JCDecaux has appointed Mario Guzmán Garza as the new Marketing Director of JCDecaux Spain. The manager already exercises his new responsibilities from the Madrid office and will report directly to Carlos Barón, General Director of JCDecaux Spain.

Guzmán moves to Spain after developing more than eight years of experience within the group in Mexico. He joined JCDecaux in 2018 as Marketing Manager and in 2021 he was promoted to Marketing Director, a position he held until his recent transfer.
The appointment is part of an internal change between the Spanish and Mexican subsidiaries. Guzmán replaces Ricardo Pérez Valcárcel, who closes almost six years at the head of Marketing at JCDecaux Spain and will return to Mexico to assume the General Management of the company in the country with effect from December 1, 2026.

Mario Guzmán transfers his experience at JCDecaux Mexico to Spain

Mario Guzmán’s new stage will be aimed at continuing the work developed in recent years by the Marketing department and continuing to promote the role of the outdoor media for advertisers and agencies in a context marked by its transformation and digitalization.
“I face this new stage with great enthusiasm and with the opportunity to transfer to the Spanish office all the learning accumulated during these years in the firm”Guzmán said on the occasion of his appointment.

The manager especially points to the relationship with the different players in the industry as one of his priorities. “The market is going through a moment of enormous transformation and from Marketing we want to continue working very closely with advertisers and agencies, understanding their needs and valuing all the possibilities that the external environment offers to continue building brands and connecting with people”he explains.

Carlos Barón has highlighted that Guzmán’s arrival responds to JCDecaux’s commitment to promoting internal talent and sharing knowledge between the different markets in which the group operates. “His career within JCDecaux, together with his knowledge of brands, advertisers and the external environment, will be key to continue strengthening our value proposition in Spain”said the General Director of JCDecaux Spain.

Before assuming the Marketing Directorate of JCDecaux México, Guzmán was Marketing Manager of the subsidiary since 2018. His previous experience was mainly in the field of mass consumption and brand management.
He began his professional career at PepsiCo in 2012 as a Brand Coordinator. In 2015 he was named Brand Manager of St. Regis in Mexico and a year later he joined ACH Food Companies as Brand Manager of Twinings. Before coming to JCDecaux, he was also in charge of the marketing and commercialization strategy of Aladino, a peanut butter brand in Mexico.

Guzmán has a degree in International Marketing from the University of Monterrey. His career thus combines experience in brand construction and management with the more than eight years he has subsequently developed in the outdoor advertising business.

A relay between Spain and Mexico

Mario Guzmán’s movement is directly related to the new professional stage of Ricardo Pérez Valcárcel. Both managers exchange, to a certain extent, the markets in which they have developed the last years of their respective careers within JCDecaux.

Pérez arrived in Spain in January 2021 after having previously directed Marketing at JCDecaux Mexico. For almost six years he has led the area in Spain in a period marked by the development of digital products, the growth of programmatic and different initiatives linked to data, innovation and creativity.
Among the projects developed during this period, “Marina Prieto” stands out, the campaign created together with David Madrid that used non-marketed media from the Madrid Metro to show publications from the Instagram profile of a 100-year-old Galician woman. The action won, among other recognitions, the Creative B2B Grand Prix at Cannes Lions 2024.

Pérez has publicly supported his successor. “I leave this project in the best possible hands. I know Mario very well, I know the great vision he has, and I am absolutely convinced that he will guide the department to new successes,” has pointed out. For his part, Carlos Barón thanked Ricardo Pérez for his work leading the company’s Marketing and his contribution to the growth and evolution of JCDecaux Spain.

Guzmán assumes the Marketing area at a time when digitalization continues to gain weight within the JCDecaux business. The group closed the first half of 2026 with a turnover of 1,953.9 million euros, 5.7% more in organic terms. Digital Out-of-Home (DOOH) grew organically by 14.5% during the period and now represents 42.8% of the group’s total turnover. Programmatic activity, for its part, increased by 30.9% and represents 12.3% of digital billing.

JCDecaux closed 2025 with an adjusted turnover of 3,967.1 million euros. The company is present in more than 80 countries and claims to reach an audience of 850 million people daily.