Open to opportunities

Ana Goyoaga

@anagoyoaga

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People & Culture strategist using behavioral analysis to shape human-centered insights.

Spain

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What I'm looking for

I’m looking to bring behavioral analysis into People & Culture, contributing to organizational development, wellbeing, and inclusion—turning complex multicultural insights into actionable, human-centered strategies.

I’m a Psychology-trained strategist with experience in behavioral analysis and strategic decision-making. I’ve worked identifying people’s needs, motivations, and tensions across different contexts, and I’m now looking to bring that perspective into the People & Cultures space—supporting organizational development, wellbeing, and inclusion.

At I CRUZ ROJA, I conducted needs assessments for people from multicultural backgrounds, facilitated inclusion workshops to foster community belonging, and prepared psychological reports to inform individual follow-up. I built a practical, people-first approach to research and intervention.

More recently, as a Junior Strategist and Strategic Manager (Insights Research), I conduct multicultural research to identify human motivations and tensions across diverse audiences. I translate complex insights into actionable human-centered strategies, define and monitor KPIs to optimise results, coordinate multidisciplinary teams for aligned execution, and lead strategic proposals—such as a talent-focused pitch to attract new graduates to KPMG.

Experience

Work history, roles, and key accomplishments

Junior Strategist

Lola MullenLowe

Jan 2020 - Jan 2024 (4 years)

Conducted multicultural insights research to identify human motivations and tensions across diverse audiences, translating findings into actionable human-centered strategies. Defined and monitored KPIs to optimize results and coordinated multidisciplinary teams for execution.

Market Research KPIs Data Analysis Opportunity Identification Team Coordination

Reception Program Facilitator

Cruz Roja

Jan 2018 - Jan 2019 (1 year)

Conducted needs assessments for asylum seekers from multicultural backgrounds, facilitated inclusion workshops to foster community belonging, and prepared psychological reports to inform individualized follow-up.

Strategic Manager (Insights)

Samy Allyance

Led strategic proposal development for a talent-focused pitch to attract new graduates to KPMG, achieving second place. Coordinated multidisciplinary teams and implemented human-centered strategies guided by insights and performance KPIs.

Insight Proposal Development Human Centered Strategy KPIs Team Coordination Data Analysis Opportunity Identification

Education

Degrees, certifications, and relevant coursework

Brother Madrid

Creative Brand Strategy, Brand Strategy

2020 - 2021

Creative Brand Strategy program at Brother Madrid. Earned second prize (Brother Plus for Correos).

University of Pennsylvania

Course: People Analytics, People Analytics

2025 -

Coursework listed: People Analytics via Coursera.

Stanford University

Course: Organizational Analysis, Organizational Analysis

2025 -

Coursework listed: Organizational Analysis via Coursera.

Coursera

Course: Building Diverse, Inclusive and Safe Workplaces, Inclusion and Workplace Safety

2025 -

Coursework listed: Building Diverse, Inclusive and Safe Workplaces (Coursera).

Rice University

Course: Assessing Cultural Climate, Cultural Climate

2025 -

Coursework listed: Assessing Cultural Climate via Coursera.

University of Granada

Master in Marketing, Marketing

2019 - 2020

Master’s program in Marketing with a focus on problem-solving and consumer behaviour. Her master’s thesis was selected for publication in the Spanish Journal of Marketing.