At Banco Santander Spain, I lead the UX Centre of Excellence, shaping its design strategy, operating model and quality standards. I centralised a fragmented intake process in Jira and established a Definition of Ready; the new model supported managing 247 initiatives year-to-date in 2026.
Previously at Openbank Digital Services, I led the strategy and implementation of Kubit, Openbank's enterprise Design System, and developed a team of 12 designers. I'm now driving AI-enabled design practices at Santander, including a synthetic-user agent based on 11 customer profiles and a Content Design agent aligned with the bank's corporate voice and tone.
