce, content, and technology solutions.
- Build and strengthen the Total Search offering, continuously evolving its products, value proposition, commercial narrative, and go‑to‑market approach to ensure the practice delivers differentiated and profitable solutions.
- Develop market‑leading GEO capabilities to improve brand visibility, authority, and recommendation rates across generative engines, translating emerging AI and search trends into relevant client solutions.
- Lead client engagement and commercial presentations,



acting as the senior regional search leader in strategic conversations, pitches, business reviews, and opportunities to expand client partnerships.
- Establish best practices, governance, automation, and training programs to scale high‑quality delivery, strengthen operational consistency, and build capabilities across LATAM markets.
- Mobilise and influence cross‑functional teams and stakeholders, building strong partnerships across agencies, account teams, integral practice leaders, and technology partners to accelerate adoption and execution, including in matrixed environments where teams may have different reporting structures.
- Provide thought leadership on the future of search and AI, representing WPP Media with clients, partners, and industry forums.
- Lead, coach, and develop high‑performing multidisciplinary teams, fostering accountability, collaboration, commercial ownership, and a culture focused on execution and measurable results.

Skills and Experience

- 10+ years of experience in Search Marketing, including Paid Search and SEO, with a strong track record of business growth, innovation, and practice development.
- Strong commercial and financial acumen, including experience managing budgets, monitoring profitability, developing business pipelines, and driving revenue growth.
- Proven business development experience, with the ability to identify opportunities, build commercial relationships, drive cross‑selling, and convert strategic opportunities into business results.
- Experience building, developing, or scaling a service offering or business capability, including defining its value proposition, commercial model, and go‑to‑market strategy.
- Deep understanding of

📌 Total Search Practice Sr Director (Bogotá)
🏢 WPP Media
📍 Bogotá