Edna Pinzón

Experience

1. 

   Topsort · Full-time

   • Global Head of Ad Network, 3P Partnerships & Growth

     Nov 2024 - Present · 9 mos·Detroit Metropolitan Area·Current

     As Global Head of Ad Network, Partnerships, and Growth at Topsort, I lead the global expansion and strategy of our retail media ad network, connecting retailers, brands, agencies, and tech partners across continents. Topsort is the leader retail media platform thanks to its outstanding native AI technology, recognized by some of the biggest retailers and ecommerces around the globe such as Woolworths, Coles, OBI, Just Eat, Doordash, Magalu, Cencosud, Poshmark and Doordash. Democratizing access to advanced ad tech, empowering retailers of all sizes with tools once exclusive to Silicon Valley giants. I manage a global team and oversee the full ecosystem: from commercial partnerships and GTM strategy to product influence and strategic growth. I’ve built alliances with global brands like LG, secured agreements with the Big 5 agencies, and established partnerships with top retailers including Woolworths, OBI, DoorDash, Cencosud, and Magalu. These partnerships fuel Topsort’s scalable ad network, enabling seamless monetization and performance for both advertisers and retailers. Key contributions: • Spearhead global GTM, strategic partnerships, and agency growth initiatives • Shape product direction and monetization roadmap as part of the leadership team • Oversee the launch and growth of our retail-focused DSP and third-party tech integrations • Act as the commercial bridge between platform innovation and market adoption • Drive international expansion across North America, LATAM, EMEA, and APAC As a core member of the leadership team, I operate at the intersection of adtech, eCommerce, and partnerships, helping scale a high-performing, future-proof retail media ecosystem on a global stage. Skills: Startups · Business-to-Business (B2B) · Customer Acquisition · Partnership Marketing · Software as a Service (SaaS) · People Management · Enterprise Software · Performance Marketing · Partnership Agreements · Deal Structuring · Building Business Partnerships · Marketing Campaign Management · Multi-Channel Marketing · Presentation Skills · Retail Media · Consumer Packaged Goods (CPG) · Advertising · Partnership-building · Presentations · Strategic Partnerships · Ad Tech · Digital Media · Demand Generation · Marketing Analytics · Partnerships · Software Sales · Direct to Consumer Marketing · Go-to-Market Strategy · Brand Strategy

2. 

   Ovative Group · Full-time

   • Sr Manager - Retail Media Consulting

     2024 - Oct 2024 · 10 mos·Royal Oak, Michigan, United States

     Consulted for top U.S. retailers—including Home Depot, Belk, and Albertsons—delivering high-impact Retail Media and eCommerce strategies. Focused on building competitive assessments, financial models, growth plans, and go-to-market strategies that accelerated innovation across Retail Media Networks (RMNs). Key areas of work: • Strategy & Problem Solving: Built data-driven solutions to address complex RMN challenges • Retail Media & eCommerce: Led financial sizing, forecast modeling, and media planning initiatives • Sales & GTM: Developed pricing strategies, value propositions, and vendor/client growth playbooks • Operational Excellence: Streamlined processes through operational design and change management • Measurement & Tech: Conducted competitive assessments, managed RFPs, and supported product roadmap development Skills: Business Analytics · Business-to-Business (B2B) · Customer Acquisition · Business Growth Strategies · Partnership Marketing · People Management · Strategic Thinking · Deal Structuring · Building Business Partnerships · Marketing Campaign Management · Problem Solving · criteo · Presentation Skills · Retail Media · Consumer Packaged Goods (CPG) · Partnership-building · Presentations · Retail Research · Strategic Partnerships · Go-to-Market Strategy · Brand Strategy

3. 

   IAB

   • Retail Media Comitee Vice President - Colombia

     2023 - 2024 · 1 yr

     Honorary - Active part of the committee discussing the shaping of retail media networks and their development throughout the Latin American markets. Skills: Business Analytics · Growth Strategies · Leadership · Building Business Partnerships · Presentation Skills · Retail Media · Presentations · Marketing Strategy · Brand Strategy

4. 

   2 yrs 1 mo

   • Sr Manager, Leap Retail Media Network Business Dev

     2023 - 2023 · Less than a year

     Developed and executed omnichannel media programs across onsite, offsite, and in-store channels, leveraging first-party data and retail assets to drive performance. Highlights: • Partnered with merchandising, marketing, analytics, and digital to optimize campaigns • Built foundational operations and scaled media capabilities across the organization • Strengthened CPG relationships and introduced scalable processes for long-term growth Skills: Business-to-Business (B2B) · Customer Acquisition · Direct Mail · Partnership Marketing · People Management · Performance Marketing · Building Business Partnerships · Marketing Campaign Management · Multi-Channel Marketing · criteo · Presentation Skills · Retail Media · Consumer Packaged Goods (CPG) · Presentations · Strategic Partnerships · Demand Generation · Marketing Analytics · Direct to Consumer Marketing · Brand Strategy · Creative Briefs

   • Sr Manager, eCommerce 3P Marketplace

     2021 - 2023 · 2 yrs

     Launched and led Giant Eagle’s 3P eCommerce Marketplace using Mirakl, building the business from scratch and scaling it to over 50,000 SKUs. Oversaw strategy and execution across onboarding, sales, marketing, category growth, and operations. Highlights: • Built end-to-end seller lifecycle: recruitment, integration, and performance optimization • Developed go-to-market strategy, merchandising frameworks, and promo playbooks • Drove digital growth through assortment expansion and improved unit economics • Collaborated with tech, legal, finance, and digital teams to scale a new revenue channel • Positioned Giant Eagle as an emerging marketplace player in grocery eCommerce in the midwest region Skills: Business-to-Business (B2B) · Customer Acquisition · People Management · Mirakl · Online Marketplace · Presentation Skills · Consumer Packaged Goods (CPG) · Partnership-building · ecommerce · Presentations · Demand Generation · Direct to Consumer Marketing · Go-to-Market Strategy

5. 

