About Us
We Connect Business, Data & Technology to Shape What's Next.
We believe that the future of business belongs to organizations that can think strategically, make smarter decisions, embrace innovation and turn opportunities into measurable results.
We are a multidisciplinary consulting firm combining Strategy & Transformation, Data & Analytics, AI & Technology, and Growth & Commercial Excellence to help organizations navigate complexity, unlock opportunities and accelerate business performance.
We bring together business understanding, analytical intelligence, technological innovation and commercial expertise to transform complex challenges into practical solutions that create lasting value.
Our approach goes beyond traditional consulting: we combine strategic vision with analytical rigor and technological capabilities, working alongside our clients to turn ideas into action and ambition into business impact.
naawa means the root, the origin of things
Derived from the Yaqui language of northwestern Mexico, the word perfectly captures this work: before recommending any action, one must thoroughly understand the origin of the results.
“Based on data and through technology, we aim to make the best strategies tangible, those strategies that add value to our clients.”
Mission, Vision, Values
To consolidate our clients' change so that their organizations generate constant and sustainable growth, while contributing to the intellectual development of people.
To make change a constant that drives us constructively over time.
Our Business Philosophy
Think Strategically. Act Intelligently. Deliver Impact.
We believe successful business transformation requires more than expertise in a single discipline. It requires connecting different perspectives, understanding the bigger picture and combining the right capabilities to solve the right challenges.
That is why our consulting philosophy is built around three principles:
Partners
A client-centric leader, passionate about growing companies and about people and talent development. Over 20 years of experience in data modelling, with high-level expertise in Machine Learning solutions. He leads naawa's growth and innovation, and turns complex models into actionable strategies for the boardroom. He was Client Solutions Managing Director for Latin America and CEO for Mexico and Chile at Wavemaker (WPP), Regional Director of Digital & Data at MEC (Miami), Head of Data Analytics at Havas (Madrid) and Data Analytics Manager at Dentsu Aegis (London). He teaches in EMBA and Big Data Analytics and Marketing master's programs at ITAM, ESIC, ESAN and CESA.
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Over 10 years as a data scientist, with broad expertise in data modelling, building econometric, consumer profiling and predictive models that measure the effect of marketing on business KPIs. At naawa, he develops machine learning and AI solutions for business intelligence, predictive analytics and decision-making. Previously, he worked at Wavemaker (WPP) with clients such as Netflix, Marriott, Pizza Hut and AXA. He teaches Marketing Analytics at IEDGE.
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Over 10 years of professional experience leading innovative business solutions, managing top clients and identifying new revenue growth opportunities. At naawa, she leads the top client portfolio and ensures high-quality, data-driven solutions that reinforce new revenue streams. Before joining naawa, she was Head of Marketing at Velominata, Manager of the Member Get Member Program Acquisitions at American Express and Business Consultant at Accenture.
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Passionate about business, she firmly believes that order and planning are essential for their development, consolidation and growth. At naawa, she develops suitable business solutions for each client through strategic planning and process efficiency. Before joining naawa, she was Program Coordinator at Startup Mexico Campus Oaxaca and Logistics Coordinator at Grupo Petrochemical Beta.
LinkedIn →naawa measures and offsets all of its carbon emissions
Climate Neutral certification requires measuring the full footprint, offsetting it and committing to reduce it year over year. naawa is the second Mexican company to earn it.
Offsets go to three verified projects: avoided deforestation, wind generation and landfill gas capture.