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How Do You Lead Teams of 12,000 People? | MADE IN LATAM EP13
In this episode of MADE IN LATAM, Natalia Berghusen from Grupo Delosi shares insights on internal communication, corporate culture, employee development and the challenges of managing teams across Latin America. She also discusses how AI supports communication teams, the importance of creating consistent employee experiences and how strong organizational cultures can open new opportunities for professional growth.
In this episode, we talk with Natalia Berghusen, Head of Culture and Internal Communication at Grupo Delosi, about the role of internal communication within organizations, the building of corporate culture, and the challenges of managing teams across different markets in Latin America.
One of the topics that comes up during the podcast is the challenge of managing the same brand in different Latin American countries. Natalia explains that results can vary significantly between markets due to cultural differences, customs, and local contexts, forcing teams to closely observe what is happening in each country and make constant adjustments to understand what is working and what is not.
We also talk about professional development within organizations and the role that corporate culture plays in employee growth. Through a specific case study at Starbucks, she shares how someone can build a career all the way from operational roles to leadership positions when there are clear opportunities for training, guidance, and growth.
Another topic addressed is how internal communication can support employees throughout their entire journey within a company, from onboarding to offboarding. To achieve this, she highlights the importance of designing consistent experiences, taking care of every touchpoint, and working in a coordinated manner with departments like Human Resources and Legal.
Artificial intelligence is also mentioned; far from seeing it as a threat, she shares how her team uses it as a tool to brainstorm ideas, find new perspectives, and enrich everyday creative processes such as drafting messages and even developing more complex tasks. She explains how AI has become a support system to enhance communication work.
At another point in the conversation, Natalia shares a reflection on the purpose of companies and recalls how impactful it was to learn about an organization whose goal went beyond business, generating opportunities for more young people to access their first formal job.
Finally, the interview includes a Latin American idioms dynamic that puts the guest's knowledge of expressions used in different countries across the region to the test, highlighting the cultural diversity that characterizes LATAM.
Watch the full episode on YouTube here 👇🏻:
