My first role of responsibility was at a McDonald's in downtown Buenos Aires. I was only 17 years old and still in high school. I started at the cash register, making burgers, and frying fries, and one day, with all the colorful badges on my uniform, I was promoted to Manager of Automac.
Although on a small scale, it was the first time I felt the responsibility of managing people. And what seems easy to say, in practice, can be a bit challenging: generating motivation and fostering growth. That first experience didn't last long. I was starting university and had a strong desire to dive deep into the marketing industry.
I remember that whole journey as a constant re-start. I began as a young professional at Young & Rubicam, one of the most important advertising agencies at that time, working on the Danone account. Later, I won a scholarship to study a master’s in marketing in Spain. Starting again in another country was quite a challenge. I didn't know anyone there. I visited all the agencies in Madrid until Saatchi & Saatchi, an award-winning creative agency, gave me my first big opportunity. It was marvelous!
They believed in me. They believed above all in my passion for discovering a completely new world. 8 years later, I left behind that incredible country and, what is more important, the best 'tapas & cañas' in the world, along with years of profound learning, to return to Buenos Aires.
Once again, I had to start over. But then came Coca-Cola, working as a Creative Excellence Manager for Latin America! It was a dream come true. Gradually, with dedication and effort, I took on positions of great responsibility. It was eight wonderful years. Or in marketing years: two World Cups as an official sponsor, four Copa America tournaments, 2 new Coca-Cola varie=es, over 10 product launches, not to mention at least 1,000 registered campaigns and a few Cannes Lions.
After eight years as a client, one day I returned to the agency world. But this time, I was called to
lead McCann Buenos Aires. Another dream comes true. That day, I not only took on a pivotal role in a great agency but also a strong commitment to inclusion, diversity, and empowering female talent in leadership positions, especially in the creative field.
There is an iconic quote by Marcel Proust that says, "Although nothing changes, if I change, everything changes." Well, in my case, the opposite happened. In 2020, the world changed completely. We entered a reality that would transform all of us in a very different way from how we had entered. It was then that I began to discover the Web3 space and the full potential of blockchain technology.
With that in mind, finally, in 2021, I was able to start my own project: PLANETLAMBO, a 100% creative agency focused on strategic and production solutions, applying innovation for major consumer and retail brands (including augmented reality, blockchain solutions, community growth strategies to reach new audiences, immersive experiences in metaverses, among other solutions provided to clients) based in São Paulo and Buenos Aires, and exporting services to the world. I love what I do, and I'm constantly re-learning many of the things I've already learned. My wish is simple: may we all direct our energies towards the work that truly impassions us.
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