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Board of Directors


Giselle Della Mea

Founder and current chair of the board of directors of Sistema B Uruguay. Co-leads Sistema B Movement in Uruguay, which comprises more than 300 people among B Leaders, B Corps, B lawyers, partners and directors. Has a master’s degree in Business Design from Domus Academy Milan. Has a bachelor’s degree in Design from Universidad ORT Uruguay. Founder of 3vectores.com, Sustainable Design, the first B Corp in Uruguay, certified in May 2014. Acknowledged as Best Company for The World 2015 and 2016 for its great impact on the community. Co-founder of innodriven.com, a brand originated in design thinking with the purpose of becoming a large corporation. Member of the board of directors of the working group Marca País Uruguay Natural, led by the Ministry of Tourism and Uruguay XXI. Founding curator of the Montevideo Hub of the youth community Global Shapers Community, a World Economic Forum initiative. Has a license from TEDxPuntadeleste.org. Teacher specialized in Design Thinking at Universidad ORT Uruguay. Co-authored the book Business Model You and contributed to the Spanish version of the book Business Model Generation. Creator of the B tool Canvas for designing business models with a purpose. Angel of light of the campaign Solar For Syria of B Corp Waka Waka. Consultant to Sustainable Brands Conference Buenos Aires. Co-led the campaign Reconstruyamos Dolores with the purpose of designing a project of Citizen Resistance after F3 tornado.

Belén Hernández

Secretary of the board of directors of Sistema B Uruguay, lawyer and MBA candidate. Senior partner in the corporate area at law firm Ferrere since 2010. Her work involves different aspects of the business, especially those related to corporate advisory services. In the corporate area her participation in projects of installation of (local and international) companies is a highlight, including daily advice, analysis of contracts in general, planning of commercial and equity strategies, due diligence, international purchases and sales and legal restructuring. Also specializes in management of local and international NGOs, seeking innovative ideas in a field not very studied legally. In the corporate area her growing participation in infrastructure projects is a highlight, especially in those poorly developed under the public-private interest system.

María José González

Environmental engineer by vocation (Universidad de la República en Uruguay). Strongly believes in the importance of ongoing search for personal and professional growth (is taking a master’s degree in Environmental Engineering with a specialization in Cleaner Production). Has over 15 years of experience in the environmental area, especially in waste working as a consultant for the public and, private sector and international organizations. Was executive director of a company focused on integrated management of waste and recycling (CEMPRE Uruguay). Teaches and has presented many technical papers at national and international conferences. Currently works as coordinator of BIOVALOR project (GEF/UNIDO project), focused on agroindustrial waste recovery technologies. Vice-chair of the board of directors of the Inter-American Association of Sanitation and Environmental Engineering (Uruguayan section), promotes the importance of caring for the common house in the various fields of her life. Founding partner and member of the board of directors of Sistema B Uruguay.

Gonzalo Sobral

Has worked for more than three decades as a journalist and for two decades with digital projects for business and communication platforms. Currently works as a business developer for Pyxis and Idatha. Also presents on NSTV the shows ‘El Ambiente en el Medio’ and ‘Binary’. Founding partner of Sistema B Uruguay and currently a member of its board of directors. Works as country manager at Terra Networks Uruguay, directed the digital business of Grupo El Espectador, was content manager of Radio El Espectador and editor in the newspaper El País. Also works as a consultant in issues related to business and digital marketing for local and foreign companies and is a founding partner of international consultancy DebiCoin Technologies, specialist in BitCoin and Blockchain Technologies. Has a bachelor’s degree in Communication Science from the Universidad Católica Dámaso Antonio Larrañaga and an MBA from the Institute of Corporate Offices (IEEM) at Universidad de Montevideo. Has already taught at Universidad de Montevideo, Instituto Universitario CLAEH and Universidad ORT Uruguay. Teaches Digital Communication, Innovation and Corporate Social Responsibility and is a mentor at the Centre for Innovation and Enterprise of Universidad ORT Uruguay.

