Introducing Leading Women Argentina's class of 2021

Leading Women Argentina, in association with Adlatina, has brought together standout players in the Argentine communications and marketing industry. The 15 female leaders join a group—previously known as Women to Watch—of more than 100 professional women, all of whom make an impact on the Argentine market. Among the Class of 2021 are eight marketers, four advertisers and three communications leaders. Ad Age welcomes this outstanding group of Argentine executives to join the hundreds of women all over the world who have been recognized as Leading Women. SILVANA ANTONIAZZI Senior marketing director, Visa Cono Sur Antoniazzi has more than 20 years of experience in marketing and advertising. She began her career at Grey Peru, where she managed communication strategies for a significant number of leading brands in that country. In 2011 she joined Citibank as head of marketing for consumer banking. In 2015, Antoniazzi joined Visa in Peru as a marketing manager and in February 2018 she assumed the responsibility of forming and managing marketing for Visa Cono Sur, based in Buenos Aires. Antoniazzi earned a BA in education and an MBA from Esan with a specialization in quantitative marketing. CAROLINA BRUZZONE Chief strategy officer and partner, Slap Global Bruzzone studied marketing and started her career on the client side. After a few years, she crossed paths to enter the world of advertising agencies, where she was part of the audiovisual production, accounts and strategy departments. In addition to Del Campo Saatchi & Saatchi, she worked at Grey, Don, McCann, David, Geometry and Gut, where she led local, regional and global projects. Throughout her career, she helped lead these agencies to be some of the most effective in Latin America. Bruzzone has received awards and recognition on both a local and global scale. In 2020 she resumed teaching and was a strategy professor at Brother Creativity School, which was named Future Lions School of the Year at the Cannes Lions International Festival of Creativity 2021. Since December she has been part of the Slap Global business accelerator, as chief strategy officer and partner. MARIA CAZABAN Ad sales director, Argentina, WarnerMedia Cazaban has more than 24 years of experience in the advertising sales market. In her current role, she combines sales executive tasks with coordinating teams and portfolios—all to provide clients with comprehensive proposals that fit their needs, in linear and digital television, branded content and new businesses. Prior to this, she worked at Turner Argentina as an account manager of ad sales for pay TV and online, managing key brands in the industry with 360-degree proposals. Cazaban began her career in digital advertising sales in 1997 at El Sitio, where she participated in the conception and development of the first digital campaigns with different major consumer companies in Latin America. Then she began working at Turner Internacional Argentina in 2007, after the company’s merger with Claxson Interactive, where she served on the advertising sales team and managed accounts for all categories of the industry. Her achievements include the generation and commercialization of various high-impact, nontraditional work. She has a degree in agricultural production from the Universidad Católica Argentina. GRACIELA DI RADO Chief marketing officer, IBM Latin America Di Rado has a degree in political science and international relations from the Universidad Católica Argentina. She joined IBM in 1994, in marketing and strategy. She held leadership positions in market intelligence, was country marketing manager and advertising and campaigns manager in Latin America. In 2011, di Rado was promoted to her current role as CMO for Latin America, where she took responsibility for brand, product and performance marketing management for Latam and Brazil. With a strong commitment to diversity and inclusion, she led the diversity council in Argentina and the Latin American Women Council. Before joining the technology industry, di Rado was a consultant in public opinion, electoral campaigns, communication and corporate image. She was also a teacher at the University of Buenos Aires and FLACSO. MALENA GARCIA Head of client services, BBDO Argentina Garcia has held her current position since last February. Before that, she served as the regional business lead for BBDO Argentina's regional and global clients. With more than 18 years of experience in customer service, García began her career at the Craverolanis agency in 2003 and joined the BBDO Argentina team in 2009, where she developed most of her professional career. In 2017, she was selected to fill a global position in Energy BBDO, the group’s headquarters in Chicago. There she led different initiatives for clients based in Asia, Africa and Europe, among other markets. Garcia was a juror for the Effie Latin America festival in 2018 and 2020, and in 2019 was chosen to represent the agency on the Cannes Lions Innovation jury. Throughout her career she has led and executed the business plans of local, regional and global clients such as PepsiCo, Nike, Personal, Unilever, Banco Galicia, Diario Clarín, Bayer, Cepas Argentinas, BBVA and Coca-Cola, among others. ALEJANDRA FEHRMANN Director of corporate communications, Nissan South America With more than 20 years of experience in corporate