On your LinkedIn you say that your goal is “to grow with every step I take, to learn, improve and be inspired and to be able to contribute value wherever I am and inspire others.” How do you do this at the Alexander Fleming Institute?
The first point is to understand that human beings are beings in constant change and learning. I like to believe in this idea that there is no ceiling to learning, a bit in line with the Socratic phrase “I only know that I know nothing,” because in that way we do not limit ourselves. Without a ceiling, we are more open to continuing learning, which leads us to be in increasingly better places. I also think that we have to understand that there is always someone else watching us, and from what I do, say, communicate, I can inspire others who are on their own learning path. Setting an example is a good way to generate a synergy between teaching and learning. The Alexander Fleming Institute shows you this all the time, because I started with a very small team and in a junior role, and in less than three years I managed to access the leadership of an entire area. This was thanks to the possibility of absorbing knowledge and learning from my peers and superiors. As for how I do it at the IAF, the area of communication and marketing is very demanding when it comes to keeping up with trends. Managing a team is also a challenge, because you have to have soft skills that I am still trying to hone, because I want to be the leader that I would have liked to be with me. Being in the health field, and in a segment as specific as oncology health (which is constantly growing), forces you to be up to date, because all of that impacts the way you communicate.

What were the main challenges you encountered in the almost three years you have been with the company and, specifically, in your most recent position?
I was part of the first team that created the IAF marketing department. When I joined, there were only four of us, and today there are more than ten of us. It often happens that companies look askance at marketing and communication, because they don't understand what they are for. The main challenge, then, was to consolidate ourselves as an area and show that we are here to make the world aware of the great achievements and excellent medical quality that the IAF has. Then other challenges arose, such as growing the brand within Argentina, Latin America, and now in the internationalization plan. The daily challenge we have is how to address a subject as ;heavy ; as cancer to the population, so that people are not afraid and approach us to make appointments and to make it clear that prevention is important.

What upcoming projects do you have in mind for the IAF?
First of all, Pink October is coming, which is the month of breast cancer. It is one of the most important actions within the IAF because, not only is its medical director an oncologist, but the institute's specific breast center is internationally recognized. Breast cancer is one of the pathologies with the highest number of consultations that we have at the institute per day, and that is why we carry out many prevention actions. Another project is, as I mentioned before, the IAF's internationalization plan, which seeks to connect the institute with the world and vice versa.

As a communicator, how do you think AI can benefit communication?
I really like answering this question, because AI, like all changes, came to break paradigms. I compare it to what the Industrial Revolution was like at the time, when it was thought that machinery was going to replace humans, when in reality it forced humanity to learn. The status quo had to be broken and the idea of “I can’t” had to be broken in order to go out and find new ways of inserting ourselves in this new reality that crushes us. Artificial intelligence can help a lot in communication; I use it a lot in my work. I think it serves as a bridge to speed up some “little things” and that, like all technological changes, it makes some processes easier for us, but it doesn’t replace them. Technology even came to give us new ways of working: I am the head of digital marketing at the Alexander Fleming Institute. I work in social networks! Without cell phones, without the Internet and without the new technological mindset , I wouldn’t have this job. When new trends make us falter, the best thing to do is to ride the wave and look for how they can enhance our work and use them to our advantage.

What do you recommend to the new generations that are entering the world of marketing and communication?
They should never think that marketing and communication careers are “just like that”, because they are usually bastardized. They require a lot of strategic thinking, because we plan today for tomorrow, the day after tomorrow and for years from now. You have to know how to be organized and methodical, getting your hands dirty all the time with trial and error. You have to be dynamic, flexible, and you have to be comfortable with change, always keeping in mind that there is an audience that is waiting for what the brand is going to communicate to them. What is shown (and what is not, too) is done with an intention. Everything speaks, and that is what the first axiom of communication says: “it is impossible not to communicate.” They have to know that one will be watching over the message of a brand’s identity. The world of communication and marketing is very fun and entertaining, it has many facets! In my particular case, I got a leadership position for which I am very grateful, because I am not a graduate but a senior technician in social communication from ICES. I think it is important to highlight that, when one has the spark and the desire to do something , the degree is often not that important. I am achieving enormous things at the IAF with a technical degree, self-taught knowledge and some courses. In relation to what I said in the first answer, I am going to study a degree in business design and communication at the University of Palermo to complement my studies and to continue learning.