‍Trust, technology, and decentralization empower global teams 

With a rich background in global advertising operations and a proven track record of leadership within the industry, Claudia Valderrama brings a wealth of expertise to Out-of-Home (OOH) advertising in her role as Chief Operating Officer (COO) at billups. Formerly the Global Chief Financial Officer at Wieden+Kennedy, Valderrama deeply understands the evolving global advertising landscape and its implications on company operations. At billups, she is focused on driving operational excellence across accounting, finance, IT, and human resources, all while delivering enhanced value to clients globally. This article explores the key elements of Valderrama’s strategic approach to operational excellence for global organizations.

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Key Takeaways

Empowering regional leaders: Trust and accountability are central to fostering a network that thrives globally while respecting local dynamics.

The role of technology: Collaborative tools like Google Drive and a “follow the sun” model enable seamless cooperation across time zones.

Flexible policies: Guidelines, not rigid rules, empower regions to adapt and grow while achieving shared goals.

Decentralization for sustainability: A decentralized approach builds trust, leverages local talent, and fosters operational sustainability.

Localized decision-making: Regional leaders can act swiftly and align strategies with community values, enhancing brand presence.

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An approach centered around collaboration and trust

In today’s interconnected world, aligning global operations is no small feat. For Claudia Valderrama, success lies in building strong relationships and empowering regional leaders to drive results. “It’s all about collaboration and trust,” she shares. With teams spanning 18 countries, Valderrama’s approach goes far beyond virtual meetings. Recently, she embarked on a three-week journey to Amsterdam, Dubai, and Malaysia, emphasizing the importance of face-to-face connections. “There’s only so much you can do on a Zoom call,” she notes. These in-person interactions are vital for crafting strategies that address local challenges while maintaining a cohesive global vision.

Operating from Oregon in the United States, Valderrama tailors her leadership style to respect the unique dynamics of each region. In Malaysia, for instance, in-person collaboration is essential, while in EMEA, remote work thrives. “There’s no one-size-fits-all solution,” she acknowledges. “It’s about giving leaders the freedom to create strategies that work for their teams and their markets.”

The role of technology in teamwork

Technology is a cornerstone of Valderrama’s strategy. She champions a “follow the sun” model, ensuring 24/7 availability and resource sharing across time zones. Tools like Google Drive enable seamless collaboration, breaking down barriers and empowering teams to work smarter. “The goal is to find better ways to collaborate, no matter the market,” she explains. By leveraging tech, billups equips its regional leaders with the tools they need to succeed.

Flexibility and cultural sensitivity in policy-making

Valderrama’s leadership philosophy embraces flexibility. “Policies should be guidelines, not rigid rules,” she advises. Drawing on her experience at Wieden + Kennedy, she highlights the importance of empowering regions to adapt policies to their unique needs. “You have to trust your teams to take different steps to achieve the same goal,” she says. This approach fosters growth and builds a culture of trust and accountability.

Decentralization - a sustainable path forward

For Valderrama, sustainability extends beyond environmental efforts—it’s about creating operational sustainability, too. She advocates for decentralization, shifting from a hyper-centralized model to one that harnesses the talents of regional teams. “Empowering and holding regions accountable creates a true network,” she explains. “It gives us the space to grow and thrive.” She is keen on certifications related to environmental sustainability. She advocated for and successfully obtained B Corp certification in her previous role. It is a goal she also holds for billups in the future.

Strategies in action

The power of decentralization is evident in billups’ recent campaigns. In Canada, during a cyber outage, the team quickly launched a programmatic DOOH campaign for Decathlon, leveraging timely events to drive engagement. In Australia, billups partnered with Oatly to create a hyper-targeted campaign supporting local cafés. These initiatives demonstrate how empowering regional teams enables swift, localized decision-making that resonates with communities and enhances brand presence.

Looking ahead: trust and empowerment as pillars of success

As Valderrama looks to the future, her vision is clear: empower regional leaders, equip them with the right tools, and hold them accountable. “Why hire people if you don’t trust them to navigate their own waters?” she reflects. This trust-based approach is shaping the future of global operations at billups, fostering a network that’s both aligned and adaptable.

Through prioritizing relationships, embracing technology, and championing cultural sensitivity, Valderrama is paving the way for a more sustainable and collaborative global network. 

For more information on how to partner with billups, visit www.billups.com/contact

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