With 15+ years of international experience in global corporations managing multidisciplinary brand teams, Arancha began her career in Boston designing solutions for leading brands such as GE or Leading Hotels of the World. She learned the importance of brand building partnering with Landor in Madrid and specialized in developing creative identities with top-notch Studio CS&A.
In 2001 she joined the NA retailing company Office Depot, with the task to build the in-house marketing creative team responsible for Southern Europe and five years later moved to the Netherlands to lead all Europe and Middle East brand communications. In 2011 she returned to Barcelona to head the internal brand agency at Vistaprint – an E-commerce brand that provides marketing products for small businesses – she is responsible of a global team that focuses on translating key customer insights into brand positioning, brand storytelling and engaging customer experiences delivering integrated cross-channel brand and marketing campaigns for 15+ countries across.
She believes a good product focused on adding value to the customer, originality in thought and strategic thinking are the tools to create successful communications that connect customers to your brand. Her main areas of expertise include: brand strategy, corporate identity, integrated marketing, customer insights, storytelling, In-house teams, agile methodology, design thinking, talent management and leading change.
In addition to her professional career she supports the entrepreneurial and social impact community with brand consultancy and board volunteerism. Fascinated with world cultures, passionate about a good cause and naturally curious, led her to run impact marathons in Sierra Leone & Nepal.