   6 yrs 1 mo

   • Head of Monetization, Retail Media, and Vendor Analytics

     2019 - 2021 · 2 yrs

     Launched Sodimac’s Retail Media business, becoming a first mover in LATAM’s home improvement sector. Led a 21-person team and owned P&L, strategy, and execution across multiple countries. Highlights: • Scaled to 3,000+ monthly campaigns with full ROAS tracking • Built 100+ monetization tactics (programmatic, search, CRM, in-store, influencers) • Implemented Salesforce, Workfront, and a self-serve analytics platform (Looker + GCP) • Deployed a DSP and cross-channel attribution model to boost media efficiency • Achieved 7X sales lift and established a scalable, data-driven RMN Skills: Business Analytics · Business-to-Business (B2B) · Customer Acquisition · Marketing · Direct Mail · Partnership Marketing · People Management · Media Planning · Performance Marketing · Microsoft Office · Multi-Channel Marketing · Presentation Skills · Retail Media · Consumer Packaged Goods (CPG) · Presentations · Digital Marketing · Data Analytics · Marketing Strategy · Demand Generation · Marketing Analytics · Account Management · Direct to Consumer Marketing · Go-to-Market Strategy · Brand Strategy · Project Management · Creative Briefs

6. 

   Falabella

   • Falabella Group Awardee

     2019 - 2020 · 1 yr·Detroit Metropolitan Area

     Due to my exceptional contributions to the e-commerce team, I earned the distinction of being selected as one of five individuals each year to receive sponsorship for a Master's degree at a Top 20 University. This honor was extended to outstanding talents across countries and companies within the Falabella Group. Skills: Business Analytics · Presentation Skills

7. 

   6 yrs 1 mo

   • Head of Marketplace

     2017 - 2019 · 2 yrs

     Developed and launched the Marketplace business unit from scratch as part of the eCommerce team, setting the strategic direction and operational foundation. Key achievements: • Scaled the marketplace to become the largest within the Falabella Group in just 1.5 years • Drove 20% share of total eCommerce revenue • Onboarded 700+ sellers and expanded assortment to 50,000+ products • Enabled global eCommerce and cross-border trade with partners like Grainger, Zoro, Global Industrial, and Orgill • Gained hands-on experience in software architecture and systems thinking • Led complex problem-solving initiatives across product, tech, and operations Skills: Business Analytics · Customer Acquisition · People Management · Microsoft Office · Strategy · Online Marketplace · Retail Category Management · Presentation Skills · Consumer Packaged Goods (CPG) · ecommerce · Presentations

   • Ecommerce Product Manager - Hardware and Building Materials

     2015 - 2017 · 2 yrs

     Responsible for driving the strategy and sales strategy for e-commerce and omnichannel retail. Including marketing, communications, and growth strategy for the biggest brands in the Home Improvement industry. Benchmarking best practices of the biggest retailers in the US and applying them to our website. Skills: Business Analytics · Trade Marketing · E-commerce SEO · E-commerce Optimization · Microsoft Office · Retail Category Management · Presentation Skills · Data Analytics

8. 

   Rocket Internet SE · Full-time

   • Head of Seller Development at Linio.com - Rocket Internet

     2014 - 2015 · 1 yr·Bogota

     Linio was born as a Rocket's Internet firm, is currently together with Mercado Libre, one of the biggest Latin American e-commerce/marketplace. It was recently bought by Falabella Group. As Head of Partner Development I was a able to lead 3 teams within the marketplace, while also leading projects such as the most important white label and competitors strategy. Skills: Microsoft Office · Presentation Skills

9. 

   FedEx Express · Full-time

   • Account Manager

     2012 - 2014 · 2 yrs·Bogota

     Fedex is the biggest express carrier in the world. The 60th biggest enterprise in the world, and its ranked in the 100 greatest multinational to work. As account manager I met sales goals in every quarter, successfully launching new products and growing territory against main competitors. Skills: Presentation Skills

10. 

    IDEMIA · Full-time

    • Account Manager for Andean Region

      2010 - 2012 · 2 yrs·Bogota, Colombia

      IDEMIA is the world leader in security based on smart card technology and associated services. Its customers are mobile technology operators, financial institutions and transport operators, among others. As account manager I successfully grew regional bank accounts such as HSBC, Citibank, Grupo Aval, BBVA. While working with our Pennsylvania warehouse. And also was able to launch the first Discover credit card in Latin America (Ecuador).

Education

1. 
   University of MichiganSTEM Master of Science, Business Analytics2019 - 2020

   Master in Business Analytics with Information Systems concentration. Class of 2020 Skills: Data Analytics · Analytics · Statistics · Data Mining · Project Management · Forecasting · Systems Engineering

2. 
   Pontificia Universidad Católica del PerúMasters in Marketing2014 - 2016
3. 
   EADA Business SchoolMasters in Marketing2014 - 2016
4. 
   SDA BocconiEconomia Aziendale, Marketing2004 - 2004
5. U
   Universidad de Los AndesBusiness, Bachelor in Business Administration2003 - 2008

Skills

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