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Principal / Brand Management, Richards/Lerma

Born and raised in Mexico City, Salma deftly blends the organized approach of a brand manager with the fluidity and expression of an artist. Not surprising, considering that in another life she was a modern dancer and still retains her creative identity through abstract photography. Her adventurous spirit has guided her through many twists and turns on both the agency and client sides. She relishes the freedom and experimentation allowed in agency life and brings her unique blend of solution-oriented processes to Richards/Lerma.

Salma’s extensive cross-category multicultural agency experience includes leading and growing the business for major brands such as Procter & Gamble, Levi’s, Southwest Airlines, JC Penney, Frito Lay, Gatorade, The Home Depot, Clamato, Dr Pepper, Barcel, and Avocados From Mexico, among others.. The secret to her success is her relentless commitment to building and strengthening alliances among agency, partners, and the client – even across different cultures.