Oscar Ugaz

Oscar Ugaz is a marketer and consultant with expertise in Digital Media and online businesses. In the past 15 years he has been working for major brands in America and Europe.

In 2007 he was appointed as Digital Business Manager at Real Madrid C.F. From that position he leads the implementation of the ecommerce business, the commercial strategy of official web portals and the online video and social media strategies.

Prior to Real Madrid, Ugaz was Director of Strategy and New Business for Phantasia Wunderman a Latin American digital business consultancy. There he developed online strategies and implemented Internet and new media projects for clients such as BBVA, Nextel, SABMiller, Telefonica and Toyota Motor Company.

Before joining Wunderman he worked as Account Director at Young & Rubicam where he managed advertising services for Citibank, Colgate Palmolive, Diners Club International and United Airlines.

Oscar is a keynote speaker on Digital Business Strategy. In the past years, he has spoken at conferences in Spain, Denmark, Germany, UK, United States and Latin America. He is also a lecturer in executive and MBA programs at international business schools such as Hult (UK), ESIC & UEM (Spain) and Universidad del Pacífico (Peru)

He has has been Consultant and Teacher Assistant of the Wharton Business School GCP Program and holds an MBA from Universidad del Pacifico (Lima, Perú)

Specialties: Digital Business Strategy & Management, Business Development, Online & offline marketing activities management, Digital Sponsorship Activation, Business Strategy, Online Strategy, Advertising, B2B Sales & Consultancy, Sports Marketing.

• Real Madrid auf Facebook: "In zwei Jahren 20 Millionen Fans“

  • Werben & Verkaufen
  • November 24, 2010
  Authors: Oscar Ugaz, Werben & Verkaufen

  Interview mit Oscar Ugaz, Digital-Chef bei Real Madrid, über die Potenziale von Social Media für seinen Fußball-Club - insbesondere zur Fan-Bindung und als Erlösquelle. Ugaz spricht auf dem Werbekongress "The World after Advertising" am 25. November in Düsseldorf.

• Twitter ye not?

  • BBC
  • January 14, 2011
  Authors: Oscar Ugaz, John Sinnott

  And what was Ugaz's advice to Real's players such as Cristiano Ronaldo and Xabi Alonso who use Twitter? "It's better to use commonsense and tell players not to say online what they wouldn't say in public," said Real's digital guru.

• Futbol & Twitter

  • Twitter Official Blog
  • May 18, 2010
  Authors: Oscar Ugaz, Twitter

  El @realmadrid ha utilizado Twitter desde el 2009 y que ahora tienen casi 300.000 seguidores. ¿Cómo han logrado tanto en solamente un año?
  
  Oscar Ugaz, Online Marketing and Digital Business Manager del Real Madrid (@oscarugaz) nos conto las acciones que ha llevado a cabo:

• Real Madrid & Social Media

  • The UK Sports Network
  • March 30, 2010
  Authors: Oscar Ugaz, The UK Sports Network

  With some of the worlds great players on the field Real need to make shrewd businesses moves off it and are very keen to embrace new technologies and communication to increase their profitability.
  
  To find out more about how the Spanish Club is approaching social media I recently spoke with Oscar Ugaz, Real Madrid Online Marketing & Digital Business Manager about social media and Real´s digital strategies.

• El libro 'La empresa 2.0' analiza el éxito del Real Madrid en las redes sociales

  • Real Madrid
  • November 23, 2010
  Authors: Oscar Ugaz, Real Madrid

  El Palco de Honor del Santiago Bernabéu fue este martes el lugar de presentación del libro La empresa 2.0; cinco historias para triunfar en los medios sociales, en el que se analizan los casos de cinco empresas que han sabido aprovecharse de la interacción de las redes sociales para mejorar el modelo de negocio. El Real Madrid es una de estas cinco empresas y Óscar Ugaz, el mánager de online marketing y digital business del club blanco, presentó su modelo.

