Marialejandra Urbina

Marialejandra Urbina

Marialejandra Urbina

Executive Director of Planning at Dieste Inc., Dallas.


Marialejandra is a highly regarded professional within the advertising world, specialising in both account management and strategic planning. She started to work in Advertising in 1990 as account executive, and 1998 she completed an internship at JWT London in the Department of Strategic Planning. She has been involved in the communication of companies in various industries, to highlight 3M, Chiclets Adams, Ford Motor Company, Mattel, Nestle, SAB Miller, The Coca-Cola Company and Warner Lambert.

She has a profound understanding of the importance that branding holds for a business success. Her knowledge of strategic planning methods combined with a sophisticated comprehension of both consumers and markets has rendered Marialejandra truly passionate about company branding and marketing.

Marialejandra oversees the Strategic Planning thinking at MullenLowe Group and the global strategic tools development. She has been involved in campaigns Demobilisation Humanitarian Programme of the Colombia Ministry of Defence. Campaigns that have been recognised not only for its creativity, it also has the first and only Grand Prix in the region from IPA (2011). Also has won for its strategy and effectiveness: Grand Prix APG and Jay Chiat Grand Prix 2011 and Grand Prix El Dorado Effectiveness 2014 and more than 10 Effie Awards.

She is also tasked with developing the regional effectiveness plan in Latin America as well as managing MullenLowe Group LatAm’s performance in the annual Effie awards.

Marialejandra was included on the Advertising Age Women to Watch list for Colombia 2015 and she is member of Global Planning Council at Mullen Lowe Group.

You can meet her at Professional Master Course in Account Planning in Sao Paulo
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