Background began her career in Advertising, working for big international accounts, specializing in promotions and consumer behaviour. In this field, she founded her own company. Together with DDB Argentina, she worked for American Airlines, Mc Donald's and Danone, among others. She joined RAPP in 2003. She specialized in CRM and Relational Marketing, bringing her integrated marketing vision into the digital world. She worked as a professor at several universities and became RAPP Argentina’s Managing Director in 2006.

Why I'm at RAPP RAPP is the perfect place to grow in the new era of communications. It has been so for 13 years, and it will be for many years to come. Mobilizing the consumer requires a sophisticated combination of strategy, data, analysis and relevant ideas, using technology to impact successfully. That’s the methodology we use at RAPP. That's why I'm here.