communications, public affairs, marketing and digital in Latin America and the United States, Fehrmann brings to her position a specialized focus on processes that promote business transformation along with a history of leading digital projects and innovation, which include launching start-ups and managing international teams. As a member of the leadership of companies such as Oracle and Arcos Dorados/McDonald’s, she was actively involved in their growth plans, including M&A and IPO strategies. Fehrmann's career includes carrying out a senior executive program in digital business management and exponential ideas with Singularity University, at the University of San Andrés, Argentina. In addition to being trained at Google’s CMO Academy in Chicago, she has a degree in social communication with a postgraduate degree in marketing and communication, both received from the National University of Córdoba. PAULA HERMAN Communications leader, Banco Supervielle Herman has a degree in marketing from UCES and more than 10 years of experience in the financial sector. She was part of the Santander communications team, where she led various projects. Three years ago, she joined Supervielle to help reposition the bank. Since then, she has collaborated in giving a turn to communication, participated in the Superate and Human banking campaigns, among others. In 2021 she was at the forefront of the strategic development of Apptitud y Te acompañamos, which in addition to innovating bank operations puts customers at the center of all action. Her greatest achievement is being able to balance work and family with George and their children Pipe and Isa. MARIA EUGENIA KRISMANCICH Marketing director, Mondelēz International Cono Sur With a degree in administration from the UCA, Krismancich has more than 20 years of experience in the mass consumer industry for multinational companies. She is passionate about new leadership theories and cultural changes. Krismancich, mother to Martu, Cata and Ine, is motivated to create new ways of working and discover how to do different things that have an impact and make them all happen. She has led local, regional and global teams, in marketing, consumer insights and strategy. Today she leads marketing for the chocolates, cookies, gum, candies, juices, insights and analytics and marketing excellence categories. Her focus is on developing great teams, having a comprehensive view of the business and growing great brands. She is also part of the Global Council for Diversity & Inclusion. NATALIA NEGUERUELA Senior marketing director, Procter & Gamble Negueruela studied Business Economics at the Universidad Torcuato di Tella and joined P&G 22 years ago. In the past two decades she has led brands such as Ace and Magistral and overseen specific areas such as marketing at the point of sale, media, promotions and trade marketing. Six years ago she took on marketing direction for Argentina. In the last year, she added new responsibilities and also served as the director of analytics and insights. Her passion is innovation and the development of high-potential teams, for which she trained with different local and international experts, including Axialent and Harvard University. She is married with two children and her hobby is meditation. MARIANA PETRINA Director of corporate communication, sustainability and public affairs, L'Oréal Argentina Petrina has a degree in public relations from the National University of Lomas de Zamora, more than 15 years of experience in planning, developing and executing comprehensive communication and sustainability strategies and more than five years of experience in digital marketing. Prior to her position as director of corporate communication, sustainability and public affairs at L’Oréal Argentina, she was in charge of the company’s corporate communication and sustainability management and, before that, of the communication and digital management of the products division. She was also responsible for corporate communication and public relations for Latam at Mercado Libre for four years and worked in communication agencies such as Urban and Vértice. Today she leads a key area within L’Oréal, such as the “L’Oréal for the Future” programs, with sustainability goals for 2030, and “Beauty for a future,” which was recognized as one of the best practices worldwide. In her leadership role, she created the internal Gender, Diversity and Inclusion Committee, which was awarded by UN Women and leads the L’Oréal-Unesco Award “For Women in Science,” which seeks to build gender equity in science. DENISE PICOT Marketing director for Argentina and Uruguay, Coca-Cola Co. With 20 years of experience in marketing and communication, Picot developed her career in leading major consumer companies such as Unilever, Nestlé and Coca-Cola. Throughout these years, she achieved solid experience in strategy and brand communication, as well as in comprehensive business transformation. In recent years, she has led multidisciplinary teams in the Coca-Cola Co.’s water and juice categories for the south region of Latin America, where she achieved high-impact results. Today, Picot is responsible for leading the entire beverage portfolio of the Coca-Cola Co. for Argentina and Uruguay. She has a degree in administration (with honors) from the University of Buenos Aires, a postgraduate degree in advanced marketing from the University of