Ilana Zeigerman blends marketing strategy with social impact, transforming cities through tech-driven solutions. From redesigning Brasília’s bus terminals to leading innovative urban projects, her journey from architecture and urbanism demonstrates how storytelling, data, and vision can empower communities. In this exclusive interview, Ilana shares the challenges she faced as a woman in male-dominated fields, the projects that inspire her, and her insights on building sustainable, inclusive urban futures. Her story is a testament to persistence, bold thinking, and the power of one “yes” to change everything.
The Social Digest: Ilana, your journey from architecture and urbanism to a marketing leadership role in tech is remarkable. What inspired you to pivot into marketing, and how did your early experiences in Brazil and beyond shape your path as a woman in this field?
Thank you for the opportunity and for recognizing my professional journey. I’ve always been passionate about exploring the potential of high-impact projects and brands, creating meaningful, positive change through them. In that sense, urbanism and marketing are not as far apart as they may seem. Both require strategic thinking, a vision for long-term impact, and a deep understanding of people’s needs, whether you’re implementing a large-scale urban project or building brand visibility in a competitive tech market.
What inspired my pivot into marketing was the understanding that storytelling and strategy could scale the influence of impactful ideas. This connection became clear when my final college project obtained significant media and political attention, appearing in major publications like Correio Braziliense and Israeli articles. That experience showed me the power of storytelling and strategic visibility in driving real-world change. It motivated me to work with projects and brands that could scale positively, especially in the tech sector, where innovative solutions often have transformative urban and social implications.
My early experiences in Brazil also shaped my path when navigating different industries, cultures, and even languages taught me adaptability and resilience. As a woman in both urbanism and tech, I learned how to lead with empathy and data, staying grounded in impact while moving ideas forward.
The Social Digest: Your work at Optibus, such as enhancing Brasilia’s bus terminal design, blended urban planning with marketing. Can you share a project that showcases this synergy and its impact on urban mobility?
Sure! The redesign of Brasília’s bus terminal was a great example of how urban planning can intersect with marketing. The project went beyond infrastructure improvements by activating partnerships with local brands and promoting engagement through strategic marketing initiatives. This approach not only enhanced the user experience but also strengthened public perception of the space.
One reference project that I deeply admire for embodying this same synergy is Abrigo Amigo, developed by Eletromidia. In this initiative, selected bus stops in cities like São Paulo, Campinas, and Rio de Janeiro were equipped with video and audio connections, allowing people waiting for public transportation alone to speak with professionals in real time. This innovative solution addressed feelings of insecurity, especially among women and vulnerable groups, by offering a sense of connection and safety.
What stands out is the dual impact: on one hand, Eletromidia gained strong brand visibility through a socially responsible and permanent campaign; on the other, the core outcome: improving safety at bus stops through fulfilling a meaningful urban and social need. It’s a powerful example of how thoughtful design and marketing can work hand in hand to generate real, lasting impact on urban mobility.
The Social Digest: As a woman leading in tech and mobility, what challenges have you faced in these male-dominated fields, and how have you overcome them? What advice would you offer women aspiring to leadership roles?
It has definitely been challenging not only being a woman in male-dominated fields like tech and mobility, but also starting my career in tech under particularly tough circumstances. I began this journey in a foreign country, without family, local language skills, or financial stability. My first opportunity was a five-month unpaid position, and despite those difficult conditions, I was determined to break into the tech world, even without a traditional tech background.
One of the patterns I noticed early on was that men often felt more comfortable asking for favors or advocating for themselves in ways that didn’t come as naturally to me. But I chose not to let that discourage me. I had a clear goal in mind, and I was willing to put in the work to get there. I reached out to more than 200 people to present my work, share my story, and fight for just one chance which eventually came. It allowed me to build a solid, long-term career in the industry and stay in the country.
My biggest advice to women aspiring to leadership roles is: be strategically bold, always with intention and clarity. Set your goals, stay focused, and don’t get overwhelmed by the many “no’s” you’ll likely receive, because in the end, it only takes one “yes” to change everything.
The Social Digest: Urban mobility is critical for sustainable cities. What are the most pressing challenges and opportunities you see, and how can marketing amplify solutions for inclusive urban futures?
There are several challenges when it comes to achieving efficient urban mobility. These range from cultural issues, such as the lack of traffic safety education, to more technical and structural concerns, especially in large metropolitan areas that have grown without proper planning. The result is often intense traffic congestion and public transportation systems that struggle to serve all parts of the city effectively.
Marketing, in this context, offers a powerful tool to drive positive change without relying only on the public sector. It can create awareness, shift behaviors, and incentivize better practices. For example, some food delivery and mobility apps have already implemented campaigns that gamify safe driving, rewarding drivers who consistently respect speed limits and traffic laws with monthly bonuses.
Another initiative I find particularly impactful involves partnerships to create support points for bike and motorcycle drivers. These spaces offer hydration, safe areas to rest, healthy food options, and even microwaves for those who bring their own meals, helping to prevent fatigue-related accidents and promote overall well-being.
By highlighting and scaling solutions like these, marketing can play a key role in building more inclusive, safer, and sustainable urban futures.
The Social Digest: Where do you see the future of urban mobility heading, and what role do you aspire to play in shaping it as a woman leader?
I’m confident that the future of urban mobility will focus on reducing environmental pollution, improving road safety, and advancing sustainable initiatives. To contribute to this transformation, I plan to continue bridging marketing and urban projects, helping to persuade private companies to invest in campaigns that not only drive business growth but also create positive urban impact.
I aspire to take on roles in tech companies that measure brand impact in direct relation to both marketing efforts and the company’s broader social and environmental contributions. My goal is to continuously support companies in improving through meaningful urban achievements, combining the best aspects of marketing and urban innovation.
The Social Digest: For young women entering marketing or tech, what skills or experiences are essential to thrive in fields like urban mobility?
On a personal level, I would say persistence and having clear goals are essential. Surround yourself with good project references, and also take note of the bad ones, to learn what works and what doesn’t, always aiming to support your arguments with evidence.
From a more technical perspective, I believe being critical and analytical is crucial when implementing any project, whether in tech, marketing, or urban mobility. Investing in data analysis skills is especially important, as it allows you to back your ideas with strong, data-driven arguments and make informed decisions.
The Social Digest: What’s the most rewarding aspect of your work, and how does your drive to empower urban communities to keep you motivated as a woman in leadership?
The most rewarding aspect of my work is contributing in any way by making cities more dynamic and improving urban life, whether by being part of projects that facilitate meaningful urban improvements or simply supporting positive change. Another great motivation is meeting people who share the same goal, those who are passionate about shaping more efficient and better cities.
The rapid growth of technology, combined with talented professionals guiding it toward the right projects, keeps me optimistic and energized about my passion. I truly believe this synergy will make cities more human-friendly and sustainable in the long run.
This interview was conducted by Ansh C Vachhani, The Social Digest on 10/10/2025. If you have any interview recommendations or have a story that you want to share with our readers, get in touch with our editor Vedant Bhrambhatt, at editor@thesocialdigest.com
