Case · 30% Club Mexico
Website, LinkedIn, member email, presentations, and events — the full communications system behind a chapter of CEOs and board chairs working to close the gender gap on corporate boards.
30% Club is a campaign aimed at CEOs and board chairs of the country's most important companies, to secure more women in leadership positions. The chapter brought together senior business leaders committed to increasing women's representation in corporate leadership.
I was the one-person communications function: I built and ran the website (now offline, backup on file), built out LinkedIn as the chapter's primary social channel, and owned member communications end to end. I organized and ran the presentations and events, and had direct contact with the board.
Chapter growth, reported
Three initiatives, one comms system
Board Readiness Program
Social advertising for the nomination-to-visibility journey, detailed below.
Mentoring Program
Campaign advertising for the chapter's mentoring track, pairing senior leaders with emerging talent.
HR Best Practices Group
Event promotion for the working group's sessions with corporate HR leadership.
Social campaigns
Campaign
A campaign built to challenge the assumption that certain careers belong to one gender. Instead of stating the point, it shows it: girls photographed with the visual language of the fields they're told to stay away from — a laptop standing in for tech, a line-drawn hard hat floating over a girl mid-sentence to signal engineering or construction as just as much hers as anyone's.
The same template carries every execution: the headline "La vocación NO tiene género," a one-line thesis that diversity builds the future, and a closing call to action under #HagamosEquipo. Published on Instagram for the chapter's audience of executives and allies.
Campaign
Launched during the pandemic, this campaign turned the chapter's own social channels into a job-referral network. Instead of asking for donations or attention, it asked something more direct: if you know of an opening, tag us or send it over, and we'll share it with our followers. The tone shifted from brand awareness to mutual aid.
The context was real and documented: the pandemic set women's labor force participation back more than a decade. One execution named that number directly; a later one pivoted the same hashtag toward building content, calling for experts willing to share their experience in an interview for the chapter's channels.
Campaign
Three named, on-record executives carried this campaign: Silvia Dávila (President LatAm & CEO Mexico, Danone), Gina Diez Barroso (President & CEO, Diarq Holding), and Mónica Flores Barragán (President LatAm, ManpowerGroup) — each contributing a direct quote on diversity, board seats, or leadership, published under #MujeresEnLaCuspide.
The quotes were chosen to double as evidence, not just inspiration — Gina Diez Barroso's line ties board diversity to proven profitability; Mónica Flores Barragán's names the business case directly. Real seniority, on the record, saying the thing the chapter exists to prove.
Board Readiness Program · Service journey
Members nominated senior female talent. Cornerstone assessed capabilities and board aspirations. Candidates then built profiles and recommendations for TheBoardlist.
The communication needed to feel prestigious but clear, selective but understandable, and aspirational without promising a board appointment.
I translated strategic discussions into coordinated member emails, segmented brochures, web content, forms, presentations, and programme materials.
Designing trust for executive decision-making.
Real footage
This case isn't about craft — it's about who I can operate in front of. I was the one-person communications function for a chapter of CEOs and board chairs: website, LinkedIn, member email, presentations, events, and direct contact with the board. The #MujeresEnLaCuspide campaign is concrete proof, not a claim — three named, on-record executives, published for a real audience of senior businesswomen.