Ad Age's Women to Watch returns to Mexico City, where 15 outstanding women in advertising, marketing and media will be honored on Nov. 14 at the second annual Women to Watch Mexico luncheon, in partnership with Adlatina, Ad Age's partner in Spanish-speaking Latin America.
This year marks the 20th anniversary of Ad Age's Women to Watch in the U.S., and also the launch of the eighth market, with the inaugural Women to Watch Europe dinner in London held in June.
In Mexico, this year's 15 honorees include eight marketers, from global brands including Unilever, FCA (Fiat Chrysler) and Kia, and local brands such as GNP insurance, as well as five agency and one media exec, and a marketing technology expert from Google.
Honorees are often women with impressive track records succeeding at new challenges.
A healthcare marketing entrepreneur, Rocio Elizondo, helped Havas bring its Health 4 Brands healthcare communications network to Mexico two years ago through a merger with her own agency, Opcion A Medical Marketing. Now she runs the operation, as director general of Havas Health Mexico.
In an industry with few senior female creatives, especially in the digital realm, Paola Figueroa is the exception. Last year she joined digital agency Flock as creative VP, from BBDO Mexico. Now known as Flock – Linked by Isobar after being acquired by Dentsu Aegis in March, her agency won Mexico's Grand Effie this month for the launch of a Domino's Pizza app with the integrated campaign "Que Nada Te Detenga" ("Let Nothing Stop You").
On the media agency side, Marta Ruiz Cuevas was named CEO of Starcom MediaVest Group in her native Spain in 2014, moved to Mexico in the same role a year later, and in June 2016 was promoted to CEO of the new Publicis Media Mexico, combining all the Publicis Groupe's media operations.
At the invitation of Mexico's tourism minister, Lourdes Berho became CEO of the Mexico Tourism Board this year, combining her experience as CEO and founder of Alchemia, a marketing communications company specializing in travel marketing and innovation, along with a VP-marketing post at Citi-owned Grupo Banamex and four years as CEO of Conde Nast for Mexico and Latin America.
Olga San Jacinto was one of Google's first leaders in Europe more than a decade ago, setting up operations in Spain and Portugal before joining the company's geo-commerce team in the U.S. in 2012. For the past two years, Ms. San Jacinto has been based in Mexico, leading Google in double-digit revenue growth by helping Google customers develop mobile and other digital strategies.
Esperansita Bejnarowicz, a Canadian of Mexican and Polish descent who worked for Chrysler in Detroit in social media and CRM, moved to FCA Mexico in 2014 to head advertising and bring new digital strategies to FCA's seven brands – Chrysler, Jeep, Dodge, Ram, Fiat, Alfa Romeo and Mitsubishi.
Female execs are prominent in Mexico's auto industry. Ana Paulina Velazquez was hired away last year from Renault, where she was the advertising manager, to help launch Kia, a latecomer to Mexico. She took charge of advertising, promotion and digital at Kia Motors Mexico, and was recently promoted to senior marketing manager.
Here is the complete list of 15 honorees who Ad Age and Adlatina will celebrate at the Women to Watch Mexico luncheon in Mexico City on Monday, Nov. 14. For more information, or to purchase tickets or tables, please contact Belen Martinez Cima at [email protected]
Esperansita Bejnarowicz, advertising and digital marketing manager, FCA Mexico (Fiat Chrysler)
Lourdes Berho, CEO, Mexico Tourism Board
Claudia Contreras, marketing director, Samsung Electronics Mexico
Mariana de Pina, business unit director, Grey Mexico
Rocío Elizondo, general director, Havas Health México
Paola Figueroa, creative VP, Flock - Linked By Isobar
Liliana Iñigo, CMO, Citi-Banamex
Xiomara Martin, consumer marketing insights director, Mexico, Caribbean & Middle Americas, Unilever
Rosenda Martinez, communications and corporate image director, GNP
Marta Ruiz Cuevas, CEO, Publicis Media
Olga San Jacinto, division director, Google
Sylvia Sánchez Alcántara, President, Marketing LAB
Ana Paulina Velázquez, senior marketing manager, Kia Motors México
Alejandra Villarreal, director of marketing, Latin America, Henkel
Sharon Zyman, VP, ad sales, Turner