Zaida Soler – Italy & Spain Regional Sales Director for Travel in Madrid

Zaida Soler – Italy & Spain Regional Sales Director for Travel in Madrid


Italy & Spain Regional Sales Director
Madrid, Spain
Joined: 2017

We have to give credit where its due: Zaida’s mum exhausted a list of job leads in order to get her to move back to Madrid from Chile. One fateful day, the stars finally aligned and Groupon found its new Spain & Italy Regional Sales Director for Travel! (Thanks, Zaida’s mum!)

Tell us about your job! What do you do?

I am the Travel Sales Director for new businesses and I manage two sales teams: one in Madrid and the other in Milan. (I have a lot of Zoom meetings!) What I love most about my job it is that I am able to help my team to improve every day and they do the same for me. Every day there is something new to learn as a traveler, a professional, and as a person.

What has been the most challenging thing you’ve worked on here?

This is not the first time that I’ve managed cross-border teams, but my role at Groupon has definitely been the most challenging one. My boss, the operations team, and my sales reps all live in other countries. I have a Ph.D. in Zoom meetings 🙂

So how did you get to Groupon? Where were you before joining?

Although I am from Spain, I spent six years abroad: Poland (1 year), USA (1 year), and Chile (4 years) working as a Sales Director for an HR Consultancy Firm. It was so funny because—during these six years—my mum used to send me all types of job offers as a nurse, astronaut, lion tamer, plumber, etc…all based in Madrid, but none of them matched my background. Until that one day, when she sent me one that was made just for me: Italy & Spain Regional Sales Director for Travel. I had some interviews and voila!

Tell us something about you that might surprise us.

I have a blog on LinkedIn’s Pulse, where I talk about market trends and how millennials are changing the companies and teams that we work for. I have over 10.8K followers!

What inspires you?

Groupon is a young company that has grown a lot in a short period of time. Being part of this growth and helping local business is very inspirational. Groupon gives you the opportunity to run your own part of the business combined with the possibility to innovate and learn from mistakes in order to succeed.

What’s your favorite Groupon memory?

My favorite memory at Groupon was my first day. I remember getting into the Madrid office feeling so happy and excited. I was at the company that I had wanted to work at for so long; I felt really happy to be there and ready to rock! That same day, my boss wanted to take a picture of me signing my contract. It was so fun! It was nice to have a picture of that moment which was so important to me.

What was your first impression of Groupon as a workplace?

It’s very people-focused. Groupon Spain is not the same as Groupon Italy or any other countries. It has a unique common culture and collaborative workplace that allows its people to grow as professionals.

How does your work impact Groupon’s mission of building the daily habit in local commerce?

Travel deals help local hoteliers to have a better position in the market. We can offer competitive packages including lodging, dinner, a welcome gift, late check-out, spa visits, etc. which can make a big difference when customers compare our site with others. This also helps the merchant to have an additional flow of guests who are inspired by Groupon Travel.

What’s a memory you’re particularly proud of during your time here?

My proudest moment that I felt at Groupon was when one of my Sales Reps told me that for the first time in so many years they were happy on Mondays because they had to be back in the office for work! It was an amazing feeling.

Carolina Gómez – Sales Graduate Program in Madrid

Carolina Gómez – Sales Graduate Program in Madrid


Groupon Madrid Graduate Program
Madrid, Spain
Joined: 2017

What’s your favorite conference room?

Flamenco dancing requires technical precision, lightning-fast movement, and emotional intensity, which Carolina—a lifelong flamenco dancer—has now applied to her Sales role at Groupon.

What’s your favorite memory here so far?

My favorite Groupon memory was the Christmas party. I got to meet many people out of the office and it was really cool. I especially enjoyed my first weeks here, hanging out with other graduates and getting to know each other after work. The office here is by the Retiro park, so when the weather was nice we used to have picnics for lunch. It was awesome.

Tell us about what you do in the Graduate Program in Madrid!

I started working in the Inbound Department with the Graduate Program, where I received training and the basis of what Groupon means. One thing I liked a lot is that in just two months my managers knew me very well and had an idea of where I could fit in the company. I like the fact that they look for talented people, no matter what your background is or how much experience you have. I started with three other people with totally different profiles. It’s great to meet and learn from such a wide variety of experiences and see what is positive about each one for a sales position.

What keeps you busy outside of work?

I love hanging out with my friends and little trips or excursions during weekends to disconnect. My passion is dancing, I’ve been doing it for my whole life!

If you could do any other job for a day, what would it be?

would be a professional dancer for sure. But let’s make sure that on that specific day I can perform somewhere!

What’s your favorite local business?

My favorite local business is a little bar/restaurant called Pez Tortilla. I can find in one place my 3 favourite things: croquetas, tortilla de patata, and beers from around the world. It is always packed but if you are in town, you should definitely check it out!

