The incorporation of Carlos Rojas Girao as General Manager of Amazon Ads in Mexico is not just a talent movement, but a statement of intentions about the evolution of Retail Media in the region. By recruiting one of the most experienced profiles from the agency side, Amazon aims to build a definitive bridge between its robust data infrastructure and the strategic needs of major advertisers.
From Holding to Ecosystem: Rojas Girao's Profile
Carlos Rojas Girao takes the helm of an expanding team after a career spanning over 20 years in the technology, advertising, and media industries. His arrival at Amazon comes after a key period leading the transition of IPG Mediabrands to Omnicom in Mexico and having held the position of CEO of IPG Mediabrands for Latin America. This transition from the agency ecosystem to the sales platform suggests a priority for Amazon Ads: to refine the language with which brands interpret the "trillions of purchase and streaming signals" that the company processes globally.
Acceleration and Measurement: The Strategic Roadmap
Under Rojas Girao's leadership, the mission is clear: to help brands of all sizes achieve measurable results through full-funnel solutions, including Amazon DSP, Prime Video Ads, and Amazon Marketing Cloud. In this regard, the new executive emphasized:
"My focus will be on helping brands of all sizes connect with relevant audiences and generate measurable results, working hand in hand with the agencies and advertisers that drive this industry".
Infrastructure Commitment in the Mexican Market
The strengthening of the Amazon Ads team occurs in a context of massive investment. In the last decade (2015–2025), Amazon has injected more than 145 billion pesos in Mexico, consolidating a workforce of over 15,000 direct employees. This operational scale provides the advertising division with technological and logistical backing that few platforms can match, allowing innovation in advertising formats to be directly linked to actual conversion at the digital point of sale.
The appointment of Rojas Girao confirms that Retail Media has ceased to be an experimental channel to become the axis of modern media planning. What next+ observes is a professionalization of the channel, where a director's ability to understand the agency business will be the catalyst that transforms data signals into profitable growth strategies. For CMOs in Mexico, the new management of Amazon Ads promises a smoother integration between the global scale of Big Tech and the tactical knowledge of the local market.