An expert is a person who has made all the mistakes that can be made in a very narrow field," Niels Bohr.
An expert is a person who has made all the mistakes that can be made in a very narrow field," Niels Bohr.
I hold a degree in Art History with specializations in Art Criticism, Art Valuation, and Contemporary Art. Initially, my goal was to become a cultural journalist and writer—and that’s exactly how I began: collaborating with lifestyle publications and completing my social service at the now-defunct CONACULTA (National Council for Culture and the Arts).
It was there, almost without realizing it, that I took my first steps in Public Relations: organizing lunches and meetings with FONCA creators for my boss, always preparing by reading everything I could about the people we were about to meet. For me, it was a true delight to listen firsthand to those who were shaping Mexico’s intellectual and artistic scene.
I also reviewed press clippings and contributed to drafting chapters for various publications. At the time, I didn’t realize it, but life was preparing me to take a completely different path—one that would profoundly shape both my professional and personal journey.
That turning point came when I received an unexpected call from Red Bull, inviting me to interview for a Communications Assistant position. I was surprised that my résumé could be of interest to an energy drink brand so strongly associated with extreme sports. However, from the very first meeting, I felt a strong connection to the brand. Even though I didn’t know exactly what to expect, I said yes. That decision marked the beginning of one of the most exciting chapters of my life: opening my mind, learning from people very different from me—all of them driven by their passion for sport and their determination to achieve extraordinary goals.
My enthusiasm and dedication quickly led me to become Communications Manager at Red Bull Mexico, and a few years later, International Manager for the Red Bull Air Race, based at the company’s headquarters in Austria. Those years were marked by constant travel around the world alongside an international team of over 400 professionals from diverse disciplines. That stage not only enriched my career but also gave me a family of friends from all over the globe.
Just when I thought my story couldn’t take any more twists, another opportunity appeared: to work with Red Bull Middle East through Blink Events, managing projects across the Middle East and North Africa. Once again, I packed my bags and moved to Dubai, where I broadened my professional perspective in an entirely different cultural context.
In time, I felt it was the right moment to return home to Mexico and start something of my own. That’s how Extreme PR was born.
Since 2011, as CEO of Extreme PR, I have led a boutique sports marketing agency dedicated to creating tailor-made solutions in public relations, digital strategy, and media relations. Over the years, our team has had the privilege of working with world-class organizations such as Chelsea FC, Liverpool FC, Paris Saint-Germain, Bundesliga, Bayer 04 Leverkusen, PSV, AS Roma, Wolverhampton FC, Manchester United, Olympique de Marseille, Olympique Lyonnais, SoccerEx, Caliente Interactive, Betway, NEC, Sahara Force India, Sauber and the French Football Professional League (LFP), among many others—helping them grow their presence and visibility in Latin America, Europe, and beyond.
What I enjoy most is building long-term partnerships based on trust and alignment with each client’s goals. By combining creativity, cultural insight, and expertise in crisis management and multilingual campaigns, we’ve been able to position our clients as leaders in their markets and connect them with audiences in meaningful and lasting ways.
Credentials of my agency
EXTREME PR - Credentials 2024_25 (pdf)
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