IE University Hosts Sixth Marketing Day Connecting 160+ Students With Global Industry Leaders

IE University held the 6th edition of  Marketing Day at the IE Tower bringing together more than 160 students and 26 recruiters from leading global firms. A full-day program examining how brands remain relevant in the social media age while connecting students directly with career opportunities across the marketing industry.

Organized by Campus Life in collaboration with the student-run Marketing Club and Talent & Careers, the event combined industry panels, a large-scale recruitment fair and an evening networking gala at IE Tower.

As digital innovation, shifting consumer behavior and the rise of the creator economy continue to reshape the industry, Marketing Day 2026 bridges classroom insight with real-world application, offering students direct exposure to the executives and recruiters shaping the future of marketing.

Industry Leaders Discuss Creativity, Strategy and Authenticity 

The afternoon began with panel discussions centered on the theme "Bridging Creativity and Strategy: How Brands Stay Relevant in the Social Age." Leaders from Coca-Cola, Uber Eats, P&G and Amazon explored how global brands balance cultural relevance with performance-driven strategy in an algorithm-led environment.

Panelists included Arnaud Gouenard, Head of Marketing at Uber; Álvaro Montiel Rubira, Europe Digital Trial Manager at P&G; and Olga Vilas Sanz, Senior Marketing Manager at Amazon. The conversation focused on how brands combine creativity, experimentation and data to drive engagement and long-term growth in today’s fast-moving social landscape.

Daniela Baquerizo, founder of Guava House, said her company prioritizes personality and initiative over a polished resume. 

"We look for personality over a great CV," she said, noting that in smaller, horizontally structured teams, candidates who show initiative and go outside the box, stand out. Her advice to students is to think creatively in their future. "Do something that’s different. Try and send an email. Go into LinkedIn or Instagram. Go into any type of social media platform that you can find and create a boom."

Earlier in the day, Soraya Castellanos, General Manager of Canva Spain, led a workshop on authenticity and performance in the age of algorithms, titled "Can Authenticity Be Strategic? Relevance and Creativity in the Age of Algorithms." 

Recruiters Engageing With Students at Marketing Careers Day 

Following the panels, Talent & Careers hosted the Marketing Careers Day, welcoming 26 recruiters, including 9 IE alumni, representing leading firms such as WPP, Design Bridge & Partners, Thomson Reuters, Graphite and Amazing Agency.

Daniela Garces, a member of the SEO and Growth team at Graphite and an IE graduate of the Master in Market Research and Consumer Behaviour, encouraged students to lean into curiosity and experimentation. 

"Be curious. Don’t be afraid of experimenting or thinking outside the box," she said. Garces emphasized the importance of sharing ideas in growth marketing roles. "Come up with ideas, share what you think might work, and just be yourself," she added.

Organizers emphasized that the recruitment fair was designed not only to connect students with open roles but also to help them better understand how the marketing landscape is transforming.

Verónica Rodríguez, Chief People Officer at Burson Spain, described internships at the firm as fast-paced and immersive.

"Every day is different, even every hour is different," she said, emphasizing the importance of adaptability no matter the situation. "You might be brainstorming, writing a press release, inviting the media to an event or researching for a strategic plan, but it’s up to you to grow in a company like that."

Evening Gala Extends Networking Beyond the Fair

The day concluded with the Marketing Day Networking Gala, bringing together students, alumni and professionals from strategy, marketing and communication in a more informal setting. It provided space for deeper conversations and relationship-building beyond the structured recruitment environment, in order to foster lasting connections between emerging talent and industry leaders.

Anabelle Echevarria, a third-year Bachelor in Communication and Digital Media student, said events like Marketing Careers Day are valuable because they create direct access to recruiters. 

"They put us in contact with the right people, when you don’t have contact with HR, it’s very hard to apply and actually get a response."

She added, "And it’s also about networking with people who are interested in the same things as you, it’s not only about directly trying to get a position."

Marketing Day 2026 ultimately highlighted the importance of collaboration across Campus Life, Talent & Careers and student leadership, and IE University’s commitment to equipping students with both strategic insight and direct industry access in an increasingly digital and creator-driven world.