Global leaders

Gema Paniagua is recognized for her invaluable contributions in more than 400 brand creation, transformation and evolution projects around the world.

Her extensive experience of more than two decades in developing projects on five continents makes her one of the great experts in optimizing results and creating solutions for our clients.

TOTEM’s engine room would not work like a fiddle without her key input during each project. Be it global branding projects or specific consulting and innovation projects, digital or cultural transformation, customer journey, employer branding or design and packaging.

The more than 250 teams with which she has interacted as COO, value her extraordinarily for her authenticity, her rigorous processes, as well as her empathy in relationships. She generates value and opens new possibilities for all the companies and people with whom she collaborates.

Gema is a fundamental part of important brand creation and transformation projects in different industries and sectors such as banking, tourism, retail, real estate, food and consumer goods, among others, in more than 40 countries.

He has a degree in Business Economics from the
Torcuato Di Tella University in Argentina and specializes in the study of Human Behavior Sciences.

His unique approach to the Enneagram transcends traditional conceptions by integrating archetypes and neurobehavioral aspects. This allows you to understand how personalities influence personal interactions and its impact on collective dynamics, thus contributing to build identification and trust within teams or any social organization.

With a previous career as a marketing director in multinational companies, Fede is dedicated to combining the fields of marketing and communication with the humanistic, with the aim of promoting development of robust, coherent and healthy cultures that foster a sense of belonging among its members.

Kemmy is our regional partner for Central America, Mexico and the Caribbean and leads TOTEM’s growth strategy from Panamña. She is an expert in branding and marketing with purpose, connecting brands with human emotions and generating value through strategies that enhance ROI. With more than 20 years of experience,
she has contributed with international brands such as:
Citi, Texaco, Sony, Colgate and destination brands
such as Panamá Pacífico.
She has been able to transform marketing and communications teams, connecting purposes for the achievement of the objectives of the companies she
has collaborated with.
Composer and writer, her influence has led her to be recognized for her creativity and outstanding contribution in marketing. She is part of several associations that promote the economy and the participation of professional women in the world.

Angie is a branding expert with more than 15 years of experience creating and executing successful strategies for national, regional and international brands. Her discipline, commitment and constant search for learning and evolution have made her a leader in her field.

Her strategic approach and ability to create memorable consumer experiences drive sustainable growth for companies, even in highly competitive markets. Angie integrates innovation and vision into every project, from conceptualizing brand identities to implementing cutting-edge marketing tactics.

As the new Partner for the Andean Region at TOTEM Branding, a company with two decades of experience working for leading companies in the region, Angie will lead the expansion in this important and dynamic area. Her strong background in Business Administration and Marketing allows her to approach each challenge with a holistic perspective, adapting to market trends and connecting brands with consumers in an authentic and effective way.

Laureano is President of the Spanish Retail Association and President of the Ibero-American Retail Circle.
He has helped more than 100 companies in their strategic transformation.
Professor at numerous business schools: ESIC Business & Marketing School, at Valley Digital Business School, EAE Business School, ICMED in Spain, and Florida International University (USA).
Author of numerous books on retail strategy.
Elected Top Voice Spain 2020 by Linkedin, a platform where his articles have received 25 million visits in 2022. Chosen by Favikon as one of the most influential people in Spain. Chosen by Forbes Spain as Spain’s retail specialist. Advisor to the Spanish Government in the Observatory of Commerce 4.0 and Advisor to the Basque Government on the School of Retail.
He has lectured on retail in more than 40 countries and is recognized as Top Retail Speaker worldwide.

Sergio, as Latam Regional Manager, combines his experience as director and leader in prominent multinationals as well as its fruitful stage as an entrepreneur.

With more than 55 countries visited for leisure or
business, Sergio understands the global and connected
world, like few. His international experience enhanced
his curiosity, creativity and observation skills.
Those capabilities allow him to add a high added value
that enriches the projects in which he is involved, with
a strong focus on strategy, launch of new products and
creation of new lines of business.

His strengths include jobs in media, mass consumption, retail, tourism and hospitality. He made training programs in creativity, innovation, development of business and consulting at different universities. He is the author of the book “Absolute Simplicity”.

Degree in Design and Advertising from the University of Buenos Aires. He has been linked to the world of design, advertising, marketing and technology for more than 20 years, working in Argentina, the USA and Spain.
One of the most respected voices in the digital universe in Spain for his vast experience in combining the best of marketing and communication with technology and new tools.
With proven experience in successful eCommerce and online marketing projects, he is a speaker at outreach events on the benefits of electronic commerce, online marketing and RR SS, both in Spain and Latin America and a professor at numerous business schools on both sides of the Atlantic.

