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Elena Bernad Cabra

She began her career in the medical-scientific department of Schering AG. From there, she moved to VP-Schickedanz, where she began her career in marketing, in roles ranging from product manager to head of the department. After nine years working in marketing, in 1996 she began working at McCann Erickson, where she created and developed the Craft production studio.

Craft is devoted to creating and implementing campaigns in offline, online and video environments.

Craft works for brands such as Mastercard, L’ Oreal, Repsol, Mapfre, Movistar, Banco Santander, Coca-Cola and Nestlé.

She also became curious about the world of coaching in 2010 after finishing her own executive coaching process, in which she learnt the importance of applying transversal skills in the professional world. Thus, she began her own process of ongoing training in individual and teambased executive coaching to act as a catalytic agent of change in new professionals.

CORPORATE EXPERIENCE

• Founder and CEO of Craft Spain (McCann Worldgroup), Spain, 1997 – Present

• General Manager of Arka (Grupo K), Spain, 1993 – 1996

• Marketing Manager of VP Schickedanz Iberia, 1989 – 1992

• Group Product Manager in VP Schickedanz, Spain, 1985 – 1989

• Product Manager in Schering AG, Spain, 1984 – 1985

ACADEMIC EXPERIENCE

• Team Coach, IE University, Spain, 2016 – Present

• Professor of Marketing at Postgraduate Master, Facultad Ciencias de la Información (Facultad Complutense de Madrid), Spain, 1987 – 1996

• Professor of Marketing at ESEM, Spain, 1988 – 1992

ACADEMIC BACKGROUND

• Sustainability Program, IE Business School, Spain, 2022

• Board of Directors Program, ESADE, Spain, 2021

• PADDB+ Digital Business, The Valley Digital Business School, Spain, 2019 – 2020

• Certificate in Team Systemic Coaching Programme (ISAVIA-Instituto Liderazgo), 2011

• Certificate in Executive Coaching at the European School of Coaching (EEC) ACC by the International Coach Federation (ICF),  2009 – 2010

• Master in Relationship Marketing, ESIC, Spain, 1997

• PHD in Organic Chemistry, UCSD USA, 1983

• Graduate in Macromolecular Chemistry (Plastics), Pais Vasco University, 1976 – 1982

Elena Bernad | IE
Name
Elena
Last Name
Bernad Cabra
IE - REINVENTING HIGHER EDUCATION