PORTRAIT
By
Gabriela Vaca J., editor NM - IG: @gabriellavakj
Lasso Lorena
An 'all terrain' woman
THE CEO OF ASSISTEC TELLS US HOW HER COMPANY MANAGED TO POSITION ITSELF AMONG THE BEST IN PUBLIC RELATIONS.
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Being the head and core of Assistec, a public relations agency Lorena is a businesswoman who has contributed to the growth of powerful brands locally and internationally. But beyond her contribution in this sector, she has been the founder of Women for Women for seven years. "We started with a group of women CEOs from other national companies to motivate their women's teams to develop. Considering that only 4% of women worldwide reach management positions, we work to change that reality in the business world", she says. However, not only for these, she is an 'all terrain' woman and very committed to contributing to the improvement of other women. She is also
vice president of Junior Achievement Ecuador, where she works in education programs for children and women entrepreneurs; she is also part of the board of Caemba, emerging bamboo houses, to provide housing and training for women in vulnerable situations in Esmeraldas. "The program is designed for women to grow economically with their start-up and stop depending solely on their partners," explains Lore. The dream of having her own company begins after deciding to quit working for others and do it for herself with her company. She came to this after working for three different multinationals and, in a local bank, the latter did not work out