Education: 

I hold a Bachelor’s degree in Business Administration from the National Autonomous University of Mexico, including an exchange semester at the University of Northumbria (UK). I later earned a joint Master’s degree in Tourism Management, studying at the University of Southern Denmark, the University of Ljubljana, and the University of Girona.

Work experience: 

Throughout my career, I have worked at the intersection of strategy, change, and innovation across industries including tech, healthcare, media, and pharmaceuticals.

I began with internships in a digital marketing startup (DC Estrategia) and a global market research firm (Nielsen), where I gained early experience in data-driven communication and insight generation. I then moved into full-time roles: first as a Marketing Assistant in a pharmaceutical company (Sanfer), followed by a position as Strategy Supervisor at Televisa’s casino operations, where I led strategic planning and supported multiple new business launches. I was later promoted to Strategic Alliances Manager, focusing on customer experience and marketing innovation across 18 casino locations.

While pursuing my Master's degree, I took on two part-time roles: Junior Researcher for the Global Partnership on Artificial Intelligence (GPAI) on a Future of Work project, and Marketing Strategist for Hololink, a tech startup specializing in Augmented Reality solutions.

In recent years, I have led applied research and consulting projects focused on digital transformation in healthcare, supporting change adoption and stakeholder alignment between technology developers, service providers, and end-users. My recent work has explored how organizations can successfully introduce technologies, such as service robots, while keeping people at the heart of the process.

My experience

PhD:

During my Master’s studies, I became interested in the human impact of technology. After researching intelligent automation in services for my thesis, I continued this path with a PhD focused on digital transformation.

My research explored how organizational structures and individual agency interact to shape change during technology adoption. I worked closely with hospitals, nursing homes, and a robotics company to understand how new ways of working emerge and what enables or limits their success. My approach combined strategy, change management, and human-centred innovation, principles I continue to bring into my work today.

If you want to know more about the project you can read this blog post here or the full PhD dissertation here.