Paola Hayashi

Hi! I’m a project manager based in Mexico, with a rich background in project management, team leadership, brand strategy, and creative planning. I’m deeply passionate about the intersection of technology and creativity, always seeking innovative ways to merge these fields. Recently, I’ve been focused on gaming and AI solutions, specifically exploring how these technologies can generate valuable audience data and improve communication strategies. I excel in leading teams, crafting dynamic brand strategies, and developing creative approaches that effectively connect with target audiences. My goal is to drive impactful, data-driven results through creative and technological solutions.

What techniques can project managers use to build and maintain a cohesive, high-performing project team?

- Clear Roles: in order to have every member knowing their role, responsibilities and activities. I find this the first step of every efficient process, so we don’t get anyone to work double or any task to stay incomplete.

- Short and sweet: I think as a team leader, one should be as concise and explicit as possible, specially working on a remote environment, when delegating tasks and sharing important info of the project.

- Technology: although I find taking notes very relevant for my personal process, I truly trust any kind of CRM to facilitate not just communication but the visibility of how’s everything going with a process. I think that any tool that makes this process as visual as possible, is great.

How many years of experience do you have? With that many years of experience in the industry, what words of wisdom would you like to give to young Creatives?

I started in 2014 as an account executive for different creative agencies.

If you don’t trust your memory: ALWAYS take notes.

Also, always remember to have a written reference or history with all parts involved, in case anyone needs to come back to that info. Specially with projects that tend to be complex and long.

Which popular comic character represents your artistic self the best?

Is Mafalda a comic?

You have worked in a multitude of realms in the entertainment industry, what is next for you? Is there more you want to explore?

I think I haven’t discover anything yet. I feel almost every day that I’m living in the future. Laetro seems like the future to me, specially coming from a background where offline campaigns where every advertiser main inspirations. So, I’m really looking forward to live in the future.

How did you get interested in creating? What were your early influences?

My grandpa. He used to do offline campaigns and activations. Hearing about them was crazy.

As creative professionals, a large chunk of our process is finding inspiration for our work. How do you come up with new ideas for your projects?

I believe there’s no place or space right now that is not full of inspiration. I trust that you only have two options living this crazy times: either you are overwhelmed and overstimulated or inspired.

I also enjoy A LOT creating with my hands lately.

As someone who has witnessed the industry’s evolution firsthand, how has your creative process evolved?

I do think now every role has the chance to get creative, and that inclusion is one of the main things that has, not just motivated me, but has made me stay in this industry.

How do you stay up-to-date with the latest trends & technologies in your field and how do you incorporate them into your work?

Guilty pleasure: TikTok, but also a lot of local events.

How is your approach towards each of your creative skills different? Is the starting point the same?

Definitely they’re not. As the client face role I’ve played almost all my career, I find a lot of different stages in my process, and that gives me the chance to develop different skills, not only in the process, but is different in every project. For example, when needed, I love being part of a copywriting process, but of course it’s nos always possible or needed.

How do you handle unexpected challenges or changes during a project, and can you provide an example from your previous experience where you successfully navigated such a situation?

Lots of therapy in order to have emotional intelligence.

No, but really, I believe the experience and years but themselves, give you the opportunity to have a steady mind when there’s any need to take a decision, give a quick and accurate answer or manage any kind of crisis.

For example: once, when pitching one of the solutions I was selling, my team and I were asked a question about the brand safety of the product, but the problem was, it was a new product even for ourselves and we didn’t have the complete info yet. At first, we tried to make up some answer, but the more we talked, the more we confused our client. At the end, I decided to be honest with the client, just adding some twist to let this client know we were able to have their back and that we could delivery, but with the transparency of how we were just learning some last details of this brand new product that we were super proud of launch with them, for the first time.