Our Executives

Federico Astiz
Federico Astiz
Oxean Chief Executive Officer
Federico Astiz

My name is Federico Astiz. I am a founding partner and CEO of Grupo Oxean. I studied law, politics, marketing, and I am stubbornly self-taught.
I have been living in Uruguay for 7 years. It is the place I chose to pursue my dreams, to carry out my projects and to raise my three children with my wife in an environment surrounded by nature, between the countryside and the sea. It was from here that I began planning and organizing Grupo Oxean’s development and expansion in the American continent, where we now have 6 Spanish-speaking offices. Also, at the beginning of this year, as a partner and executive director, I launched StartUpMultiespacio Emprendedor, the first co-working space in Punta del Este. It is a space where local entrepreneurs get training, develop, get in touch with others, and make things happen. On the other hand, I am the co-organizer and a speaker at TEDx Punta del Este, developer of the B System in Uruguay, and founder of the Asociación Uruguaya de Comunicación Interna (Uruguayan Internal Communication Association). I never get tired of promoting paradigm shifts. 


"I like it when everything I do, personally and professionally, helps change paradigms and perspectives about the world. I believe that by changing the way we see things, we are already changing the world. By being in touch with nature and spending time with my family, I get inspired, energized, and I get in touch with the best aspects of myself."

Ariel Herrera
Ariel Herrera
Managing Partner
Ariel Herrera

My name is Ariel Herrera. I am an entrepreneur and Vice-president of Grupo Oxean. I studied advertising and art; I am a born entrepreneur. I have been working for a long time in practical and intuitive creativity applied to Cross Communication strategies within companies.

My career has developed and consolidated at Grupo Oxean during the last 20 years. I have always had a strong profile oriented towards client assistance and satisfaction, which led me to develop a comprehensive vision of relationship dynamics. I am characterized by the creation of a solid bond based on trust between the customer and the company, and by the coordination of working teams.

"I can’t imagine a strategy without performance and creativity aimed at promoting business opportunities. I am driven by the execution of my creations, by having fun with everything I do, by having freedom, and by relating to people in very diverse forms."

Lorena Pachamé
Lorena Pachamé
Director of Production and Finance
Lorena Pachamé

I am Lorena Pachamé; I have been Administrative Director of Grupo Oxean for 20 years. I studied at the University of Buenos Aires (UBA) to become a Commercial Expert, with orientation towards management and accounting, specialized in balance sheet analysis, financial statements, tax assessment, event planning, protocol and etiquette, negotiation and recruiting techniques. My job as Administrative Director is to plan, guide, monitor and coordinate the company’s general operations, coordinating decision making, and supervising and tracking the administrative processes in general. In the production department I set budgets; I am in charge of monitoring projects and managing the resources assigned to them; I am also in charge of managing and controlling the cost center, as well as dealing with vendors and employees.

"In the Production and Event Planning area, we are in charge of delivering the turnkey pieces that are necessary to communicate efficiently. Before that, we analyze the message we want to convey, we evaluate different materials and printing systems, and we choose the setting, the gifts and other services, until the final delivery of the product or the day of the event."

Carolina Doldán
Carolina Doldán
Chief Operations Officer
Carolina Doldán

My name is Carolina. I am Chief Operations Officer at Grupo Oxean. I have a degree in Public Relations with a specialization in CSR and Organizational Coaching (Axialent) at Universidad de San Andrés. Right from the beginning, I started working in internal communication at agencies specialized in the field. I think that we communicate things in a comprehensive manner, not just with words. If we are not consistently aligned with ourselves, we are not able to communicate. A strong and efficient communication can only be generated inside-out, and it helps us build our own reality. At Grupo Oxean we work to gain perspective and build meaning through communication, in order to accomplish all kinds of different goals.

"I feel passionate about learning and finding sense through order. Only by accomplishing order and removing the unnecessary, can we see the essential. Only by learning new things can we gain new perspectives, keep discovering the world and feel surprise about it.”

Diego Caggiano
Diego Caggiano
Content Director / Partner
Diego Caggiano

My name is Diego Caggiano, Content Director / Partner at Grupo Oxean. I studied Film-Making at Instituto de Arte Cinematográfico, in Avellaneda; I graduated in 1996. I have extensive experience in directing videos and organizing creative communication projects for different companies. I specialize in the coordination of internal and external teams, creativity, script development, ads writing and video direction.

