Creative and Strategy Director – Mandarina Brand Society When I was little, my parents say that I would go to a new place and spend hours silently observing and listening to everything that was going on around me, taking an exact snapshot of the place, the people there, and what was happening. This capacity for critical observation, the product of an inner yearning to delve deeper into what I see, allows me to visualise the guiding principle of people; to discover what moves them, what defines them, the sense of authenticity that underpins each person, each project. When what I see is genuine, I fall in love, I devote myself to it, and I find myself arranging it so that it makes sense, expressing a narrative and visual discourse like someone who writes a story for others to understand and enjoy. Because today, more than ever, what is good, what is authentic, must be promoted, shared and made to fly so that it can go far. Co-founder, Creative and Strategy Director at Mandarina Brand Society, I’m a specialist in brand creation and management. I have been dedicated to the strategic management and execution of branding projects related to Tourism and Hospitality for more than twenty years. During these two long decades of my professional career, I have collaborated to launch a long list of new companies, brands, and projects, having the opportunity to put into practice my observant and analytical nature. Through this, I have been able to provide an overall, focused and coherent vision based on an analysis of the consumer and the market, as well as in-depth knowledge of the most suitable design, marketing and communication tools. I believe in brands with a soul, which must switch their focus from being authentic to being committed to ethics amid this paradigm shift. Born in San Sebastian (Basque Country) and now residing in Mallorca, with a degree in Fine Arts from the University of the Basque Country and a Master’s degree from the Open University of Catalonia. Entrepreneur, winner of the EWoman Mallorca 2019 award. A lover of wine, stews, long conversations and always wanting to learn, I can say that I make my living doing what I enjoy the most, and I feel like I have just won the lottery when my alarm goes off each morning. Mandarina Brand Society Co-founder – Creative and Strategy Director 2017 – present Mandarina Creativos Co-founder – Creative Director 2003- 2016 Awards and recognition 2019 .   E- Woman Mallorca 2019     Luxury advertising awards –  Mandarina Brand Society Platinum Agency and Agency of the Year 2019     Awwwards  –  Mandarina Brand Society Jury Panel   2020 –  PUBLIFESTIVAL –  International Social Advertising Festival 2021 – WINA –  World Independent Advertising Awards Teaching 2020 – 2012 –  Eserp Business School

• Brand strategy for luxury tourism brands
• Branding. Crisis management and reputational risk

2009 – 2009 –   Edib 2004 – 2008  –  Via Roma School of Art and Design