Local and international mix attracts marketing professional


The combination of ASSA ABLOY’s global perspective and group company TESA’s local market outlook was what first appealed to Itziar Idarraga Espel when she applied for the graduate program in the EMEA division.

“The first thing that was attractive was the international environment, which allows you to grow professionally and personally by working with the different regions,” she says. “Every day there is an opportunity to get to know someone and share new experiences.”

Itziar came to the company after she had first completed her degree in business administration – in which she specialized in marketing – and then taken an MBA at Deusto Business School in Bilbao, Spain.

Today, Itziar is responsible for marketing and communication activities across the EMEA region for ASSA ABLOY’s SMARTair solution – an innovative wireless access control system.

“In 2013, we started re-launch work for the SMARTair access control brand,” she says. “The objective was to establish a consistent brand where we could support the regions to develop both a global brand and the specific regional strategies.

“I also manage the three different websites that we have in the Iberia region. I like to work in product design and manufacturing, as well as with all the different teams in the regions to achieve the perfect balance for our marketing and communications strategy both globally and locally.”

Itziar would like to continue to work with SMARTair to see how the brand grows. She also wants to further develop the company’s digital strategies to support both the access control segment, as well as the ASSA ABLOY brand.

“Multiple tools are available that could allow us to communicate with our customers and end users more directly,” she says. “That would make the marketing and communications activities and strategies more effective in generating new opportunities and market knowledge."