"The Film&Video area of Grupo Oxean has over 20 years of history. We stand out because we pay real attention to clients’ needs and styles, and because we analyze the most important elements: the key concept, the script and the creativity. We perform a comprehensive work, from the script to the final edition, to cover all aspects of the business."

Alberto Rafael
Alberto Rafael
Training Director
Alberto Rafael

I am Alberto Rafael, one of Grupo Oxean’s five partners. I am a physicist and I have been working as a communicator since I was 26 years old. I discovered internal communication in 1998, when the concept of communicating something internally in a professional manner did not exist in Argentina. Ever since, I never stopped working in this area, always trying to turn communication into a key tool that helps companies to achieve their goals.

Therefore, together with our team of professionals, I kept working in this field. I specialized in diagnosis, strategic planning and training for many multinational companies from Argentina and Latin America.

I led many internal campaigns for companies of almost every field.

“As a speaker, trainer and advisor in internal communication, I stand out because I help companies and their people develop to accomplish their goals. My personal goal is that all individuals can find the ‘what for’ in their job and extend it, if possible, to their personal lives.”

Valeria Scherbovsky
Valeria Scherbovsky
Executive Production Director
Valeria Scherbovsky
Diego Beluje
Diego Beluje
Senior Art Director
Diego Beluje

My name is Diego Beluje. I am Art and Creativity Director at Grupo Oxean. My education was traditional. During my childhood and adolescence, I attended different drawing and painting workshops.  I drew, inked, painted, and as time went by, I just changed my tools. 18 years ago, I started working at Grupo Oxean doing designs, typographies, illustrations, branding, communication, motion graphics and audiovisual productions. My job is to find the essence in an idea and try to represent it visually. In order to achieve this, I try to be very curious and to know a little bit about everything: art, films, design, photography, music, and everything that contributes to what we want to say, be it a concept, an image or a sensorial element. I am passionate about details and I never get tired of creating new styles and resources to enhance an idea. As a communicator I use creativity, and graphic and audiovisual narrative to create different atmospheres and sensations, and to persuade in order to communicate effectively. I find great joy in spending time with my family, raising my daughter with my wife, surrounded by games, hammocks and gardens.

“I am convinced that training in art and design never ends; evolution consists of researching to keep learning and never losing curiosity and the ability to be surprised.”

Hugo Castañeda
Hugo Castañeda
Chairman
Hugo Castañeda

My name is Hugo Castañeda. I studied law at Universidad Católica Argentina (UCA), in Buenos Aires, and I also studied at Harvard Negotiation Project.

I am currently president of Desarrolladores del Norte, a firm related to land and agriculture, and I am Chairman of Intutition, a real estate fund that operates in the US.

As Chairman of Grupo Oxean US, I take part in the development of new deals and markets, to position Grupo Oxean internationally and in the public sphere.

In 2003 I was invited by former President Clinton to sponsor the Youth Employment Summit.

In 2002 I founded Fundación CDI Educación Digital to promote social inclusion of low-income people through education and through access to information and communication technologies, in order to fight poverty, to stimulate the entrepreneurial spirit and to strengthen communities. This is a network that has over 800 digital inclusion centers and schools of computer science and citizenship in Latin America, and that helps more than 250,000 people per year.

Micaela Amato
Micaela Amato
Digital Development Director
Micaela Amato

I studied Graphic Design at the University of Buenos Aires (UBA), from 1997 to 2001. I feel interested and excited about the graphic and visual world, as well as the virtual and digital world. That is why I started working in the digital universe to apply my knowledge and to try to learn as much as possible. I took different courses at the University of Buenos Aires, which were the starting point of my current training: courses on web pages in 2001, at Centro CAO, UBA; courses on database, asp and JavaScript management in 2001, at Centro CAO, UBA.

After that, I began working as a freelancer for agencies and, since I am characterized by movement and change, I went from one agency to the other until 2005, when I started working at Oxean where I was able to develop, throughout the years, a way of working that allows me to grow and to constantly face new challenges. Nowadays, I coordinate digital developments from beginning to end, getting involved in order to obtain an excellent product so as to feel satisfied after fulfilling the clients’ expectations.