Florencia was born and raised in Montevideo, Uruguay. She was always fond of letters and studied Law, while working in a local Industrial Property Firm. To gain a better command of the trademark world, she completed a Postgraduate Course of Specialization in Marketing at the Catholic University of Montevideo.

When an international firm specialized in Patents and Trademarks in Latin America landed in Uruguay, Florencia applied and became part of the initial team, which she was part of for six years, until she decided to undertake a new challenge in Spain.

Since Uruguay has beautiful beaches, she has practiced water sports since she was a child, like surfing. Passionate about Contemporary Art, she studied Criticism and Philosophy of this discipline and carries out a web of dissemination of the work of Latin American artists, and since living in Madrid, artists residing in Spain have been added, too.

She shares with the rest of the BALDER team the enthusiasm to expand their borders, and the spirit of motivation and improvement on which the company is based, and feels very proud to add her more than one decade of experience in IP to the team.