Tell us something about you that might surprise us. 

I’ve been dancing flamenco since I was 6 years old and I have my degree. Still today, I practice after the office and dance professionally when I get the chance.

Who or what inspires you?

My parents inspire me because of how much I admire their way of raising kids. But in general, people who are motivated in what they do inspire me. When you put your heart on something, you spread smiles and that is awesome. Some of my coworkers are like that and it means a lot to me.

There are a lot of great stories at Groupon—what’s your proudest accomplishment so far?

Well, after the training week in Groupon we took our positions for the very first time and we were pretty nervous. I had never sold before and that week I closed four agreements! I am proud of myself not because of the partners that signed, but because of the way I confronted a situation that was so new to me. I feel it says a lot about you how you act when you can get out of your comfort zone.

What do your parents think you do?

My mum thinks that what I do is very complicated. She repeats all the time that out of nothing we find contacts and businesses and she says,  “I couldn’t do it.” My dad says that I am very energetic person so I fit here. He knows the field and really believes that Groupon is the best “school” on the job.

So what brought you to Groupon?

Before Groupon, I was doing an internship while finishing my degree. I was in a strategic marketing department in Telefónica. There I realized that the sales department executing those plans/guidelines was crucial. This is why I started to look for sales positions in big companies. I found Groupon Graduate Program on Linkedin the same afternoon and it was literally a sign. I applied and the next day I got a call for the interview. Groupon is unique because here in local business we learn about every industry: restaurants, leisure, courses, beauty, and health. It is not common to become an expert in that many things at once. That is what sets Groupon apart from other companies.

Estefanía Lacarte – Head of Communications for Southern Europe in Madrid

Estefanía Lacarte – Head of Communications for Southern Europe in Madrid


Head of Communications, Southern Europe
Madrid, Spain
Joined: 2012

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’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!

Nelly Chávez – Merchant Payments Team Lead in Madrid

Nelly Chávez – Merchant Payments Team Lead in Madrid


Merchant Payments Team Lead
Madrid, Spain
Joined: 2011

Many of our international offices are incredibly close-knit, including Madrid. Today, Nelly shares her Groupon experience and covers six years of working in Finance alongside co-workers who have basically become family.

What’s your favorite Groupon memory?

Our Christmas party in 2015. We threw a big party and all of the teams from Spain and Portugal came to the Madrid office. We took a big family picture.

Tell us about your job! What do you do? What do you love about it?

I work on the Merchant Payments Team in Madrid. We make sure all merchants from EMEA and APAC get their payments on time. I really enjoy working with people from other departments all around the world, but what I love the most is my team. We are a little family: two members of our team were even born the same day and year. We always say Kristel and Robert are siblings.

Who inspires you?

My mother. She is the strongest person I have ever met. She never gives up.

What was your first impression of Groupon as an employer?

It was a very young, crazy, and stressful company.

What’s unique about Groupon Spain?

I think it’s incredible how despite all hours we spend working, we want to continue seeing each other outside of Groupon. We have formal celebrations (Christmas, anniversary and summer parties), but we also have “unofficial” celebrations: birthdays, concerts, trips, and of course our typical cañas every Friday. For instance, we have five co-workers with birthdays in January (including me) and we are going to have a big party. It became a tradition four years ago and this year will be pretty big.

How does your work impact Groupon’s mission of building the daily habit in local commerce?

We work with big merchants but most of our merchants are small businesses. For them, it’s pretty important for us to relay that no matter what, they will receive payment every week for their services, and that’s our main priority. There have been days that we had to work during the night to make sure merchants receive their payments on time.

There are a lot of amazing Groupon stories. What’s your biggest accomplishment? 

In 2014, while I was working in Merchant Research, we did a massive update of the databases for Spain and Portugal. We hired additional people to help us accomplish the project. I was in charge of weekly planning and progress tracking and we reviewed more than 25.000 accounts. As the project was a success, it was extended two more months and we bought a database to look for new leads and accounts.

You probably have a life outside Groupon; what are you up to when you’re not at work? 

I’m a TV series addict. There have been times where I was watching more than 9 series at once. My favorite shows are The X Files, The Walking Dead, and Mozart in the Jungle (I love Gael García Bernal!!) I also watch Supernatural, Sons of Anarchy, The Big Bang Theory, Once Upon a Time, Grey’s Anatomy, and Criminal Minds. I’m trying not to add more series because I can binge watch a lot of shows.

I also love to work on DIY projects or “bricolaje” in Spanish. I haven’t had much time lately, but the project I feel proud of is when I updated my mother’s dining set. It was made of good wood and the chairs were very comfortable but they needed a change. We had just bought some new paintings to decorate the dining room so we decided to change the color of the table and chairs. At first, I thought it was going to be easy but I had to Google hundreds of pages searching the right way to do it. I also wanted to change the chair cushions. It took me more time than expected but I love the result and as a bonus, I got my own stapler gun!

