I found Holafly thanks to a LinkedIn post. At the time, I didn’t really know what the company did. I remember thinking it might be just another telecom-style business. But something caught my attention: customer support was handled entirely via chat. That detail alone made me curious enough to apply.

I was at a moment of big change in my life. I was actively looking for a job, navigating personal transitions, and searching for some stability. The process moved incredibly fast. I applied, and within a few hours I got my first call. A few weeks later — in September 2019 — I officially joined Holafly.

Learning from the ground up

My first role was in Customer Support, at a time when Holafly was still very small. We were fewer than ten people, all working together in the same office. That meant doing a bit of everything: answering chats, handling incidents, repackaging SIM cards, coordinating with logistics partners, and learning the product inside out.

There was a lot of information and not much structure yet, so I started creating my own internal guides to keep track of providers, products, and processes. Looking back, that instinct to organize, document, and understand the bigger picture has followed me throughout my entire journey.

Behind every product, there’s a real person looking for reassurance.

Customer Support taught me something fundamental: behind every product, there’s a real person looking for reassurance. Helping travelers in stressful situations gave me a deep sense of empathy and showed me how important trust really is.

Discovering the power of stories

Only a couple of months in, Pedro, Holafly’s co-founder, asked me if I could help him write some content — blog articles and early press materials. I had no previous experience in content or marketing, but I said yes and started learning as I went.

For a while, I split my time between Customer Support and Content, working closely with Pedro. It was my first exposure to storytelling and brand building. I realized that words could do much more than explain a product: they could create meaning.

Words could do much more than explain a product: they could create meaning.

That first stage at Holafly came to an abrupt pause in early 2020, when the pandemic hit. Customer support volumes exploded, refunds increased, and eventually, the company had to make difficult decisions. That chapter closed there.

Coming back and growing differently

One year later, in April 2021, Pedro called me again. Holafly was restarting operations and he asked if I’d be willing to join. I said yes without hesitation.

This time, I returned to a different role, taking over an Affiliate Marketing position as a maternity cover. What started as a temporary role quickly became something more permanent. I began opening new markets, especially English-speaking ones, and working closely with creators and partners around the world.

I didn’t know everything, but I learned by doing, by asking questions, and by trying.

Affiliation became my real marketing school. It combined everything I had learned before: communication, empathy, negotiation, and experimentation. I didn’t know everything — far from it — but I learned by doing, by asking questions, and by trying.

Stepping into leadership

A turning point came when both the founders, Pedro and Lidia, took a break after years of non-stop work. Suddenly, I found myself making key decisions and keeping things running. It was challenging, but it was also empowering.

That period built trust. I was given more autonomy, more responsibility, and eventually a clear growth path. Over time, I began taking on broader responsibilities across marketing, working with different teams and learning how each function contributed to the bigger picture.

I found myself making key decisions and keeping things running. It was challenging, but it was also empowering.

In 2023, I stepped into a new chapter as eSIM Marketing Manager, taking on the responsibility of leading the entire marketing team alongside the affiliate team I already knew so well. It was a role that pushed me to broaden my perspective, make bigger decisions, and think more holistically about how all marketing functions worked together.

Two years later, in 2025, my role evolved once again. I became Brand Director, focusing on shaping Holafly’s brand at a global level and bringing together everything I had learned along the way: customer insight, storytelling, partnerships, and team leadership.

Leading with people in mind

What I’m most proud of today isn’t a campaign or a metric. It’s the marketing team we’ve built. A team that operates under constant pressure, close to leadership, and with a high level of responsibility — yet remains deeply committed and supportive of one another.

Being in a leadership role has also made me more aware of balance. As responsibilities grow, the line between work and personal life can easily blur. I believe it’s an important conversation to keep open, especially as teams scale and expectations rise.

At Holafly, one idea has always stayed with me: the real boss isn’t a title or a role, it’s the customer. That mindset shapes how we work, how we prioritize, and how we treat one another.

Looking back… and forward

If I look back, I feel proud of having grown alongside the company, of staying curious, and of never being afraid to ask questions or step into the unknown.

If I had to give one piece of advice to someone starting at Holafly today, it would be this: stay curious. Don’t be afraid of titles or hierarchies. Ask, explore, get involved. Curiosity creates visibility and opportunity.

Ask, explore, get involved. Curiosity creates visibility and opportunity.

In the end, my journey at Holafly has been exactly that: a human journey. One shaped by people, trust, learning, and growth. And I’m grateful to still be writing the next chapters.