Ana Belén Fernández
Head of marketing for YouTube and Android Mexico and Hispanoamérica, Google
A graduate of ITAM (Mexico Autonomous Institute of Technology) with more than 18 years of experience in marketing in three different industries, Ana Belén Fernández began her career in consumer goods at Procter & Gamble with brands such as Ariel and Herbal Essences. She then joined Adidas, where she spent more than 14 years in local and regional roles for three different countries.
In 2022 Fernández joined the tech world, heading up marketing for YouTube Mexico. With the same motto throughout her career—“From Mexico to the world”—she seeks to give voice, audience and recognition to Mexican talent and culture.
Ariadna Gil Inzunza
Planning and strategy marketing manager, Grupo Coppel
Ariadna Gil Inzunza’s experience spans the academic and business worlds. She holds a bachelor’s in marketing from ITESM, has an MBA from EGADE Business School and currently is in the CMO Executive Program at Columbia Business School. She also studied at MIT, the Kellogg School of Management, Chicago Booth and UC Berkeley.
In 2008 she joined Grupo Coppel as the coordinator of new marketing projects. Later, she was named national manager of commercial marketing, charged with the advertising, promotion, audiovisual production, exclusive brands and direct marketing of the department store. Currently, she is the planning and strategy marketing manager of the group.
Patricia Hevia
Commercial and operations director of metropolitan region, Telcel
With broad experience in administration, business and telecommunications and a bachelor’s degree in business administration from Anáhuac University, Patricia Hevia oversees 5,000 employees that serve more than 20 million clients in central Mexico. She participates in business forums and is a mentor in the Network of Women Leaders in Digital Transformation.
Hevia is also part of Telcel’s executive committee and the administrative committee of Inbursa, and contributes to other companies, including Grupo Carso and América Móvil. Additionally, she participates in Fundación Cambiando Modelos A.C. for a more inclusive and sensible society.
Micaela Jordana
Senior brand director, Danone México
Micaela Jordana has more than 18 years of experience in the marketing industry, leading brand strategies, innovation, promotions and the management of global and local brands. She has worked in various roles for companies in Latin America, including brands such as Quaker, Sabritas, Danone and Danonino for countries including Chile, Uruguay, Argentina and México.
Since 2016, Jordana has been part of Danone Group where she has led cross-functional teams driving the growth of brands and businesses thanks to her strategic vision, a strong focus on innovation and the constant search for new ways of doing things.
Carla McCloskey
Executive VP of strategic planning, McCann Worldgroup México
With a career of more than 17 years, Carla McCloskey has worked in multiple industries, from automotive to retail to consumer packaged goods. She has a master’s in marketing from ITAM and two bachelor degrees, one in communication from UNAM and the other in humanities from Universidad del Claustro de Sor Juana. For 10 years she was a professor of marketing research, trends and entrepreneurship at UNAM.
McCloskey joined McCann in 2016 and today she leads the company’s strategic thinking. Her education, passion for traveling and curiosity to understand the world and the people, have given her an analytic and creative outlook.
Marcela Mendoza Cortés
Marketing director, Tetra Pak México
Marcela Mendoza Cortés has 20 years of experience working in marketing, first in consumer insights, which is where she became passionate about understanding the consumer. Later she joined Tetra Pak as head of business insights and analytics for Mexico, and then for Latam.
Currently, Mendoza is in charge of marketing, directing a team of eight people that is responsible for creating and executing company strategy and developing clients from different industries.
Marcela Morales
Senior brand manager for North Latam, Whirlpool Corporation
Marcela Morales is a passionate marketing leader with experience working for tech companies and consumer goods. Currently, she is responsible for the Whirlpool and KitchenAid global brands in more than 45 Latam countries, including Mexico. Under her leadership since 2017, brand preference for Whirlpool has doubled and the brand has been recognized for seven consecutive years as the most trustworthy brand in the appliance industry.
Morales is an ambassador for diversity and inclusion and firmly believes that there is no purposeful idea that’s impossible to execute if you put your heart and mind into it.
María Eugenia Muñoz
General director, Havas+
María Eugenia Muñoz has 25 years of experience, working in a wide variety of roles, including market research, promotions, marketing and media. While working at media agencies she found her passion for collaborating with different clients, exposing her to multiple industries.
In the last 15 years, she has worked in leadership roles. At Omnicom Media Group she created the investment and accountability department for Mexico, one of the first areas in the industry focused on fulfilling commitments with clients such as Nissan México, Beiersdorf, Diageo, Bayer and Apple.
In 2016, she took on the role of general director for the Havas Media regions business unit and was tasked with repositioning the service to clients as well as generating business growth and consolidating work for brands such as Reckitt, GNP, Profuturo, 7-Eleven, Petro Seven, HEB and Pisa in the U.S. market.
In 2022 Muñoz assumed the position of general manager of Havas+, where in the last two years she has doubled the volume of the business, adding to clients such as HSBC, The Home Depot, Chirey and Omoda to the agency’s portfolio.
Adriana Schütte Ricaud
Marketing and advertising director, General Motors
A commercial leader with more than 15 years of experience in marketing and sales, Adriana Schütte Ricaud began her career working on consumer brands—first at Reckitt Benckiser and later at Colgate Palmolive, where she developed brand, communication, marketing and product innovation strategies for Mexico and Latin America.
In 2018 she joined General Motors, where she currently serves as director of marketing and advertising. Previously she was sales director for Buick, GMC and Cadillac, where she achieved record market share. Before that, she was brand manager for Chevrolet, where she worked on portfolio strategy and launched key models for the brand.
Schütte holds a degree in business administration from ITAM, has taken several courses and diplomas in leadership and innovation and is currently pursuing an MBA at Quantic School of Business in Washington, D.C.
Renata Sobrino
Marketing director of the Scotch portfolio México, Diageo
Renata Sobrino is passionate about consumers and brands. One of her main goals is to make a positive impact on consumer lives and society through her work. She finds understanding human behavior and its motivations fascinating and addictive. She studied international relations and holds an MBA from IPADE.
Her career in marketing spans more than 17 years and roles at iconic brands such as GlaxoSmithKline, Nestle, Pepsico and now Diageo. This experience has given her the tools and the know-how to adapt, remain resilient and build high-performance teams.
Sobrino believes in a continuously changing world all categories can positively impact the lives of different people and her purpose is to be an agent of change that helps to enable and generate it.
Alexandra Varassin
CEO, Digitas México
Born and raised in Sao Paulo, Brazil, Alexandra Varassin is a lawyer by training and publicist by passion. She has more than 20 years of experience as a brand strategist in Latin America and globally, working for companies such as Publicis Groupe, Google, Ogilvy and Future Brand. She has worked in different industries and brands, such as Coca-Cola, Nestlé, Heineken, Pepsico, Santander and Claro, and has received prestigious awards including Cannes Lions, El Ojo de Iberoamérica, Effies Awards, Jay Chiat Awards and Clío Awards.
Varassin has a master’s degree in cultural semiotics and is an enthusiast of new technologies. For three years she has been CEO of Publicis Groupe’s Digitas México, an agency focused on the digital transformation of brands and businesses. She believes that brands can be an agent of cultural transformation in society and inspire people to make a great impact. She is also a mother of two and currently lives with her husband in Mexico City.