Juliana Pereira
Campus Life Director
IE Business School
From: New York, USA

Juliana Pereira was born in New York and raised amid three cultures, American, Portuguese and Colombian. DIVERSITY is not only in her DNA, an appreciation for it was nurtured by her Portuguese father and Colombian mother. From an early age, it was clear to her that she wanted to be a great COMMUNICATOR and as a result she focused on honing that skill, among others during her education in the States. Ultimately it is Juliana’s love for learning and education that has been a constant throughout her life. During her career she learned that when you learn to DO you can quickly shift from skill to competence. For instance, Juliana would soon explore as, communicator turned CONNECTOR (Malcolm Gladwell).

After working in New York City for prominent global advertising agencies for accounts such as P&G and J&J, on campaigns for products that could fill a supermarket cart: Gillette razors, Duracell batteries, Herbal Essences Shampoo, Lay’s potato chips, Doritos, Cheetos, Tostitos, Splenda no calorie sweetener, and many more, Juliana made one of those GUT decisions. While a surprising move, she left the city that never sleeps, for one that takes siestas, Madrid. She landed at a PR agency with a focus on luxury brands. Soon Juliana would have a new cart to fill with shiny new products and lessons! Three years focused on developing PR strategies and new business pitches for the likes of Tods, Etro, Burberry, Gucci, Tiffany & Co, Bentley, and Armani Casa to name a few, was in many ways like a dream but also yielded priceless lessons. With all that she learned, Juliana decided to go from agency-side to client side at a leading management company of luxury outlets in Europe. She went from communicating about products and brands to MARKETING a concept, a destination, Value Retail – Chic Outlet Shopping.

Juliana’s career was built on fitting into a variety of roles and industries, from multinationals to SMEs. The challenge that preceded her current role was that of ENTREPERNEUR. She learned quickly it was either sink or swim. Everyday multiple hats were worn, salesman, tech whiz, bookkeeper, marketing guru, HR Director and whatever else was needed to make the idea a reality and the company run. The challenge was enormous, but the experience gave her what no company, mentor, parent or professor could have…life lessons, not from the sidelines, but front and center.  Juliana successfully developed and positioned an innovative new concept in the Beauty & Wellness service industry in Madrid, which she recently sold. Call is luck, great timing or destiny but she sold just in time to reach her current destination, IE Campus Life Director.

So how does the North Pole fit into the story? Juliana had the privilege of reaching 90 degrees and Santa Clause three times in her life. The adventure of getting there, swimming in below 0 degree Celsius water, sharing the journey with brilliant minds and explorers have left a lasting mark. She aims to channel the perseverance, curiosity and humility of that experience in all she does.

An Explorer, Entrepreneur, Communication/Marketing/PR professional with nearly twenty years of experience, found herself at IE ready to give back to a community and a student body nearly one year ago.

Now that you know a little about me I’m ready to set off on a new adventure and school year with you, the COMMUNITY! I want to hear about you and how you will leave your blueprint on IE as IE is ready to leave one on you.


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