Gabriela Arocha
Marketing Manager - FirstFit
Paula Ferrer
Head of People - Cobee
Nil Castellví
Head of Design - Bnext
Alfonso Garcia-Moreno Perez
VP of Marketing
Irene Calatrava
Senior Graphic Designer - Cobee
Paula Ferrer
Head of People - Cobee
Irene Calatrava
Senior Graphic Designer - Cobee
Gabriela Arocha
Marketing Director - FirstFit
Alfonso García-Moreno
VP of Marketing - Cobee
Jaime Jaraiz
Brand Design Manager - Bnext
Nil Castelví
Head of Design - Bnext

For the last 7 years in tech, first at Bnext and then at Cobee, I moved from hands-on brand and motion design to leading brand design. I love staying close to the craft to keep up with new techniques and technologies.
I joined Cobee as the first brand designer, during a period of fast growth. I refreshed the identity, wrote the guidelines and created the brand centers that became the source of truth for the brand. The system served Spain, Mexico and Portugal, and it helped us depend less on freelancers.
I like to keep learning. I’m studying AI with a tutor and using it in real work: I built this portfolio with Claude Code, and I’m exploring generative tools to improve my creative production.
In 2025, Pluxee acquired Cobee and kept the brand as Cobee by Pluxee, because its brand, technology and channels were too valuable to disrupt. Today I manag both brands in Spain and lead a small team through a controlled transition toward Pluxee’s global standards.


