Alright – so today we’ve got the honor of introducing you to Maria Laura Ruiz. We think you’ll enjoy our conversation, we’ve shared it below.
Maria Laura , so good to have you with us today. We’ve got so much planned, so let’s jump right into it. We live in such a diverse world, and in many ways the world is getting better and more understanding but it’s far from perfect. There are so many times where folks find themselves in rooms or situations where they are the only ones that look like them – that might mean being the only woman of color in the room or the only person who grew up in a certain environment etc. Can you talk to us about how you’ve managed to thrive even in situations where you were the only one in the room?
Being the only person in the room who looks like you or comes from where you come from can be intimidating. I have experienced it multiple times, first as an Argentine studying and building my career in London, and now again living in Miami, where I am neither a local nor quite like most expats.
Working in marketing and later co-founding a creative agency, I learned that effectiveness does not just come from what you know but from how you adapt. Deep knowledge of your field is essential because you need to understand your craft, whether it is marketing strategy, project management, or technology, as in my case. But that is only part of it. There will always be things you do not know, unexpected challenges, or unfamiliar environments. The key is flexibility and the ability to figure things out as you go while remaining confident in your decision-making.
What has always driven me forward is trusting myself, trusting what I have already achieved so I can believe in what I am trying to achieve next. Confidence, adaptability, and a solid foundation of knowledge are what have helped me stay effective and successful, no matter how different I might be from everyone else in the room.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
I am a marketing and technology professional with more than ten years of experience in project direction, creative leadership, and campaign strategy. I have built my career between Buenos Aires and London, two cities that shaped the way I understand creativity, culture, and business.
After working in several startups, I co-founded Creamos, a London-based creative agency where I had the opportunity to lead campaigns for brands such as BBC, Turner Broadcasting, Disney, MTV, and HarperCollins. That experience taught me how to combine strategy, creativity, and technology to deliver work that truly connects with audiences.
Today, I am based in Miami, where I continue my professional journey with Sky SEO Digital, working at the intersection of marketing, technology, and growth strategy.
Over the years, I have also had the privilege of serving as a juror for some of my industry’s most respected awards, including the Golden and Platinum Pencils, Mercury Awards, the Independent Advertising Festival (FEPI), the Ibero-American Festival of Publicity (FIP), and the Effie Awards. Evaluating outstanding campaigns from around the world has given me a deep appreciation for the balance between creative excellence and real business impact.
I also enjoy sharing what I have learned through my writing. My articles have been published in leading industry outlets across Argentina and Spain, including iProfesional, Dossier, Mujeres Líderes, Puro Marketing, and Visionarias, where I explore how technology and human insight are reshaping marketing.
What drives me is curiosity and the desire to keep learning, adapting, and helping brands find more meaningful ways to connect with people.
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?
Looking back, I would say the first skill that shaped my journey was developing a strategic mindset and, with it, strong decision-making. These have guided me since the beginning. Some of that came naturally, but much was refined through project management. Over time, I started approaching almost everything like a project, even when it is not for a client. That structure helps me stay focused, make better decisions, and move forward.
The second skill is the capacity to adapt and change. I mentioned this earlier, but it feels even more relevant now. We live in a time where everything evolves so quickly, including industries, tools, and expectations. Adaptability and other soft skills are no longer optional; they are essential.
The third skill, which everyone probably mentions but for good reason, is networking. Not just connecting for the sake of it, but doing so with empathy and kindness. These are the qualities that make relationships last, and they have opened doors for me in the most unexpected ways.
It is also important to understand that marketing touches all of us. As our lives become more digital, even people in fields far from marketing benefit from knowing how to present their work to the world. I do not necessarily believe everyone should turn themselves into a brand, but understanding how marketing works, its principles, and its psychology can help anyone navigate and communicate more effectively.
My advice for people early in their journey is to focus on three things. First, develop a strategic mindset and practice decision-making. Approach challenges like projects, even when they are not work related. Second, cultivate adaptability. Things change quickly, so being flexible and open to learning is crucial. Third, invest time in building genuine relationships. Finally, understanding that how ideas are communicated and how audiences respond is valuable in almost any profession today.
Do you think it’s better to go all in on our strengths or to try to be more well-rounded by investing effort on improving areas you aren’t as strong in?
I believe it is important to have a solid foundation in your strengths and to keep learning, but ultimately, success comes from going all in on your strengths when pursuing your next ambitious goal. You cannot wait forever to be perfect or completely well-rounded, since most lessons come from experiencing work and life directly.
I remember that one of our first clients in our newly founded agency was a multinational company. We were just starting out, building our team from scratch and at the same time implementing remote work, which at that time was still relatively new. It was a big deal. I had to trust that I would find the right people, not only with the right skills but also with the commitment to take on the challenges of the project.
Nobody had taught me how to do that. I relied on my knowledge, but mostly on my intuition, which is really your experience crystallised in your mind, guiding you to make the best choices.
We went all in, and the project was a success. That experience opened the door to similar projects and taught me that trusting yourself, committing fully, and leaning on your strengths are what truly drive effectiveness and, eventually, success.
Of course, it is easier said than done. I was afraid of making mistakes that could cost us the client or even our reputation, but I chose to commit fully and embrace the uncertainty. That fear, once faced, became an incredibly valuable lesson.
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