• Football & Social Media: Why Clubs Need To Change To Stay Relevant

  • UK Sports Network
  • November 9, 2011
  Authors: Oscar Ugaz

  This guest post on the UK Sports Network by Oscar Ugaz, is a must read for all those interested in the emerging relationship between the ‘beautiful game’ and social media. Although having a football focus, the key message of the article is relevant to all industries and brands.

• Digital Business & Sports: Breaking the Innovator’s Dilemma.

  • ISportConnect
  • June 26, 2012
  Authors: Oscar Ugaz

  Football will not disappear or lose relevance in the near future. But it will be transformed or enhanced in the way we consume it. It is a very interesting situation with opportunities no less interesting. How to break the innovation dilemma in “digisport”?

• Digital o ensiv kan score milliarder til fodbolden

  • Borsen DK
  • September 5, 2012
  Authors: Oscar Ugaz

  “Det digitale handler ikke om de penge, som du tjener på dine aktiviteter i dag. Det handler om de muligheder, du får i fremtiden”.

• Digital Sports: a Naive Vision of Data

  • UK Sports Network
  • November 21, 2012
  Authors: Oscar Ugaz

  Guest article by Oscar Ugaz. His view that an important part of the future will be in the hands of mathematicians and statisticians. And the reaction it received from more traditionally placed 'experts'.

• Turnaround kan tage en generation

  • Borsen DK
  • February 27, 2013
  Authors: Oscar Ugaz, Poul Funder Larsen

  Oscar Ugaz er kendt i fod- boldkredse som manden bag storklubbens Real Madrids succesfulde digitale marke- tingstrategi. Han arbejder i dag som konsulent for en række klubber og fodboldorganisati- oner i Europa og Latinamerika, og kan nikke genkendende til de udfordringer, DBU står over for med sine brands.

1. New media
2. Digital Business
3. New Media
4. Online marketing
5. Online Communications
6. Online Communities
7. Sports Marketing
8. Professional Sports
9. Sports
10. Football
11. Soccer
12. Digital Marketing
13. Lecturing
14. Digital Media
15. Teaching
16. New Media Marketing
17. Social Media
18. E-commerce
19. Advertising
20. Digital Business Development
21. Online Advertising
22. Public Speaking
23. Business Strategy
24. Marketing Strategy
25. Online Marketing
26. Facebook
27. Strategy
28. Marketing

View All (28) Skills View Fewer Skills

• English

  (Native or bilingual proficiency)

• Spanish

  (Native or bilingual proficiency)

Interests:

new technology, new media, digital marketing, business consultancy and strategy

Groups and Associations:

The Wharton School of the University of Pennsylvania, Global Consulting Practicum Alumni.

• 
  Customer Concepts Exchange (facilitated by Oracle)
• 
  Digital Luxury Brands - Exclusive Retail in the age of E-Commerce
• 
  Digital Sports
• 
  Economist Intelligence Unit (EIU)
• 
  Europe Sports Marketing
• 
  FOOTBALL (SOCCER) BUSINESS - AUSTRALIA & ASIA-PACIFIC
• 
  GlobalSportsJobs
• 
  IEG's Annual Sponsorship Conference
• 
  IEG's Sponsorship Community
• 
  MeetTheBoss: Executive Thought-Leadership
• 
  Oportunidades en El Perú
• 
  Red Alumni Escuela de Postgrado Universidad del Pacífico, Lima, Perú
• 
  Saint Petersburg 2028
• 
  Saint Petersburg 2028: Culture
• 
  Social Media & eMarketing 2.0 Peru
• 
  Social Media Club Lima - Perú
• 
  Social Media London UK
• 
  Social Media Marketing Spain
• 
  Sports Executives Association - Members Only
• 
  Sports Industry Network
• 
  Sports Marketing Global Network
• 
  Sports Recruitment Group
• 
  TEDxMadrid
• 
  Top 500 Luxury Goods Managers
• 
  UK Sports Network