-You have been SEAT’s international digital business rollout manager for a year now. What are the responsibilities of this role?
I am responsible for aligning the digitalisation strategy with our national importers worldwide and ensuring that they meet and contribute to the company’s key business premises and objectives in terms of selling products and services online. I am also responsible for coordination and implementation in the main markets for the digital platforms we develop centrally, as well as for the first level of maintenance.
-You started at SEAT as a trainee. Later, you worked in departments such as Product Marketing, Marketing Communication and Dealer Network. How would you define your career at the company?
Throughout my career, I have always been highly motivated to be involved in digitalisation projects that could help transform the company. This motivation has had a strong influence on my career choices. Interestingly, throughout my career, the job offers I have accepted have been newly created positions where nothing was defined and everything had to be built from scratch – from creating a forum for mobility solutions with the Barcelona City Council to starting up a marketing innovation laboratory or implementing a new sales model. I really enjoy tackling new challenges and I have been lucky in that I have always been offered very interesting opportunities within the company. This has helped me improve my training and get to where I am today.
-How has your past experience helped you with the challenges you are facing today?
My previous experience helped me learn to identify and anticipate much earlier the problems that can arise during the implementation of a new project. Being familiar with so many areas of the company has helped me to have a cross-cutting vision and knowledge, to connect issues and to identify risks much more quickly.
-You have received the 2022 Rising Star Award in the Distribution Strategy category for leading the implementation of the agency sales model. What was that project about? And what does this award mean to you?
The agency model is a new sales model where the importer becomes the sole seller of the products nationwide and dealers act as agents of the brand. The aim is to generate efficiencies throughout the distribution chain, while also enabling online sales. This requires a profound transformation and has a major impact on our traditional business, both strategically and operationally.
This award recognises all of my hard work over the last three years, in which there have been many ups and downs. I am very thankful for and overwhelmed by all the messages of congratulations I have received. This award recognises not only me, but also my team and everyone who was involved and fought to make it happen.
The agency model is a new sales model where the importer becomes the sole seller of the products nationwide and dealers act as agents of the brand
-How has the automotive industry changed in recent years and what are the current challenges?
The automotive industry is one of the few sectors where several major transformations are taking place at once. The complexity of dealing with all the challenges we face is immense. I have been in the industry for 10 years. Back then, there was already talk about the main trends that were going to affect the industry, such as digitalisation, new business models and sustainability. Right now, we are in the vortex of all these changes: at the product level, we are working nonstop on developing electric cars and evolving towards the electric, connected and self-driving model; at the industry level, we are working towards zero carbon footprint; and at the commercial level, we are defining a sustainable new business model for the future that is suited for the new automotive brands that emerging with a much more flexible and customer-oriented sales format. On top of all this, we have the COVID-19 crisis, the scarcity of raw materials and the war between Russia and Ukraine, all of which exacerbate the need to reduce costs and accelerate the transformation. In short, we are never bored!
-In your experience, what are the main digitalisation challenges that companies face?
One of the main challenges is change management. Companies need to have a clear roadmap and all parts of the company have to work towards the same objectives. Digitalisation doesn’t work if only one department is focused on this issue; all employees have to understand and be committed to the organisational, systemic and process-related changes that digitalisation entails. It is also very important to recruit people who have the right skills and to prevent talent drain. Many companies are competing for the same workers and it is very difficult to retain the necessary talent.
-You received advice from Esade Alumni Career Services. What was that experience like?
My experience with Career Services has been very positive. They have always been eager to help me whenever I’ve had any questions.
-How did it help you define your purpose?
The interesting thing is that they help you to reflect and analyse the strengths that you can bring to a company in order to define a specific value proposition and move away from the typical standard competencies.
All employees have to understand and be committed to the organisational, systemic and process-related changes that digitalisation entails
-After completing the Master in Digital Business at Esade, were you clear about your professional orientation?
I have always been clear about my professional orientation. Esade’s Master in Digital Business helped me strengthen my knowledge and skills in this regard. I have been able to apply and see with my own eyes many of the topics we covered in class – what better way to consolidate this knowledge!
-Professionally, you are at the crossroads of technology, marketing and business development. What are your plans for the medium term?
In the medium term, I want to keep participating in strategic challenges and opportunities related to digitalisation and business transformation. I am motivated by being surrounded by inspiring people who I can learn from, and by continuing to do my part for the betterment of the industry.
