Where are you originally from, and where do you currently reside?
I’m originally from Girona, a beautiful city in the north of Catalonia, Spain, close to the Pyrenees and the Costa Brava. It’s the kind of place that stays with you. I now live with my family near Barcelona, which gives me the best of both worlds – the energy of a world-class city and easy access to nature, mountains, and the sea whenever I need to recharge. I’m also a frequent traveller and I love that part of the job. Immersing yourself in different cultures is something I find enriching.
What do you enjoy doing in your free time? Any favourite sports or hobbies?
My free time revolves around spending time with family and friends is always my favourite plan. I’m a real food lover, so a great meal with great company is the best plan. I also try to move every week – strength training, Pilates, running, hiking. Sport is what keeps you clear-headed and energised. Beyond that, I love music, drawing and reading, though I’ll be honest, the week rarely leaves enough space for all of it. And travel, always travel. Even for work, I find it exciting.
How did you get into the AV industry, and what was your journey to your current role?
It’s been a journey of over 25 years in B2B technology marketing. I started as a product manager and gradually evolved into a marketing director role across different tech companies, which gave me a solid foundation. Understanding both the product and the market deeply, before communicating anything to the world, shaped how my approach. Strategy and branding have always been at the heart of what I do, and there’s nothing more exciting to me than evolving a brand over time.
I also moved into the LED world, first in architectural lighting, interior and exterior, then into control systems, and more recently into the AV sector. Each step felt completely natural. The AV industry was, honestly, a wonderful discovery. It’s vibrant, full of incredibly talented and passionate professionals, and I learn something from the people I work with every single day. When I joined INFiLED, I knew immediately it was a place where I could both contribute and grow something meaningful.
What are your thoughts on the future of the industry? How is your company addressing potential challenges?
Technology is the one constant that never stays still, and that’s exactly what I love about it. The moment you feel you’ve mastered something, something new emerges. You never know enough, and I find that genuinely exciting rather than daunting. It keeps you sharp.
At INFiLED, we’ve been thoughtful about how we respond to change. It’s not only about chasing the latest trend, which we absolutely do, but about anchoring ourselves to a clear mission: listening to our clients and helping them improve the experience they deliver to their own customers, through screens. That focus shapes everything, from product development to how we talk to the market. It’s also why our positioning – Screen Your Dreams — resonates. It’s not just a tagline. It reflects a genuine shift in how we think about what LED technology can do for people and spaces.
Any exciting news you’d like to share – upcoming projects, tech developments, or plans for 2025 and beyond?
It’s a very exciting time for INFiLED. We’ve made significant progress in establishing ourselves as a truly international brand in a very short period of time, and the momentum is real. We’ve achieved this by combining outstanding technology with something less common: genuinely listening to our customers and partners. That combination is what’s driving our next chapter, deeper market presence across EMEA and the US, stronger relationships with customers, and continued innovation across our product portfolio.
There’s a great deal coming. Projects of every scale, because all of them matter. Major product launches are planned for this year, alongside the new factory investments. The team has never been more energised.
What excites you most about working in AV every day?
The people and the passion. Every day is different. You’re surrounded by professionals who are deeply committed to what they create, and there’s a shared excitement about what a screen can become in the right hands. And then there’s the technology itself, it never stops evolving. I’ve always wanted to work in a field where standing still simply isn’t an option. AV is exactly that.
If you had to predict one major shift in the AV industry over the next decade, what would it be?
I believe the biggest shift will be the move from displaying content to creating experiences. Screens will no longer be passive surfaces, they’ll become active, intelligent environments that respond to context, people, and data in real time. The integration of AI, IoT, and immersive technologies will blur the line between physical and digital space entirely. The AV companies that lead this decade will be the ones that stop thinking like hardware vendors and start thinking like experience architects. That’s very much the direction we’re moving in at INFiLED.
What’s the most valuable leadership lesson you’ve learned during your career?
That success is never individual. Throughout my career I’ve been fortunate to work alongside incredibly talented, high-performing teams and every meaningful result came from collaboration, trust, and shared purpose. The best thing a leader can do is create the conditions for great people to do great work together.
Something I carry with me, and that feels very alive at INFiLED, is the value of listening more than speaking. It is simple and changes everything. You learn more, you make better decisions, and you build deeper trust with the people around you.
What advice would you give to someone looking to build a successful career in pro AV?
Stay curious, stay passionate, and stay humble. The AV industry rewards people who are willing to go deep, to really understand the technology, the business, and the customer’s world. And this is a people business. The relationships you build and the way you show up for others will matter far more than any job title or individual project. And finally, embrace the fact that you’ll never stop learning. In technology, that’s not a weakness. It’s the whole point.
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