We’re excited to introduce you to the always interesting and insightful Ingrid Reyes. We hope you’ll enjoy our conversation with Ingrid below.
Hi Ingrid, so excited to talk about all sorts of important topics with you today. The first one we want to jump into is about being the only one in the room – for some that’s being the only person of color or the only non-native English speaker or the only non-MBA, etc Can you talk to us about how you have managed to be successful even when you were the only one in the room that looked like you?
As a minority Latina woman, I often have found myself in places where I’m the only one who looks like me. But that hasn’t stopped me from being heard or lead the room. It’s true that being the only one in the room who looks like me has presented unique challenges, but it has also been a powerful source of strength and growth. I’m lucky, I’ve never felt like I don’t belong, since I was a child, my mom gave us the confidence of feeling inclusive and equal, the same way we see other people, as equals. Throughout my journey, I’ve learned several key principles that have helped me navigate and excel in these situations.
1. Embracing my identity: Rather than trying to blend in or conform, I’ve chosen to embrace my identity wholeheartedly. My heritage and experiences are part of what make me unique and bring a fresh perspective to the table. Embracing who I am has given me the confidence to speak up and share my thoughts.
2. Confidence in Expertise: I’ve honed my skills and knowledge to be the best I can be in my career. Being well-prepared and having expertise in my area of work has allowed me to command respect and attention, regardless of my appearance or my accent, which you can still detect from time to time. When you’re confident in your abilities, others are more likely to recognize and value your contributions.
3. Foster Relationships: Building strong relationships with colleagues and peers is essential. By connecting with others on a personal level, I’ve been able to break down barriers and establish a sense of camaraderie. Relationships often lead to opportunities for collaboration and growth.
4. Embracing Uniqueness: I’ve learned that my differences are my strengths. When I walk into a room, I don’t think that I am a woman or that I am Latina, instead of trying to fit into preconceived molds, I showcase my authentic self as a confident professional at the top of her game. By doing so, I inspire others to do the same and contribute to a more inclusive environment where everyone feels comfortable expressing their individuality.
The quest for inclusivity isn’t just a collective endeavor; it starts with us—our perception of ourselves. Recognizing that at our core, we’re all equal, enables us to dissolve the notion of ‘difference’ and unify our shared human experience.
Ultimately, this ethos of inclusivity ripples outwards. By redefining our own narratives, we set the groundwork for a world that recognizes our shared humanity. In this narrative, no one holds a superior position to another. It’s a transformative ideology that we can all champion, sparking a shift towards a truly inclusive global community.
5. Resilience in the Face of Challenges: Challenges are inevitable, and there have been times when I’ve encountered biases or misconceptions. However, I’ve chosen to view these challenges as opportunities to educate and enlighten others. Maintaining a resilient mindset has helped me rise above negativity and keep my focus on my goals.
6. Continuous Learning: I’m committed to lifelong learning. Staying curious and open to new ideas has enabled me to adapt to different environments and stay ahead in a rapidly changing world. Learning also boosts my self-confidence, making it easier to contribute confidently in any setting.
7. Seek Allies and Mentors: I’ve actively sought out allies and mentors who recognize my potential and are willing to support me. These individuals have provided guidance, advice, and insights that have been invaluable in my journey.
8. Celebrate Your Successes: It’s important to acknowledge and celebrate your achievements, no matter how small they might seem. Recognizing your successes fuels your motivation and helps you maintain a positive outlook, even when facing challenges.
In essence, being the only one in the room as a minority woman and a Latina has driven me to strive for excellence, embrace my uniqueness, and foster a sense of empowerment. While the journey isn’t without its hurdles, I’ve learned that my differences and uniqueness are my strengths, and by staying true to myself, I can make a meaningful impact on any stage I find myself on.
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
I’m Ingrid Reyes, I’ve had the privilege of being the Partner/CEO, Americas for M&A Creative Agency USA since April 2021. Let me take you through my delicious journey – a story of passion, accomplishment, and a love for both advertising and the world of wine.
My journey began in diverse corners of the world, including Italy, New York, and the captivating coastal town of La Jolla, California. These experiences have contributed to a narrative that I’m excited to share with you.
