About Me
Strategy Director. Born in Bogotá. Based in New York City.I work best in moments of change—new markets, shifting cultures, unfamiliar contexts, and brands rethinking what they stand for next.
I bring an outsider’s perspective into every room, especially the ones I don’t naturally belong to. I pay attention to everyday behavior: what people say, what they avoid, and what they don’t yet have words for. Culture, to me, is lived. Messy. Often inconvenient.
I lead brand, communications, social, and digital strategy, turning complexity into direction teams can move on. Recognized by Cannes Lions (See It Be It), Young Lions, The Clios, and Effie. O-1 visa holder for extraordinary ability, something I see less as a title and more as something to live up to.
I’m interested in simplicity. In tension. In the people behind the work—especially women.
Experience
Strategy Director, Independednt Consulting | August 2025 – Present | New York City.
Independent Strategy Director, Uncommon Creative Studio | October 2025 – December 2025 | New York City.
Strategy Director, Connections, TBWA\Chiat\Day | February 2025 – July 2025 | New York City.
Strategy Lead, Sancho BBDO | September 2022 – December 2024 | Bogota.
Senior Strategist, Sancho BBDO | January 2019 – August 2022 | Bogota.
Account Leadership Roles, Sancho BBDO | March 2015 - December 2018 | Bogota.
Earlier Digital Account Experience, Multiple agencies | August 2013 - February 2015 | Bogota.
Executive Advisor & Programme Lead, Cannes Lions – See It Be It & Latam | 2022 – Present | Global.
Volunteer Partner, The 30-Minute University, Mentorship Ad community | 2021 – Present | Global.
Notable clients
Wells Fargo, Carnival Cruise Line, Byoma, IKEA, UN Women, Nestlé, Tecate, Miller Lite, Deezer, Éxito and Bancolombia.
Awards and Recognitions
The Clio Awards — Creative Summit, New York
2025 — Creative Brief Luma AI Challenge, Finalist and Panelist
Cannes Lions — See It Be It
2024 — Alumni; first Strategist See It Be It Representative
2024 — Jury Member
2025 — Alumni Tutor and Program Co-Lead
El Dorado Festival — See It Be It Latin America
2024–2025 — Alumni Tutor and Programme Lead
2022 — Alumni Member
Effie Awards — Colombia
2023 — 2nd Most Effective Agency in LATAM
2022 — Finalist, Positive Change / Social DEI, Almacenes Éxito, Second Chances
2021 — Finalist, Branded Content, Almacenes Éxito, Crónica: The City of Disadvantage
2020 — Finalist, Commerce and Retail, Almacenes Éxito, Products
2020 — Sancho BBDO, Agency of the Year
Effie Awards — LATAM
2022–2023 — Jury Member
2022 — Finalist, Fashion, Almacenes Éxito, Second Chances
2021 — Bronze, Health / Single Market, Grupo Éxito, Crónica: The City of Disadvantage
2021 — Bronze, Positive Change / Social, Grupo Éxito, Crónica: The City of Disadvantage
2020 — Silver, Fashion, Almacenes Éxito, Wear It for the Neighborhood
2020 — Silver, Seasonal Marketing / Single Market / Specials, Almacenes Éxito, Products
El Dorado Festival — LATAM
2022 — Finalist, Alcoholic Beverages, Tecate, The Manual for Real Men
2020 — Silver, PR, Grupo Éxito, Crónica: The City of Disadvantage
2020 — Silver, Digital, Grupo Éxito, Crónica: The City of Disadvantage
2020 — Silver, Sustainable Development, Grupo Éxito, Crónica: The City of Disadvantage
2020 — Finalist, Creative E-Commerce, Grupo Éxito, Crónica: The City of Disadvantage
Young Lions — Colombia
2016 — Bronze, Media, Grolsch, Billboards for Art
Publications
The Clios
https://www.linkedin.com/feed/update/urn:li:activity:7386401821294247936/
Little Black Book
https://lbbonline.com/news/see-it-be-it-2024-estefania-lopez
Lions Creativity
https://www.lionscreativity.com/talent/see-it-be-it
Cannes Lions
https://www.canneslions.com/news/cannes-lions-announces-2024-see-it-be-it-cohort
https://www.canneslions.com/impact/see-it-be-it/the-2025-digest
https://www.canneslions.com/impact/see-it-be-it
Campaign Brief
https://campaignbrief.co.nz/2024/04/07/cannes-lions-announces-2024-see-it-be-it-cohort/
Latin Spots
https://www.latinspots.com/sp/noticia/seis-latinas-formarn-parte-de-la-cohorte-de-see-it-be-it-2024-de-cannes-lions/69522
Ad Latina
https://www.adlatina.com/nuevas-cuentas/cannes-lions-anuncio-la-cohorte-2024-de-see-it-be-it