Karolina Tuszewicka Martínez

Karolina Tuszewicka Martínez is the Head of Media for North America and Latin America at HP Inc.23 She has extensive experience in in-house advertising and media management:

1. She was involved in the in-housing process for HP North America and is currently establishing a full-scale in-house agency for HP Latin America.1

2. Tuszewicka leads HP's media buying and planning division, which consists of five units: planning, social, programmatic, search, and retail media.1

3. She emphasizes the importance of having complete control over data, media buying transparency, and fast go-to-market activation as key advantages of in-house advertising.1

4. Under her leadership, HP saw a 20% increase in viewability for their advertising efforts.1

5. Tuszewicka is working on finalizing the in-housing process for Latin America, which she expects to be completed by the end of the year.1

6. She is a member of the ANA (Association of National Advertisers) Media Committee, contributing her expertise to discussions on critical media trends and strategies.4

Tuszewicka's approach to in-house advertising focuses on hiring great talent, adjusting to the company's needs, maintaining relationships with external agencies and media partners, and establishing dedicated finance and procurement teams to support the in-house practice.1