Rosa Maria Juarez was born on 31st August 1948 in Mexico City, where she still lives. Mexico City is the most populated city in the world, with more than 20 million inhabitants, where poor, rich and middle classes share so many different dreams and realities.

She first studied advertising and communications in England, and has been professionally active for the last thirty years in advertising and marketing in Mexico. She has been involved with social projects, working with street children and women in both rural and urban areas.

Harnessing her business experience, Rosa Maria founded and is the president of the Mexican Franchise & Networking Institute, which created a new system of social franchises throughout Mexico, where people from low income families can run successful businesses. The mission of the Institute is to promote self-employment, and has proven to be a valuable tool of social and economical development for marginal groups in Mexico.

Rosa Maria has one son, Rodrigo.