Operators from both sides of the table.

Debra Natasha Pogorelsky

Hybrid side

Founder & CEO

PepsiCo

Argentine-born founder who has lived in Canada and the US, now based in Denver, with 20+ years across sales, marketing, PepsiCo, adtech, creative agencies, and global partnerships. She led high-impact brand, experiential, and sustainability programs for Pepsi, Gatorade, and multicultural marketing teams before founding Eterna Concepts. She also builds Wild Ambition, a community and experience platform for adventurous women, and mentors in Event Marketer's Experiential in Color program.

Ramiro Barua

Hybrid side

Brand Strategist

Interbrand

Brand strategist with over a decade shaping brand DNA, architecture, and positioning across Latin America. He spent nearly five years at Interbrand - leading the firm's Chile office as Brand Consultant and building strategy for major regional and national brands - then five years as Brand Strategy Partner at branding consultancy átiblo in Argentina. He has also led marketing at Moveeng and taught brand management as a professor at Universidad de las Américas in Chile. At Eterna he connects business objectives to brand platforms and experience strategy, and stays close to execution so the thinking survives contact with the real world.

Jessica Urgo

Agency side

Creative Director

Cannes Lions Gold winner

The brains behind the experiences. Jessica is an experiential, innovation, and creative lead whose work spans Nike, HBO, Amazon, Airbnb, Samsung, Xbox, American Express, Visit California, and cultural properties from Watchmen to David Bowie. Her work earned a Cannes Lions Gold in Brand Experience & Activation in 2025. She calls herself an un-realist - being unrealistic lets you dream of worlds that don't yet exist - and she carries that through concept, narrative, and spatial design, then stays with the idea through build and show day so the thinking survives production.

Jill Hurley

Hybrid side

Field Marketing · Brand & Experiential

Red Bull

Brand and experiential marketing leader with 10+ years building brands and connecting them with consumers across beverage and CPG. Her background spans consumer insights, brand strategy, field marketing, experiential activations, partnerships, and go-to-market strategy - leading teams, agencies, and high-impact programs from idea through execution. Most recently, Jill led field marketing for Red Bull across the Mountain West, bringing together consumer insights, culture, community, and commercial strategy to drive meaningful brand growth. She brings a strategic, consumer-first perspective to every project, with a particular passion for turning big ideas into experiences people actually want to be part of.

Heather Sands

Hybrid side

Chief of Staff

Operations & program leadership

Runs the business behind the work - client onboarding, program governance, budgets, staffing, and the internal rhythm that keeps leadership, strategy, and production moving as one. She's the connective tissue between what's promised in the pitch and what happens on site.

Elizabeth Cavanaugh

Agency side

Operations

Large-scale live event production

Operations and production leader who orchestrates complex multi-day experiences and cross-functional teams with clarity and refinement. She owns scope, vendors, budget, and on-site execution end to end.

Ella Romand

Agency side

Music Director · Live Performer

Ultra, Burning Man & New World Symphony

French-Brazilian producer, DJ, and live act, also known as Ella Romand, who has shaped the electronic music scene for over a decade, blending Brazilian rhythms with deep, organic, and Afro house. A classically trained pianist, she plays live keys inside her sets, and has performed at Ultra Music Festival, Burning Man, Lightning in a Bottle, III Points, SXM Festival, Cova Santa in Ibiza, and Vagalume in Tulum. She co-produced, composed, and performed with the New World Symphony alongside 80+ musicians in an orchestral-electronic fusion. At Eterna she leads music direction and live performance: artist curation and booking, original scoring, sound design, and on-site audio direction, including our Cannes Lions activation aboard Yacht Hana.