Hello, I'm Sheila Guerrero!

I am a professor and researcher specializing in neurocommunication, and I dedicate myself to translating behavioral science into applicable tools to communicate better, lead with empathy, and generate real impact.

I move between classrooms, laboratories, and stages:

  • I design training and experiences for people and teams who want to inspire, not impose.
  • I investigate how communication influences our emotions and decisions.
  • I moderate and present events where connection and content meet.

And I always seek the same thing: that after each encounter there is transformation.
It is not enough to understand: you have to feel, integrate, and apply.

I work from empathy, but also from clarity, creativity, and closeness.

My conviction is simple: after each encounter, there must be transformation. It is not enough to understand: you have to feel, integrate, and apply. I work from empathy, clarity, and creativity, with a close style.

From advertising to neuroscience

My journey to understand and transform communication

Since I was little, I felt—more than understood—what others didn’t say. What I then experienced as extreme sensitivity is now my greatest strength: a refined empathy that allows me to read between the lines, capture nuances, and connect with what is really happening in an interaction.

I started in the world of advertising and communication, fascinated by how ideas can move people. But I soon discovered that to truly communicate, it was not enough to design a message: it was necessary to understand human behavior.

That discovery led me to study psychology and, later, to delve into applied neuroscience. Today, that combination of science, creativity, and human connection is the heart of everything I do.

Training and specialization

My academic path began in the world of communication and, little by little, delved into the deep study of human behavior and the science that sustains it.

This combination shapes my profile today as a researcher, teacher, and facilitator.

  • Degree in Advertising and Public Relations, Nebrija University.
    The starting point to understand how messages are built and impact is generated from the visual and narrative.
  • Master’s Degree in Audiovisual Communication and Advertising Content, Universitat Autònoma de Barcelona.
    A step further in the analysis of media, discourse, and creative strategies in the digital ecosystem.
  • Doctorate in Psychology (in progress), University of La Laguna.
    Research area: neuroscience of communication, with techniques such as eye tracking and experimental analysis of incivility in online environments.

International certifications

  • High Performance Collaboration: Leadership, Teamwork, and Negotiation, Northwestern University, 2024.
    Effective collaboration strategies in highly demanding contexts.
  • Leadership Communication for Maximum Impact: Storytelling Northwestern University, 2024.
    The art of communicating with influence and purpose through narrative.

Continuous training and specialized workshops

I am always in learning mode. Some outstanding courses and experiences:

  • Eye-Tracking Training (ULL)
  • International Seminar on Advanced Research (UAB)
  • Academic debate workshops and tournaments (UAB)
  • Emotional Intelligence Workshop (BLC)
  • Innovation and Creativity (People Matters)
  • Advanced Quantitative Methods in Excel Course
  • Social Network Data Analysis I and II (University of Amsterdam)
  • Training in leadership, conflict resolution, teamwork, and quality teaching (UAB – OQD)

President of the Institute of Neurocommunication and Applied Science (INCA)

A space where science and people come together to transform the way we communicate. We transfer scientific discoveries and knowledge to society, so that they can apply it in their day to day.

We are committed to a society that knows how to express itself in any situation, thanks to science.

See more

Know me more

In addition to researching, teaching, and communicating, I like to keep my feet on the ground (and the racket in my hand). Tennis reminds me of the importance of focus and calm: the same thing I try to apply when preparing a talk or moderating an event.

I am passionate about podcasts, books that mix science and narrative, and conversations that begin with curiosity and end with new questions, those existential ones.

Traveling, observing people, and getting lost in quiet cafes are my small informal laboratories: that’s where many of my ideas are born.

I can’t help but greet—and admire—all the dogs I come across on the street, we have so much to learn from them and their way of enjoying the moment…

I have a hidden gift that few know: babies fall asleep in my arms effortlessly (I still don’t know if it’s magic or neuroscience). Next research?

And although I enjoy the stage and being surrounded by people, I also value silence and spaces where you think slowly and alone.

Basically, everything I do—inside or outside of work—has the same common thread: understand to connect better.

Captura de pantalla 2025-12-25 a las 19.19.59

Alliances that make me proud

I am lucky to be part of and collaborate with these research groups:

Neurocolab - Neurocreativity Group of UDIT

that studies the effect, impact, and acceptance of the design of products and interiors on users, through the evaluation of neuronal and biometric responses for the establishment of action protocols for the well-being of people.

Humind Lab - Social Cognition Research Group

linked to the University of La Laguna that focuses on the processes of social interaction and dehumanization.

LIME - Research Laboratory on Media and its Effects

that focuses on explaining the consequences of media on people.