Style Observer (SO): How would you describe yourself in a few sentences?

Luz Tejada-Edwards (LTE): I’m someone who genuinely enjoys working with people and finding practical solutions to challenges. I’m passionate about building strong, motivated teams and creating environments where others can thrive. I stay grounded in my values and believe in leading with kindness, empathy, and a strong sense of purpose. For me, doing my best also means creating a space where everyone feels empowered to grow and reach their full potential.

SO: How did you get into a commercial role?

LTE: I’ve always been drawn to the dynamics of business — understanding customers, solving problems, and driving results. My first opportunity came through a role that combined sales and operations, and from there, I developed a strong interest in the commercial side of business. It gave me the chance to work closely with teams, manage performance, and contribute directly to growth — and that’s where I found my passion.

SO: What are the rewards and challenges of managing a commercial role?

LTE: One of the biggest rewards is seeing the direct impact of your work — whether it’s hitting targets, growing the business, or developing a strong team. You’re close to the market, so every decision matters and brings a sense of purpose.

The challenge is balancing short-term results with long-term strategy, especially in fast-paced or unpredictable environments. It also requires managing different stakeholders, staying agile, and constantly motivating your team — but that’s what makes it both demanding and fulfilling.

SO: Did marketing bring you to Jamaica?

LTE: No, my move to Jamaica was driven by personal reasons. My husband is Jamaican, and we met in the Dominican Republic 18 years ago. Over time, Jamaica became home, and I’ve been fortunate to build both my personal life and professional journey here.

SO: From Pepsi to cars, what else have you been involved in?

LTE: Outside of fast-moving consumer goods and automotive, I’ve also spent time in human resources and, more personally, in people development — something that truly lights me up. I often find myself advising friends and close colleagues on HR and business challenges. I love helping others build stronger teams and navigate tough decisions, always with a people-first mindset. For me, there’s nothing more fulfilling than seeing businesses grow while also taking care of the people who make it all happen.

SO: Many international marketers have had to throw out the text book when it comes to positioning a brand in Jamaica.. What say you?

LTE: Absolutely true! In Jamaica, authenticity is everything. What works on paper doesn’t always translate on the ground. You have to listen, immerse yourself, and co-create with your audience. That’s where the real magic happens.

SO: What’s the most enjoyable campaign you’ve launched in Jamaica?

LTE: One of my favourites was the rebranding of Hyundai as a bold, progressive, and trusted choice in mobility. We connected with people through culture, reliability, and innovation. It was a success because it wasn’t just about selling cars — it was about reshaping perception.

SO: What do you love most about living in Jamaica?

LTE: The people — without a doubt. Jamaicans are incredibly unique, talented, and full of character. I love their competitive spirit and their ability to stay focused on what truly matters, especially family. There’s a strength and authenticity in the culture that’s both inspiring and grounding.

SO: What’s your favourite thing to do on the island?

LTE: Spending time with my family at the beach, exploring new local spots, and finding the perfect cup of coffee wherever we go!

SO: Driving from Kingston, to the country, what music are you listening to?

LTE: Definitely reggae classics and Latin vibes — I like my playlists to reflect the fusion that defines who I am.

SO: A night in or out?

LTE: A night in — that’s my favourite way to recharge. I love spending quiet evenings at home with good food, meaningful conversation, and maybe a movie or some music in the background. It’s my way of slowing down and being present.

SO: Which female entrepreneurs inspire you and why?

LTE: Shelly-Ann Fraser-Pryce inspires me deeply — not only for her incredible achievements on the track but for her discipline, humility, and fierce determination. As a mother, she represents resilience and the belief that there are no limits. Her journey shows that you can pause, reset, and come back even stronger.

I’m also inspired by Indra Nooyi, former CEO of PepsiCo. Her strategic mind, bold leadership, and ability to drive transformation while staying grounded in her values truly resonate with me. She led with purpose and empathy, balancing business growth with a strong focus on people and sustainability.

Both women, in very different arenas, show that leadership isn’t about fitting a mould — it’s about showing up with strength, clarity, and compassion.

SO: If you could trade places with one of them, who would it be?

LTE: I honestly wouldn’t trade places with anyone. I believe we each have a unique path shaped by our own experiences, challenges, and growth. I admire the journeys of so many women, but I’m deeply grateful for mine — every step has taught me something, built resilience, and brought me closer to who I’m meant to be. I wouldn’t trade that for anything.

SO: What’s your favourite Jamaican food?

LTE: Ackee and salt fish — no contest! It’s comfort and culture in one dish.

SO: And your beverage of choice?

LTE: Estate Daiquiri: Appleton Estate 8-year-old Reserve, simple syrup and lime juice

SO: Share with us a few of your wardrobe essentials.

LTE: Definitely a bold red dress — it’s my go-to for confidence and elegance. A few pairs of heels, both classic and fun, to match the occasion. And of course, great accessories to pull everything together — I believe the right details can elevate any look.

SO: Finally, what’s your personal philosophy?

LTE: Lead with kindness, invest in people, and never be afraid to take risks. I believe that when you treat others with respect and stay open to growth, even the boldest steps forward can lead to something meaningful — whether it’s success, wisdom, or a deeper connection.