Aurelia Alvarado: Innovation & Purpose-Led Leadership Driving Lasting Impact

Purpose is a powerful tool. It can facilitate value-driven growth and transformation in the true sense. Successful individuals who create significant impact in their respective fields are often driven by purpose. One such name is Peruvian business leader, Aurelia Alvarado.

An industrial engineer by qualification and armed with an MBA degree from Stanford University Graduate School of Business, Aurelia is a multifaceted business leader. Her career spans across diverse industries including retail, logistics and education among others. The common thread connecting each of her roles has been the strong sense of purpose to improve the lives of others.

One of the key learning experiences in Aurelia’s professional journey was when she worked for a non-profit in the Peruvian rainforest. Her foray in the field of education brought her face-to-face with the harsh realities of an unequal society. Driven by a desire to empower the less fortunate in Peru, Aurelia spent a decade in the education sector driving grassroot level impact.

Today Aurelia brings the same sense of purpose in her current role leading La Victoria Lab, the innovation arm of Peruvian conglomerate, Intercorp. She took over the reins of the company post-pandemic and played a crucial role in its evolution. In her role as the Managing Director, she spearheads its purpose, strategy, priorities, budget, and operational foundations. Simultaneously, Aurelia also drives La Victoria Lab’s creative direction, ensuring that all parent companies align with evolving consumer needs.

Take us through your professional journey and the key expertise that you bring to the table.

I've transitioned through several industries in my career. My career began in consumer products at L’Oréal. While based in Peru, I managed global product logistics, ensuring timely deliveries.

This interest in logistics led me to work at the Port of Callao, the main port in Peru where I spent over four years managing port operations.

After a point, I wanted to focus on creating social impact which led me to work for a nonprofit in the Peruvian rainforest. This was a life altering experience and it introduced me to the lack of opportunities and resources that some Peruvians face. Basic resources such as electricity and education were scarce in rural regions of Peru. This realization led me to pursue a career in education, where I devoted the next ten years of my career.

Four key traits define my approach to leadership. First, my background in industrial engineering has given me a strong focus on processes, efficiency, and action. Second, my commitment to social impact has shown me how one individual can create meaningful change.

Innovation and design thinking have helped me explore new ways to solve challenges & create value

Third, strategic leadership and people management have been essential in aligning teams and achieving great outcomes, a skill I strengthened while earning my master’s degree at 27. Finally, innovation and design thinking have helped me explore new ways to solve challenges and create value. These traits define my work and continue to shape my journey.

Introduce us to La Victoria Lab and the key roles you shoulder as the Managing Director at the firm.

La Victoria Lab is the innovation hub for Intercorp, a major conglomerate in Peru with 35 companies across industries like financial services, healthcare, education, retail, entertainment, and hospitality. As a strategic innovation hub, we help these companies rethink challenges, navigate through them successfully, and align with emerging trends.

As Managing Director, my role is twofold. On one side, I manage the organization like a CEO or general manager by defining purpose, strategy, priorities, budget, and operational foundations while ensuring the right talent is in place. On the other side, I drive creative direction. With an innovation-driven team, we challenge conventional thinking, analyze global and consumer trends, and explore how they can be adapted for the Peruvian market.

What are the fundamentals of your approach to leadership?

The first key principle of my approach to leadership is the power of purpose. I strongly believe purpose is a powerful tool that can align people and organizations. At La Victoria Lab, our purpose is to use great design to impact the emerging middle class in Peru. Having a clear purpose helps people connect, commit, and stay engaged.

The second is being action-oriented. I believe it’s important to move beyond ideas and make things happen. Ultimately, execution demonstrates what’s possible.

Collaboration and collective thinking are also essential factors for me. Surrounding oneself with talented, smart individuals leads to better outcomes. User impact is another one of my guiding principles.

Finally, financial implications matter. As a business, every decision must consider its financial impact.

What are some ‘wins’ that you have achieved in your professional journey? What is your ‘success mantra’ as a leader?

My first professional win was when I set up a new division for automobile imports at the Port of Callao. Although I had no prior relevant experience, the project was successfully launched within three months. It engaged clients and is operational till today.

The second milestone was when I started working in education at Innova Schools, a private network providing high-quality education at an affordable price. I joined the leadership team when we had only 10 schools and was part of the growth phase reaching 65 schools nationwide.

Another one of my cherished wins has been my work at Victoria Lab. We inherited an innovation hub with great potential, but the pandemic took its toll. Today, throughout Intercorp, we serve 17 million Peruvians, a responsibility that is both humbling and gratifying.

What is the current state of women’s representation in Peru’s business landscape? How can more women be brought into leadership roles?

The Peruvian business landscape, both in big corporations and startups is still largely male-dominated, especially in top leadership roles. Increasing diversity is crucial as it benefits organizations significantly.

Flexibility is essential, especially for women who choose to become mothers. The pandemic's hybrid work model has helped women greatly. But companies must ensure that flexibility is valued and not penalized.

Leading by example is another vital aspect of improving women’s representation-promoting women into leadership roles and providing visible role models, where they can seek guidance on career challenges.

Success Mantra: Aim for the moon, because even if you fail, you'll land among the stars. It embodies boldness and the idea that striving high always leads to great places.

Aurelia Alvarado, Managing Director, La Victoria Lab

A multifaceted business leader, Aurelia specialises in leading design and digital transformations at La Victoria Lab. Driven by a strong sense of purpose, Aurelia’s career spans across diverse industries including retail, logistics and education among others. An industrial engineer by qualification, she also comes armed with an MBA degree from Stanford University Graduate School of Business.