If retail media were a chess game, Catalina Salazar would be the queen—commanding the board, making bold moves, and turning every play into a checkmate. As the Global Head of Wolt Ads, she’s not just playing the game; she’s rewriting the rules, and frankly, the competition doesn’t stand a chance.
Wolt started as a Finnish food delivery app, but thanks to Salazar’s adtech sorcery, it’s now a full-blown local commerce powerhouse, bridging merchants, brands, and customers with the finesse of a Cirque du Soleil acrobat. But Catalina’s story doesn’t begin with Wolt—it spans continents, industries, and more reinventions than Madonna’s career.
From Colombia to Conquering the Wolt
Catalina’s career is a masterclass in global domination. Starting as a software engineer in Colombia, she soon realized her talents belonged on a bigger stage. She packed her bags for Australia, where she led digital performance marketing teams and built her reputation as someone who doesn’t just follow trends—she creates them.
Then it was off to the UK, where she served as the Global Digital Media Director for Dentsu, juggling global campaigns like they were nothing more than to-do lists. Feeling the pull of her roots, she returned to Colombia to head up Dentsu’s commerce operations across LATAM. But it was her stint at Rappi, the Latin American super-app, where she truly hit her stride, crafting programmatic retail media products and launching partnerships with over 100 global brands.
By the time she joined Wolt, Catalina wasn’t just experienced—she was battle-tested. “At Wolt, I lead global adtech product and business development, creating tools for merchants and brands to connect with consumers effectively,” she explains. “It’s about driving true business performance and value from their retail media budgets.” Translation: she’s the one making sure your ad spend actually works.
Retail Media: The New Gold Rush
Retail media is the hot new playground, and everyone wants a piece. But while others are fumbling around with outdated playbooks, Catalina is running the show like a maestro with a baton. “The biggest trend I observe is the increasing leverage of first-party data sets as media solutions,” she says. This isn’t just limited to retail anymore—healthcare, finance, and other industries are all jumping on the bandwagon.
But Catalina’s no starry-eyed dreamer. She knows this gold rush comes with challenges. “This trend presents a fragmented landscape for brands, with new providers and solutions emerging daily, complicating budget allocation,” she notes. Yet where others see chaos, she sees opportunity. “Technology companies have the chance to step in and help brands navigate this fragmented market.”
Her approach is simple but groundbreaking: keep it fair, keep it smart, and make sure it works. Wolt Ads doesn’t charge merchants for ad impressions or clicks—it only takes a cut when those ads drive actual sales. “We’re about results, not promises,” she quips. It’s a model that’s as revolutionary as it is practical—kind of like an all-you-can-eat buffet that only charges you for what you actually digest.
AI and Machine Learning: Catalina’s Secret Weapons
For Catalina, AI and machine learning aren’t just buzzwords—they’re the lifeblood of modern advertising. “AI facilitates the automation of digital creatives, scalable messaging for different segments, and real-time data insights to optimize campaigns,” she explains. At Wolt Ads, machine learning ensures that ads hit the right people at the right time.
“We use machine learning to personalize top placements, ensuring the most relevant audience sees the product,” she says. “It’s like matchmaking, but instead of dinner and awkward conversation, you get sales and customer satisfaction.”
AI is also Catalina’s answer to the cluttered digital marketplace. “Maintaining a consistent brand presence in top positions across touchpoints is critical,” she says. Her advice? Pair premium placements with personalized promotions to break through the noise.
The $50,000 Lesson
Even the most brilliant careers have their hiccups, and Catalina is no exception. Early in her career, she oversaw a billing change that cost her agency $50,000. “It was a facepalm moment,” she admits, “but it taught me the importance of checking in with the team during unfamiliar tasks.”
That experience shaped her leadership style. Today, Catalina is all about communication and accountability. “When you’re managing a team, it’s your job to make sure everyone’s on the same page,” she says. “Mistakes happen, but it’s how you bounce back that matters.”
What’s Next for Wolt Ads?
Catalina isn’t just running Wolt Ads—she’s scaling it faster than a startup founder with a fresh round of funding. Over the next 12 months, she plans to expand Wolt Ads across Europe and beyond, refine their AI-driven solutions, and forge partnerships with global brands.
“We’re not just scaling; we’re elevating,” she says. “Our focus is on creating seamless, omni-channel experiences that connect brands and consumers in meaningful ways.”
Her ultimate goal? To make Wolt Ads synonymous with retail media done right. And if her track record is anything to go by, she’ll get there—and make it look easy.
Catalina’s Playbook for Success
What does it take to thrive in the cutthroat world of marketing and advertising? Catalina has a few ideas:
- Know Your Stuff: “The industry changes faster than a TikTok trend. If you’re not learning, you’re losing.”
- Get Creative: “Innovation isn’t optional; it’s survival. Find new ways to stand out.”
- Crunch the Numbers: “Data isn’t just numbers—it’s the story of your success. Learn to read it.”
- Speak Up: “Good ideas are useless if you can’t sell them. Communication is key.”
- Bounce Back: “Mistakes happen. Learn from them, grow, and come back stronger.”
Why Catalina Matters
Catalina Salazar isn’t just a leader—she’s a trailblazer. Whether it’s leveraging first-party data, mastering AI, or reshaping retail media, she’s always ahead of the curve. And in an industry where standing still is the kiss of death, that’s exactly where you want to be.
“We’re at a tipping point,” she says. “The brands that adapt will thrive, and the ones that don’t? Well, they’ll be the Blockbusters of adtech.”
With Catalina at the helm, Wolt Ads isn’t just keeping up—it’s setting the pace. And in the race to dominate retail media, that’s all that matters.