With over two decades in the advertising industry, I’ve established a reputation for excellence. My track record speaks for itself – I’ve won, not one, but two Golden Effie awards, alongside a prestigious Silver Cannes Lion Award for campaigns I’ve created and led. These accolades highlight my ability to create compelling advertising campaigns that resonate and endure. Now at M&A Creative, I can bring the years of knowledge and success leading Fortune Top 500 brands.
But success hasn’t made me complacent. Instead, I recently embarked on a transformative educational journey at the esteemed Stanford Graduate School of Business. Honored with a full scholarship to the Entrepreneurship Leadership Initiative Program, I’ve broadened my horizons and honed my entrepreneurial and innovation skills. Staying at the forefront of an ever-evolving industry is my constant aim.
While my accomplishments in the advertising world are noteworthy, my true passion lies in the realm of wine. A serendipitous encounter with Champagne during my late teens sparked a profound and lasting love for the world of wine. Since then, I’ve journeyed across the globe, exploring diverse wine regions, and immersing myself in their rich tapestries of flavors and cultures. My world is always about expansion.
Sharing my passion and knowledge for wine has evolved into a mission. I’ve discovered a vibrant platform on Instagram, where I engage with fellow wine enthusiasts and wineries worldwide. My handle, @Delicious_Journey_, embodies my life’s essence, connecting me with others and constantly expanding my knowledge. The intricate art of winemaking has become an integral part of my life.
In 2021, I met my business partner, Luis Marques, Global CEO, we decided unite forces with the agency he founded in 1998, an award-winning European ad agency, M&A Creative Agency, renowned for being the best in class in the beverage industry. Anchored by a team of seasoned experts, we spearhead marketing and communications for both regional and global wine and spirits brands. From crafting compelling brand narratives to conceiving innovative packaging solutions that radiate elegance and innovation, with ecological solutions being in the front, M&A Creative Agency USA is leaving an indelible mark on the industry here in the US and around the globe.
With offices in prestigious locations such as Napa Valley, New York, Los Angeles, Lisbon, Aveiro, and Bordeaux, this international powerhouse is reshaping the landscape of wine marketing.
At the helm of this flourishing agency, I guide its overall agency operations, overseeing the client and teams, as well growth strategies. My expertise spans an array of services, including branding, storytelling, creative design, strategy, content creation, digital marketing, media planning and buying and production. Moreover, our extensive experience traverses’ sectors ranging from hospitality and automotive to finance, telecommunications, and entertainment.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
As a trailblazer who has journeyed through the world of advertising working for boutique agencies, global agencies, and now being Partner/CEO, Americas for M&A Creative Agency USA, I’ve come to appreciate the transformative power of certain qualities, skills, and knowledge that have been pivotal in shaping my trajectory in my career.
In the dynamic landscape of the advertising industry, mastering the art of influence is not just a skill; it’s a necessity. As a CEO, my role is to orchestrate a symphony of creativity, strategy, and innovation that ultimately leads to impactful campaigns. It requires a deep understanding of consumer psychology, market trends, and the ever-evolving digital landscape.
Looking back, there are three key elements that have been the bedrock of my success. For those embarking on their own voyage in the advertising and beverage sector, here’s my advice on how to cultivate and enhance these attributes for a thriving career.
1. Visionary Leadership and Strategic Thinking: In the ever-evolving landscape of the beverage industry, the ability to envision the future and chart a strategic course is paramount. My professional journey has taught me that visionary leadership transcends the present, guiding the creation of brands and products that anticipate and meet consumer needs. Strategic thinking is the compass that steers a company through changing tides, ensuring a brand remains relevant and thriving. The same goes for any industry or any stage of your career.
Advice: For those just starting, nurture your visionary spirit by staying attuned to consumer behaviors, market trends, and emerging technologies. Immerse yourself in case studies of successful industry disruptors to understand how their strategic thinking propelled them forward. Seek mentors who possess a knack for forecasting industry shifts and engage in regular discussions to refine your foresight. Remember, visionary leadership isn’t a fixed trait; it’s a muscle that strengthens with consistent exercise.
