Women to Watch Argentina 2019
Meet 16 industry standouts in LATAM
These 16 executives are true industry standouts and will be honored for their professional contributions.
For the fifth consecutive year, Adlatina and Ad Age will honor a group of outstanding women in the field of marketing and communications in Argentina. The event will be held at the Four Seasons hotel on Monday, May 27.
Gabriela Balestrieri, marketing manager at Santander Río
She has worked at Santander Río for 21 years. At the beginning it was developed in the operations area and then moved to the commercial area. He was responsible for strategic alliances, mass promotions, shows and the Superclub loyalty program. Since 2017, she has been marketing manager and is in charge of the communication of the bank and of the different products, the proposal of value to the clients and the fidelity programs. Today he is working on the institutional positioning campaign of the bank and the transformation of the digital bank.
Guadalupe Cano, COO of Visual Latina
Raised in a house of publicists, Cano remains passionate about the industry. She began her career at the age of 17 at his father's agency: Cano & Asociados, where she learned and nurtured different areas of communication. Her time with the planning team at J. Walter Thompson and her role as account executive for regional Coca-Cola at McCann-Erickson gave her the tools to launch Visual Latina and acquire accounts for the shopper marketing agency.
Cecilia Cuff, director of marketing and operations at Microsoft Argentina
She has a degree in marketing from the University of Business and Social Sciences (UCES) and a specialization in online marketing at the University of Buenos Aires (UBA). She has eighteen years of professional experience in different marketing and commercial positions, especially in the middle segment and in relation to clients. She worked for seven years at American Express as a marketing manager for the corporate card unit. During the last six years at Microsoft she has played different roles, as marketing manager for SMEs and channel manager. She also carried out the strategy towards the Cloud in Argentina and Uruguay, in charge of the Cloud team for business. From his current position he leads the strategic marketing initiatives for the local business.
Luciana Etcheverry, marketing services manager for Southern Coneen Mondelēz International
She deployed her skills in the world of communication from an early age: at 20 she worked for advertising agencies of the Bates group and for Agulla & Baccetti, and provided solutions to clients as Telecom Group, DirecTV, Renault and Nobleza Piccardo, among others. In 2003 she joined the marketing team of Molinos Río de la Plata, where she helped create the media department and strategically accompanied the growth of the business. She was part of the team that revitalized the Lucchetti brand in the creation of the Mama Lucchetti campaign. Her professional development took a turn towards 2013 when she joined Mondelēz International and worked on communication strategies for the entire portfolio of brands at a regional level. Today she is part of the media team of Mondelēz International, under the direction of Jon Halvorson, with whom she shares the passion for the challenge presented by innovation in all its aspects and the benefits that the collaborative approach offers to new ways of making the communication is attractive and effective. She has a degree in advertising from UCES and a postgraduate degree in negotiation from the UCA; she also participated in strategic trainings at Singularity University and Hyper Island.
Natalia González Amato, director of market development for Air New Zealand South America
She has lived in four different countries, which allowed her to develop the necessary skills to create comprehensive business strategies and disruptive initiatives, in addition to executing campaigns that positioned programs, products and services. Her experience amounts to more than fourteen years and is complemented by her role in the regional marketing of Kimberly Clark, which led to the creation of innovative concepts that increased knowledge, demand and income and gave life to a new vision in sixteen countries in Latin America. In 2012 she obtained her degree in advertising and communication at UADE; she continued her studies with a master's degree in marketing and communication at the University of San Andrés and recently added a professional update at the Kellogg School of Management.
Soledad Izquierdo, vice president of public policies, communications and sustainability in Coca-Cola South of Latin America
Passionate and experienced leader in public policies, communications, sustainability and people development and motivated to collaborate to find exponential solutions to social and environmental challenges in Latin America, she has led numerous successful initiatives through a process of joint creation among public sectors, social and private. With 27 years of corporate experience at The Coca-Cola Company throughout Latin America, she held various positions in the region: director of public affairs and communications for Latin America, director of corporate communications for Mexico, manager of institutional communications for the business unit of South America and communications manager for Uruguay, among others.
Silvana Jachevasky, digital manager at Naranja
She leads the digital marketing teams, UX design and online channels and is part of the commercial management since joining Naranja in 1999. She is at the forefront of the company's digital transformation strategy project, which is being implemented with agile methodologies and multidisciplinary teams. Together with her team, she develops Naranja's main digital projects: home banking for customers and businesses, the mobile app and the public website. With the performance team, she managed to position Naranja as the leader in online credit card sales in the region.
Gabriela Korovsky, partner and co-founder of Urban Communication Group
She is a communication consultant with more than twenty years of experience in the development of integral communication strategies, focused on strategic planning and sustainability. Together with Verónica Cheja and Silvia Maggiani, she founded Urban Grupo de Comunicación, an independent consultant. She is also general director and co-founder of Sustainable Brands Buenos Aires, the local chapter of the largest community of learning and international inspiration on brands and sustainability. She is also a member of the Business Council of System B in Argentina. She studied communication sciences in the UBA and the economics degree, also in the UBA. In 2015 he was sworn in for PR at Cannes Lions; In addition, in the last five years he was sworn in PR and Sustainability of El Ojo de Iberoamérica and in 2016, PR jury in the El Sol festival in Bilbao.
