LUZ MARÍA CARBAJAL: REDEFINING GROWTH THROUGH NON-LINEAR JOURNEYS

Luz María Carbajal, Head of Growth & Business Development at Sterling Co., exemplifies how non-linear career paths can fuel innovation. From HR in retail to advertising leadership, she now drives strategic growth for clients. Her latest AI-powered campaign for Cleo boldly tackles menstrual health taboos, blending trust, transparency, and technology.  

In today’s business landscape, where agility and adaptability often define success, Luz María Carbajal’s career trajectory stands out as a testament to the power of non-linear journeys. Now Head of Growth & Business Development at Sterling Co., Carbajal has built her reputation on understanding clients from both the inside and the outside, a skill honed through years of diverse experience across industries.  

Her professional story began in human resources within the retail sector, where she spent six years immersed in the intricacies of organisational dynamics. This early chapter gave her a deep appreciation of how businesses function internally—their people, processes, and cultural rhythms. It was a grounding that would later prove invaluable when she transitioned into advertising, where she spent nine years leading accounts, developing strategies, and opening new markets.  

This dual perspective—combining HR’s people-first insights with advertising’s market-facing strategies—has become her defining strength. “I understand the client from both the inside and the outside,” Carbajal reflects, a statement that encapsulates her ability to bridge operational realities with external growth ambitions. At Sterling Co., she now channels this expertise into guiding mid-sized companies and corporations through strategic expansion, building relationships rooted in trust and transparency, and turning opportunities into tangible results.  

Her philosophy is clear: the best business relationships are not transactional but built on openness and credibility. This ethos has shaped Sterling Co.’s approach under her leadership, positioning the firm as a trusted partner for clients navigating complex growth challenges.  

Carbajal’s commitment to innovation recently found striking expression in a case study that has captured attention across creative and business circles. For Cleo, a brand seeking to address menstrual health with candour and attitude, Sterling Co. produced a video campaign entirely generated with artificial intelligence.  

The project was as bold as it was unconventional. Three characters—a towel, a tampon, and a menstrual cup—engaged in a conversation rarely voiced aloud. Every element, from voices to pacing and cuts, was created using AI. The brief was simple yet profound: talk about menstrual health without taboos, with clarity and confidence, and cut to the heart of the matter.  

The result was a campaign that not only demonstrated the technical possibilities of AI in storytelling but also underscored Sterling Co.’s willingness to tackle sensitive subjects with creativity and responsibility. By blending technology with social purpose, Carbajal and her team delivered a piece of work that speaks volumes about the future of advertising—where innovation is not just about tools but about the courage to address what often goes unsaid.  

For Carbajal, this project is emblematic of her broader journey. Just as her career has defied linear expectations, her work continues to challenge conventions, proving that growth is not merely about expansion but about transformation. In her hands, Sterling Co. is not only building business opportunities but also shaping conversations that matter.