Meet Sandra Fierro

We had the good fortune of connecting with Sandra Fierro and we’ve shared our conversation below.

Hi Sandra, what’s the most important lesson your business/career has taught you?
I think the most valuable lesson I’ve learned in this industry is to be myself, stop comparing, and really honor my own learning process. There’s so much power in learning from those ahead of you—and just as much growth in lifting up those who are coming up behind you.

This industry can be super competitive, and it’s easy to get stuck in your own circle or team, but I truly believe that respect is a big part of growth, no matter the field.

So that’s the lesson: don’t compare yourself, and don’t be afraid to start from the bottom.

Let’s talk shop? Tell us more about your career, what can you share with our community?
I’m a professional photographer with a background in communication and audiovisual media. My career actually started in television, which led me to meet people working on music award shows. That’s when I realized my true passion is deeply connected to music and live shows.

Working with different musician teams opened the door to the world of music tours for me. I’ve always been great at logistics, and although it wasn’t easy to get my foot in the door, perseverance and confidence that I could work directly with artists pushed me to focus and keep going.

Earning people’s trust in any job is tough, but I believe being authentic and showing my true self helped me connect with others who slowly began to trust me. When the door finally opened, I was ready to prove I could handle the job professionally.

The hardest part of this journey has been balancing motherhood and my career—especially spending so much time away from home. But I’m sure that when you’re happy as a person, you can pass that on to your kids. And honestly, very few people in the world get the privilege to truly work doing what they love.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I’m fortunate to travel to many places and also create itineraries for the teams I work with. I believe the perfect spots are those you’ve never been to before—where you arrive for the first time and feel genuinely surprised, where you’re willing to try the local dishes. For me, there’s nothing better than finding a great place to eat, enjoy a glass of wine, and experience something iconic from wherever we happen to be. That’s the perfect plan.

Who else deserves some credit and recognition?
I don’t think I can thank just one person. This journey has taken years, and along the way, different people have shown up at the right moments—some becoming mentors, others simply guiding lights that helped me move forward.

I deeply admire them, first for who they are as people, and second for their professional talent. I’ve been lucky to cross paths with individuals who inspire me with both heart and skill.

Instagram: sandrafierro11

Image Credits
PaulineBo.de
Jaime massieu