According to the PR SCOPE Spain 2021/22, 56% of PR budgets are allocated to digital, making a well-defined strategy in this area essential for agencies. In response to this trend, Canela has appointed Arantxa Aguilera as the new Director of B2B, Corporate & Digital.
With a background as a journalist specializing in the IT sector at publications such as PC World and PC Actual, along with training in social media, digital marketing, and e-commerce, Arantxa brings the expertise needed to lead Canela’s digital strategy. She currently manages digital communications for Adyen, Viasat, and KONE, as well as B2B communications for MAXHUB, Palo Alto Networks, and VTEX.
“Leveraging multiple channels to reinforce messaging is key to creating strong connections between brands and their audiences. Canela has been offering digital services for years, and now we’re taking this area to the next level,” says Arantxa Aguilera. “It’s an honor and a pleasure to continue growing and launching new projects within Canela. With such a talented team, everything becomes much easier.”
“From day one, Arantxa has been a key figure within the agency and a trusted reference for the entire team. She has consistently gone above and beyond, demonstrating excellent judgment in digital communication and social media strategies. This promotion is a natural step in our commitment to strengthening our digital expertise and expanding our B2B department,” states Deborah Gray, Founder and CEO of Canela.
A growth strategy focused on internal development and new talent
Canela’s strategy of integrated services—combining PR and press office initiatives with digital and creative campaigns—has led to two additional promotions: Tamara García as Social Media Manager and Sarai Carcedo as Design Manager.
Both professionals bring strong expertise in their respective fields. Tamara García has extensive experience in developing digital strategies and managing social media profiles, while Sarai Carcedo has made a mark in graphic design, audiovisual content creation, and creative campaigns. The growing need for cross-media strategies to maximize the impact of communication campaigns has driven Canela—recognized by PRovoke Media as one of the Top 5 Best Agencies to Work for in EMEA—to expand its Social Media department, which has seen a 150% increase in client demand.
Additionally, to meet the evolving needs of existing clients and take on new B2B projects, Canela has welcomed Amaia Monroy as Account Manager at its Madrid office. With a background spanning print media, communication agencies, news agencies, and publishing, Amaia brings a wealth of experience to support Canela’s continued growth.
