Leadership isn’t just about making decisions—it is about making an impact. It is about pushing boundaries and inspiring others to do the same. At AIRE Ancient Baths, four women have done just that, redefining what it means to lead with passion, purpose, and authenticity. During this International Women's Day, we are sharing their stories, insights, and advice.
Francesca Noguera: Leading with curiosity and empathy
Francesca Noguera, Director at AIRE Chicago, draws her inspiration from the people around her and her endless curiosity to learn. “I’ve always been someone who loves to learn from everything around me,” she shares. For Francesca, every experience and every person she encounters plays a role in her growth—both personally and professionally. Throughout her career, she’s been lucky to cross paths with people who have inspired her through small actions, like a simple smile or a phone call.
Her leadership style is rooted in building trust and creating positive connections. “Empathy has always been an important value for me, and it has helped me better understand the people around me,” Francesca says. “Being honest and creating an environment of trust has allowed me to connect with my team and foster collaboration.”
To women aspiring to leadership positions, Francesca offers this advice: “Believe in yourself, if you have got this far it is because you deserve it. Trust in your work, your dedication, and your passion. Set clear goals and work to achieve them.”
Marta Bueno: Embracing challenges to grow
As Director at AIRE New York · Tribeca, Marta Bueno thrives on creating a positive impact in her environment. “I love to think that I create a positive impact in my surroundings,” she says, “and that I bring value in what I do and how I do it.” Driven by the pursuit of challenges, Marta believes in setting goals that motivate her to grow both professionally and personally.
Her leadership style is deeply collaborative and empathetic, helping her understand her team’s needs while focusing on operational goals. “Empathy, responsibility, hard work, and collaboration have been my core values,” Marta shares.
Her advice for women aspiring to leadership? “Trust your ability and talent, focus on yourself and your development and take on challenges because they will make you grow.”
Andrea Trillo: Strategic leadership with a creative touch
Andrea Trillo, Global Marketing Director at AIRE, finds her motivation in the impact that marketing can have, both on the brand and customer experience. “What motivates me is the impact I can create through marketing, seeing how a well-executed strategy can connect with the audience and generate results,” she explains. For Andrea, the constant challenges in the marketing sector and the opportunity to lead a passionate, talented team drive her to innovate and grow.
Her leadership style is strategic and collaborative. “I believe in empowering my team with autonomy while encouraging them to be brave in decision-making,” Andrea says. “Creativity and innovation are key in my approach.” The values that have guided Andrea in her career are perseverance, curiosity, empathy, and attention to detail.
For women aiming for leadership roles, Andrea emphasizes the importance of self-belief: “Trust in your vision and don’t be afraid to speak up. The key to leadership is not just the title, but the impact you have on your team’s professional development and future career.”
May Bong: Leading with authenticity and energy
May Bong, who led the opening of AIRE New York · Upper East Side, finds inspiration in her team and the impact they generate together. “I am inspired by the people I work with and the impact we can make together, such as leading the opening of AIRE New York Upper East Side”, she shares. May enjoys transforming challenges into opportunities and analyzing each scenario to find the best way forward.
Her leadership style is centered on authenticity and leading by example. “Success isn’t something that comes by its own—it’s built with effort, consistency, and alignment between words and actions,” May says. She believes in a leadership style that is close, listening carefully to her team and valuing each person. May’s values include positivity, commitment, and balance, believing that taking care of yourself is fundamental to leading well.
May’s advice to women aspiring to leadership is clear: “Believe in yourself and don’t wait for anyone’s permission to take up space. Leadership is not a title—it’s the way you present yourself to the world. Surround yourself with people who uplift you, stay authentic, and remember that every challenge is an opportunity for growth.”
At AIRE Ancient Baths, leadership is not defined by titles or gender—it is defined by impact, passion, and the ability to inspire others. As we honor the trajectory of these four women, their stories remind us that every voice matters, every journey is unique, and every leader has the power to shape the future.
