Christian Guerrero

What I do

I run programmatic strategy and activation for a pharmaceutical portfolio spanning more than ten brands, directing roughly $20M in annual working media across display, online video, CTV, and YouTube. Day to day that means audience design, partner and DSP selection, measurement architecture, and the weekly optimization cadence that keeps a plan honest between kickoff and the final attribution read. I lead a team of three and act as the connective tissue between brand teams, analytics, publishers, and the measurement partners.

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

• Associate Director, Media (Programmatic), Havas Media Network (Mar 2026 to present, 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.