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Natalia Rico has worked in a variety of roles in the past decade, beginning in 2012 as a Recruiting Coordinator at Ooyala. In 2014, they founded Kuira and served as Talent Acquisition & Human Development Manager at Conekta in 2015. From 2016 to 2022, Natalia held various roles at Rappi, including Head of Growth - Ecommerce, Head of People, and HR Manager Mexico. In 2022, they began working as both a Mentor at Endeavor and Head of Operations / IC Member at H20 Capital Innovation.

Natalia Rico attended ITESO Universidad Jesuita de Guadalajara from 2009 to 2013, where they earned a degree in International Relations with a focus in Human Resources Management/Personnel Administration, General.