When I made the decision to enter the family business 18 years ago, someone close to me gave me advice that has stayed with me to this day:

“You will be the first woman to direct Simón Coll. A woman often has a special capacity to transmit and motivate, not only rationally, but also emotionally, and this is something very powerful. As a leader, take advantage of this ability.”

Perhaps there aren't really any capabilities 100% exclusive to one sex or the other, but I followed her advice and have tried to display my own style of leadership, and to ensure, perhaps from my feminine side, that in Simón Coll, apart from working on the rational (quality, craft, technology) we also give importance to the more emotional values. I think that these are the values that give a special soul to our products and company overall.

From a more general perspective, my goal is to create an environment of equal opportunities and encourage the women who work at Simón Coll to deploy all their talent with courage and to contribute their values. Its imprint is already visible at all levels of the organisation."

What is equality for you?

In a gender context, equality is a basic and fundamental right that should guarantee the same opportunities, rights and obligations to women and men regardless of their sex.

In the workplace, from my point of view, this translates into equal opportunities, adequate pay for tasks and responsibilities, regardless of gender, and non-discriminatory treatment between men and women, among others.

I think that leadership and camaraderie from empathy and feminism are key to transforming the reality that many women must live with in their jobs. I believe that among all of us we can carry out small big actions that help to gradually break a status that was historically discriminatory.

Therefore, broadly speaking, for me equality is usually a milestone, a goal, but at no time would I define equality as a reality. Sometimes, a pending goal is usually far away, platonically unattainable.

What meaning does the celebration and recognition of that day have for you?

For me it means empowerment, rebellion and courage. It means valuing the fact of being women, being women workers, caregivers, students, and at the same time being mothers, sisters, daughters, cleaners, and grandmothers.

8M is the necessary expression to claim that equality that seems so obvious but so often forgotten. It is the day that we allow ourselves to remember all the victims, and also pay homage to all those women who one day fought for us to have a voice and a vote, so that we could study, go to university and today be working and writing these lines with total freedom.

Do you think that social networks help to empower women or do they have the opposite effect?

I believe that social networks are a necessary tool for the empowerment of women: they give visibility to existing problems, make references known and allow the free communication of ideas, concepts and thoughts.

Information is key to being able to move forward and build the future we deserve and social networks are one more tool that helps us to make it possible.

During the last few years there has been a growth of digital media and social networks that give a voice to social movements.

Do you think that the message is transferred correctly to the digital sphere?

Messages, as always, can be manipulated whatever channel is used. Within digital platforms, it may happen in a more obvious way.
Any content creator is constantly exposed to working for KPIs, results and objectives. Clickbait has been very damaging and has hindered the race to have the content that, once again, we deserve as a society: clear, transparent and not manipulated.

Within social movements, this sensationalism is also present within social networks. However, the fact that it is there does not exempt us from responsibility to search and click on those sources of truthful, free and objective information. It is in our hands to know how to use digital tools to become the best version of ourselves and not fall into perversion.

We have all the information in our hands at a couple of clicks. We just need to think about what use we want to give it.

A YouTube channel / podcast / book / app... that inspires you professionally

In the professional field, I would highlight the Ruido Dazz podcast by Inés Arroyo on Spotify, a speaker for inspiring women and references of the moment.

In a more social, cultural and feminist aspect, I recommend Deforme Semanal Ideal Total, by Lucía Lijtmaer and Isabel Calderón. Indispensable, intelligent and sharp.

What is equality for you?

Broadly speaking, for me equality is the fact that there is similarity between 2 or more people.

However, focusing on gender equality, it would be based on each member of this society being equally respected as everyone else, regardless of their sex.

We all should have the same opportunities, and more so in the professional field.

Within Simón Coll you have acquired new responsibilities. What was the beginning of the project and where are you now?

Yes! The truth is that when I remember my beginnings at Simón Coll, I can't help but smile.

I started at Espai Xocolata in 2013 and my work was mainly focused on customer service, both in receiving visits and working in-store. Over the years I gained more responsibilities, until coordinating the management of visits and reservations at the visitor centre. They were 4 years full of experiences and stories, with a great team behind me, and which I remember with great affection.

Since the company was aware that I had always been passionate about the world of international trade, they offered me the chance to be part of the International Dept., helping with back-office work and finding new potential customers using the CRM tool.

