Miami
Úrsula Iguarán Kit: Powering Homegrown Hispanic Brands
Date
Thursday, September 18, 2025About the Event
The Úrsula Iguarán Kit delves into ingenio latino, examining how this distinctive blend of intuition and cleverness has fueled creative problem-solving. Learn how others developed unique products "Hecho con Pasión," leveraging smart branding and digital communities to tell authentic stories and stand out in the market.
EVENT DETAILS
DATE: September 18, 2025
TIME: 7 PM EST
WHERE: Zoom
PRICE: Free
Realismo Mágico is a series of four events during Hispanic Heritage Month (September 15 to October 15)
While we celebrate all year, this year we're shining a spotlight on Latino ingenuity. This resourceful, adaptable, and uniquely creative force often springs from contradiction and limited resources. It's both poetic and practical—picture "Realismo Mágico" applied to problem-solving, turning a "pinch of this and a story about that" into brilliant ideas that sprout from impossible odds. We're showcasing Latin imagination as a living, breathing form of intelligence that machines simply can't replicate. Our vision for the future isn't artificial; it's amplified.
VIRTUAL EVENTS
September 18 | Úrsula Iguarán Kit: Powering Homegrown Hispanic Brands
Featuring Hispanic brands from home
September 25 | Magic as Creative Strategy: Latin Storytelling in Times of Scarcity
Focusing on multicultural strategies in the U.S.
October 2 | Beyond Macondo: Realismo Mágico in the U.S.
Exploring big brands adapting to the U.S. Hispanic market
IN-PERSON EVENT
October 14 | Realismo Mágico: Creative Problem-Solving Through Ingenio Latino
A celebration and mentorship networking event
Speakers
Victor Unda
CEO & Cofounder at OKY AppVictor is a fintech entrepreneur and impact-driven executive. He is the Co-founder and CEO of OKY, a cross-border digital payments and e-commerce platform that enables unbanked Latin American immigrants in the U.S. to prepay products and services for their families back home. Prior to OKY, Victor spent 17 years at Millicom, where he served as Executive Vice President & Chief Commercial Officer, overseeing a $5.7B P&L across Latin America. As CEO of Tigo Guatemala, he doubled revenue to over $1.1B, tripled the customer base, and increased market share to 52%. Victor has held board roles at FINCA Guatemala, Tigo operations, and Corporación San Diego, and chaired AYUVI, a pediatric cancer nonprofit. He holds an MBA from Notre Dame and has completed executive programs at Wharton, Stanford, Kellogg, and Harvard.
Juali De Freitas
Director of Business Development at Alpina USBilingual business development leader with over 20 years of experience in the U.S. food industry, specializing in B2B partnerships and commercial growth. Currently Director of Business Development at Alpina US, I oversee strategic planning, financial performance, and customer partnerships to expand the brand’s presence in the American market. My career includes leadership roles across top-tier companies, launching product lines, developing private label programs, and managing multimillion-dollar portfolios with retailers such as Walmart, Sam’s Club, Target, Publix, and Kroger. I hold an MBA from IE Business School, a Systems Engineering degree from Universidad Metropolitana, and an Executive Certificate in Management and Leadership from MIT Sloan. Known for my results-driven approach and collaborative leadership, I am passionate about driving growth through innovation, negotiation, and strategic execution.
Jose Ibarra
Founder at JI Public RelationsJosé is a communication strategist and public relations expert with international experience. He leads JI Public Relations, an agency operating across Latin America and the United States, with offices in Miami, Guatemala, and Colombia. His agency has collaborated with brands such as Mezcal Contraluz, Hendrick’s Gin, Tequila Milagro, Botran Rum, Stitch Lab Miami, Miami Swim Week, NYFW. José studied International Commerce in Guatemala and Fashion Business at Istituto Marangoni in Miami. He currently contributes to magazines worldwide, covering events like New York Fashion Week, and is known for connecting brands with talent and culturally relevant audiences across the U.S. and Latin America.
Andres Reyes
CMO at Paramo SnacksAndres is a marketing leader with 25+ years of experience on both agency and client sides, specializing in Food & Beverage. He has driven brand development, market expansion, and ROI growth for major names including Maseca and Guerrero (Mission Foods), Nature’s Bakery (Mars), Frito Lay, and Maruchan. His portfolio also includes launching 7-Eleven’s 7Rewards program, activating Amazon’s college marketing, and leading digital media for Domino’s and Wendy’s. In beverages, he managed shopper marketing for Bacardi and trade activations for Constellation Brands (Modelo, Corona, Victoria). He currently serves as Fractional CMO for Paramo Snacks.
Thais Klein (MODERATOR)
Senior Creative Director - Consumer Marketing at Conde NastBorn in São Paulo and based in New York for over 15 years, Thaís leads consumer marketing creative and brand amplification for some of the world’s most influential media voices, including Vogue and The New Yorker. Her work focuses on extending brand presence beyond the page—crafting campaigns, experiences, and stories that grow audiences and strengthen cultural impact. Throughout her career, Thaís has shaped narratives for a wide spectrum of brands, from Playboy and Macy’s to Harley-Davidson and Bulova, always driven by the challenge of connecting heritage with contemporary audiences. Thaís brings both strategic insight and cultural curiosity, sparking conversations that invite audiences to see differently, think deeply, and connect more meaningfully.
