Professional Perspective
14 years in the making
I've spent 14 years working at the intersection of technology and human behavior — first in consumer brands like PepsiCo, Volkswagen, and Nestlé, then inside one of the world's largest technology companies.
That combination taught me something most marketers learn only on one side: that the most effective strategies are the ones that start with people, not products.
What I've learned along the way is that the most interesting problems are rarely technical. They're human.
I've spent 14 years working at the intersection of technology and human behavior — first in consumer brands like PepsiCo, Volkswagen, and Nestlé, then inside one of the world's largest technology companies.
That combination taught me something most marketers learn only on one side: that the most effective strategies are the ones that start with people, not products.
What I've learned along the way is that the most interesting problems are rarely technical. They're human.
Themes
Themes
Enterprise Technology
Enterprise Technology
Leading global marketing initiatives within large-scale technology environments,
with a focus on digital transformation, customer engagement, and enterprise infrastructure.
Leading global marketing initiatives within large-scale technology environments,
with a focus on digital transformation, customer engagement, and enterprise infrastructure.
AI Infrastructure
AI Infrastructure
Omnichannel Strategy
Omnichannel Strategy
Customer Engagement
Customer Engagement
Digital Transformation
Digital Transformation
Global Collaboration
Global Collaboration
Cross-Cultural Strategy
Cross-Cultural Strategy
Working across Latin America and Global teams has shaped much of my perspective on communication, collaboration, adaptation, and the cultural dimensions of modern work.
Working across Latin America and Global teams has shaped much of my perspective on communication, collaboration, adaptation, and the cultural dimensions of modern work.
LATAM & U.S Markets
LATAM & U.S Markets
Global Teams
Global Teams
Cross-Cultural Communication
Cross-Cultural Communication
Stakeholder Alignment
Stakeholder Alignment
Regional Scaling
Regional Scaling
Remote Collaboration
Remote Collaboration
Human-Centered Marketing
Human-Centered Marketing
Beyond systems and performance metrics, much of my work centers around understanding human behavior — how people engage with technology, process information, and navigate increasingly digital experiences.
Beyond systems and performance metrics, much of my work centers around understanding human behavior — how people engage with technology, process information, and navigate increasingly digital experiences.
Behavioral Insights
Behavioral Insights
Storytelling
Storytelling
Digital Experience
Digital Experience
Customer Psychology
Customer Psychology
Brands I've worked with
Brands I've worked with
Some moments of pride
Some moments of pride
Social Media Engagement
Social Media Engagement
Audi Mexico
Social Bakers Awards
Made Audi México the #1 social media account in the country — holding the highest engagement level for two consecutive years, competing against brands nationwide.
Audi Mexico
Social Bakers Awards
Made Audi México the #1 social media account in the country — holding the highest engagement level for two consecutive years, competing against brands nationwide.
Circle of Excellence
Circle of Excellence
Cisco Systems
Global Recognition
Recognized as a Top Performer by Cisco Marketing & Communications — awarded annually to a select group across the globe.
Cisco Systems
Global Recognition
Recognized as a Top Performer by Cisco Marketing & Communications — awarded annually to a select group across the globe.
Content Marketing
Content Marketing
PepsiCo
Millward Brown Awards
2nd place in Content Marketing for a strategy that was both creatively engaging and editorially precise — competing against major consumer brands.
PepsiCo
Millward Brown Awards
2nd place in Content Marketing for a strategy that was both creatively engaging and editorially precise — competing against major consumer brands.
Selected perspectives
Selected perspectives
“She not only led the team but influenced the creative outcomes and partnerships we built.”
“She not only led the team but influenced the creative outcomes and partnerships we built.”
Francisco Cárdenas, Brand and Marketing Director
Lerma Agency/ Avocados from Mexico
Francisco Cárdenas, Brand and Marketing Director
Lerma Agency/ Avocados from Mexico
“A rare blend of analytical rigor, aesthetic sensibility, and boundless creativity.”
“A rare blend of analytical rigor, aesthetic sensibility, and boundless creativity.”
Michael Armentano, Global Digital Strategist
Cisco Systems, AMER, APJC, EMEA
Michael Armentano, Global Digital Strategist
Cisco Systems, AMER, APJC, EMEA
“Ilse has the unique ability to distill complex omnichannel experiences into logical, high-impact strategies.”
“Ilse has the unique ability to distill complex omnichannel experiences into logical, high-impact strategies.”
Dan Orman, Strategy & Planning Senior Leader
Cisco Systems, US
Dan Orman, Strategy & Planning Senior Leader
Cisco Systems, US
“She approaches problems with a methodical mindset while always keeping the human dimension in focus.”
“She approaches problems with a methodical mindset while always keeping the human dimension in focus.”
Ertan Rassim, Marketing Director
Cisco Systems, AMER, APJC, EMEA
Ertan Rassim, Marketing Director
Cisco Systems, AMER, APJC, EMEA
Selected Certifications
Selected Certifications
Making Sense of Complexity
Making Sense of Complexity
Duke University
Duke University
Entrepreneurial Thought & Action
Entrepreneurial Thought & Action
Babson College
Babson College
Master of Business Administration
Master of Business Administration
EGADE Business School, Tec de Monterrey
EGADE Business School, Tec de Monterrey
Data Science Foundations
Data Science Foundations
IBM
IBM
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