About me

Cristina Roa is the Executive Creative Director at VML Colombia, with over 20 years of experience crafting bold, emotionally resonant ideas across Latin America. She is a champion of inclusive creativity and a strong voice for female leadership in the industry. In 2025, she was selected as an ambassador for the Cannes Can: Diversity Collective (CC:DC) at Cannes Lions, representing the creative women of Latin America. Cristina believes that to create ideas that change the world, you must include the world — and her work blends cultural insight, innovation, and storytelling with purpose.

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Cristina's Inspiration Pool

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