Emma is an expert in growing multicultural teams and deploying operations in complex and changing environments. She has collected experiences for 20 years in large companies in the retail sector. As an entrepreneur and external advisor, she has collaborated since 2016 with global organizations in the lifestyle, mass consumption, distribution, sports or pharmaceutical sectors.

She began her professional life at Mango in 1996, where she participated from the field in the expansion of the brand in Asia and Europe. In 2001 she joined the Inditex group, where she was Head of Training for the Oysho and Massimo Dutti brands, Global Development Director for the entire group based at the Arteixo headquarters and, from 2009 to 2016, International Director of People & Operations for Massimo Dutti. She made high-impact projects a reality in cities such as Shanghai, Moscow, New York, Paris, Dubai, London or New Delhi.

Lisa is the Manager of TOTEM Branding Scandinavia and has been actively working within the retail, hospitality, commercial and real estate industries for over 25 years on an international level. Lisa herself is one of the top specialists in food & beverage.

She comes from Australia, and resides in Sweden, where she moved in 2001, and since then, she has been working with global clients on the concept and strategy development, also helping to build and train organizations and teams, whilst also a public speaker and lecturer.

Copenhagen International, Inter Ikea Center Group as well as her own company gave her a strong background on new trends, business development, market insights and how to build the future of the marketplace. And she is also committed with professional women organizations, gender equality, economic & career competence and sustainability issues.

As a TOTEM Innovation Partner, Sebastián has been in the digital business for more than 15 years. He is an expert creating innovation programs for global corporations. In the last years Sebastian has done innovation and intrapreneurship programs for Toyota Connected, PSA Group, Merlin Properties, Vukile and The Thais Group among many others.

Launched and fundraised +€20M for IMPACT Accelerator for ISDI, among the world’s most active accelerators in Europe. Accelerating +100 startups in robotics, proptech, content, foodtech and mobility.

Entrepreneur, Strategist, and Open Innovation Expert, he has a large experience as a co-founder and CEO of different startups in digital marketing, education and content and also advises several startups and innovation hubs in retail, real estate, energy, and automation.

Eladio is one of the greatest experts in branding in the world of wine.
He has more than 15 years of experience managing brands, and his expertise reaches since the launch of brands from scratch from success to repositioning and management of brands with more than 100 years of history.
Die-hard entrepreneur, he has led international projects related to the world of wine: new retail concepts, innovative proposals for wine or creation from the Rioja Business School.
With international experience in four continents, he always works with one goal in mind: that marketing metrics are aligned with the sustainability of the business.

With over 25 years of experience as a Luxury & Beauty senior business executive, Esmeralda is an expert on leading business transformations and delivering results through a consumer centricity vision and strategy, astute P&L, and operational management.
Leveraging her innovation, creativity, and commercial & retail expertise, she has a proven track record of delivering best-in-class long-term strategies while, at the same time, immersive bespoke consumer experiences.
Both, together, dramatically improve brand identity & financial performances for top international luxury brands.
During her career, she worked for Coty for 25 years, Shiseido as interim Global Leader, and Disneyland Paris as Consultant.

Award-winning creative leader with 20+ years of global experience in the entertainment and media industries. Profoundly impacted the development of brand ethos and visual identity of some of the world’s must-have entertainment brands including FX Networks, Fox, Fox Sports and National Geographic. Drove Fox International Channels to become one of the most vibrant international media companies to work for (and one of the most talked-about) by using art and design as the driver. Built best-in-class creative teams and ran on-air, design and branding departments big and small across all continents including developing and nurturing talent while inspiring teams and organizations to perform with a superior standard. Ability to develop a fully integrated campaign/branding impacting both consumers’ perception as well as sales areas’ effectiveness. Revered by many as one of the most influential experts of global brand development.Works and lives in Los Angeles, California.

Leonardo has spent more than 40 years exploring
new ways of approaching the issues that make up the Vision and development of organizations and the people that compose them. He has focused on understanding the forces and trends that operate in organizations and how they affect their development.
Having worked in areas such as tourism, technology, engineering, Smart Cities, Government, and Social Impact Organizations, allows him to have a broad, different, creative and entrepreneurial look in each intervention.
He has led and managed various projects such as the construction of the largest bridge in Peru, Smart Cities for cities, technology companies, engineering companies and social impact organizations.
He is passionate about human development and reconnecting people with nature.

Freddy is an award winning international creative director and has let projects for brands like Coca-Cola, Cerveza Modelo, Toyota , American Express and The Dominican Republic”s country brand.
Freddy has also been recognized as an illustrator, named among the 200 best illustrators worldwide by Archive magazine three times in his career.
Jana is an industry leader in his home country Dominican Republic; becoming the first alumni from the communications department to give the keynote speech at Universidad Iberoamericana . He keeps contributing to the growth of creativity in Latin America as board member of Miami Ad School Punta Cana.