Rising Stars: Meet Ilyana Benson of Orange

Today we’d like to introduce you to Ilyana Benson.

Hi Ilyana, thanks for joining us today. We’d love for you to start by introducing yourself.
Born and raised in Mexico City, I’ve always had an entrepreneurial spark. Even before earning my degree in International Business from Tecnológico de Monterrey, I was building small ventures, curious about how ideas could grow into opportunity.

In 2000, I was invited to transfer to the United States to develop the Latin American television market for Sony Electronics. I landed in Pennsylvania, and it was a culture shock — new language, new pace, new everything. I learned quickly that business isn’t just about numbers; it’s about understanding people, values, and communication styles. Living in a small town taught me how diverse the U.S. truly is and how culture shapes everyday choices, even in how people shop.

A few years later, I married, started a family, and eventually moved to California, where the energy, diversity, and entrepreneurial spirit reminded me of home. That’s where NeoSol Marketing was born in 2005 — from a desire to help brands connect with consumers across cultures in a way that feels human and respectful.

Entrepreneurship in a new country wasn’t easy, but it was transformative. I learned how to build not just a business, but a bridge — between language and emotion, between corporate goals and community realities. Over the years, I’ve led NeoSol through growth, reinvention, and digital transformation, always guided by one principle: treat people like partners, not targets.

Family keeps me grounded. I’m the proud mother of two daughters — one biological, and one adopted from Colombia when she was nine years old. Their stories, their strength, and their perspectives remind me every day why representation and opportunity matter. Home is my refuge — a place of love, growth, and laughter that fuels everything I do.

Today, two decades later, I’m still driven by the same purpose that inspired me from the start: to use marketing as a force for understanding — connecting brands and people with authenticity, empathy, and respect.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
The road hasn’t always been smooth, but every challenge has left valuable lessons.

The pandemic, without a doubt, was one of the toughest chapters in NeoSol’s history. In early 2020, we were on track for a record-breaking year. Our lean, experienced team was thriving, activations were lined up across the country—and then, almost overnight, everything stopped.

Friday, March 13th, one client canceled the rest of the month’s demos. Within days, the rest followed. At first, I thought it would be a short pause—like previous health scares. But as store shelves emptied and uncertainty grew, I realized this was different.

The hardest part wasn’t the financial loss—it was seeing my team, many of them Hispanic women and heads of household, worried about their future. They adapted quickly, becoming beauty consultants, Uber drivers, factory workers—doing whatever it took to care for their families. Their resilience left a lasting impression on me and on NeoSol’s DNA.

Then came a call that changed everything. Jeff Ghajar, Sales Director at Goya Foods California, asked, “What do you need? What can you offer?” My answer was simple: merchandising. Within 24 hours, we had a team in the field again. That opportunity became a lifeline, keeping our core team employed when so many others were forced to close their doors.

By summer, Jacquie Harril, Business Manager at SueroX, gave us another chance—reviving a guerrilla campaign that reminded us who we were and what we could do, even with half the resources. By the end of 2020, NeoSol had survived—and more importantly, evolved.

The pandemic taught me three things I’ll never forget:

– A good team is essential.
– A long-term team is invaluable.
– Relationships built on trust are what carry you through the storms.

Five years later, as we approach NeoSol’s 20th anniversary, I look back with gratitude. What began as survival became transformation. We didn’t just endure—we rebuilt stronger, more adaptable, and more connected than ever.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
At NeoSol Marketing, we help brands connect authentically with consumers — especially within the U.S. Hispanic and multicultural markets. Our mission is simple: to bridge culture and commerce with creativity, empathy, and measurable results.

We specialize in integrated marketing, combining experiential activations with digital strategies that move shoppers from Try → Buy → Love. Through our NextGen Demo programs, we merge in-store trial, influencer engagement, and data-driven retargeting into one seamless consumer journey.

Over the years, we’ve had the honor of partnering with brands such as Yakult, Goya, Electrolit, TopoChico, and Avocados from Mexico, helping them grow shelf presence, brand affinity, and market share across multicultural audiences.

What sets NeoSol apart is our deep cultural fluency; we don’t just translate campaigns —we transform them. We listen before we speak, and we design experiences that feel local, personal, and true to each audience. For us, marketing isn’t about selling to people; it’s about connecting with them.

I’m most proud of the trust we’ve built — with our clients, our team, and the communities we reach. Seeing a shopper light up upon discovering a new product, a brand earn loyalty in a new market, or a young professional grow into leadership — those are the moments that remind me why I started.

As we celebrate NeoSol’s 20th anniversary, our focus remains the same: connecting brands with heart. Because when marketing reflects real life — culture, values, and emotion — it not only moves products, it moves people.

What matters most to you? Why?
What matters most to me is creating meaningful impact — for people, brands, and communities.
Every project, whether it’s a store demo or a national campaign, is an opportunity to connect humans through culture, empathy, and shared experiences. I believe marketing has the power to do more than sell — it can spark belonging, pride, and understanding.

I have profound respect for all consumers. I don’t see people as money-making machines or sources of income; I see them as an integral part of an ecosystem — one that gives life to our society, our cities, our state, and the world at large. We all need each other, and mutual respect, empathy, and understanding of our needs, psyche, and culture are what keep this ecosystem thriving.

My family is also at the heart of what matters most to me. They are my refuge, my grounding force. I make sure our home is a place where everyone feels safe, loved, and supported. The nurturing, the building of life skills, and the strengthening of self-esteem — it all begins at home.

At NeoSol, that same spirit guides how I lead and create. Helping brands meet people where they live, play, and shop — in ways that respect their story and reflect their voice — is both my passion and my purpose. That sense of connection is what keeps me grounded and inspired every day.

Contact Info:

• Website: https://neosolmarketing.com/
• Instagram: https://www.instagram.com/neosolmarketing
• Facebook: https://www.facebook.com/neosolmarketing/
• LinkedIn: https://www.linkedin.com/company/neosolmarketing/
• Other: https://linktr.ee/neosolmarketing?utm_source=linktree_profile_share&ltsid=86d29d28-59b2-4f34-85da-93f9bb5d2a7e