Before joining Holafly, I worked at Accenture, VASS, and Santander UK, where I learned how data, systems, and people intersect. Those experiences gave me a foundation in analytics and strategic thinking, but I also learned something deeper: that numbers mean little without stories, and stories mean little without results.
When I joined Holafly, it wasn’t just another career move. It was a challenge to build something global, human, and data-driven at the same time. My first mission was as Director of Strategic Initiatives, working across teams to turn ideas into growth engines. It was intense, collaborative, and full of lessons: about innovation, about trust, and about how creativity scales when guided by clarity.
In 2025, I became Chief Marketing Officer, leading a global team that balances creativity and performance. For me, marketing isn’t just about visibility, it’s about measurable impact. Every campaign is a bridge between data and storytelling, between what we can count and what we can feel.
At Holafly, we often say we don’t sell gigabytes, we offer peace of mind. And that philosophy shapes everything we do in marketing. We use data to understand our travelers’ frustrations, but we use creativity to make them feel understood. Because behind every eSIM activation there’s a person landing in a new city, looking for connection, both digital and human.
Over the years, I’ve learned that growth isn’t just about scale, it’s about meaningful connections. The magic happens when teams align behind a shared vision: to help people explore the world without stress, and to do it with authenticity.
Holafly today is more than a product. It’s a community of over 130 people across continents, all working asynchronously but toward one goal: making connectivity seamless, sustainable, and personal.
From data dashboards to creative brainstorms, I’ve realized that leadership is less about knowing and more about listening. It’s about turning strategy into empathy, and performance into purpose.
Because at the end of the day, marketing, just like travel, is about discovery. And this journey, from Málaga to the world, is only getting started.
