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, which is perhaps why she is a combination of Catalonian “seny” (common sense) and Mediterranean vitality.

Isabel has a great interest in the mind and human emotion, which led to her degree in Psychology. Always teetering between her curiosity about the intangible and tackling it with the tangible, she was about to dedicate herself to neuroscience, but a stroke of fate led her to start her career in the strategy department of EURO RSCG. There 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 few months’ stay turned into a decade. At the end of her postgraduate program Isabel entered the industry as a planning manager at Saatchi & Saatchi Madrid, and simultaneously launched a project supporting corporate communication for SMEs and NGOs. During these (intense) years, she combined both projects, formed a family, studied her Executive Masters at ESADE and made Madrid her new home.

Isabel’s Executive Masters degree opened the door to new opportunities, and she 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 then 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, Huawei, Cargill, and Herba Foods. Throughout this process, Isabel learned the importance of balancing different personalities, creating spaces where you can lose your fear of being vulnerable, and prioritising and scaling goals that are hard to achieve.

Always restless, Isabel has pursued innovation and strategy programs at MIT and Harvard BS. Throughout her journey, Isabel had crossed paths with Alex Pallete on different occasions, discovering a great affinity in shared viewpoints, which came to fruition at Picnic.
Finally, a favorable opportunity arose to join this great project, and excitement overcame all barriers: since September 2017, Isabel has been a Picnicker. As Strategy Director, she has brought all her passion to build bridges between people and companies through brands.