What’s your favorite local business?

CANOE. It’s a bingo restaurant. I went there with some Groupon friends and we won 800 euros. It was a great night!

There are so many companies to work at in the world. So why Groupon? What keeps you here?

Why do I stay in Groupon? It’s an easy question…the people. During my 6 years here, I have met good professionals who are also great people. Some of them are my friends and some have even become family.

Tell us something that might surprise us about you.

Three years ago, some Groupon friends and I decided to go to the “Preuvas.” It is Madrid’s star location for the New Year’s Eve celebration is Puerta del Sol, the city’s most important square. On the night of December 30th, thousands of people get together at Puerta del Sol to perform the exact same ritual that will take place on the following night, but instead of eating 12 grapes we try different things. We usually eat chocolate snacks. After that, we go to party and dance until the sun rises or the club lights turn on. It has become our little tradition at the end of the year and I love it.

Ernesto Martin – Senior Finance Manager

Ernesto Martin – Senior Finance Manager


Senior Finance Manager
Chicago, IL
Joined: 2013

Ernesto’s mom may believe he’s actively trying to work as far away from Spain as possible, but if we had the opportunity to work in 4 countries and try our hand at acting, we too would pack our bags and go wherever Groupon sent us.

What’s your favorite Groupon memory?

Lots of options after 4 years in many countries! In Madrid’s office, we always produced our own content for Halloween, Christmas, and other events, and I had the honor to try acting a bit in 2014.

Tell us about your day-to-day work.

I manage the Finance side of Sales for North America. We work with different departments to make sure that our Sales team can have the tools to improve their efficiency. We help model new initiatives and tests. Finally, my team is in charge to set up compensation schemes and get Sales team paid in a timely, accurate, compliant manner.

Give us some background on your where you started and how you got to where you are now!

I joined as Finance Manager for Spain and Portugal as a member of the Southern Europe Finance team. As we grew the business and started to generate standard processes, I was offered a chance to join the European team in London that created a central finance function for the International Business. My job was to manage all processes related to Sales. I was the Business Finance partner for Sales, Sales Ops, Sales Compensation, and Merchant Payments. Groupon asked me to leverage that knowledge acquired in the international markets and move to Chicago to continue my work in Sales Finance, and here I am now! Groupon is a global business that allows us to grow and get out of our comfort zones.

What’s challenging about your work?

Sales Finance in international is quite challenging, as you need to coordinate different countries, languages, opinions, and timezones.

Who inspires you?

Anybody who is able to challenge the status quo and motivate the rest of us to improve things.

What was your first impression of Groupon as an employer?

From the very first day, I believed that Groupon had a rich culture with regards to ownership and inclusion. All opinions are respected and it is really easy to share your ideas and to see the impact of what you do. I also had the feeling that things were a bit messy in the beginning and now I feel really impressed about how much we have improved over time.

How does your work impact Groupon’s mission of building the daily habit in local commerce?

We try to maximize the potential of the sales team, making sure that we can get as many relevant deals as possible available for our users.

OK, so your role probably (definitely) exists at other companies, so why Groupon? What keeps you excited to come to work every day?

Groupon sales process is very complex. You need to be able to show to merchants how Groupon can help their business, but that is just half of it, as you also need to set a successful deal structure. The fact that our sales reps are not selling a closed product means that they all need to be experts in every single category they cover. We have an army of extremely talented salespeople and a constant need to update our assumptions. Nowhere else you can get the adrenaline of knowing you can always beat yourself.

Where can we find you outside of work?

I love traveling and tennis. I am also in love with Chicago’s steakhouses, and that is ruining my budget for traveling and my body for tennis.  🙂

If you could do any other job for a day, what would it be and why?

Sales, the most important department in almost every company!

What’s your favorite local business?

Any business on Groupon+

What’s your biggest accomplishment while at Groupon?

We created a centralized process for deal approval and special redemptions for international. We had to coordinate Risk, Finance, Merchant Payments, Accounting, Sales and Global operations for all countries and all lines of business. The process was relevant and gave me a lot of exposure to all levels of management, as I was the owner of the project and had the chance to make a positive impact in management efficiency and forecasting accuracy across the region. I learned a lot about coordinating teams in different time zones and process compliance. Also, some commercial skills as we were constantly exposed to ongoing negotiations with our merchants. 

What do your parents think you do?

My mother believes I intentionally pick any job opportunity that gets me further away from Spain.

Why do you participate in Groupon en Español?

I just joined Groupon en Español, and so far, after a couple of activities, I think it is a great way to interact with other colleagues and also see the impact that your employer has in the community.

Tell us something about you that might surprise us.

I like music festivals and techno music. This summer I went to Burning Man and I will try to repeat next year.