Carmen Correa

Director of Sistema B Uruguay and Socialab Uruguay. Member of the advisory committee of Endeavor Uruguay’s Más Emprendedoras program. Currently works at the National Agency for Research and Innovation (ANII) in Uruguay creating a new instrument that will make it possible to finance a venture capital fund and a business accelerator. ANII is a government entity that promotes research and the application of new knowledge to the country’s productive and social reality. For five years was responsible for Fundación AVINA Uruguay, a foundation that supports sustainable development in Latin America by promoting partnerships between social and business leaders. Also directed AVINA's impact business team in the continent. From 2000 to 2009 was executive director of Endeavor Uruguay and operations director of this international non-profit organization that supports high-impact entrepreneurs. Was also the administrative manager of DeRemate.com in Uruguay, an online sales website, and had several administrative posts at the Inter-American Development Bank (IDB) in Washington, D.C. From 1990 to 1992 worked for the Organization of American States (OAS) in Uruguay. Has a bachelor’s degree in Science (BS) and in Business Administration from National-Louis University in McLean, Virginia, a graduate degree in Business Administration from Georgetown University, among other management development courses from John Hopkins University in Washington, D.C., USDA in Washington DC and ORT/ESADE in Uruguay. Married with three children.

The Executive Team

Tamara Farré

Happy mom, restless entrepreneur, dreamer. Passionate about what she does and strong believes that ‘the world can be different if each one does their part’. Director of consulting firm GEMMA, a certified B Corp associated with Marca País Uruguay Natural. Has a bachelor’s degree in Communication Science (UDELAR). Provides consulting services in sustainability, communication and work team strengthening. Assistant and facilitator of transformation processes and regenerative projects. Organizes meetings for reflection on themes that make us evolve as human beings. Active member of various RSE working committees.

Dioselinda Roa Velasco

B Leader, visual communicator specializing in technology and advertising from Universidad Privada de Santa Cruz (UPSA), Bolivia. Design of graphic products for the advertising agency Ogilvy & Mather, Santa Cruz, Bolivia. Design of editorial products, Revista para Ellas, Diario El Deber, Santa Cruz, Bolivia. Visual communication consultant, founding partner of Grupo Icono, Montevideo, Uruguay. Management of Cultural Enterprises, Universidad ORT, Montevideo, Uruguay. Co-authored the book 3 Vestidos para cambiar: Estrategias para tu imagen personal (‘3 dresses to change: Strategies for your personal image’). Teaches Technology for the Graphic Communications career, Oficinas Don Bosco, Montevideo, Uruguay. Teaches Philosophy, Art and Symbology and coordinates the volunteering area at Organización Internacional Nueva Acrópolis, Bolivia and Uruguay. Personal and professional Image consultant at AICI Association of Image Consultants International, Buenos Aires-Montevideo.

Ivana Calcagno

Supernumerary attorney at Banco de Seguros del Estado, Uruguay, and participates in the global B Movement as a member of the legal group and as B Leader. Host partner of YOUHUB Cowork (B Corp) and partner at YOUHUB Consultora. Has a PhD in Law and Social Sciences from UDELAR, Uruguay, and a specialization course in Mediation from Pontificia Universidad Católica de Chile. MIT Honor Code Certificate Transforming Business, Society and Self with U. Lab, aspiring appointed teacher of Procedural Law I-II at UDELAR’s Institute of Procedural Law. Participated in congresses and lectures as organizer and host, gave courses at UDELAR and collaborated in specialist magazines. Has the International Legal English Certificate from Cambridge University and participated in the Theory and Tools of the Harvard Negotiation Project. Founding member of the NGO Centro de Acción y Defensa de los Derechos Humanos y Medio Ambiente. Worked as legal advisor at Corporate Ferrere Advogados, corporate and commercial department, associate lawyer at Castellán Advogados Consultores and Fiduciaria Sur S.A. Honorary lawyer at Consultorios Jurídicos Barriales.

