Keep in touch with meI'm using Intch to connect with new people. Use this link to open chat with me via Intch app
Work Background
Estela ConsultingOrganisational Transformation & Change Consultant
Jan. 2026I design and lead transformation, culture and adoption programmes for organisations going through significant change — from aligning corporate culture with global strategy in multinationals, to supporting governments and institutions with market research and strategic planning, to helping founder-led businesses grow, pivot or exit.
What I focus on is the gap between well-designed change and actual adoption — making sure transformation doesn't stop at just the launch.
Current clients and projects span multinationals, public institutions, international development organisations and SMEs. I work in English, Spanish, French and Italian.
Designed and delivered the cultural principles and behavioural framework for the first phase of a culture refresh programme at the largest luxury retail group in the Middle East.
Developed and executed a marketing strategy to drive revenue growth for a rural spa in Spain; subsequently designed an exit strategy and business sale plan to support the owners' transition to retirement.
Conducted market research and strategic analysis across three European source markets to inform the development of a new cross-border cycling destination for the Diputación de Zamora (Spain), delivering findings and actionable recommendations to regional government stakeholders.
MoodleOrganisational Change Manager
Jan. 2025GlobalLed organisation-wide change program following acquisition and operating
model redesign across globally distributed teams.
Designed and delivered a comprehensive change roadmap within six
weeks tackling M&A integration and cultural refresh
Co-led PM tool rollout across Commercial, Finance, Operations, and
People functions
Introduced agile and asynchronous ways of working to improve cross-
functional delivery
Supported senior leaders through transition planning, policy
consolidation, and adoption
Delivered governance frameworks and cross-functional alignment
supporting SOC2 certification readiness
The Chalfont ProjectSenior Consultant & Implementation Lead
Jan. 2020 - Jan. 2025Programme Director - Cultural Transformation Programme -ADIF / ADIF AV
Program Director for a €1.35M, 3-year national cultural transformation programme for Spain's
rail infrastructure authority (12,000 employees).
Key challenges addressed: mass generational succession (50% of 12K employees), digital
transformation, railway privatisation, high-speed infrastructure expansion and a highly
distributed, siloed organisation.
Won a competitive €1.35M tender against Accenture and PwC
Designed and led an end-to-end transformation spanning governance, behaviour change,
communications, and capability building
Built and managed a 25-person cross-functional delivery team and PMO across 5
workstreams
Reported directly to senior leadership and Ministry stakeholders
Achieved 57% critical mass adoption, embedding new behaviours into 10 core
organisational processes
Co- Programme Director and Implementation Lead - Novo Nordisk, France
Co-designed and delivered a 2.5-year behavioural transformation programme that aligned
daily behaviours with refreshed mission and strategy.
Built and led PMO and delivery team across 5 workstreams
Trained and activated 60 internal change agents and leadership teams
Embedded behavioural change into leadership events, sales, and core processes
Improved cross-regional collaboration and employee engagement
Dye & Durham, ICG, Edifice, TestWe, IDB, EquiberiaSenior Business Transformation and Growth Leader
Apr. 2016 - Dec. 2020Led complex transformation and growth initiatives across technology and services organisations (ICG, Dye & Durham, Edifice, TestWe), did comprehensive research and analysis of Edtech marketing for IDB and transformed 25 year Equestrian travel company.
ICG - Business model transformation (consulting → SaaS), built business plan that attracted Shark Tank investors and government, landing 5 large international opportunities.
Dye & Durham - SaaS adoption and software acceleration programs tackling customer churn, retaining 50 top accounts, and reactivating dormant accounts, generating 112 new opportunities in 6 months
Edifice and TestWe - International market entry and partner ecosystem build-out across Spain, Portugal, and Turkey.
IDB - Delivered research project and comprehensive report on education management systems in 4 European countries
Equiberia - Restructured the business costs, personnel and processes enabling financial survival during Covid building a healthy customer pipeline for this travel season. Digitalized sales and marketing functions (new website, social media presence, Google Analytics, social media campaigns) and implemented Hubspot CRM
Promethean Ltd, Cegid/Meta4Head of Business Development and Strategic Projects International
Jan. 2014 - Jan. 2014InternationalHeld senior leadership roles in international technology and education
organisations
Bid and Program manager for 4 of the largest ICT tenders worldwide at
the time. Generated €30M+ revenue managing Ministry of Education relations
and deployments (30,000+ classrooms, 3 countries), boosting market share
from 28-45%, becoming the industry leader in Europe.
Generated >€1.6M revenue through new market entry (UK and Northern
Europe) and platform licensing deals
Co-led international team for development of 3 new strategic HRMS
modules, achieving recommended industry rating from Gartner
Led international market expansion, M&A due diligence, and partner
ecosystem development
Built PMOs, partner networks, and delivery frameworks for enterprise-scale
technology rollouts in regulated environments
Created and led company-wide Internal Communication and Employee
Experience programme across three continents, driving cultural
transformation and employee engagement through hyper-growth and IPO
transition, while helping implement the organisation's (and Spain’s) first
stock option plan.
SMART TechnologiesManager, Software Sales, Implementation & Channel
Jan. 2014 - Jan. 2016Canada, CalgaryLed the Americas Software division, addressing key implementation and
adoption challenges for flagship SaaS teaching and learning solution
Transitioned installed base of flagship software through a free-to-paid
subscription model, achieving 80% software renewal rate and exceeding
quarterly targets
Relaunched cloud classroom software that went from 0 adoption to 25
successful pilot programmes in 6 months
Transitioned legacy hardware sales team to solutions-oriented, adoption-first
approach and built implementation team and methodology to overcome
adoption barriers; signed first US distributor ($2.2M revenue) and global OEM
agreement ($1.5M ARR).
Intch is a Professional Networking App for the Future of WorkSee more people like Marlene on Intch
300k+ people
130+ countries
AI matching
Get Intch if you'd like to
1481005 people
15
CTO @ BusinessBox
17
Motion Designer / Poscast Host
74
Business Designer, Venture Builder @ Wild Oaks
158280 people
16
Brand, Media & Growth Strategist
17
Social Media Marketing Specialist @ Domestika
25
Business Development Consultant @ Ibericacp