ROLE PLAYERS 2019 - Sandra Baer

Sandra Baer

President, Personal Cities
Global Ambassador, Edison Electric Institute, Washington, DC Partner, Aalto Consultores, Seville
Senior Advisor, Social Coin/citibeats, Barcelona

Throughout her career, Ms. Baer has been a champion of creative collaboration between the public and private sector. She has worked with city leaders and smart city companies, worldwide, for over 20 years, helping them discover the power of partnerships across the city ecosystem to build trust and create prosperous communities.

Ms. Baer is the President of Personal Cities,, a smart city company focused on city branding and identity, social inclusion and the acceleration of digital technology investments. She has recently been appointed a Global Ambassador for the Edison Electric Institute,, where she will work to showcase the unique collaboration opportunities for utilities and smart cities around the world.

Ms. Baer joined Alto Consultores, ( in 2017 to expand the vision of CEO, Adolfo Borrero, focusing on alliances for the development of innovative projects that genuinely transform cities, territories and ecosystems. “Ms. Baer’s skill as a smart city expert enhances the international presence of Aalto Consultores; even more, she understands the value of relationships around the globe to develop business, forge smart strategies and build successful conferences worldwide,” said Mr. Borrero.

As Senior Advisor to Social Coin/citibeats, Ms. Baer will support its mission is to create an economy of impact by rewarding the positive actions that improve our communities, ( An AI-based platform, citibeats visualizes what citizens of a city are saying about a specific topic and identifies the “real” needs of communities.

Recently, Ms. Baer was a member of the Board of Directors of CIVIQSmartscapes, based in Boston, and later became the Chief Marketing Officer where her team built a strong brand for CIVIQ’s digital kiosks through events, social media and thought leadership, creating a new awareness of CIVIQ across industries and geographies.

She is the former Senior Director for Alliances at the Smart Cities Council, and has led business development efforts at the Discovery Channel, Nextel/Sprint, Ridge Global and Bloomberg Government. She has served as a board member and advisor on several professional and civic organizations, including Cityzenith, Nektria, The GreenBiz Group, the UN Foundation and the Washington Bach Consort. As a professional speaker and moderator, Ms. Baer has spoken at Smart City/Digital Out of Home conferences in the US, Europe, Latin America and the Middle East.

Ms. Baer has an MBA in Marketing and graduated from the Global Advanced Management Program at Georgetown University.Ms. Baer believes that the smart city future is bright, “Our commitment to improving city life and our enduring collaborative relationships will enable us to create a future that all of us want to visit.”