Auxi Barea was a community manager when this definition did not yet exist. She has more than 14 years of experience in different areas of digital creativity and communication. For the last 10 years she has become an expert in strategy and creativity in social networks within advertising agencies, highlighting her time at J. Walter Thompson Madrid. She is currently Creative Director of Social Media and Branded Content at the independent agency La Despensa.  She has developed strategies and directed content campaigns for brands such as MINI, Corona, Budweiser, Beefeater, Schweppes, Doctors of the World or Burger King. Her work has been awarded by different festivals such as El Sol, Inspirational or Club de Creativos of Spain. She is also content director of the platform Más Mujeres Creativas, which works for the visibility of female talent in Spain and is a professor of the Master of Advertising at the Complutense University of Madrid.