Name: Sofia Cano
Business Name: UTAG
Location: Miami , USA
Establishment (Year): 2016
Category: Advertising & Marketing
Profession/ Specialty: Marketing, martech, advertising
Website: www.utag.io
Social Media: LinkedIn
Company Details
As CEO of Utag, a pioneering sports marketing agency, and co-founder of imetriq.com, a company dedicated to enhancing marketing efficiency and transparency, this individual has spearheaded efforts that bridge cultures and redefine industry standards for nine years. Their journey from Argentina to the U.S. has been fueled by a passion for sports, a commitment to innovation, and a desire to empower women in every aspect of their work.
Utag has been at the forefront of delivering comprehensive marketing strategies, from branding to media buying, making significant strides in the sports industry by working with over 70 esteemed brands like P&G, Nike, CONCACAF, and MLS.
Imetriq.com complements this by offering sophisticated marketing solutions that prioritize transparency and integrity, setting new benchmarks for client and stakeholder engagement. Building on this foundation, this individual is now developing LOVV, a groundbreaking skincare brand focused on the vulva, aiming to create a community centered on women's identity and empowerment. LOVV tackles the taboos surrounding women's health, striving to dispel myths and fight the objectification of women through education and high-quality care products. This venture embodies their vision for a future where conversations about women's bodies are normalized, and empowerment is achieved through understanding and support.
Unique Selling Proposition or Competitive Advantage
Their unique value proposition lies at the intersection of innovation, cultural intelligence, and a steadfast commitment to diversity and empowerment. Utag, imetriq.com, and LOVV are not just businesses; they are embodiments of a vision to create inclusive spaces where every individual, especially women, can thrive.
Culture and Diversity: In the U.S., a melting pot of cultures and ideas, their organizations stand out by embracing this diversity as a core strength. They understand that to connect with their audience, they must reflect the multifaceted society they serve. This insight drives their approach to marketing, product development, and community engagement, enabling them to resonate deeply with a broad spectrum of users and clients.
Certifications and Partnerships: Their excellence in execution and commitment to innovation are recognized through prestigious certifications and partnerships. As a certified Women-Owned Business, they are part of a select group that champions gender equality and supports women's leadership in the corporate world. Furthermore, their status as a Google Partner and TikTok Partner not only validates their expertise in digital marketing but also their ability to stay at the forefront of technological advancements and social media trends. These accolades are testament to their dedication to setting industry standards and fostering trust with their partners/clients.
Mission: Their mission is to leave a legacy that promotes a holistic approach to business, one that champions the health, empowerment, and success of women around the world, making every woman feel celebrated for who she is.
Challenges Faced During the Journey
Embarking on their journey as a Latin American woman carving out a space in the sports marketing sector—a realm where less than 1% of agencies are woman-owned—has been a path marked by significant challenges and resilience. Settling in the U.S. and establishing a successful company in this competitive landscape required overcoming substantial cultural and gender barriers in a field traditionally dominated by men, alongside navigating the complexities of a new business environment.
The early days were characterized by a relentless pursuit of recognition and resources, often knocking on doors and offering their services for free to showcase their capabilities in a market skeptical of new entrants, especially those led by women from diverse backgrounds. This uphill battle was compounded by the need to build a reputable network from scratch in the U.S., where their Latin American roots and female identity presented additional layers of complexity in gaining trust and investment in a predominantly male industry. Achieving success meant not only demonstrating exceptional innovation and strategic acumen but also leveraging the unique perspectives brought by their diverse team to foster inclusion and challenge stereotypes within the sports marketing and business communities. Each step forward involved proving the value of a woman-led business in delivering impactful, globally resonant marketing strategies, thereby establishing their agency as a formidable player in the U.S. market.
Through unwavering perseverance and a commitment to diversity and empowerment, they have not only navigated these obstacles but also turned them into opportunities for growth and leadership, proving that it is possible for women, particularly those from underrepresented backgrounds, to lead successful, innovative companies in challenging industries and markets.
Advice for Women Entrepreneurs
Persistence is the common thread in all success stories. Remember, failure is merely a point of view. It's during the toughest times that we learn the most. Many of us experience impostor syndrome, feeling like we don't belong or are faking our way through success. You're not alone in this; it's a common feeling among even the most successful individuals. They, too, are trying to hide it. If you feel it, know that it's normal. The key is to keep moving.
