Lulu Cuevas is Strategy Director at Cultura de Marcas Latam, where, together with a team of strategists, she collaborates on strategic thinking that connects brand value with cultural relevance. She currently serves as Vice President of the Federación de Industrias Creativas del Paraguay, is the former President of the Círculo de Creativos del Paraguay, and an active member of Mujeres que Crean, a community that promotes and supports female talent in Paraguay’s creative sector.

With 15 years of experience, Lulu has focused her career on generating meaningful value for brands while working closely with creative teams across a range of award winning projects. Her approach is grounded in a deep understanding of culture, allowing her to contribute to ideas that resonate with people and context.

Beyond her professional role, Lulu has played a key part in building spaces that elevate the visibility and representation of Paraguay’s creative industry. She is strongly motivated by strengthening the local creative community, actively fostering conversations that aim to improve working conditions and increase recognition of talent. Her work reflects a consistent commitment to developing a more connected, visible, and valued creative ecosystem in her country.