2026 Women Of Live: Sandra Jimenez

Sandra Jimenez
YouTube | Regional Director, LATAM & U.S. Latin (Brazil)

TIPS ON WORK/LIFE BALANCE | “By instilling a culture of strategic prioritization and empowering the team to say ‘no’ when necessary to protect my well-being. I can say it has been challenging sometimes.”

It wouldn’t be a Latino family gathering if YouTube weren’t somehow part of it. The streamer is a go-to for many to add some rhythm to a get-together and it has been essential in expanding the reach of artists and genres, especially Latin music.

YouTube continues to play such a pivotal role by collaborating with artists on major projects that not only elevate their brand but also their culture. Sandra Jimenez, YouTube’s regional director of LATAM and U.S. Latin, and her team spearheaded some of the company’s recent efforts, including livestreaming the Karol G halftime show for the NFL’s game in Brazil and partnering with Bad Bunny and Spotify for the release of his Grammy-winning album, DeBÍ TiRAR MáS FOToS.

The unique collab with the Puerto Rican megastar involved giving fans coordinates in each track on Spotify to reveal the name of the song and explore the artist’s favorite locations. The project earned Jimenez and her team a Cannes Grand and Clio Award in Music Recognition.

“The LATAM team’s 2025 was defined by outperformance, cultural dominance and innovation,” says Jimenez, who studied math and worked in IT before working with MTV Brasil and then YouTube in 2013.

The contributions didn’t only involve established acts. In 2025, YouTube launched and expanded its Amplify-HER program, which empowers 277 rising female artists across Latin America in cities like São Paulo, Mexico City and Bogotá.

That initiative and Jimenez’s growing influence at YouTube and in the music industry indicate a change in Latin America, breaking away from machismo culture and opening leadership opportunities for women.

“I believe we are in a process of growth for women in the industry, particularly in Latin America, but there remains significant room for development at the C-suite level,” Jimenez says.

She adds, “The increasing willingness of women to be vocal and the rise of women-led communities are driving critical change. Our Amplify-HER program is a testament to this opportunity. The main challenge remains the underrepresentation of women in key, C-level positions in the Latin music industry, but having more women in management ensures diversity in decision-making and creates paths for others to succeed.”