Edna Pinzón

About Edna Pinzón

I’m a global retail media, digital and growth executive with over a decade of success driving enterprise growth through monetization strategy, strategic partnerships, and eCommerce transformation. I’ve scaled high-impact initiatives across North America, Latam, Emea and Apac. Generating multimillion dollar revenue and building platforms from zero to global scale, such as ecommerce marketplaces, CPG and Retail Media partnerships, Adtech implementation, strategy consulting and most recently a global DSP for programatic retail media.Currently, I lead strategic and tech partnerships, agency alliances and retail ad network strategy at Topsort, where I’ve architected GTM expansion, DSP shaping and built from the ground, and strategic deals with brands like LG (KOR), DoorDash (US), Woolworths (AUS), OBI (GER) and Cencosud (LAT) and agencies such as Publicis/PMX, Kinesso, Dentsu/Merkle, Havas and Group M. Previously, I built Giant Eagle’s 3P eCommerce marketplace and led Retail Media Sales. At Ovative, I advised Home Depot, Albertsons and Belk on RMN strategy and Criteo implementation, and launched LATAM’s first retail media program in home improvement with Sodimac.My strength lies in bringing together an entrepreneur mindset together with commercial, technical fluency. I lead cross-functional teams to launch new revenue channels, modernize ad stacks, and elevate brand and agency relationships across the globe.What I bring to the table:• Strategic CPG & agency partnerships• Tech relevant partnerships and product-led integrations• Retail Media Networks, 3P marketplaces, DSPs & monetization roadmaps• Global GTM, partner strategy, and enterprise sales acceleration• Deep retail knowledge across Grocery, Home Improvement, Consumer Tech• Boardroom-ready executive presence + hands-on operating experience• Sports team player mindset, leaving everything on the field while supporting each other

Experience

1. Head of Ads & Retail Media

   Net32 Inc

   Aug 2025 — Present

   Leading the development and growth strategy of Net32’s Ads. Building retail media from the ground up in one of the most promising yet underexplored areas: B2B healthcare marketplaces. Net32, recently acquired by Riverside Partners, is transforming how dental practices shop and how vendors engage them. I joined to define a new playbook for B2B Retail Media.• Designing and launching AI-powered, auction-based ad solutions (sponsored listings, banners, and hybrid formats) tailored for B2B vendor needs• Driving go-to-market execution, monetization frameworks, and performance strategies in a PE-backed scale environment• Partnering cross-functionally with product, engineering, and analytics to deliver product-led growth• Building strategic, growth-driven partnerships for both Net32 and its vendor ecosystem• Applying a consulting approach to structure pricing, education, and scalable infrastructure for internal teams and clients• Acting as business owner for a net-new revenue stream within a high-growth marketplaceThis role represents a expansion of my work in retail media, placing me at a new frontier, where B2B meets retail media, and healthcare eCommerce becomes an engine for innovation.

Education

• Universidad de Los Andes

  Business, Bachelor in Business Administration

  2003 — 2008

• University of Michigan

  STEM Master of Science, Business Analytics

  2019 — 2020

• EADA Business School

  Masters in Marketing

  2014 — 2016

• SDA Bocconi

  Economia Aziendale, Marketing

  2004 — 2004

• Pontificia Universidad Católica del Perú

  Masters in Marketing

  2014 — 2016

Skills

• E-Commerce SEO
• Entrepreneurship
• Business Analysis
• Strategy
• E-Commerce
• Team Management
• Microsoft Office
• Sales
• Key Account Development
• Sales Operations
• Pricing Strategy
• Customer Service
• Marketing Communications
• Strategic Planning
• Interpersonal Abilities
• Mailchimp
• English
• Exacttarget
• Problem Solving
• Retail
• Customer Relations
• Business Planning
• Facebook Marketing
• Project Management
• Google Adwords
• Marketing
• Foresee
• Sales Management
• Google Analytics
• Logistics
• New Business Development
• Leadership
• Pricing
• Social Media
• Dmp
• Business Strategy
• Product Management
• Coaching
• Crm
• Management