With a double degree in Business Administration and Advertising at the University of Pepperdine University in Malibu, California, and graduate studies in Finance, Sustainability and Digital Marketing, Lourdes Berho has more than 25 years in senior management positions in global companies focused on marketing, strategic communication and advertising, with an emphasis on national and international media and is actually President and Chief Catalyst of Alchemia Communications Group.

In 2016 she was appointed by President Enrique Peña Nieto and the Mexico’s Secretary of Tourism, Enrique de la Madrid Cordero, to head the Mexico Tourism Board where she held that position until this past April 2017 after implementing a whole new marketing and innovation destination culture for Mexico and achieving the best visitors number ever for her country. Before this mission, Lourdes Berho led social marketing and communications company “Alchemia in the Business of Transformation”, which she founded in 2011.

Prior to that, she served in several senior management positions including Vice President of Premium Marketing Banamex-Citi and CEO of Condé Nast Mexico and Latin America and the Publicitas Promotion Network. Prior to this, sheled Hill and Knowlton’sUS West Coast operations and also served as Director of Advertising and Public Relations at Mexico’s tourism ministry.

Lourdes is active in several social causes through various NGOs such as Women’s Forum for the Economy and Society, Casa Hogar Alegría IAP (Co-Founder and sponsor), Conservation International Mexico and Operación Bendición.