Sandra Alfaro de GUT
Sandra Alfaro opened a new chapter in the industry after being appointed as the first US CEO at independent agency GUT. From that new position, she spoke with PRODU about the landmark projects of her career and how she hopes to inspire the agency’s teams to adopt a growth mindset in everything they do.She is one of the executives that recently left DDB Chicago, where she has served as president since 2022 after former global CEO Andrea Diquez joined GUT as global CEO. Now as GUT’s first US CEO, Alfaro will be responsible for managing the day-to-day operations of GUT’s office in Miami, the Network’s headquarters, as well as its GUT Los Angeles office, effective September 5th. “Of course, I’m excited to work with Andrea (Diquez) again. We complement each other really well and I’m inspired by her leadership style. Also, the culture of GUT is quite special. Everyone I’ve met is SO incredibly passionate about what they do – their energy is contagious and they are obsessed with creativity – love that!” Sandra pointed out. She confessed that growth is her passion, so her goal will always be to inspire teams to embrace a growth mindset in everything they do. “Clients hire us to do great advertising, but it is my goal to earn a seat at their table as a true business partner. We can do that by learning their business as much as we can, understanding what keeps them up, and being proactive about offering solutions to business problems they may not even see yet. A dear Client years ago used to invite his senior agency leads to be part of their ‘Brain Trust’ when they had a tough problem to solve. I was honored to have a seat at that table and it is where we hope to be with all Clients,” she said. With more than 25 years of experience in advertising and marketing, Sandra began her career as an account coordinator at Conill Advertising, Saatchi’s multicultural agency, after specializing in International Business and Marketing. “It was the perfect role for me. I loved how no two days at work are ever the same, and I loved immersing myself in Client categories.”She has been lucky to work in almost every category throughout her career, from Retail to CPG to Pharma and everything in between. “A few that stand out and will always hold a special place for me are HBO (the first major account I worked on as an AE), The Home Depot (THE most memorable new business pitch I participated in and won, where we had to deliver a LIVE brief and assignment as part of the Q&A in the final round), Nissan (my first major automotive pitch and win, which challenged me to set up regional account teams in 4 different cities), and Heineken, which is a brand I had the opportunity to lead for over 10 years and taught me many of the Client relationship skills I still rely on today”.
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