I am
How I Discovered That Corporate Culture Impacts Business Economics.
For over 35 years, I have been immersed in the business world, serving in executive roles for various companies and consulting in Strategic Marketing and Communication.
I had the unique opportunity to study Marketing just as the field was emerging in Argentina, learning directly from pioneers such as Philip Kotler, Peter Drucker, and Michael Porter.
Later, I specialized in Services Marketing at IAE Business School and completed postgraduate programs in Strategy and Corporate Identity at the University of Belgrano.
My career initially focused on commercial development, process optimization, and market expansion.
Like many, I was caught in the "achievement paradigm," believing that business success relied solely on well-structured strategies, detailed planning, innovation, and flawless execution.
Until somethingdidn’t add up.
Some of the companies I advised through my own consultancy, Pampa Urbana –would start the year with clear goals and strong action plans.
However, within months, ineffective leadership, interpersonal conflicts, and internal challenges would begin to erode motivation, shift priorities, and divert attention from strategic focus toward urgent human interaction issues.
In time, the strategy would simply fade away.
During those moments, Peter Drucker's famous quote often came to mind:
"Culture eats strategy for breakfast."
It was exactly what I was witnessing: brilliantly designed strategies failing due to a lack of corporate culture that could not inspire people to implement them.
I realized that
corporate culture is the true engine behind business success.
I moved from thinking about Strategic Marketing Plans to thinking about Strategic Growth Cultures.
This realization resonated so deeply that I decided to become an Ontological Coach reflecting on my own way of being, acting, and relating. Following my personal transformation, I pursued advanced training to effectively implement these principles in the corporate environment, integrating them into my professional practice.
Through extensive research of global best practices in organizational intervention, I discovered the groundbreaking work of Fred Kofman. This inspired me to pursue certification in his Organizational Health Model.My professional journey began as a Coach, evolving to Master Coach certification through CBC International under Fred Kofman's direct mentorship. My specialization focuses on: Cultural Transformation, Leadership Development, High-Performance Team Building and Systemic Organizational Coaching.
I also specialized in Family Business and Team Coaching at the European School of Coaching, training with Fernando Flores at Pluralistic Networks.
These experiences allowed me to cultivate the skills and sensitivity to anticipate uncertain futures—recognizing that what is possible or impossible emerges from our emotional states.
My education continued into Agile methodologies, understanding the rise and impact of Artificial Intelligence. I also became a Certified Scrum Master to better navigate agile environments.
I came to understand that a company's economic success is built when its organizational culture becomes the driving force that guides people toward a shared purpose,sustained by human values fostering trust and collaboration.
In every intervention, my mission is to help individuals enhance their intra- and interpersonal skills, challenge their beliefs, and strengthen their ability to connect and collaborate effectively within organizations.
I am deeply convinced that this approach is the only way companies can achieve
tangible, sustainable results aligned
with their growth objectives.
Today, I lead training programs at CBC International as a Business Partner and also hold the role of certifying new Coaches.
I am proud to be part of the CBC Master Coaches Team and to work alongside Fred Kofman, supporting organizations and teams across some of Latin America's most prominent companies.
Additionally, I work independently as a Master Coach in Argentina, Mexico, Colombia, and Uruguay, providing professional services and executive coaching to senior leaders, teams, and individuals seeking to develop essential skills in communication, collaboration, negotiation, coordination, and emotional intelligence.
Throughout my journey, I have seen time and again: Only organizations that nurture a healthy culture achieve truly sustainable and outstanding results.
