With over 17 years of experience, she has built a career marked by strategic vision and innovation in the financial sector, with a special focus on gender and SMEs. Her career began in the advertising world, managing major brands at agencies such as JWT and Ogilvy, where she honed her ability to connect with audiences and position high-impact messages.
In 2011, she transitioned to banking, taking on the role of marketing and advertising director at Banco BHD, where she was part of the team that led the creation of the **gender cluster (MUJER)**. Her work in this initiative not only promoted women’s access to financing and financial education but also positioned her as a reference in the sector, representing the bank in international forums and collaborating with institutions such as IFC and GBA. During this period, she also spearheaded social impact campaigns, such as *Amor Disfrazado*, which was recognized with **two bronze statuettes at the Caribbean International Communication Festival** for its contribution to the fight against gender violence.
Her commitment to business development led her to design innovative strategies for SMEs, achieving **second place in the “Oportunidad OPEN” award** from Banco BHD León for a support program for the sector. At Banco Santa Cruz, she has continued strengthening value propositions for clients, combining market analysis, development of segmented commercial strategies, construction of non-financial proposals, and improvement of service models to maximize growth and profitability.
Beyond her role in banking, she is a mentor at the **Financial Alliance for Women**, advising financial institutions and fintechs in Latin America. Her strategic approach, leadership skills, and commitment to equity have made her a key figure in transforming the financial sector in the region.