
About
Hi! I'm Lorena
I’m passionate about helping leaders build authentic brands that connect deeply with their audience. My focus is on crafting brands with character, allowing businesses to engage with their communities in ways that resonate and inspire trust.
In addition to brand building, I love connecting people and communities, creating bridges that foster better communication and help achieve strategic goals. I believe in the power of collaboration to make a meaningful difference, whether it’s in business or personal growth.
As an advocate for simplifying entrepreneurship, I strive to make the journey easier for individuals—giving them the freedom to spend more time with their families or doing what they love. By streamlining the entrepreneurial process, I help create space for what matters most.
With a strong passion for research, learning, and connecting brands with hearts, I’m always exploring ways to merge creativity with strategy.
I live by the motto, "Love the life I live, live the life I love," and am driven to inspire others to do the same.
Let’s connect, collaborate, and create something extraordinary together. Keep being inspired!

Education
2012-2014
Brunel University, UK
MSc Applied Corporate Brand
Management
2008
Los Andes University, Colombia
Certificate in Strategic Branding
2005-2006
Jorge Tadeo Lozano University,
Colombia
Advertising Management Specialization
2000-2005
Jorge Tadeo Lozano University,
Colombia
Professional in Advertising
2014-2023
University of Vienna
PhD in Management and International
Marketing. Doctoral thesis: Emotions in Country of Origin Effects.
List Title
Academic Publications
2016
Annual Conference of the European Marketing Academy Conference (EMAC)
Oslo, Norway
"Emotions Generated by Country Stereotypes: A Facial Coding Approach", Proceedings
2018
Annual Conference of the European Marketing Academy Conference (EMAC) Hamburg, Germany
“Basic Emotions and Country Stereotypes Triggered by Country of Origin Cues: An
Interaction of Fear and Sadness”. Proceedings
2021
Multidisciplinary Business Review
Destination Image in the COVID-19 Crisis: How to Mitigate the Effect of
Negative Emotions, Developing Tourism Strategies for Ethnocentric and Cosmopolitan
Consumers”
2023
University of Vienna
Doctoral Thesis
Basic Emotions in Country of Origin Effects
2018
Annual Conference of the ICTR, (Porto, Portugal).
“The Influence of Emotions and Country Stereotypes on Destination Image and Word of Mouth”, Proceedings
2020
Annual Conference of the European Marketing Academy Conference (EMAC) Budapest, Hungary
“Basic and Secondary Emotions in Country of Origin Effects: When Happiness Backfires”
- European Marketing Academy,
2021
International Conference of Tourism Research (ICTR)
Madrid, Spain
The Influence of Emotions triggered during the COVID-19 Crisis on Travel Intentions
and Willingness to Recommend a Destination”
Donor Funded Projects
2020
COMCEC
Handbook on the establishment of effective national trade facilitation committees in Islamic Countries”
2021
GIZ
Sustainable and Profitable Tourism Development Programm for Tour Operators
2021
GIZ
General analysis of Ibero-American B2B and B2C Markets, Palestinian Territories
2022
KIRAS Project FORREST
des Bundesministeriums für Finanzen
Muslim*innen im Großraum Wien zwischen Religion und Rechtsstaat. “Fokus Religion und Rechtsstaat”





