Andrea Vidales Sierra

Questioner
DISC Type : c

Marketing & Comms Director at Plata Card

Mexico City, Mexico

Overview

Andrea Vidales Sierra is the Marketing and Communications Director at Plata, bringing over 10 years of experience from disruptive tech industries. Her career at Uber, DiDi, and Bitso has focused on launching new models like ridesharing and crypto in Latin America. She holds an MBA from Universidad Adolfo Ibáñez.

She is passionate about building new brands from the ground up to challenge the status quo in established industries.

Unique fact: Andrea takes immense pride in achieving major milestones for rising companies, such as securing a brand billboard for Plata in New Yorks Times Square.

Personality Overview

Price-Sensitive

Systematic

Not Easily Convinced

They generally do not appreciate an overfriendly approach and prefer to stay to-the-point.  While they don't hesitate to ask questions, they are generally risk-averse and tend to be late adopters. They prefer to fully evaluate every situation.

Topics They Care About

Disruptive Technology
Her career is built on bringing disruptive services in ridesharing, food delivery, crypto, and digital banking to market in Latin America.
Building Brands
She is actively building an "unprecedented brand" at Plata to break the status quo and publicly celebrates major marketing milestones.
Future of Finance
Through her work at fintech companies like Plata and Bitso, she is shaping the future of digital banking and finance in the region.

Media Appearances

Innovación y empatía financiera: Andrea Vidales sobre la transformación digital de Plata Card en México. Featured in Portada Online – Mercadotecnia

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How Plata Card Is Redefining Access to Financial Services in Mexico – Interview with Andrea Vidales Sierra. Featured in Portada Online

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Work History

5-2023
Marketing & Comms Director at Plata Card
2-2023 - 6-2023
Head of Comms Mexico at Bitso
5-2022 - 6-2023
Global Corporate & Policy Comms Lead at Bitso
1-2020 - 5-2022
Head of Comms at DiDi Food in Mexico & New Products in Spanish Speaking Latam at DiDi
3-2019 - 1-2020
Sr. Comms Manager at DiDi Food at DiDi

Education

2010 - 2015
Communications & Digital Media from Tecnológico de Monterrey
8-2021 - 11-2022
Master of Business Administration - MBA from Universidad Adolfo Ibáñez

More Information

Social Presence :

Prographics :

Exp : 10 Location : Mexico City, Mexico Job Level : Mid-senior Designation : Marketing & Comms Director at Plata Card
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Insights For Selling To Andrea

During A Call Or A Meeting

DO's

  • Tell them that you will come back if you don’t have a good answer for a question
  • Emphasise more on facts and measurable benefits
  • Share as much information as possible regarding your product

DONT's

  • Don’t try to be too friendly or informal with them
  • Avoid rushing them, be polite and patient
  • Avoid phrases like ‘do not worry about’, ‘no one compares to’ etc.

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Andrea is

  • Confidence that the product provides ROI, effective pricing and process adherence matter the most to them.

  • Will you ever get a clear answer from Andrea

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Andrea move?

  • They can move at a reasonable pace while making their decisions if they have the necessary information.

  • Can Andrea take some risk or not?

  • If they believe that they have analyzed the situation well, they can take a little risk.

You And Andrea

Personality Compatibility


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