The industry magazine ‘Cigarro Dominicano’ dedicates a lovely interview to the Digital Media Coordinator of La Aurora Cigars, Michelle Amelia León Franco. In the interview, Michelle Amelia says she is “proud to be part of an honest and persevering family, to belong to a legacy of effort, hard work and dedication”.
“This commits me even more to give continuity to those values that formed me and to honour with my actions so many generations who gave body and soul to the tobacco world,” she adds in the interview, published in pages 44, 45 and 46, under the title: “Michelle Amelia León Franco: the face behind the strategic planning and execution of La Aurora’s digital presence”.
Belonging to the fourth generation of the León family, dedicated to the sowing and harvesting of tobacco, her relationship with the company began at a very young age. It began with her seeing the factory as her playground when she went skating at what was then the León Jimenes Group. Later, she started working in the factory shop, where she interacted with customers and got to know the product catalogue in depth, with its tasting notes and characteristics.
“The strength of a team is the surest way to reach your goals,” she says
After graduating from university, her father, Guillermo León, asked her to join the team that was going to launch an e-commerce business for La Aurora. After completing this project, she took the initiative to create a Digital Media Department. “I’m in charge of the strategic planning and execution of the entire digital presence of the brand,” Michelle Amelia herself summarises in the interview. She adds: “In the online presence we can manage the image, reputation and authority of our brands”.
Michelle Amelia believes that in order to achieve professional goals, young people must believe in themselves. “Be responsible, prioritize keeping up to date, never stop learning and don’t be afraid of “no’s,” she advises, concluding that “the strength of a team is the surest path to goals”.
In 2016, Michelle Amelia León Franco received a full scholarship to study at Creighton University in Omaha, Nebraska (USA), where she graduated in 2020 with a double degree in Marketing and Strategic Communications and International Business.