COO & Director of Client Services, Orci Advertising
I believe successful campaigns are grounded in respect for the target and creative that strives to see beyond the expected, and inspire what is possible. With roots from Mexico and Argentina, I am driven by my passion for communications and the Hispanic community. This is my second time working at Orcí, having started my career here before moving on to other like-minded, independent agencies like Zubi Advertising and Conexión, and working with a wonderful range of clients along the way, including American Airlines, Lincoln Mercury, GE Financial, M&M/Mars, Aflac, Allstate, MoneyGram & Bank of the West, among others.
A film lover by blood, I also took some time away from the agency world to work on an array of award winning, multi-million dollar productions as well as independent and Oscar winning box-office successes. Most recently, I headed up the multicultural division of independent creative agency Heat in San Francisco, helping to integrate Hispanic & General Market campaigns for a Total Market approach. I have now returned for a second tour at Orcí, managing Honda & Acura brands.
I am a graduate of the University of Miami with a specialty in International Studies, and to continue learning about our diverse world, make it a point to visit at least one new city every year.
Mother. Daughter. Sister. Friend. Dog adopter. COO. Volunteer. Bilingual. Multi-cultural. Dancer, Yogi & Hiker for Fun and for Life. Dislike the terms Foodie & Wine connoisseur but love Food & Wine. Have passport, will always travel. No soy de aquí, ni soy de allá (‘m not from here, or there).
In my case, my mom and dad both worked in the industry. My mother a producer, my father a director, so it was always in the blood. That said, I interned!
Everyone wants to “do” diversity. Not everyone understands how. Some agencies, like where I work, Orci have diversity and inclusion in our DNA. It’s not something we have to try to do, its who we are and always have been. It’s interesting to hear so many talking about it these days.
We genuinely love solving problems and making things better for our clients and the customers they serve. I would say the experience in work with the Orci team is they are always thinking about ways to make your work, your creative, your business and your lives better.
I do my best to lead by example. I don’t expect people to do something I haven’t done myself. I am part of a team and I work very hard to keep thing moving forward in the best way possible. It is always hard to strike the balance between your client’s needs and your agency’s needs, but I think if we all agree that we’re here to do the best work possible and set clear boundaries, things have a way of working themselves out. I also bring wine to meetings!
Get to know people and find out what matters to them and how you can help them with something. This whole business is based on problem solving. If you can figure out what people and businesses need and how to creatively help solve their problem, you’ll do great!
I aspire to be part of a team and an industry that is moving forward and is becoming more inclusive of all voices and stories to tell.
I hope to be able to show the next generation that with hard work and persistence, personal biases can be eradicated.
Having my son think I’m a great mom and still being there for other people in my life, personally and professionally.
Realizing that no matter how hard you try, you can’t always change people’s minds about you. “You” as a person and “You” as group within a society that tends to pit groups against each other.
Hope is not a strategy. (Heard this one in a presentation not too long ago and LOVED it.)
You can’t be all things to all people, but you can help people understand your reality. (This one is mine).
A Day in My Life:
What do you love most about Your City?
Variety. Los Angeles is 100% multi-cultural and, in many ways, almost like living in a bunch of different places, each part of the city slightly different. You can meet people from just about any corner of the world, eat every type of food, explore different types of art and music etc. It is never boring here!
Favorite breakfast meal & restaurant?
Chilaquiles – Green sauce, always green.
What are you doing at:
6:00 AM – Making coffee and getting my son’s lunch ready.
10:00 AM – In meetings, 99% of the time.
12:00 PM – Favorite Lunch spot/meal?
Chilaquiles (yes, again). There is a great little spot in Torrance by one of my client’s offices.
7:00 PM – 3 options: Home with my son, making dinner and talking about our days. Yoga/Dance Class. Out at an event or listening to live music.
11:00 PM – Hopefully asleep and not working but some days it just doesn’t work out that way.
This timeline all goes out the window if I travel.
What drink do you need to get through the day and at the end (and how many)?
From 6am – 6pm: Coffee
From 6pm-6am: Wine
I’ll never tell how many!
Most used App/Favorite Instagram Account?
Most used apps: All the travel apps combined, airlines, hotels/Airbnb, lyft/uber etc. I travel a lot.
Favorite Instagram Account: Outside my friends: TalkThirtyToMe (and no I’m not in my 30’s), also really enjoy: wearemitu
What should everyone try at least once?
So many things!
But if I had to choose one, I’d probably say traveling alone.
Where do you enjoy getting lost?
Tokyo. Mexico City. New York City.