Ursula Calderón

Ursula is the Head of Mexico & Americas CoE, responsible for creating strategic synergies among the agencies that make up the CoE: Media Buying (both online and offline), Digital Creativity, Influencer Marketing, and Data Insights.

She holds a degree in Communication Sciences and has over 14 years of experience in media planning and buying, as well as communication and media strategies for both local and international brands. Ursula has led digital and multidisciplinary teams, successfully digitalizing teams at major companies like Unilever and Telcel, thereby enhancing their digital maturity.

She contributed to the development and implementation of HEINEKEN’s first Center of Excellence in Mexico, helping the company become data-driven. Ursula has also established ways of working and processes that facilitate the implementation of a comprehensive communication model, integrating media strategy, media planning, digital, data & insights, and influencer marketing teams.