Currently, I hold the position of Export Area Manager, managing my own portfolio of clients and markets. I am very grateful to SC for betting on me and helping me discover that my vocation could become my profession.

What are the challenges you face when tackling an international business strategy?

This is a very interesting question, because there are many cultural barriers that can make the difference between success and failure.

The interrelationship between trade and culture is highly complex and at the same time politically sensitive. Since I handle markets like the Middle East, there are certain customs and ways of relating that can represent a difficulty in negotiation.

However, we always try to inform ourselves and empathise culturally in order to offer the best possible service and treatment to our clients.

Simón Coll's international team is made up of four women. How is it organized?

We have created an excellent team! The commercial part is made up of Carme, Mireia and myself, who are assigned to different geographical areas, as well as projects with different degrees of complexity.

On the other hand, Ester is the person in charge of managing and coordinating all the orders in our department, from entering them to the system to collecting them. She has magnificent talent and attention to the smallest detail!

Successes and difficulties that you have experienced during your professional stage...

I will start with the difficulties, because I consider that they are which really mark our learning by forcing us to improve day by day.

Thinking in the short term, we have lived through a pandemic in which it has not been possible to travel which, at a commercial level, was a real challenge.

We had to adapt our way of working using digital tools, but the interest on both sides was so high that it guaranteed a flow of information and constant contact with the client.

On the other hand, I have been able to experience success in many aspects, such as being able to consolidate certain markets like Australia and see all my efforts pay off over time.

I must also mention new challenges such as being able to open new markets in Panama, South Africa or Kuwait.

On a personal level, becoming a mother 4 years ago also marked a milestone in my professional life. The level of involvement does not drop, but the self-demand doubles in order to continue achieving the maximum possible performance in both areas.

What is equality for you?

Equality is the right of any person to opt for the same opportunities.

It is said that creativity is a must have in marketing management. What inspires you?

I'm inspired by travelling, learning about other cultures, photography, architecture, fashion, music, gastronomy. But above all I am inspired by people committed to what they do.

That beng said, it is difficult for a woman to reach a position of responsibility (manager or director), is it demagogy or is it completely true?

It is not demagogy, according to a study carried out by the consulting firm McKinsey, in Spain, 60% of women study a degree, 45% are active in the labour market, 22% reach functional management, 16% directors, and only 5% become CEO.

These percentages may change at the level of industry and functional area, but overall these are the figures at which we are placed.

It is true that it is improving thanks to corrective measures, but the gap is still too high.

You lead a team made up entirely of women.

Yes, in that case it's a coincidence. I am in favour of the fact that plurality, in general, is a value that enriches.

As long as there are core values shared with the team, different points of view always add up.

I also think that Marketing tends to be liked more by women. If we look at the last offer we published for the Brand Manager at Simón Coll, almost 80% of the applications that applied were female.

A woman whom you admire personally and professionally is...

I would spontaneously tell you it's Michelle Obama. But, on second thoughts, I admire all those women who contribute anonymously beyond their direct sphere of influence: family and work.

Those women who look beyond and are actively involved in the community to improve it. Luckily, there are many.

What is equality for you?

For me equality is that all people receive the same treatment and feel equal regardless of their ideology, race, religion, or sex, among others.

What are the tasks that you develop in the Equality Committee? Who is it made up of?

The Equality Committee deals with different areas of action and approaches, from internal training to the accompaniment of all members of the company in any situation of inequality.

We are available to provide this support, as well as to ensure equal conditions at Simón Coll.

The Equality Committee is made up of different members, including people from the HR area, Corporate Communication, Factory, and so on. We try to always have different perspectives, as well as diversity.

You are leading a team made up mostly of women. What does working with them bring you?

Wealth and learning. All together we are a great team, with different characters, and we strive every day to understand, support and motivate each other to overcome the day-to-day challenges at the Espai Xocolata Simón Coll.

Who has been a professional benchmark for you during your career at Simón Coll?

For me, a reference is a model to follow, it is synonymous with mentoring. I have many colleagues who have been great references for me in many different aspects, I have learned things from all of them. Current colleagues and colleagues who are no longer there.

I have also learned many things from all my managers and, in fact, they have made and continue to make my work the way it is thanks to their perseverance and day-to-day effort.

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