Pilar was born in Madrid, the fourth of five siblings, all engineers.
In her engineering DNA lies her analytic nature and obsession for knowing the reason behind everything; in her personality, an explosion of creative proactivity. Perhaps that is why she decided to study Advertising.
She didn’t wait to finish her degree before entering the working world, at just 19, as a media planner. Two years later she swapped audiences for mass marketing and bore witness to Caprabo’s national expansion.
In 1998 she started at Coca Cola, where she gained seven years’ professional growth. She led ideation and development of professional campaigns, events, and conventional and digital advertising. She took part in Fanta’s positional change through big promotions, and in the start of the digital era for brands like Coca Cola and Fanta with projects that are still used as examples of best practice.
Her curiosity and passion for holistic and creative brand development led Pilar to leave Coca Cola in order to discover other categories and perspectives of brand development.
In 2005 she began another 5 years’ work in the agency world for brands such as Banco Santander, General Motors, Pfizer or Coronita beer. She worked at small and medium agencies with great creative power, like El Señor Goldwind, where she was in charge of the Corona account for Europe.
At the end of 2010 she came back into advertising as a Senior Brand Manager, and spent three years at Zadibe (Diego Zamora Group). There she saw the innovation and intrinsic development of new products first-hand, and delved deeper into commercial development, pricing, and marketing strategy for different brands in the group.
Nowadays, Pilar is lucky enough to have over 15 years’ experience, as well as a holistic and eclectic vision of brand development and consumer behaviour.
She lives between Spain and Italy, developing projects for various brands. She has been collaborating with Picnic since 2015.