Smadex Appoints Former Angry Birds Marketing Leader Luis de la Cámara as Chief Marketing Officer

[Mary Brown]

Smadex has announced the appointment of gaming and mobile marketing veteran Luis de la Cámara as Chief Marketing Officer (CMO). Stepping into this executive leadership position, Luis de la Cámara as CMO positions the mobile programmatic demand-side platform (DSP) to scale its global market presence across mobile gaming, connected TV (CTV), and app performance advertising. De la Cámara brings over two decades of international marketing leadership to Smadex, having previously served as Vice President of Marketing at Rovio Entertainment, where he oversaw global growth and user acquisition for the iconic Angry Birds franchise.

The executive appointment signals a strategic move by Smadex—a business unit of Entravision to align its adtech platform development with the real-world operational needs of top-tier app publishers and performance marketers. By transitioning a buyer-side growth practitioner into its core C-suite, Smadex aims to deepen client relationships, advance transparent programmatic buying, and strengthen brand equity across major global markets.

Over Two Decades of High-Scale Mobile Growth and Gaming Experience​

Throughout his career, Luis de la Cámara has led user acquisition, performance marketing, and global brand operations across leading technology and mobile gaming companies. During his five-year tenure at Rovio Entertainment, he managed multi-channel performance budgets, global brand partnerships, and player retargeting campaigns for mobile titles reaching hundreds of millions of players.

Prior to his leadership at Rovio, de la Cámara held senior marketing and operational roles at major mobile gaming and digital media companies, including King, Gameloft, and Electronic Arts (EA). His experience executing high-volume performance marketing campaigns gives him firsthand insight into the data transparency, anti-fraud controls, and return on ad spend (ROAS) performance that modern app developers expect from programmatic partners.

Driving Global Growth Strategy across Mobile Programmatic Ecosystems​

As Chief Marketing Officer, de la Cámara will oversee global marketing strategy, product positioning, corporate communications, and demand generation initiatives across North America, Europe, the Middle East, Africa (EMEA), Latin America, and Asia-Pacific (APAC) regions.

Key strategic priorities driving his leadership mandate include:

• Expanding Mobile UA and Retargeting: Scaling adoption of Smadex's machine learning-powered bidding engine to help mobile app developers acquire and retain high-lifetime-value (LTV) users.
• Advancing Connected TV (CTV) Solutions: Extending programmatic performance capabilities into living room environments, bridging mobile app measurement with CTV ad placements.
• Strengthened Buyer-Side Credibility: Leveraging practitioner insights to build product marketing frameworks that resonate directly with app growth leaders, performance agencies, and gaming studios.
• Enhancing Brand Positioning: Translating Smadex's transparent data models and AI-driven campaign optimization features into compelling market narratives.

"Luis de la Cámara brings a rare combination of global brand mastery and hands-on user acquisition expertise to our executive team," stated executive leadership at Smadex. "Having managed massive mobile growth portfolios from the buyer side, he understands the precise data, scale, and transparency app marketers require to achieve sustainable economics."

Addressing Industry Shifts in Performance Advertising and App Monetization​

The mobile advertising ecosystem continues to undergo structural shifts driven by evolving data privacy regulations, machine learning capabilities, and changes in platform attribution. App developers and performance marketers increasingly demand programmatic buying platforms that deliver transparent event optimization, granular contextual targeting, and verifiable campaign incrementality.

By combining proprietary campaign machine learning algorithms trained on real outcomes with transparent contextual signals, Smadex enables advertisers to optimize bid prices in real time without relying on invasive user tracking. De la Cámara's leadership will focus on positioning these privacy-centric, outcome-driven features to performance marketers seeking reliable alternatives to walled-garden ad networks.

Elevating Adtech Leadership through Buyer-Side Perspective​

Hiring an experienced buyer-side marketer to direct adtech growth represents a growing trend among leading programmatic platforms. By translating decade-long practitioner challenges into product messaging and customer success frameworks, Smadex continues to establish itself as a trusted growth engine for mobile gaming studios, e-commerce apps, and subscription platforms worldwide.

The appointment of Luis de la Cámara as CMO strengthens Smadex's long-term commitment to leading the evolving mobile advertising landscape. Through transparent technology, scalable infrastructure, and performance-first marketing execution, the company remains uniquely positioned to help digital enterprises build, scale, and sustain profitable user bases globally.

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