Executive consultant to global brands, creative strategist, producer, and partnerships builder, Enid works at the nexus of culture, sport, fashion, and native heritage. Her practice spans continents and disciplines, crafting campaigns, partnerships ecosystems, and experiences that align bold concepts with culture and systemic purpose. Each project becomes a studied orchestration of meaning, movement, and impact.
Her approach to brand leadership is anchored in cultural intelligence, ethics, and a finely tuned sense of timing, delivering relevance not only for now, but for the world ahead. In an era defined by complexity, Enid’s work brings coherence: emotionally resonant, strategically exacting, and always future-facing.
Before establishing her consultancy and the cultural platform Nativas, Enid's extensive experience spanned leadership roles at iconic companies such as Adidas, Reebok, Swatch and DFNS, and top-tier agencies like DDB, Media Monks and W+K, contributing to high-impact projects with a global reach.
Born in Mexico, she is based between Bern, Amsterdam, London, Paris and Milano while working globally. An honours graduate from Monterrey’s Institute of Technology, she further specialized in Fashion at Central St. Martins and Creative Industries Management in the University of Amsterdam.
Through her parallel roles as Biomimicrist, Creative Director, and AI Visionary under the name Soo.na, Enid works to decanonize traditional silos, recasting business, creative innovation, well-being, social impact, environment, and cultural agency as converging forces shaping the conditions for a future sentient economy.
Enid often speaks at international stages on creativity as a force for cultural change, legitimate inclusion and representation, and modern collaboration formats used for heritage-led narratives.
2024 Founded Nativas, the cultural agency of the Americas—a platform bridging exceptional Latin & Native American women artists with the global culture.
2023 Launched KOKOXKALI.co, a brand dedicated to create a new culture of well-being.
2022 Production team curation for World Oceans Day art activation in Mexico, partnering with Corona, Sketch UK and Wieden+Kennedy in Portland.
2021 Lead adidas' brand campaign orchestration in Europe, including Impossible is Nothing,Yeezy, Adicolor, CONFIRMED, Stan Smith, Run for the Oceans, Ivy Park, Formation, Stella McCartney, and Olympics.
2020 Appointed as the European brand ambassador for Australia's renowned cultural agency, Mash Brands.
2019 Appointed CMO at DFNS, executed global partnerships: Nigel Sylvester, Yelda Ali, Nike, Off-White, Patta Running Club, Foot Locker, UFC, Denham and Endeavour.
2018 Designed LDRS, the adidas Women in Leadership program.
2016 Global Senior Producer for Reebok, with a record digital-first global campaign production: Always Classics, Melody Ehsani, Nano, Les Mills by Nina Droveb, Club C feat. Gigi Hadid.
2015 Executed a bold Street Art Activation for Doritos in Mexico City and UN Art for All in the World activation in Norway.
2013Jeremy Scott x Swatch Collaboration at Paris Fashion Week, curating cultural ambassadors like Pedro Winter, Yoon Ambush, Verbal, Grace Ladoja in Colette Paris.
2012 Directed exclusive events in Shanghai at Swatch Art Peace Hotel and auction with Phillips de Pury in Hong Kong.
2011 Produced the Swatch Young Illustrators Awards in Berlin, celebrating emerging artists and enhancing the brand reputation as a patron of the arts.
2010 Swatch Fashion & Art Events in London and Tokyo lead, generating over 1 million CHF in PR impressions and inaugurating Swatch Club’s presence in Asia.
2009 Swatch Club Watch Launch Event in Paris, achieving significant media coverage and drawing an audience of 1,500 visitors on the opening day alone.
2008 Product concepts, events and strategies for Swatch, in fashion, sports, and art. Collaborations with Grems, Cassette Playa, Manish Arora, Kid Robot.
2007 Appointed guardian of Swatch most special watches, including Vivienne Westwood, Keith Haring, Kiki Picasso, Alfred Hofkunst, David Lachapelle, Nam June Paik, Annie Leibovitz, Yoko Ono.
2005 Global sales of Swatch’s jewelry line, achieving a remarkable growth in America, Europe and Asia.
2004 Award-winning brand and communication strategies for major global brands like Nokia, Volkswagen, Heineken, CNN, Pepsico, P&G, and Aeromexico at DDB.