Carina Buganem is an expert at helping leaders develop their reputations and become sought-after, industry-renowned names.
Tell us about your career.
I spent 15-plus years in luxury, beauty and global brands. L’Oréal, Hugo Boss, Dolce & Gabbana, Gucci ... that world. And after all those years, I became obsessed with the concept of becoming a referent, of building an important name publicly. And the power and opportunities that it provides.
So, today, that is what I do. I work with experts, founders and executives on their reputation, positioning and public importance.
And then there is Le Pain de Paul, our micro-bakery with my husband, Chef Paul Sebess.
So, depending on the day, I can be talking reputation strategy in the morning and standing next to 200 croissants a few hours later.
Tell us about your background, especially as it applies to your career.
I was born and raised in Argentina, with family roots in Germany, Poland and Ukraine. I built much of my career working across Latin America and internationally. My background is in marketing, communications, P.R. and reputation, particularly within luxury and prestige industries.
Working in luxury taught me the importance of a good reputation. The right first impression. Your relationships. The weight of a name. Perception is reality, like it or not. Curating it became my obsession.
I learned, worked and studied around some of the best people in industries where perception, reputation and desirability mean everything. And I think reputation management is only getting started.
What do you like best about what you do?
I love seeing someone who has spent years becoming exceptionally good at what they do become someone key in their field. Someone peers look at. Someone whose opinion matters. The last word.
There is this incredible sense of pride in seeing someone finally being recognized at the level they worked so hard to reach.
I have had the privilege of working with incredibly qualified people who became presidents of professional associations, international speakers, brand ambassadors, media personalities ... publicly recognized, sought-after and associated with a very specific level of expertise. That, to me, is becoming a key opinion leader.
What does a typical day look like for you?
I am usually up around 5 a.m. I love starting the day slowly with coffee before everything becomes busy. We always have breakfast with our boys before they leave for school, and then I start very early.
My days alternate between client meetings and blocks of work. Thinking, writing, analyzing businesses, deciding what needs to be communicated, what needs to change and what needs to be amplified.
And then there are baking days. On those mornings, I might be answering emails from the kitchen while Paul is baking croissants and bread for Le Pain de Paul.
My days are not particularly conventional, but I love that.
What convinced you to make your home here?
We came here from Argentina. And when we discovered this area, what struck me first was the feeling of peace. There is something unusual about having the beach, the trees, beautiful neighborhoods, all these little microclimates.
I especially love that you can feel connected to everything you need while somehow still feeling a little removed from the rest of the world.
What do you like best about living here?
Some of my favorite moments are incredibly simple. My early or late walks. Time with my boys at the pool. Coffee. The overall sense of calm. I don’t feel guilty if I spend an entire day at home. It feels perfect.
And I love seeing the area grow. New restaurants, new places, new things happening. Food is obviously a big part of our lives, so we always want to discover what is next. Who knows, perhaps one day Paul and I will open something of our own here.
How do you like to spend your free time?
I love reading. One of my favorite escapes is going to Barnes & Noble. The smell of coffee and books together is completely addictive. I can easily disappear there for a few hours.
I also love losing myself smelling fragrances, discovering cosmetics, listening to music and finding a great coffee.
I need moments when I can disappear. Completely disconnect. That is usually when I recharge and, very often, when I get creative again.