Sol Martin, vice president of strategy at Grey Argentina
With more than seventeen years of experience, she forged her career at McCann-Erickson, Vegaolmosponce and La Comunidad. Today, as vice president of strategy at Grey Argentina, she is part of the board and leads a team of professionals. Throughout these years she collaborated to take Grey to the top 10 most effective agencies in Latin America. He developed strategies for clients such as Unilever, P & G, Coca-Cola, Toyota, Disney and Molinos, among many others. Among her recognitions, Effie, Mercurio and APG prizes are distinguished. She has a degree in advertising and social communication. And more than four years ago she became Nina's and Julia's mother and faced the countless daily challenges of being a mom and a full-time professional .
Romina Martínez Battista, advertising and brand manager of Movistar
She has nine years of experience in Movistar, where she went through different positions and areas that strengthened her strategic and digital vision. It carried forward the most important milestone in recent years, the unification of all Telefónica products (internet, mobile and landline) under the same brand, Movistar, which seeks to connect with customers through a simple proposal that reflects the values of brand and give more and better connection tools. She was also at the forefront of the positioning of Movistar Fibra and the launch of Movistar TV. In 2018, he received the Jerry Goldenberg Award for Advertising / Media Company Professional Advertiser.
Laura Najlis, marketing and commercial director of Cinemark Argentina & Paraguay
She has more than eleven years of leadership in the entertainment industry, after a previous experience in the world of retail and mass consumption. She was a marketing manager for Hoyts Cinemas for four years, and after her sale she took the marketing and commercial direction for Cinemark Argentina and Paraguay. During these years, it was a pioneer in the development of digital platforms for the purchase of tickets, launched the first e-commerce store in the industry in 2008 and deepened the company's digital strategy with great impact on the business and the experience of the cinema consumer. She has a degree in marketing and a postgraduate degree in finance, with a master's degree in business administration of the University of San Andrés, finalized in the Otto Beishem School of Management in Germany after an exchange program. In turn, she participated in executive digital marketing programs at Columbia University in New York. This year was included in the Top 50 of the Women in Global Cinema. At 35, she is Paulina's mother, four.
Cequisia Panetta, infección ilumódigos de marketing inicial introducción de Tres introducción y indicadores infecciónchen
Panetta has a track record of more than 20 years of experience in the marketing area, in companies such as Kraft, Clorox and Munchis of the Perez Companc Group. In 2003 she joined Shell. There he served as marketing manager for different divisions: Lubricants, Hydrocarbons, Fuels, Portfolio (with responsibility throughout Latin America) and Retail. In October 2017 he assumed the regional marketing direction of Axion. In this position, she leads the activity of the company in Argentina and Uruguay. As for her academic training, Panetta has a degree in business administration, graduated from the Universidad del Salvador with a Phd.
Florencia Pereyra, executive client services director of R/GA
She is responsible for leading a team that works generating value for companies such as Nike, Patagonia, Falabella, Grupo Telecom, YPF, PepsiCo, ESPN and Unilever, among others. Since its arrival in 2016, R/GA not only strengthened and expanded the existing business, but also grew substantially in number and diversity of local and regional clients. Previously, at Grey Argentina (2011-2015), as a VP of customer services, she helped reposition the agency, increase its revenue and exceed the network's objectives. Throughout her career she was also part of Vegaolmosponce and DDB Argentina, where she worked for brands such as Disney, Johnson & Johnson, Molinos Rio de la Plata, Philips, HSBC, GSK, Coca-Cola and P&G.
Marion Schulz, director of clients (marketing, loyalty, CRM and RSE) of Cencosud
She started working in advertising agencies to later go through a dot com and follow her professional development in retail . She was a loyalty manager and CRM, an ecommerce manager, and for three years she has been a client director, a role that encompasses the areas of marketing, loyalty, customer intelligence and social responsibility for the three supermarket brands of Cencosud in Argentina. : Jumbo, Disco and Vea. She has a degree in advertising from the Universidad del Salvador, studied art direction at the School of Advertising Creatives and was trained in the finance program of the Universidad Torcuato Di Tella.
Silvina Seiguer, director of corporate communications for the South region of Latin America at Arcos Dorados (McDonald's)
She graduated in public relations at UADE. At Arcos Dorados she directs the communications discipline in five countries, leads the local teams in the implementation of communication strategies, develops the positioning of McDonald's in those markets and coordinates the content of the brand for different communication channels. Before joining the company, she had worked for fifteen years at IBM, where she held different positions in the communications team in Argentina and at the regional level. She is the president of the Circle of Communications Directors of Argentina (Dircoms) and in 2017 she won the Jerry Goldenberg Award for the best public company relations. She is married and the mother of a daughter, April.
Florencia Trigo,vice president of product and service at Mindshare
She has a degree in business administration from the UBA and has more than twenty-five years of experience in the communication industry. After working for several years in agencies such as DDB, Y&R and Initiative, in 2012 she joined Mindshare Argentina. Its main objective is to build and inspire the planning teams to give real added value to all the clients of the agency. Within the group WPP participated in Walk the Talk, Championing Equality, an intensive coaching program that helps explore the barriers that women face in the communications market. As a representative of Argentina in this workshop, she is very involved in creating the necessary environments for the equality and development of women within the company, which currently has 85% of female staff among its management positions.
The event will be held at the Four Seasons hotel on Monday, May 27, as part of a lunch attended by executives from companies, agencies, colleagues and collaborators, journalists, family members and other women from the industry. Those who wish to attend lunch should contact María Belén Martínez Cima ( [email protected]).