What inspired you to pursue a career in ad tech/marketing, and how did you get started in the industry?
When I graduated from college in Argentina in 2002, Google was in its infancy, and I saw a huge opportunity to break into the emerging world of ad tech and marketing. I was eager to learn about digital marketing—paid search, affiliate marketing, and media buying—so I pursued opportunities in the U.S. for an internship. What started as a learning experience turned into a long-term career, and I’ve never looked back.
Can you share a pivotal moment in your career that helped shape you as a leader?
Early in my career, I constantly sought feedback from my managers, asking how I could grow, take on more, and advance. However, I experienced firsthand how companies sometimes overlook internal talent, hiring externally for leadership roles instead of promoting from within. That was a defining moment for me—I promised myself that when I had the opportunity to lead, I would invest in my team’s development, mentor top performers, and create clear pathways for internal growth. Fostering talent and promoting from within has been one of my guiding principles as a leader.
What do you believe are the most important qualities of an effective leader in the ad tech/marketing space?
- Ability to manage global teams – Working across different time zones, cultures, and backgrounds requires adaptability and strong communication.
- Agility – Goals shift constantly in this industry, so leaders must be nimble and comfortable with change.
- Data-driven mindset – Being analytical and results-oriented is critical. Every decision should be backed by data.
- Creativity & innovation – Thinking outside the box and continuously testing new approaches is key in a fast-moving, sophisticated market.
- Fostering team culture & collaboration – A strong, connected team makes all the difference in driving success.
What advice would you give to young women looking to enter ad tech or any other technology-driven field?
Dream big—you can do it. Trust your gut, because more often than not, you’re right. Be prepared to carve out your own path, even when you’re in rooms where you’re outnumbered. Learn every aspect of your field and become an expert. Most importantly, lead with empathy and by example—your impact as a leader is just as important as your technical expertise.
If there’s a woman who has inspired or mentored you in your career, can you share that story?
Yes—one of my managers at Yahoo played a huge role in shaping my leadership style. When I interviewed with her, I was coming from a toxic work environment and was looking for a fresh start. Even though I didn’t have the perfect experience on paper, she saw my potential and took a chance on me. She trusted me to work independently, never micromanaged, and led with empathy. Because of her, giving my best effort every day was effortless. Years later, when I had to resign, I literally cried—she had made such a meaningful impact on my career and confidence.