Since 2009, she has led multiple brand experience projects including Citibank, HSBC, BBVA, Ford Motors, and Holcim’s brand identity implementation across both North and South America.
Vico is a key member of GLIMMA Americas’ Project Management Team, leading the planning, execution, and post-work of numerous projects across the region.
Holding degrees of industrial engineering and marketing, she began her career in market research and analytics with the 3M Corporation. She enjoyed the blend of problem-solving and working with leading brands, and later transitioned to roles in both marketing and development.
It’s critical to Vico that she approach her client interactions with integrity, enthusiasm, and forward-thinking. She vows to always be a good listener as she strives to serve GLIMMA’s clients.
At home, Vico is happily married and the proud mother of two wonderful children. Hailing from Mexico City, she has lived in Los Angeles and now Boston.
Vico claims she is “not a terrible tennis player.” She loves spicy food and volunteers for diversity awareness projects in her community.
'Digital is essential. But as time has moved on, we’ve lost how vital physical assets can be. Happily planning and auditing physical assets isn’t as tricky as it once was.'
Not long ago, someone had to physically visit each site and walk every bit of owned space. Now, with GLIMMA’s brand asset technology, we can be your eyes across the USA, pushing surveys out to field personnel that capture essential data at a fraction of the cost.
When all the assets have been captured, they’re evaluated based on numerous criteria, including on-brand, condition, and visibility – all structured around your goals. We can even create a webshop that enables field partners to order assets in bespoke sizes for their stores, offices, workplaces, buildings, fleets and factories.
So, it’s an old idea, but many brands are failing to harness the power of their physical assets. Now, what about the new?
The USA is big. It’s easy not to look outside its borders. But GLIMMA is an international organisation, and our partners bring innovation from different cultures and countries. These fresh perspectives can unlock myriad ideas and innovations – and ultimately increase income for you, too.
'Our partners bring innovation from different cultures and countries. These fresh perspectives can unlock myriad ideas and innovations – and ultimately increase income for you, too.'
Mixing the old and the new could be the secret sauce US brands need to rejuvenate their relationships with customers and reinvigorate their real estate.
In with the old, in with the new.