I am one of those people who believe that behind every brand there is a human story worth telling, and that understanding people—how they think, what they feel, what drives them to choose—is the most important strategic work that exists.

With over 13 years of experience, I’ve had the privilege of building brand and digital marketing strategies for some of Mexico’s most beloved brands: BBVA, Don Julio, Nescafé, Nido, Penguin Random House, Sanofi, Shein, and many others across almost every category, scale, and type of challenge. What has always remained constant is my starting point: I don’t work for brands; I work for the people who make them work and for the people who choose them.

I am a journalist by training and a strategist by conviction. That combination is no accident: it taught me to listen before speaking, to look for the story behind the data, and to never lose sight of the fact that on the other side there is always someone with a real life making real decisions.

Being a woman and a mother are also integral to my strategic vision—not as context, but at its core. They have taught me to read the world in more layers, understanding that the consumer isn’t a demographic profile, but a person balancing multiple roles and constantly changing priorities. They have also given me a clear agenda: I deeply believe in the importance of women occupying decision-making spaces, and I proudly assume the responsibility of opening doors wherever I can.

Today, I am the Country Manager for Marketing4eCommerce Mexico, where I host the weekly podcast and lead the editorial coverage of the Mexican digital ecosystem. My mission is to bring enriching conversations, decision-driving analysis, and content that connects the people who move this market to our industry. Because in the end, it’s always about people.