Montse Barrena serves as the Executive Vice President and Group Account Director at Deutsch LA, where she leverages over two decades of experience to drive brands toward category leadership and creative excellence across a diverse range of sectors, including retail, beverage, technology, healthcare, automotive, consumer...
Montse Barrena serves as the Executive Vice President and Group Account Director at Deutsch LA, where she leverages over two decades of experience to drive brands toward category leadership and creative excellence across a diverse range of sectors, including retail, beverage, technology, healthcare, automotive, consumer packaged goods, and quick-service restaurants (QSR). Her current role involves overseeing high-profile accounts such as Lowe's, Bayer, 23andMe, Real California Dairy, and Cedars-Sinai, where she crafts innovative marketing strategies that resonate with multicultural audiences.
Montse's expertise in account management and business strategy is complemented by her deep understanding of multicultural marketing, enabling her to lead diverse teams in creating impactful advertising campaigns. She is particularly passionate about fostering inclusivity within the industry, advocating for diversity, equity, and inclusion (DEI) initiatives that not only enhance workplace culture but also drive brand authenticity and consumer connection. Her work with organizations like MeToo and the Female Quotient underscores her commitment to empowering underrepresented voices in advertising.
Key projects under her leadership have included transformative campaigns that not only elevate brand visibility but also engage consumers on a deeper level through relationship marketing and strategic social media initiatives. Montse’s ability to navigate complex marketing landscapes while maintaining a focus on creative excellence positions her as a thought leader in the industry, making her an invaluable asset to Deutsch LA and the brands she champions.
