Selena’s career began in the vibrant ecosystem of international marketing and communication agencies, where she had the privilege of working on complex, multi-market projects spanning from New York to Latin America. Those years defined her mindset: global vision, cultural intelligence and a relentless focus on measurable impact.

Over more than 25 years across Europe and the UK, she have operated at the intersection of strategy, brand and revenue — transforming marketing from a communication function into a true commercial driver.

She moved to London in 2018, and since then, she has continued to build bridges between markets, cultures and opportunities.

As Founder of BriseUp, she provides senior marketing leadership and board-level advisory to organizations navigating expansion, repositioning and transformation.

Sport has become another strategic dimension of her work and through her experience in sports marketing and as Co-Founder of Padel Consulting UK, she support clubs, brands and investors in structuring sustainable business models and scalable positioning strategies within one of the fastest-growing sports sectors in Europe.

For Selena, sport is not only passion — it is ecosystem building, brand architecture and commercial opportunity.