2. Innovative Product Development and Marketing Mastery: The beverage industry thrives on innovation, and my journey has demonstrated that pioneering new products requires a blend of creativity, strategy, innovation, staying ahead of the trends, and marketing finesse. Developing a unique product is just the beginning; effectively showcasing its value to consumers through marketing strategies is what brings success. Innovations must resonate with consumers on a personal level, first grabbing them with through their emotions, visuals, messaging, tapping into their aspirations and preferences.
Advice: For newcomers, the journey starts with a curious mindset. Explore the world, diverse cultures, culinary experiences, cultural trends, and consumer desires to spark your imagination. Collaborate with teams comprising diverse skill sets to nurture cross-pollination of ideas. Sharpen your marketing acumen by understanding consumer psychology, content creation, and the nuances of various digital platforms. Embrace failure as a stepping stone to innovation, and learn from each iteration to refine your approach. Believe me, I’ve failed tremendously, all my failures have served me well, as I’ve come up a better version each time.
3. Relationship Building and Industry Networking: The beverage industry thrives on relationships, whether it’s partnering with suppliers, distributors, or building a loyal customer base. Throughout my career, I’ve learned that strong relationships are the pillars supporting growth and sustainability. Effective networking not only opens doors but also fosters collaboration and shared success.
Advice: For those at the beginning of their journey, invest time in building a robust professional network. Attend industry events, conferences, and seminars to connect with peers, mentors, and potential collaborators. Develop genuine relationships by actively listening, helping, and providing value to others. Leverage social media platforms to extend your reach and engage in meaningful discussions. Remember, relationships are a reciprocal exchange; nurturing them requires consistent effort and authenticity.
If anyone is thinking of stepping into the dynamic world of advertising, beverage or any industry. Remember that these qualities, skills, and areas of knowledge form the foundation of a successful journey. Cultivate visionary leadership, infuse innovation into your products and marketing strategies, and nurture relationships that propel your growth. Embrace continuous learning, stay open to change, and let your passion for the industry guide you toward becoming a distinguished leader in your own right.
What do you do when you feel overwhelmed? Any advice or strategies?
When I find myself grappling with overwhelm, I turn to a combination of practical strategies and mindful practices to regain my equilibrium. It’s important to remember that overwhelm is a common experience, and acknowledging it is the first step towards effectively addressing it.
One of the key strategies I employ is prioritization. When faced with a multitude of tasks and responsibilities, I take a moment to evaluate and prioritize them based on their urgency and importance. This helps me allocate my energy and time efficiently, focusing on tasks that have the most significant impact. Breaking down larger tasks into smaller, manageable steps also makes them feel less daunting.
Mindfulness and self-care are integral aspects of my approach to combating overwhelm. Deep breathing exercises, meditation, and even short walks in nature help me center my thoughts and alleviate stress. Engaging in activities I’m passionate about, whether it’s reading, listening to music, cooking, having a glass of wine, or spending time with loved ones, provides a much-needed mental break and recharges my spirit.
One valuable lesson I’ve learned is the power asking for help. It’s essential to recognize our limitations and ask others to help. I’ve also learned that is ok to say “no” and decline additional commitments when necessary. By saying no, I free up space for the tasks and activities that align with my goals and values. This is something I learned the hard way as I used to be a people’s pleaser.
Lastly, delegating is a tool I use more and more. Surrounding oneself with a reliable team or support network allows for a collective effort in managing overwhelming situations. Delegation not only lightens the load but also empowers others and fosters a sense of collaboration.
In essence, my advice for anyone facing overwhelm is to embrace a multi-faceted approach: prioritize tasks, manage time effectively, practice mindfulness and self-care, don’t hesitate to say no, and leverage the power of delegation. Remember, overwhelm is a temporary state, and with the right strategies, it can be navigated successfully.
Contact Info:
- Website: https://www.macreativeusa.com/
- Instagram: https://www.instagram.com/delicious_journey_/
- Linkedin: https://www.linkedin.com/in/ingrid-reyes-ceo-americas-macreativeagencyusa/
Image Credits
M&A Creative Agency USA
