Growing up in a construction family and with a background in Industrial Design, Americas Marketing Manager Dakini Montañez has spent the past years redefining what marketing in the construction industry can be. We sat with Dakini to talk about her journey and the creative vision that shaped Soben part of Accenture’s brand.
Tell us about your journey – where did it all begin, and how did you get to where you are today?
DM: Fresh out of university with a degree in Industrial Design and growing up in a family deeply rooted in the construction industry I always knew I wanted a career that blended creativity with the built environment. When the opportunity to join Soben appeared, it felt like the perfect intersection of both worlds.
I joined as the first marketing hire, building the function from the ground up with zero formal experience but with a strong vision for what marketing could become in this sector. Over the years, I moved from a one-person team to Creative Lead, and now to Marketing Manager for the Americas supporting one of the most dynamic, fast-paced, and exciting regions in capital projects.
What I’ve loved most is the evolution: from start-up scrappiness to structured regional strategy; from learning the basics to designing processes, systems, and campaigns that genuinely elevate how we support the business. Soben has given me the space to grow, experiment, challenge norms, and bring creativity into a traditionally conservative industry, and that’s something I deeply value.
How does marketing help differentiate Soben in competitive markets like the Americas?
DM: From day one, I’ve believed the construction consultancy sector needed a creative reset: a stronger connection to science, technology, innovation, and storytelling. With the Americas being one of the most competitive and fast-moving markets in the world, our marketing had to break conventions and position Soben as a new-generation consultancy: bold, disruptive, and ready to challenge the status quo.
We entered a landscape dominated by firms ten times our size, yet we established a consistent brand and strong digital presence through high-quality marketing to build credibility around our expertise and innovative approach to construction. Marketing has played a key role in proving that a “start-up challenger brand” can stand shoulder-to-shoulder with global players by being strategic, visually sharp, and relentlessly client-focused.
What’s a project that stands out to you the most in your career?
DM: One of the projects I’m most proud of is our annual Data Center Trends Report (which is coming out in a couple days by the way!). I’ve supported the design, structure, and visual identity of this publication since my first year. Today I’m working with regional directors to translate technical insights into compelling, accessible narratives, which has pushed me far outside my comfort zone.
Areas that used to intimidate me such as editorial design or content architecture have now become areas where I feel confident, and our yearly Data Center Trends Report has evolved into a flagship asset, widely shared across the industry, and something our team is proud to stand behind each year.
In a world of fast-consumption content, delivering something that is visually strong, highly readable, and insightful is a challenge, but every edition has exceeded expectations and strengthened our brand.
How would you describe your leadership style when working with cross-functional teams such as business development, technical SMEs and regional leaders?
DM: My leadership style is rooted in collaboration, curiosity, and continual improvement. I’ve been fortunate enough to learn directly from high-performing leaders across business development, operations, HR, and technical teams, and those influences shape how I work today.
I always aim to lead by example, sharing lessons learned, asking the right questions, encouraging clear communication, and keeping our structure as horizontal as possible to ensure every voice is heard. Every project is an opportunity to refine processes and strengthen alignment, and I make it a priority to create spaces where people feel supported, empowered, and open to innovation.
What motivates you the most about your role and the impact your work creates for the business?
DM: Before joining Soben, I wasn’t sure corporate life was for me, but the energy of a fast-growing start-up environment changed everything. No two days have ever been the same, and that’s what keeps me engaged. The pace, the problem-solving, the ownership, the creativity, and most importantly, the people are what keep me motivated.
Even while working remotely, I’ve always felt part of a meaningful, collaborative team. What drives me is knowing that my work helps the business open new doors: supporting business development with compelling pitches, producing bold campaigns, designing standout event experiences, or bringing complex topics to life through storytelling. Every project is a new challenge, and every challenge is an opportunity to elevate our presence in the market.
Soben has never been boring; we’re always growing, always evolving, and I’m proud to contribute to a company that embraces innovation, creativity, and disruptive thinking in the world of capital projects.
Looking to shape the future of construction? Join our expert teams delivering world-class services worldwide. Explore our latest opportunities at www.sobencc.com/careers