Marcelo Cardozo, a graduate of the Bachelor of Communication program with a focus on Corporate Communication at Universidad ORT Uruguay, has been appointed as the new Communications and Marketing Manager at UPM Uruguay.
His appointment is the result of a professional and academic career that aligns with his calling, strategic vision, and commitment to high-impact institutional communication.
The origins of a calling that took shape in college
The path to his current position began during his college years, when he discovered his interest in strategic communication.
Marcelo Cardozo looks back on his years at the School of Communication as a turning point in his career: “That’s where I discovered the direction I wanted my professional career to take—I was certain that communication was my calling, but I wasn’t sure which path I wanted to follow within the field of communication.”
One academic experience proved particularly pivotal for him: a partnership project with a logistics and port company. Although he didn’t fully grasp the company’s operational complexity at the time, the environment fascinated him and sparked a strong ambition within him.
As he himself recalls: “That project began to shape ambitions and goals—perhaps even dreams—that shaped my inclination toward large-scale enterprises and playing a significant role in communications within such an environment.”
Enrolling at UPM: A Professional and Personal Milestone
In 2020, at a time when UPM was expanding rapidly and facing challenging conditions both domestically and internationally, Marcelo Cardozo joined the company.
His decision was driven by a number of factors, including the conviction that this was the opportunity he had been preparing for over the years.
“I was convinced that this was the opportunity I had been preparing for my whole life and that it had come at just the right time, both professionally and personally,” he explains.
The project was ambitious: the construction of a pulp mill in Paso de los Toros, a specialized port terminal in Montevideo, and the development of a rail system to support industrial operations.
Taking the job also meant leaving his familiar surroundings: moving to the countryside, adjusting to a new life amid a pandemic, and taking on an unprecedented project.
Cardozo describes this moment as a turning point in his career: “Knowing that I was going to face experiences and situations that I likely wouldn’t have had the chance to experience elsewhere over the course of my career—even after many years—is what ultimately led me to join UPM.”
Leading with trust and commitment
Today, as Communications and Marketing Manager at UPM Uruguay, Marcelo takes on his role with a sense of responsibility. But he also feels a sense of satisfaction knowing that he has what it takes to perform his duties effectively and creatively:
“I take on this role with a sense of responsibility and commitment, and with the peace of mind that comes from being in a place where I can work freely, with all the tools and infrastructure needed to get things done.”
That freedom is supported by a strong team and the backing of the organization:
“I have the support and trust of the team and the organization to create, propose, develop , and innovate, ”he notes. This environment allows him to strengthen communication strategies based on a culture that has been built up over the years.
Applying theory in a real-world setting: a unique experience
One of the aspects he values most about his current position is the opportunity to apply, almost literally, the knowledge he gained during his academic training.
What many people experience only as a theoretical study is, for him, part of everyday life:“What we study theoretically in college as communication case studies is my reality today. This experience not only allows me to apply my knowledge in a comprehensive way, but also challenges me to continue learning and growing professionally.”
Continuing education: a necessary habit in a changing world
Marcelo acknowledges that professional development doesn’t stop with a degree. Today, he continues to pursue further education and has specific plans: “I have some educational goals I’m working toward, such as a Master’s in Communication and Marketing Management, which I hope to complete soon.”
He also emphasizes the importance of adapting to the dynamic nature of the market: “We must be dynamic and adaptable enough to keep pace with changing market trends. We must have the ability to transform ourselves as the world of communication evolves.”
That attitude is also evident in their day-to-day work, in their interactions with colleagues and mentors, through active observation, and a constant sense of curiosity: “We learn and grow by talking to those who know, by listening, and by dedicating our time to taking things a step further in every area.”
The Human Dimension in the Digital Age
Although the digital landscape is evolving rapidly, at UPM human connection remains a core value. Cardozo puts it plainly:
“In an increasingly digital world, it is essential to reaffirm the importance of face-to-face interaction and tangible experiences, as they foster empathy and deepen trust among individuals and teams.”
Especially within UPM’s regional context, this balance is vital for maintaining ties with inland communities:“The value of a conversation with a producer, a tour with a plant technician, or a meeting with community leaders. That is the value that defines our work culture.”
Diverse teams, solid results
When it comes to leadership, Marcelo believes in diverse teams, where each member contributes based on their unique strengths:
I deeply value the complementary nature of these profiles. This diversity not only enriches the creative process, but also enables us to adapt to any challenge and achieve greater and better results.
For him, adaptability and diversity are the cornerstones of effective communication.
The Role of Soft Skills in Leadership
Throughout his career, Cardozo had mentors and leaders who left an indelible mark on him. From them, he learned values and interpersonal skills that he now considers essential: “I had people who taught me the value of empathy, active listening, and sensitivity.”
From his perspective, these skills are essential for creating a healthy, productive, and engaged work environment: “A sense of belonging, recognition, and camaraderie should be evident in the day-to-day work of any team.”
Advice for the younger generation: curiosity, courage, and action
To those studying communication or marketing who dream of holding leadership positions, Marcelo has a clear message:
“Be curious. I’ve always seen curiosity as an essential quality for professional growth. It also adds value to what you do.”
He also encourages people not to settle for less, but to be proactive and ambitious: “Be restless and ambitious; have that inner drive that leads you to pursue the goals and challenges you set for yourselves, that pushes you to take the initiative.”
Communication as a passport to new realities
Marcelo sums up his career with a phrase that has stayed with him for a long time:
“Communication takes you places.”
And as I look back on my journey, that statement takes on a profound meaning:“I never imagined I’d be working in communications at an industrial plant under construction, or at an international awards ceremony, or on a transoceanic ship operated by a global shipping company. I never imagined I’d meet people from all over the world. Communications has led me to explore all of that, and it willsurely take me to many more places in the future.”
Learn more about the Bachelor's Degree in Business Communication