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Milestones and background

My path

I’ve had the opportunity to grow and evolve in a very organic way: I started in sales and marketing assistance and went on to lead the execution of all the group’s marketing and communication activities, internationally and across channels.

Involvement and commitment20 yearsin international marketing and communication
Global reach20+ trade fairsand international conferences a year
Goal achieved100 %of continuity through a business transition

Almost two decades in an international industrial group with very different markets: almost like working for several companies at once. Over that time I lived through all kinds of change —in organisation, ownership, markets and tools— that tested my ability to adapt. I learnt to hold my course when everything is moving and to see each change as a chance to learn.

Career
Almost two decades
Scope
International
Markets
B2B and B2B2C

Career

  1. 2019 – 2026

    Marketing and Communication Coordinator

    B2B and B2B2C · Corporate communication · Brand · Events · INTERMAS Group · Llinars del Vallès (Barcelona)

    I coordinated international marketing and external and internal communication across the subsidiaries, for both the professional business units (B2B) and the gardening line (B2B2C). After the group split in 2022, I took on full responsibility for day-to-day marketing.

    Each unit spoke to a different audience, almost as if they were separate companies. That gave me a truly global view and led me to adapt messages and strategies to each segment without losing brand coherence.

    I managed the development of materials and media from start to finish, working closely with external agencies: catalogues, brochures, sales sheets, physical sample books, business cards and merchandising, as well as website content. Work in which attention to detail makes all the difference.

    • End-to-end organisation of the group’s participation in more than 20 international trade fairs and conferences a year.
    • Led a complete rebrand, rolled out across all subsidiaries.
    • International management of industrial property: registration of around 40 trademarks, patents and designs (OEPM, INPI, EUIPO, WIPO).
    • Multilingual content and campaigns, and lead newsletters with HubSpot.
    • Strategy, scheduling and management of the INTERMAS Group LinkedIn page since 2022, helping its community grow, with regular reports to management on its progress.
  2. 2006 – 2019

    Marketing and Communication Specialist

    B2B and B2B2C · INTERMAS Group · Llinars del Vallès (Barcelona)

    When I joined, the company didn’t yet have a marketing department. Over those thirteen years my role grew: from sales and marketing assistance to running projects from start to finish.

    • Early years: sales assistance and marketing support alongside the sales director: catalogues, materials and trade fair preparation.
    • Later: planning and running trade fairs with materials tailored to each market, and coordinating suppliers and agencies.
    • Final years: responsibility for content and brand communication across several markets and languages, the step before becoming coordinator.

Real events

Case · Change of ownership

A company changes hands

Context. In 2022 the group went through a change of ownership and a complete reorganisation, and marketing was left in my hands.

What I did. I took on the day-to-day running of marketing on my own. After the change of ownership, I proposed shifting the brand narrative —talking less about the product and more about what our end-to-end solutions meant for people and the environment— and led workshops with sales, product and R&D in each business unit. That reflection laid the foundations for the rebrand.

Result. Events, conferences and all of the group’s communication carried on uninterrupted during the transition, and the new brand was rolled out in every market.

What I take with me into CX: people don’t choose a product, they choose what solves their problem. And a change like this only works if it is built together with the teams.

My motto

Fall in love with the problem, not the solution.

Uri Levine

See the full case
Case · Trade fairs 20+ international trade fairs a year See the case → Case · Internal events Internal events that bring teams together See the case →

Before INTERMAS Group

  • Internship at the Tarragona Tourist Office (2000).
  • Nine-month Erasmus at the University of Oviedo (2000 – 2001).
  • Six months of English immersion in Brighton, United Kingdom (First Certificate).
  • Internship at the State Council for Environmental Protection of Veracruz, Mexico (2004).
  • Sales administrator at RITEX 2000 SL, Parets del Vallès (2005 – 2006), covering several countries: managing a portfolio of French-, Spanish- and English-speaking customers, orders and incidents.

Languages

French
native
Spanish
native
Catalan
fluent
English
professional working proficiency (B2)
Italian
elementary (A2)