ANA GUASCH SECULI

THE SHAKERS LAB

Spain

agseculi@gmail.com

https://www.theshakerslab.com/

https://www.linkedin.com/in/anaguaschseculi/

English French Spanish

Talent and inclusion

Customer experience

Governance and impact

Throughout my professional career, I have actively supported SMEs and startups in transforming their business models, adopting new technologies, and driving strategic innovation. As a co-founder of 4 startups (RobinBrick, Querida Carmen, ShowUsYourType, Ecoology), I have developed and scaled businesses in sectors such as retail, foodtech, and applied technology, securing funding and achieving successful exits. Currently, I advise Puig (Innovation and New Technologies Department) building an ecosystem of olfactive technologies . Puig is leader at perfumery and cosmetics present at + 150 countries with a recorded sales in 2024 of €4,800 million. Also over the past ten years I have worked with over 200 projects in retail tech, food tech, health tech, and agrifood, collaborating with incubators , universities and venture builders. My experience has enabled me to combine strategic vision, expertise in innovation, and a strong network of key connections to advise companies.

Experiences

Talent and inclusion: upskilling and future capabilities, more accessible events and diverse participation.

My background in innovation, education and entrepreneurship has allowed me to actively contribute to the development of talent and inclusion in different fields. As a teacher and academic coordinator in several universities, training professionals in digital transformation, artificial intelligence, big data and new business models, promoting upskilling and preparation for the skills of the future. Also,I have supported more than 200 startups and technology projects in several sectors at incubators such as MWC, The Collider and ESADE.

Customer experience: hybrid and digital integration, immersive technologies and interaction, personalisation and community building.

My expertise ifocuses on the integration of digital strategies+ immersive technologies to improve user interaction and community building.At Puig on the development of innovative digital solutions such as AirParfum, tech that allows you to smell 100 fragrances continuously, and Wikiparfum AI-based fragrance recommendation engine. In terms of community , as co-founder of ShowUsYourType, I created a global community of over 7,000 artists from 35 countries and 69,000 followers on Instagram, fostering creative interaction on an international level.

Governance and impact: regenerative business models with lasting impact, cross-sector and local communities’ platforms, profitability and tech access.

As co-founder of several startups (RobinBrick, Querida Carmen, Ecoology, ShowUsYourType), I have developed businesses with a sustainable approach and lasting impact. For example, RobinBrick transformed the physical retail experience through artificial intelligence, helping brands improve efficiency without losing human contact. Ecoology, pioneered eco-fashion e-commerce promoting a more sustainable industry.My aim is focus on the development of regenerative, sustainable and scalable business models, combining technology, profitability and social impact.

Other experiences

1. Entrepreneurial successes and raising capital : founding successful as well as raised over €1 million in funding through programmes such as Neotec, Torres Quevedo, StartUp k, and awards from Sephora and ISEM.

2. Focus on Big Data, AI and Digital Transformation (such as your certification in Creative Problem-Solving and Design Thinking) I not only not only understand technology trends, also how to apply

3. Leadership role in innovation communities and ecosystems as a mentor to more than 200 startups and president of the ESADE ex alumni

4. Global and Multisectorial Experience in multiple countries (Spain, Dubai, UK, Italy, etc.) and sectors (fashion, retail, foodtech, technology, perfumery) gives me a global perspective on innovation and business scalability.