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Florencia Cueva began their work experience in 2002 at COSTA BBD, where they held the position of Communications Analyst, Copywriter, and Office Coordinator until 2009. In 2010, they joined FutureBrand as a Senior Consultant, providing brand strategy advice and implementation to clients in various countries. Florencia'srole expanded to become the Strategy Co-Director in 2013, and they later moved to FutureBrand Hispanic America as the Strategy Director in the same year.

Florencia Cueva completed their education starting in 1991, attending Escuela Superior de Comercio "Carlos Pellegrini" where they obtained a Perito Mercantil degree in the field of contable y administrativo, graduating in 1996. Florencia then pursued higher education at the University of Buenos Aires from 1998 to 2002, earning a Lic. en comunicación social degree in the field of Ciencias Sociales. Additionally, in November 2018, they obtained a certification in Marketing Analytics: Setting and Measuring KPIs from Lynda.com.