Speaker "Sofia De Santos Huerta" Details Back



“The journey from a satisfied stakeholder to a sponsor”


Every Analytics organization that has successfully advanced along the maturity curve will attest to how perilous the journey was. It's a minefield of breaking what's working to go after something that's not proven yet, artfully saying no to some external requests to focus on the advancement goals and winning higher order investments to support growth needs. The biggest risk in all these is losing the stakeholders' engagement and support which is antithetical to the goal of incremental impact for these very same stakeholders. We share our experience (mistakes and lessons) along this journey and share our stakeholder engagement strategy based on best practices of User Journey management, User Experience Design and Communication plan.


Sofia graduated from The University of Texas at Austin with a Marketing and Public Relations Degree. During her time in school, she interned at Spiceworks as an Email Marketing Intern helping with email strategy and content. She also interned at Spredfast as a Digital Marketing Intern where she helped with event planning and digital strategy. During her time in school she also interned at Visa twice before joining full time last year. During her time at Visa, she has worked on digital data analytics to lead product strategy as well as has supported a product launch. She also focused on stakeholder engagement strategy and storytelling to better sell-in stakeholders and improve communication and overall trust within organizations.