Patricia F.

Lead global AI-driven transformation initiatives across customer support and service operations, delivering €20M+ in cost efficiencies through automation and operating model redesign. Act as a strategic advisor to senior stakeholders, shaping initiatives, building business cases, and securing investment. Design scalable, omnichannel customer-centric solutions and define enterprise roadmaps integrating Salesforce, data platforms, XR/VR technologies, and external partners. Orchestrate cross-functional teams and establish governance frameworks, KPIs, and ROI models to ensure performance, alignment, and measurable business impact.

Built and led the Digital Business unit from the ground up, establishing the foundation for digital health and enterprise application initiatives across the organization. Generated €4M in revenue through the launch of B2B platforms and a co-creation hub (LivingLab) with healthcare professionals. Defined and executed digital roadmaps aligned with business and clinical objectives, combining innovation with governance and operational rigor. Strategic partner to C-level stakeholders, embedding customer-centric solutions into core processes and driving measurable impact in patient engagement, commercial performance, and organizational capabilities.

Led global CRM and data-driven transformation programs across multiple markets, generating $15M in revenue through the launch of B2B platforms for healthcare professionals. Defined and scaled customer-centric solutions powered by advanced analytics and remote monitoring, enabling data-driven decision making and enhanced engagement. Established governance models, KPIs, and investment frameworks to ensure ROI and performance at scale. Drove alignment with global and regional leadership to convert strategic priorities into executable tech and business roadmaps, enabling coordinated delivery across markets.

Led the enterprise digital transformation roadmap across all Nestlé brands in Iberia, driving CRM, e-commerce, and marketing automation initiatives integrated with SAP and advanced analytics to enhance customer engagement and commercial performance. Led the creation and launched B2B platforms for out-of-home channels and professional marketplaces, delivering €10M in first-year revenue. Built and led a cross-functional organization, overseeing budget planning, vendor strategy, and delivery of large-scale initiatives annually. Partnered with Iberian C-level executives to translate business priorities into digital investments that drives scalable growth.