Yolanda Amado
I graduated in Tourism in 2014 and, from that moment on, marketing became the thread running through everything I did. I specialised in Digital Marketing and eCommerce, started working in fashion and beauty — sectors where I learned a lot about how consumers think and how to build a brand — and in 2018 I moved into tech. Something clicked. The pace, the data culture, the ability to test and iterate every week became my natural environment.
Living in different countries has been one of the best things that's happened to me. Every place changes you a little — it pushes you to step outside your own frame of reference and see that things can be done in very different ways. That perspective feeds directly into how I work, how I understand users from different cultures and how I build strategies with more nuance. Over the last few years I've also been learning about AI, LLMs and process optimisation, because I think staying curious is just part of the job.
