How does being part of the Global Travel, Rizla & Nordics team shape your experience?
It exposes me to very different markets. Each country has its own laws, ways of working and consumer behaviours. I am based in Madrid, but my work takes me to airports and retailers across Europe. Travelling and seeing things myself helps me understand each market better and support teams in a realistic, meaningful way.
How does data support collaboration?
Data keeps us aligned. We use tools like Power BI to track brand ambassador performance and other key indicators, which helps us focus on facts rather than assumptions. When something needs attention, we discuss it together and decide how to address it. Data makes conversations clearer and keeps us working as one team.
You joined during a challenging moment. What did you learn from that experience?
I started when we were changing agencies and hiring around 100 brand ambassadors. It required a lot of coordination and trust between teams. I learned the importance of listening before acting and trusting others to bring their expertise. I did not need to control every detail; I needed to guide, connect and support. Collaboration becomes easier when you let people contribute fully.
What experiences prepared you for working this way?
Before Imperial, I launched a women’s accessories brand with my sister in Chile. We worked with suppliers, agencies and retailers across the world. That experience taught me how to communicate clearly, ask the right questions and work closely with different partners. It also taught me how to stay open to others’ ideas and how every step affects the final product.
What do you enjoy most about the role?
The travel and the people. Every market is different and every visit teaches me something new. I love meeting teams, seeing how things actually work in airports and stores, and understanding the culture of each place. It helps me grow personally and professionally.
How would you describe your team culture?
Supportive and multicultural. We have people from different countries, and everyone brings something unique. We share ideas openly, give feedback and help each other. The diversity in our team makes collaboration richer and more creative.
How does your work contribute to the wider business?
We bring insights from the point of sale back to the rest of the organisation. Whether it is sharing what we see in airports, what brand ambassadors experience or what customers ask for, we pass this information to teams in the relevant markets. Sharing knowledge helps everyone stay aligned and ensures we balance local needs with Imperial Brands’ overall direction.
What have you learned about yourself since joining?
I have learned to slow down and listen. I am naturally very social, but being in this role has taught me how important it is to give space to others and understand different perspectives. Collaboration works best when you take time to understand people.
What advice would you give someone new to Imperial Brands?
Be curious and open. Get to know people and ask questions. Collaboration starts with relationships and when you take time to understand the people you work with, everything becomes easier and the results become stronger.
