Head of Communications, Southern Europe
Former professional swimmer and national finalist Estefania is now Groupon’s Communications guru for Southern Europe, handling all of the PR and comms for multiple countries swimmingly.
What’s your favorite Groupon memory?
When we gave Groupon founder Andrew Mason a bullfighter’s cloak during his first time in Spain! It was sharing our traditions in a fun and weird way. We Spaniards are always looking ways to project how modern, creative, and funny we are as a country and gifting this was a perfect way to show that. Anyway, it was funny seeing his face like, “What is this?”
Tell us about your job! What do you do? What do you love about it?
After almost 6 years at Groupon, I am a truly Grouponer! 🙂 So many things have changed in Groupon Spain since the beginning when I joined and being part of all that has been an incredible challenge and opportunity! My job now is managing PR & Communications for Southern Europe…the good stuff!!
What’s been the most challenging thing you’ve worked on?
Creating the quirky deals. This was something the Head of Editorial at that time and myself started as a joke, trying to make the life of our users less boring! It started in 2012 and then we exported it and became an international initiative that made our activations and reactivations increase with zero cost! All PR, all Spain. I am very, very proud of it. We even named it in an offsite in 2013!
Who or what inspires you?
The people at Groupon. The energy, the initiative, the willingness to do things and improve every day. They—we—make the difference.
What was your first impression of Groupon as an employer?
The first time I set foot in Madrid’s office (early 2012) the energy, the noise, the “fast walking” of the employees in that moment shocked me. I thought, “I want to be here. Now!”
How does your work impact Groupon’s mission of building the daily habit in local commerce?
PR is the best tool to build strong credibility across our community. Media is still an incredible platform for our brand, and if a journalist does it for free..it’s amazing!
What’s your favorite conference room?
What’s your favorite local business?
A place called Ronda14. It is a very well-known restaurant in Madrid. I hope we can feature them on Groupon soon!
Tell us something about you that might surprise us.
I swam professionally until I was 16. I even got the chance to get into a National final!
Have you won any awards here?
I was a runner-up in the local Green Awards and a runner in the EMEA ones. I read the nomination that my boss wrote me…it moved me!
What do your parents think you do?
My mom thinks that doing PR means spending all day in events with journalists and fancy food…which is not true! But I love her very much for thinking that. I seem very glamorous to her!
Where were you before joining Groupon?
I worked in PR agencies such as the US-based Burson-Marsteller and another more local one called Globally. I was lucky enough to manage accounts like Loewe perfumes, Samsonite, and Disney. It was the best PR school I could get.
You obviously have a life outside of Groupon; what are your hobbies outside of work?
My family! My husband and my 2-year-old kid take up all of my free time. Them…and Netflix!
If you could do any other job for a day, what would it be and why?
I would be a journalist again. Sometimes I miss the rush of that job, but only sometimes. Groupon has its own rush!