The retail sector is undergoing an unprecedented paradigm shift: artificial intelligence, virtual reality, drones, and beacon networks. Having worked for companies such as Marks&Spencer, Oysho, Woman Secret, and El Corte Inglés, today I accompany many other brands, large and small, in their strategy, which will grow thanks to four levers: technology, alliance management and stakeholder relationships, and a focus on ESG.The idiosyncrasy of the retail market means that difficult decisions and actions must be taken every day, in a global context with different laws, cultures, and competitions. I have learned that you have to live it with a combination of courage, caution, and serenity, so that each of those decisions is informed and based on a panoramic view of the company's capabilities, the business, the markets, and its environment in complex scenarios.In all my projects I work by combining experiences, knowledge, and perspective to make decisions:⚬ Strategy: it is important to set ambitious horizons, something that is determined by the company's economic resources and its human capabilities: do we have the people with the right talent? If not, how much does it affect the budget? Shareholders must be able to reimagine the brand, to question its place in the market.⚬ Competitive landscape: the analysis of each market niche is key, I have a curious ability to detect and understand competitors that are not seen, they are usually in a blind spot. This takes time and helps to discover threats and trends regarding where the consumer and technology is heading.From the Boards we have the responsibility to ensure good corporate governance and also of its entire ecosystem, setting an example that things can be done better, with a critical spirit and seeking a positive social impact, with a horizon in which we share the vision of building something bigger than the company itself.I have worked with the most cutting-edge brands, managing profit and loss accounts of €2,000M and leading teams of more than 400 people. Now more focused on the Boards, I completed the ESADE Board Members program, and I am a member of the Arribest Board.I need to give back to society some of what it has given me: I contribute as a speaker, sharing insights on how new technologies are redefining the lifestyle sector and the customer experience. I participate in forums such as EJE&CON or WeAreWeAdd and I have participated in the book "Women in different sectors of activity in Spain" writing one of its chapters.