Magdalena Pereira

Participates in the B Movement as a member of the legal group and as B Leader. Host partner of YOUHUB Cowork (B Corp) and partner at YOUHUB Consultora. Has a PhD in Law and Social Sciences from UDELAR (Uruguay) and a master’s degree in Foreign Trade and Integration from IEEMUM. Specializes in Negotiation (the Harvard Method) and Intercultural Communication. Team building training, NLP, coaching, corporate volunteering, professor of Regional Integration, Negotiation and Interpersonal Communication at Universidad ORT, Uruguay, effective oral presentations, change management and control of expectations for companies in different countries of Latin America. Worked as a legal advisor at ALADI’s general secretariat and coordinated mechanisms to solve the differences among international treaties. Consultant and Trainer at Vantage Partners Corp. (Boston, USA) and CMI Interser for international companies in different countries of Latin America (Argentina, Brazil, Chile, Guatemala, Mexico, Peru and Uruguay).

Natalia Hughes

Host partner of YOUHUB Cowork (B Corp) and partner at YOUHUB Consultora. As part of the B Movement, is a member of the legal group and is an active B Leader. Has a PhD in Law and Social Sciences from UDELAR (Uruguay), a master’s degree in Economic Administrative Law from UM and is specialized in legislation and fiduciary doctrine, fiduciary administration, fiduciary products and tax aspects, risk and fiduciary best practices, stock market and securitization of the 2015 Fiduciary International Fiduciary Program. MIT Honor Code Certificate Transforming Business, Society and Self with U. Lab, appointed professor of Administrative Law II and member of UM’s research group. Took a specialization course in University Teaching. Took UCUDAL’s Legal English course, participated in the Theory and Tools of the Harvard Negotiation Project in CMI, participated in the Project Direction seminar at the Project Management Institute. Studied Team Building, NLP, Coaching and High Performance Management at Universidad Americana. Worked as manager at Fiduciaria Sur S.A., head of lawsuits, legal studies coordinator, legal advisor and lawyer at RAFISA.

Bebo Gold

Director and founder of Agencia Neto (integrated communication). Has a bachelor’s degree in Marketing from Universidad ORT Uruguay. Has worked for over 20 years in corporate marketing and since 1997 has focused on the creation of local and regional communication and advertising campaigns (Uruguay, Mexico, Argentina). Specializes in Corporate Social Responsibility campaigns, communication strategic assistance focused on sustainability and creation of projects with social, environmental and economic impact. Has become a local reference in sustainability and internal communication. Offers his services to local and multinational companies of various sectors. In 2015 he founded and since then has directed B Corp Yo ELIJO, specialized in creating programs that impact the development of children and adolescents both tangibly and positively based on two essential pillars: education and communication. Since 2016 has directed fiiS Uruguay – Social Innovation International Festival. Is currently promoting a project to empower change agents in Uruguay by proposing a paradigm change based on the management of new economies.

Strategic Partners

We understand the redefinition of success in the economy and in society as a collective effort, as a shared dream. Therefore, we would like to thank all organizations, companies and people who are our strategic partners.

Our special thanks to:

B Communities

To achieve a systemic change in the economy, it is necessary to generate connections among the main players. Sistema B acknowledges these strategic references as protagonists in the Communities: meetings for reflection, dialogue, value acquisition and building of collective agendas (that go far beyond the personal ones) comprising people who share the same passion.

This section will always be modified, since there’s a variation in the objectives of each community, meetings periodicity and local realities of each country.

B Leaders Community

We are a group that seeks to empower the people who want to become change agents in their companies or who want to provide consultancy or make up their networks of influence so that they can find their purpose, assess their companies and increase their social and environmental impact.

B Movement Community

Sistema B Uruguay is designing a movement that unfolds in different areas of work, thus generating interdependence and joint creation.