Amazon Names Saralí Cota as Head of Agencies

Amazon has named Sarali Cota as Head of Agencies, taking on a role focused on the company’s relationships with advertising agencies and partners in Mexico. The appointment comes as the country’s digital advertising and retail media markets continue to evolve.

Cota brings an established connection with Amazon and the Mexican market to the new position. According to industry reporting, her professional journey has included working with Amazon across different areas over several years, giving her experience with the company and its wider business ecosystem.

In her new role, Cota will work with agencies and advertising partners as Amazon continues to develop its advertising business. Agency relationships have become an increasingly important part of the retail media landscape, as brands look to connect media investment with consumer behavior, commerce activity, and measurable business outcomes.

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The appointment also comes against a broader expansion of Amazon Ads, which operates across advertising formats and connects media with Amazon’s commerce and entertainment ecosystem. Amazon Ads has increasingly positioned its offering around combining advertising, content, commerce, and technology across the customer journey.

For agencies, Amazon Ads represents a growing part of the media landscape as advertisers look beyond traditional digital advertising channels and explore retail media networks. This has increased the importance of partnerships between platforms, agencies, and brands as advertisers manage campaigns across multiple touchpoints.

Cota’s appointment places her at the intersection of these relationships in Mexico, with responsibility for working across the agency ecosystem as Amazon’s advertising operations continue to develop.

The move reflects the changing structure of digital advertising, where commerce platforms are increasingly becoming significant media environments and agencies are adapting their strategies around retail media, audience data, and performance measurement.