Smadex has appointed Luis de la Cámara as Chief Marketing Officer to strengthen its position in mobile advertising and Connected TV (CTV). The performance advertising company aims to accelerate growth and expand its market presence through his industry experience.
Smadex is a business unit of Entravision and assists top-level application marketers in expanding their reach on the mobile and CTV platforms. De la Cámara brings to the company his experience as a VP of Global Marketing at Rovio Entertainment (SEGA), an international entertainment company that is known for its brand Angry Birds.
De la Cámara started his career at Electronic Arts and has accumulated 20 years of experience in the gaming industry. In the past, he has held different positions in companies such as 2K Games, Gameloft, King, Scopely, and Rovio. During his career, he has been responsible for the management of marketing and commercial functions in console and mobile games. He has also managed multi-million-dollar budgets for user acquisition in some of the biggest franchises like NBA2K, Candy Crush, and Angry Birds.
Smadex Strengthens Its Performance Advertising Strategy
Jordi de los Pinos, Founder and CEO of Smadex, highlighted the value of bringing an experienced advertiser into the leadership team.
“Luis has spent his career on the receiving end of every ad-tech pitch in the business,” said Jordi de los Pinos, Founder and CEO of Smadex. “He knows precisely how budget allocation and growth decisions are evaluated because he made them at the highest level. Bringing a proven advertiser into the CMO seat gives us an unmatched understanding of our customers’ real-world pressures, and it positions Smadex to set a new standard for product, performance and world-class service.”
Meanwhile, de la Cámara brings direct experience in customer acquisition, brand development, and advertising performance. He has evaluated advertising partners based on transparency, incremental results, and return on ad spend (ROAS). This perspective could help Smadex address signal loss and support marketers seeking growth beyond major advertising platforms.
Additionally, Smadex sees Connected TV as an important growth opportunity. The company combines CTV’s ability to build awareness with mobile advertising’s role in driving conversions.
“Our global footprint is scaling rapidly, and performance CTV has matured into a genuine growth engine for mobile-first advertisers,” said Phil Gontier, Chief Revenue Officer of Smadex. “Luis brings deep empathy from the marketer’s side and a clear vision for how we need to deliver. His perspective will be a major accelerator as we continue to expand across the Americas, EMEA, and APAC.”
New CMO to Lead Global Marketing
De la Cámara said Smadex’s technology, transparency, and partnership-focused approach influenced his decision to join. As Chief Marketing Officer, he will oversee global brand strategy, product marketing, account-based marketing (ABM), and corporate communications. He will also collaborate with revenue, commercial, and product teams to support Smadex’s international expansion. Through this appointment, Smadex aims to strengthen its performance advertising offering and meet the evolving needs of mobile-first advertisers.
“For two decades on the advertiser side, my job was to separate genuine incrementality from empty platform promises,” said Luis de la Cámara, CMO of Smadex. “The reality today is that much of the modern app economy’s real value is shifting toward the ad-tech platforms that can actually solve cross-screen attribution and deliver verifiable performance outside the walled gardens. What made joining Smadex an obvious choice wasn’t just their proprietary technology and stance on transparency – it was the rare combination of a white-glove, partnership-first approach and a team of brilliant, amazing people you genuinely want to spend time with. Smadex has the ambition, the tech and the team to define this next era of performance advertising, and I’m thrilled to join the leadership team.”
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News Source: Businesswire.com
