Julieta Loaiza
After six years as VP Head of Marketing, Communication & Corporate Affairs at Nestlé, Julieta Loaiza begins a new stage as an independent consultant. She considers the industry must return to its basics: a well-understood and positioned brand with the right brief that inspires the ecosystem.“We must not forget our journey and capitalize on it in the world of communication. Nor can we forget the live exchange, the contact with human beings. We have experts in the ecosystem; we must understand where we come from, the tools we have right now, and the data,” said Loaiza.Loaiza also referred to the issue of sustainability, emphasizing that the industry contributes 3.5% to carbon emissions.She advocates for human talent. “Any technology is a useful tool and a vehicle, but in the end, it is handled by humans. We do not have to be afraid of these technologies, but we must use them in favor of the collective. Talent must be favored and trained. Nobody is born knowing everything; we must stay informed all the time. I believe in new talent and the power of ideas.” She noted that any idea is possible in any field: business, marketing, or innovation. “Ideas are replaceable. We must be curious, risk-taking, and trust our intuition.”Loaiza underlined that artificial intelligence is a technology powered by machine learning, and humans themselves provide the data and information. However, someone has to “curate and filter it in terms of ethics and protect the integrity of what comes out from it and its execution,” she concluded.
