Christian Guerrero

What I do

At Acxiom, I work on the partner side of the healthcare media ecosystem, helping pharmaceutical brands and their agencies evaluate health audience data, identity, and activation approaches. In my previous agency roles, I led programmatic strategy and activation for a pharmaceutical portfolio spanning more than ten brands and roughly $20M in annual working media across display, online video, CTV, and YouTube. That work included audience design, partner and DSP selection, measurement architecture, weekly optimization, and leadership of a three-person team.

The thread running through all of it is a preference for outcome metrics over activity metrics. Pharma media is unusually easy to report well and unusually hard to prove, because the outcome that matters is a prescription that may not happen for weeks and cannot be observed directly. Most of my work is about designing that proof before launch rather than reverse-engineering it afterward.

Outside of client work I build my own tools: a programmatic planning model, pacing dashboards, and a competitive intelligence app, mostly in Python, React, and Postgres. A computer science degree ahead of a marketing one turns out to be a useful combination in a channel that is fundamentally a data problem wearing a media costume.

Career progression

• Partner Account Manager, Health and Pharma, Acxiom (Aug 2026 to present, New York). Health audience data, identity, and activation partnerships with pharmaceutical brands and their agencies.
• Associate Director, Media (Programmatic), Havas Media Network (Mar 2026 to Aug 2026, New York). Cross-channel programmatic strategy for Sanofi's portfolio, leading a team of three.
• Supervisor, Media (Programmatic), Havas Media Network (Nov 2024 to Mar 2026, New York). Drove $2.1M in incremental investment and delivered a 31.5% visit-to-prescription conversion with Veeva Crossix attribution.
• Manager, Media and Addressable Activation, Matterkind (KINESSO / IPG) (Apr 2024 to Nov 2024, New York). Programmatic execution for six-plus Fortune 500 pharma accounts including J&J, plus two DSP migrations with no campaign disruption.
• Senior Associate and Manager, Matterkind (KINESSO / IPG) (Oct 2022 to Apr 2024, New York). Grew enterprise media investment by $330K and built a campaign evaluation framework adopted as an IPG case study.
• Associate and Coordinator, Matterkind (KINESSO / IPG) (Jul 2021 to Oct 2022, New York). Trafficking, QA, and optimization across display, video, and CTV for pharma clients.

Areas of expertise

• HCP media: deterministic NPI-level targeting, endemic and point-of-care inventory, specialty list construction, target-list reach discipline.
• DTC media: privacy-safe condition audiences, CTV and video planning, retail and purchase-signal data partners, creative and frequency management.
• Measurement and attribution: Veeva Crossix and IQVIA study design, holdout construction, incrementality, visit-to-Rx conversion, cost per incremental script.
• Platforms: DeepIntent, The Trade Desk, DV360, Google Authorized Buyers, Doceree, PulsePoint, Swoop, PurpleLab.
• Compliance: FDA promotional requirements, HIPAA-conscious data handling, fair balance in video, brand safety and inventory controls.
• Tooling: planning and pacing models, dashboarding, and internal automation in Python, React, Next.js, and Postgres.

Selected work and writing

• Decoding Rx attribution: a Crossix and IQVIA case study, including a 31.5% visit-to-Rx conversion on a compressed seasonal launch.
• Retail purchase signal at a fraction of the cost of Rx claims data, a ten-partner head-to-head on cost per verified patient reached.
• The pharma programmatic advertising guide, covering how programmatic media works in pharma end to end.
• Pharma programmatic measurement, the framework for connecting media to verified Rx outcomes.
• Pharma programmatic benchmarks, the directional planning numbers I actually use.
• The full Insights Library, organized by topic.
• The programmatic planning tool, an interactive reach, frequency, and reallocation model.