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Mariana Uribe Arango
Strategic Brand Building Expert
Brand Strategy & CPG Industry
AIC 2025 Presentation
Panel Title: Customer Experience Revolution: The Human Side of Digital Transformation Panel
Panel Description:
In an era where digital transformation is reshaping every business interaction, the human element of customer experience remains paramount. This dynamic panel brings together creative leaders and industry experts to explore how organizations can revolutionize their customer experience while maintaining authenticity and emotional connection in an increasingly digital world. Through real-world case studies and practical insights, our panelists will discuss the delicate balance between technological innovation and human-centered design, sharing strategies for creating meaningful customer experiences that drive business value while preserving the essential human touch.
Learning Outcomes:
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Identify key elements that make customer experiences both technologically advanced and humanly relevant
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Understand how to balance automation and personalization in customer interactions
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Apply creative approaches to digital transformation that enhance rather than replace human connections
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Implement strategies for measuring and improving customer experience in a digital-first world
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Recognize the role of emotional intelligence in designing customer journeys
Biography
A visionary in brand building, Mariana Uribe Arango is fueled by an unwavering passion for crafting iconic brands that captivate and resonate with consumers. With over 15 years of experience in the dynamic world of Consumer Packaged Goods (CPG), she has mastered the art of transforming strategic insights into compelling brand experiences that not only attract but deeply connect with consumers.
Her expertise spans a vast spectrum—brand strategy, media planning, influencer marketing, digital innovation, eCommerce, and omnichannel execution, along with a strong understanding of the direct sales business model. What truly sets Mariana apart is her holistic approach to brand creation, extending from product, packaging, and even formula design to final retail execution.
She seamlessly integrates the Zero Moment of Truth (ZMOT)—where consumers research and make decisions before purchase—with the First Moment of Truth (FMOT)—the in-store experience that determines purchase intent. By leveraging digital touchpoints, Mariana ensures brands stand out in the ever-evolving consumer decision journey, bridging online influence with real-world impact.
Beyond building brands, Mariana is committed to building people. As a passionate mentor and trainer, she has empowered teams with the skills, knowledge, and mindset to push the boundaries of creativity and effectiveness with tangible and impactful proven results
Through engaging brand-building trainings, she ignites a spark of inspiration, walking the talk so that the next generation of brand leaders is equipped to craft brands that leave a lasting legacy.
Linkedin
AIC 2024 Presentation
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