Belgrano, and has completed executive education programs at Universidad San Andrés and Harvard. ORNELLA RAFFAGHELLO Director of marketing, Danone Specialized Nutrition Raffaghello has a degree in marketing from the Universidad Argentina de la Empresa, where she also specialized in finance. She has more than 15 years of experience in the mass consumer industry, where she held leadership positions in international companies. At Danone, she has been promoting brands with purpose for more than 11 years. Her imprint and leadership on the subject led her to obtain four Effie Awards for meaningful and impactful campaigns. She has been a member of the Business Council B since 2020 and has developed different initiatives from Danone such as the “A reserve for more reserves” program, which allowed the creation of the “El Impenetrable” National Park, and the co-creation with social NGOs of Nutritional Health Centers and educational centers in the province of Salta and Buenos Aires, which reach more than 2,000 families. To Raffaghello, family is the most important thing in your life. She is the mother of two-year-old Iryna. CAROLINA SABHA Chief operating officer, Havas Media Group Sabha joined Havas in 2005, in negotiations; in 2012 she was promoted to media director. In 2016, she assumed as head of offline and digital trading and value until last year, when she was promoted to her current position. She is also responsible for the comprehensive management of the media business in Argentina. Sabha specializes in customer and media service, building long-term relationships based on trust and transparency, which confirms a leadership style highly focused on human capital. She leads a team of more than 150 professionals with extensive experience in the field, focused on service and product with the aim of generating meaningful connections between brands and people, through data, media and innovation. Among the most recent achievements of her management are the incorporation of three new clients, Genomma Lab, Toyota and Banco Macro, which once again guarantees her leadership in RECMA within the dominant media groups. Additionally, under her management the agency was recognized as the best media agency in the 2020 Jerry Goldenberg awards and best media agency for Mercado Ads, a distinction that also recognized Havas as the media agency with the greatest capacity to develop and empower clients in their campaigns on e-commerce platforms. She is a full member of the CAAM (Argentine Chamber of Media Agencies) and is in constant search of female participation and leadership in relevant positions for the industry, with the aim of promoting gender equity and diversity. FLORENCIA SPINETTA Chief operating officer, Santo Spinetta began her career more than 15 years ago as an account assistant at Ogilvy Action. Shortly afterwards she joined Santo in the same position. She eventually became account manager and currently holds the position of chief operating officer. In 2017 Santo sent her to Atlanta to strengthen the relationship with Coca-Cola. In 2019, Spinetta led the global Christmas campaign for the brand, Sprite’s regional and European campaign, the repositioning of Yogurisímo, Santander’s first brand campaign in more than a decade, the new Brahma strategy and the 1882 and Bialcohol launches. In 2020, she led the global launch of Fanta and led the team that won accounts such as global Rolex and various Danone brands around the world. In the last year the agency won important awards at Cannes Lions International Festival of Creativity, Grand Prix at El Sol, Diente, El Ojo de Iberoamérica, Effie Latam, Effie Argentina, Caracol de Plata and Digital IAB Interact. She was a jury member in El Ojo de Iberoamérica and Diente. She was also chosen as an agent of change by WPP at National Inclusion Week in the U.K. And she won the 2019 Jerry Goldenberg Award for Best Customer Service Professional. Spinetta graduated from the Universidad del Salvador and this past year she trained in the Singularity University and the Universidad de San Andrés program: “Foundations of Exponential Thinking.” She also completed the gender training specialization and worked on inclusive communication and inequality. CAROLINA WOOD Marketing director, Raízen Argentina (license partner of the Shell brand) As a professional, Wood has more than 21 years of experience in leading multinational companies in the oil, computer and FMCG industries, such as Shell, IBM and Colgate. She has extensive experience marketing, sales and operations and held various executive and business roles at Shell Argentina, since joining in 2003. She started in the retail business as a commercial representative and later worked in various roles in the marketing area such as brand and communications and fuels category manager, until reaching to marketing management. In 2016, she was appointed general manager of the retail subsidiary company (Deheza), responsible for Shell’s own stations and 1,200 employees. In 2019, after the confirmation of the joint venture between Royal Dutch Shell and the Cosan Group, she was appointed marketing director for Raízen Argentina. She has a degree in business administration from the University of Buenos Aires with a postgraduate degree in marketing from the Austral University (IAE).

Introducing Leading Women Argentina's class of 2021

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