Isabel
de Salas

Strategy Director
Madrid office
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Isabel de Salas

Isabel
de Salas

Strategy Director
Madrid office
-

Isabel was born and raised in Barcelona, perhaps that’s why she combines Catalonian “seny” (common sense) with the Mediterranean vitality.

Isabel has great interest in the mind and human emotion, which lead to her degree in Psychology. Always teetering between her curiosity of the intangible and tackling it with the tangible, she was about to dedicate herself to neuroscience, but a stroke of fate lead her to start her career in the strategy department of EURO RSCG, where she began to form her passion of connecting something as rational and objective as business with something as emotional and subjective as people.

After a few years working in Barcelona, she moved to Madrid to pursue a postgraduate degree in Account Planning. What was supposed to be a stay of a few months, turned into 10 years. At the end of her postgraduate program Isabel entered the industry as a planning manager at Saatchi & Saatchi Madrid and simultaneously launched a project to support the corporate communication for SME’s and NGO’s. During these (intense) years, Isabel combined both projects, formed a family, studied her Executive Masters at ESADE and made Madrid her second home.

Isabel’s Executive Masters degree opened the door to new opportunities and joined Havas WW as a Senior Planner. A few years after the jump from agency to consulting, she came to lead the strategy team at BMC Innovation and afterwards, Interbrand, managing global projects in more than 30 countries and working with the top management of companies such as Coca-Cola, Danone, Endesa, Grupo PSA, Santander, Telefónica, Hwawei, Cargill and Herba Foods. Throughout this process, Isabel learned the importance of balancing different personalities, creating spaces where you can lose fear of being vulnerable, and prioritizing and scaling difficult goals to achieve.

Always restless, Isabel has pursued innovation and strategy programs at MIT and Harvard BS. Throughout her journey, Isabel crossed paths with Alex Pallete on different occasions, discovering the great affinity in viewpoints they share which came to fruition at The Picnic.
Finally, the favorable opportunity arose to join this great project and the excitement overcomes any barrier: as of September 2017, Isabel is a Picnicker. As Strategy Director, she has brought all her passion to build bridges between people and companies, through brands.