Entrepreneur, entrepreneur, fond of tennis and gastronomy; She is the second of four siblings and the mother of two children who make their way through life with her example. Lorena Lasso Cabanilla’s facets are diverse and intense.
This 50-year-old Ecuadorian has a professional career of three decades and the world of business communication is the field that she is passionate about and keeps her active either in Ecuador, where she founded the Assistec Communication Agency, in the Andean Region, Central America or in United States, a country that you visit frequently for personal and professional reasons.
Work planning is one of the foundations of the success of this woman who enjoys watching Roger Federer’s matches from Switzerland and who does not mind experimenting with different ingredients in the kitchen when she is at home.
Your work day starts early in the morning preparing for the schedule for the next 3 days. “I take advantage of that hour to avoid interruptions and to save time,” says Lasso. She is also strict when planning and always has an agenda for at least four weeks.
Lorena Lasso’s professional career began when she was 17 years old in the world of advertising and public relations, and then moved on to the automotive sector and banking, where she lived closely with the 1999 financial crash. Those work experiences shaped Lorena Lasso and Today she is an expert in the subject of business strategic communication and crisis management.
Absolutely dedicated to its clients, it extends its days when necessary with the sole purpose of solving any crisis and maintaining the reputation of dozens of companies that trust its services, inside and outside Ecuador.
Reviewing his career, Lasso recalls that he decided to undertake because he somehow lost confidence in the dependency relationship. In 1999, with her 11-year-old son and one-year-old daughter, this woman took the leap and started with a communication agency when the country’s economy was hit. It was June 2000 when she founded Assistec and it was a great responsibility for her, but she came forward with a recipe that mixes effort, dedication and intuition. “Necessity makes you be creative,” he affirms with conviction and adds that today the agency has a team of almost 50 people.
Despite his professional occupations, Lasso always takes time to play tennis. If he is in Ecuador, he does it in the morning or if he is in the United States, he plays in the afternoons and nights. That taste for white sports began when he was 30 years old and since then he has enjoyed every game on clay or synthetic floors, whether for fun or for the championship. His hobby is completed by attending tennis tournaments to see the great stars of this sport.
He also enjoys going out with his partner to go hiking, fishing and hunting, in authorized and regulated places in the United States. Paddle tennis is another sport that he practices to stay active and distract his mind, after his work days that include trips, calls, strategy meetings and video conferences.
As for everyone, 2020 was a different and special period for Lasso, personally and professionally. A year ago, in December 2019, she began treatment for breast cancer and today she is happy to say that it was detected in time and everything is under control. “Mike my partner, my children and my brothers were of fundamental support for my speedy recovery” says Lasso.
Her activities include the Presidency of the Bilateral Trade Commission between Ecuador and the United States for the International Chamber of Commerce, supporting entrepreneurs as Vice President of the Board of Junior Achievement Ecuador and as founder of Women for Women Ecuador, an organization that promotes the female leadership in the Ecuadorian business world.
Lorena Lasso Cabanilla’s plans continue and she trusts that communication will be one of the fundamental tools for the reactivation of businesses.
– .
