Building a Future with no Limits: Discover Pablo’s L’Oréal Great Story
From Argentina to Mexico, Pablo, CDMO and CA&E Director at L’Oréal Mexico, followed his calling in communication and built bridges along the way! Inspired by people and connections, he made a career at L’Oréal by advocating for a borderless and creative approach to marketing. Read Pablo’s #LOrealGreatStory to discover how he followed his ambitions and became an agent of growth in the company.
Hi Pablo! Tell us about yourself
I am Argentinian, and have been working for more than 20 years in communication, marketing, digital, public affairs and sustainability. From very early on, I knew that my vocation was in communication; in connecting companies and brands with people. This is why I studied these disciplines at both the undergraduate and graduate level. My aim was to specialize in order to become a true expert. I also really enjoy reading and listening to podcasts by global experts on these topics. I have the privilege to work in what I like, and I try to keep up to date so I can be aware of all the new trends. Beyond work, I choose to spend time with my family, my wife and my children, hang out with friends, travel and play sports. My favorite place in the world is Punta del Este in Uruguay, a lovely beach location which I invite you to discover (you won’t regret it!) Working in Mexico I have been to some fantastic places, like San Miguel de Allende, Oaxaca, Punta de Mita, Puebla and Puerto Escondido, which are all amazing. Mexicans and their culture are unique in the world and it is a great privilege to have the opportunity to live in this incredible country.
How did you come to join L’Oréal?
I joined L’Oréal in May 2015. Before that I worked for Peugeot as a Director of Communication, Digital, CSR and Innovation. Since my arrival at L’Oréal to the present day, I have always had the same position, but with a particular feature: it is a double role. I have the responsibility of Chief Digital & Marketing Officer and also of Chief Corporate Affairs, Engagement & Sustainability Officer. I worked for four and a half years at the Argentine subsidiary, where I reported to Marcelo, then CEO of L’Oréal in that country and now CEO in Brazil. In January 2020, I moved to Mexico to also take up the position of CDMO & CA&E, reporting to Kenneth, CEO of L’Oréal Mexico, a very important subsidiary for the group. In 2022, L’Oréal will mark 60 years of uninterrupted presence in Mexico, which will involve a big celebration!
What does your work at L’Oréal look like?
My work at L’Oréal is challenging and very inspiring. I knew very little about L’Oréal as a group before joining the company, so it was a bit of a fun risk! I was pleasantly surprised to discover that it is an organization where you can grow, develop yourself and create and lead the latest trends. L’Oréal really puts a focus on trying new things, ‘failing’, learning and trying again… all while having fun. If I have to sum up my focus today, I can say that accelerating the digital transformation of the business and enhancing the Group’s reputation are my main ambitions. I also lead a super team in Mexico, full of talent and known as one of the best teams in the market. Together with this team, we want to position Mexico as the most advanced country in digital in Latin America in 2021 and one of the 10 most advanced in the world in 2022. The will to do;, to make things happen, the constant search for innovation, to stimulate the teams so that they go as far with their creativity as as possible and to discover new ways of working that positively impact the business is part of our day to day and I really enjoy it.
We all have an idea of what marketing is, but what does it mean to you?
Marketing, communication and digital transformation, which are the areas of greatest focus for me, represent the opportunity to contribute to our Group and brands in gaining the attention and trust of consumers. It is the Intelligence that we develop to truly find out the interests, expectations and needs of our consumers, thanks to a consumer-centric vision that allows us to increase reach, engagement, and conversion. Our products form part of consumers’ daily life and have a very important place in their daily habits, and that allows us to connect with them and help them to be empowered and to be able to live a full life, creating beauty that moves them to pursue and achieve their goals.
What drives you in your work?
I am passionate about achieving new ways of connecting brands with consumers and creating opportunities that positively impact the business. I want to achieve a positive impact on the community where we operate. At L’Oréal we have the opportunity to develop professionally, to create actions that are a benchmark in the market, but also to collaborate in order to solve the world’s main challenges. At L’Oréal we can create a positive social impact that transcends us and this is spectacular.
What role does sustainability play in your work?
As we all know, at a global level all the countries are working to fulfill the goals of our sustainable commitment “L’Oréal for the Future.” In the case of L’Oréal México, we have also defined 13 objectives with goals that are 100% local. But one area where we decided to prioritize our efforts locally is the promotion of gender equality and women’s empowerment. It is crucial that we accelerate the necessary change so that Mexican women can develop a full life in conditions that are equal to those of men. This year, for instance, we have already invested more than 14 million pesos to empower over 7,000 women. We support five Mexican foundations through our “L’Oréal Fund for Women,”, train women for free with our program “Beauty for a Better Life,” develop gender-based violence programs like “Stand Up” and foster the development of female scientific researchers with “Para las mujeres en la ciencia.” We make financial contributions and develop programs that seek to boost inclusion, education, employability and research. Having this much impact in the communities around is while doing my daily job, is something I didn’t expect when I joined L’Oréal.
What is something that motivates you in your life?
Building teams and developing talents. What most motivates me is building winning teams, where each member enjoys each day of their work and finds the best possible ecosystem to develop their full potential. What motivates me is building positive environments, creating an experience that stimulates each person to give their best, improve themselves and fulfill their goals. What matters most to me at work is the human factor. This is why I want my teams to enjoy themselves, to feel free to create and innovate, to express themselves and to find the optimal place to become their best. I am very proud of the team that remained in Argentina, and I am super proud of the great team we are forming in Mexico.. It is a big responsibility to lead these amazing professionals who know more than me and who make me work harder to add value and ensure that they have all the conditions and resources they need to reach their maximum potential.
What advice do you have for people who wish to join L’Oréal?
First of all, they can be absolutely sure that L’Oréal is a place where they will learn a lot, where they will develop themselves and where they will have the resources they need to become the best in their fields. Then I would tell them to be honest and transparent, and to not hesitate to show who they are. And something very important: they should show themselves to be ambitious, committed and creative. They should not hold back from showing their brilliant minds and passionate hearts. Finally, they should feel free to be critical with L’Oréal, to tell us what they think of what we do and show us what they think we could do differently.
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