Cristina Ordóñez, Silvia Intriago and Viviana Valdivieso: creating moments that remain in memory

The marketing director for Peru and Ecuador at The Coca-Cola Company, the CEO of Garnier BBDO, and the vice president of marketing and communications at Nestlé will be recognized on Tuesday the 18th, along with nine other women in the country, at the Country Club of Samborondón in the city of Guayaquil. In conversation with Adlatina, they spoke about their love for their profession, about learning and teaching, and about the use of artificial intelligence in their field.

Cristina Ordóñez
MARKETING DIRECTOR FOR PERU AND ECUADOR AT THE COCA-COLA COMPANY

What led you to fall in love with the profession you practice?
I fell in love with this profession when I discovered that our work has the power to create moments that remain in people’s memory. A campaign, a creative idea, or a well-executed message can transform an everyday moment into a meaningful memory that emotionally connects with people. What truly excites me is collaborative work with diverse and multicultural teams. When we combine different perspectives, experiences, and creativity, we make brands—global or local—connect authentically with their audiences. That intersection is where the real magic happens.

What teachings and learnings have you experienced, in both directions—towards them and from them—between you and your team?

What teachings and learnings have you experienced, in both directions—towards them and from them—between you and your team?
I have been fortunate to work with diverse teams across different regions, and one certainty I have is that the best way to grow as a leader is to help others grow. Throughout my career, I have incorporated three principles that I constantly apply: creating work environments based on empathy, trust, and respect; communicating with absolute clarity—for the benefit of others—and giving concrete and timely feedback. But one of the greatest lessons came from my team. They asked me: “How much energy do you dedicate to something that is not worth it?” That question changed everything. It taught me the importance of letting go, of accepting that you cannot control everything around you, and above all, the power of prioritizing as a team. When we all align our energy on what truly matters, results multiply.

What expectations does the possibility of using artificial intelligence programs generate in your activity? What do you find in favor and what against?

Creo firmemente en el poder de tener un mindset I firmly believe in the power of having an experimental mindset that allows us to pilot, learn, and scale. Artificial intelligence is a tool that opens extraordinary possibilities: it breaks geographical and cultural barriers, makes us more agile, and allows us to accelerate processes while imagining more innovative and personalized experiences. In our profession, we have access to an overwhelming amount of trends and data. We can easily get lost looking for that insight or key piece of evidence. That is where AI plays a crucial role: it helps us synthesize information, interpret patterns, and make better decisions faster. But the challenge—and also the key—is to never lose the human element: emotion, authenticity, that genuine connection that only person-to-person relationships can achieve. AI is a great ally, but the magic is always ours: in our ability to understand emotions, create purpose, and transform information into stories. Technology gives us tools; we give it meaning.

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Silvia Intriago
CEO OF GARNIER BBDO ECUADOR

What led you to fall in love with the profession you practice?
I fell in love with this profession because advertising turns business challenges into real impact. Every brief is a challenge, and I am passionate about leading teams to find the answer: strategic ideas that drive sales, build reputation, and even shape culture. I also fell in love with the constant learning. To lead a network agency, you must understand the brand, the dynamics of its industry, the consumer, and the economic context in Ecuador and worldwide. That rhythm of anticipation keeps me curious and focused. And I fell in love with people: the energy of developing and seeing talent grow. In more than a decade, I have not experienced two identical days. There is pressure, yes, but also the daily opportunity to serve our clients with creativity, discipline, and the certainty of generating sustainable value.

What teachings and learnings have you experienced, in both directions—towards them and from them—between you and your team?
The relationship with my team is a two-way ecosystem of growth. I transmit to them the power of conviction and disciplined collaboration: nothing is impossible when we operate with trust, strategy, and flawless execution. My role is to be a beacon of high-performance mindset and a facilitator of resources so that talent can flourish and the business can move forward. I learn from them that creative audacity, combined with technical know-how, has no limits. They validate my mantra Make it happen by bringing to life ideas that once seemed impossible: know-how from the first fashionista handbag Make it happen made of real chocolate to a residential project within video game platforms. That exchange confirms something key: magic happens at the intersection between leadership aspiration and bold team execution.

What expectations does the possibility of using artificial intelligence programs generate in your activity? What do you find in favor and what against?

The possibility of integrating artificial intelligence into the agency generates in me an expectation of strategic transformation, not replacement. I see it with pragmatic optimism: it is a multiplier of talent and the next great lever to amplify the human capacity of our team. In favor: speed and focus (fewer hours on repetitive tasks); more time for strategy, craft, and creative direction; scale and personalization (smart versions of pieces and content adapted by audience and channel without increasing costs); better decisions (reading trends and validating concepts faster to decide what works and what doesn’t). Against (and how we manage it): risk of generic content (we maintain human judgment and clear brand standards); errors or “hallucinations” (we verify data before publishing); intellectual property and privacy (usage rules and not uploading confidential information); bias and brand safety (editorial review and cultural sensitivity testing). My expectation: to free up high-value time, elevate product quality, and open new services for clients. Always with ethics and responsibility toward human work.

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Viviana Valdivieso
VICE PRESIDENT OF MARKETING AND COMMUNICATIONS AT NESTLÉ ECUADOR

What led you to fall in love with the profession you practice?
From a very young age, I was interested in psychology; in fact, I thought I was going to study it. Over time, I discovered that marketing is also psychology: deeply understanding people, their emotions, behaviors, motivations, needs, and desires. I fell in love with this career because it combines strategy, creativity, and purpose. I love being able to meet people’s needs by ideating products from scratch, positioning their benefits clearly, until achieving that the consumer not only prefers you but identifies with your brand.

What teachings and learnings have you experienced, in both directions—towards them and from them—between you and your team?
I learn from my team every day. From their passion, their courage, and their ability to transform the company. At the same time, I try to inspire them to think outside the box, to make what seems impossible possible, to keep curiosity alive, and to never lose connection with the consumer. Teams perform at their best when they feel heard, valued, and guided by a clear purpose. Because the role of a leader is not to have all the answers, but to create the space to find them together. For me, leadership is based on empathy and trust: when people can be authentic and dare to challenge the status quo, results come naturally.

What expectations does the possibility of using artificial intelligence programs generate in your activity? What do you find in favor and what against?

AI is transforming the way we do marketing. It allows us to optimize time, anticipate trends, streamline processes, and personalize creativity at a scale that was previously unthinkable. But above all, it gives us the opportunity to dedicate more energy and time to what really matters: listening, thinking, connecting, and deciding. AI is a tool that should enhance human beings, not replace them. Its true value lies in combining the precision of data with the empathy, intuition, and judgment that only people have. The challenge is to maintain that balance: using technology with purpose and awareness, to connect more—not less—with people.