Belén holds a Product Design and Innovation Master's degree and has ten years of experience in innovation consulting, working in the financial services, consumer products, health, government, and hospitality sectors for leading companies in LATAM and USA. She has developed a strong sense of understanding people and businesses to identify unmet needs and opportunities. Her curiosity and passion for experimenting have led her to develop testing methodologies that have a pivotal role in creating, building, and launching breakthrough products, services, and ventures. At frog, she has led the Strategy practice at the Mexico City studio since 2020.