Women to Watch

Ad Age, Adlatina Salute Women to Watch Argentina at Buenos Aires Event

Meet 15 Innovators From Beiersdorf, Clorox, HSBC, Mercado Libre, Nike, PepsiCo, Pernod Ricard, Wunderman and More

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(Bottom row, from L): Isabel Ferrarotti, commercial director, marketing and regional markets, Mastellone (La Serenisima); Maren Lau, partner & CMO, IMS Internet Media Services; Diana Schenone, brand manager for women, Southern Cone, Nike; Yanina Núñez, marketing manager, Copa Airlines; Marcela Rémoli, head of marketing, HSBC; Sol Flores, regional digital marketing manager, PepsiCo Latin America; Veronica Cheja, CEO and co-founder, Urban Comunicaciones.

(Top row, from L): Victoria Cole, VP client service, Wunderman; Estela Gonzalez Barreiro, international director of marketing communications, The Clorox Co.; Griselda Fortunato, general manager, Warner Brothers South/20th Century Fox; Alejandra Presa, marketing director for Argentina and Uruguay, Pernod Ricard; Luly Dietrich, founder/director, Mujeres al Volante (Women at the Wheel); Marina Díaz Ibarra, country manager for Argentina, Chile and Peru; Maria Eugenia Peña, marketing director, Southern Cone, Beiersdorf; Eugenia Slosse, director, Carlos y Dario.

Credit: Guillermo Monteleone

At the second annual Women to Watch Argentina event in Buenos Aires, Ad Age and Adlatina celebrated 15 stellar women in marketing and advertising who are changing the industry now. Two hundred marketers, agency execs and other industry leaders, including many of last year's honorees, attended the luncheon organized by Adlatina, Ad Age's partner in Spanish-speaking Latin America, on May 30 at the Brick Hotel in Buenos Aires.

This year Ad Age is celebrating the 20th anniversary of Women to Watch in the U.S. as Ad Age's recognition of outstanding women in advertising, marketing and media around the world continues to grow. The first Women to Watch Europe event will be held in London on Monday, June 6 (find out more here). (And see this year's U.S. honorees, named on May 30, here). Ad Age is also commemorating the anniversary of Women to Watch with a reunion roundtable, a discussion that brought together former Women to Watch from the U.S. and around the world and is published here.

Credit: Guillermo Monteleone

Women to Watch Argentina honoree Estela Gonzalez Barreiro (above) was promoted in April to marketing communications director for international at The Clorox Co. after several successful years in a similar role for Latin America, and a decade at Clorox. She moves to Clorox headquarters in San Francisco later this year to share her insights into non-U.S. markets and learn from the U.S. operation.

Credit: Guillermo Monteleone

Like other Women to Watch events around the world, where honorees' children, spouses and parents often attend, along with their colleagues, it was a family affair in Buenos Aires. Honoree Marina Diaz Ibarra (at far right in photo above), country manager for Argentina, Chile and Peru for Latin America's biggest e-commerce site Mercado Libre, was joined by her sister Sabrina Diaz Ibarra, her mother Susana Ibarra and her grandmother Francia Ibarra.

Ms. Diaz Ibarra returned to Argentina eight months ago after a decade in the U.S., where she most recently worked at Under Armour, in charge of developing the marketer's global soccer program. At Mercado Libre, she is leading an e-commerce operation that is growing 70% year-on-year and adding new services like a credit card.

"We own more and more the whole buying process -- delivery, payment, credit, everything," she told Ad Age. "Fifty percent of our traffic is from mobile, and one-third of transactions are from mobile. Mobile is our second biggest opportunity after credit."

Credit: Guillermo Monteleone

Diana Schenone already had a regional role at Nike when she was tapped two years ago to lead the company's new women's category as women brand manager for the Southern Cone countries. That included the recent opening of a Nike store for women in Buenos Aires that is posting impressive sales.

Credit: Guillermo Monteleone
Guillermo Dietrich
Guillermo Dietrich Credit: Courtesy of Landia

Luly Dietrich grew up in the family-owned Dietrich Group of car dealerships and related auto businesses and has become a leading expert on women and cars. In 2009, she started Mujeres al Volante (Women at the Wheel), a car-focused online community for women. Now she's working on filming a Mujeres al Volante program, and considering expanding the online community in view of how many women enter the site from other markets. Ms. Dietrich's parents, her husband Pablo Gil, founder and CEO of Buenos Aires ad agency Coupe, and their daughter, and Ms. Dietrich's brother Guillermo Dietrich, who is Argentina's Minister of Transportation, were all in the audience at Women to Watch Argentina.

Credit: Guillermo Monteleone

Belen Martinez Cima, executive director of Marketers by Adlatina, congratulates honoree Yanina Nunez, general manager of Copa Airlines.

Credit: Guillermo Monteleone

Well-known news anchor Cristina Perez returned by popular demand to host Women to Watch Argentina for the second year.

Credit: Guillermo Monteleone

The Pernod Ricard table toasted honoree Alejandra Presa, director of marketing at Pernod Ricard Argentina and Uruguay.

Credit: Guillermo Monteleone

Victoria Cole, VP of client services at Wunderman, takes the podium.

Women to Watch Argentina
Women to Watch Argentina Credit: Guillermo Monteleone

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