Following a successful career in corporate social responsibility, social innovation, marketing and communications, Carlota joined HBX Group in 2022 to lead the Environment, Social and Governance (ESG) team.
Carlota uses her in-depth knowledge of sustainability to make Hotelbeds a force for good, while using the company’s position as a global TravelTech leader to anticipate sustainability trends and guide the company towards more sustainable practices.
Prior to joining HBX Group, Carlota worked for companies including Damm and, most recently, PwC where she created ESG strategies, leading the shift to more environmentally-friendly workplaces. She also collaborated with the Universitat de Catalunya as a professor of Corporate Social Responsibility and business ethics.
Carlota has a degree in publicity, public relations and marketing from the Universitat de Vic – Universitat Central de Catalunya and a communications degree from the ESERP Business and Law School. She also has a Masters in marketing and communication management from the Universitat Oberta de Catalunya as well as a Masters in public affairs, corporate social responsibility and social innovation from eh Universitat de Barcelona.
How did you land your current role? Was it planned?
It certainly wasn’t planned! I was initially working in marketing and graphic design, starting at 19 years old. I had a series of comms roles at Damm, Somos Digitales and Mediatic. I started to understand a bit about environmental, social and governance (ESG) while working in internal comms, as we worked on topics such as volunteering, actions, and some charity work. I returned to Damm as the corporate social responsibility manager, where I first began working on ESG. I was only 21, and it felt like an adventure. From there, my passion for the field grew and following some time at PwC Spain as a manager in sustainability, ESG, and climate change, I became head of ESG at leading independent B2B travel technology marketplace, HBX Group in November 2022.
Why did you choose your current expertise?
ESG feels like the right place for me because it brings together two components that have always motivated me: creativity and purpose. It allows me to use the creative mindset that first drew me to marketing, but with the opportunity to drive real, positive change and align my personal values with my professional life.
When I studied advertising, I was particularly interested in awareness and social impact campaigns. That curiosity led me to realise that sustainability goes far beyond communication — it is about taking action. ESG offered exactly that: the possibility to move from storytelling to tangible impact.
It is a broad and constantly evolving field, with countless opportunities to contribute to the wellbeing of both society and the planet. It is also a challenging space, especially when I started, as ESG was far less understood than it is today. But that challenge is precisely what motivates me. Being part of the process of solving complex issues, driving change and seeing concrete progress is what makes this field so rewarding for me.
Did you (or do you) have a role model in tech or business in general?
I don’t have one singular role model. I believe there is something to learn from everyone you meet, both personally and professionally. Each person brings different perspectives, skills or attitudes that help you grow.
I’ve been especially fortunate to work with people who trusted me and supported my development. One manager, in particular, trusted me from the very beginning, even when I had little experience in ESG. That experience showed me how powerful trust can be in building confidence and encouraging growth.
I have also learnt a great deal from colleagues and teammates who constantly help me reflect on how to improve and push me to be better. For me, growth is about being surrounded by supportive people and trusting both the process and yourself.
What are you most proud of in your career, so far?
I would say that managing my team gives me a lot of pride, especially when you see them being proud of their work, or of a project or presentation that they have led or worked on. Seeing their evolution and development is a great source of pride. I would also say that the ‘Think Big’ project is like my baby: Think Big is a corporate volunteering programme designed to support local communities in developing sustainable tourism micro-destinations. We have put a lot of effort into this; our volunteers work very hard, but seeing the positive impact at the end of the two or three weeks makes it all worth it.
What does an average workday look like for you?
There isn’t such a thing as an average day; every day can look different. That’s just the nature of sustainability, it’s always changing, and you have to be agile. That being said, I will normally start by outlining my priorities for the day, and the important thing for me is to spend at least 30 minutes with each of my team members across the week. Although this can be difficult in busy periods, it’s important to me to have that kind of connection.
Are there any specific skills or traits that you notice companies look for when you’re searching for roles in your field?
I think the most important trait you need to have is passion. Just like digital transformation, sustainability represents change. You need to transform the corporation into a sustainable company, which sometimes means pushing hard. You also need to continue raising awareness at all levels of the company and across the value chain. And you need to be very resilient in that because sometimes you will receive a lot of mixed feedback and you’ll have to take it on board.
Therefore, to work in the field, you need to be persistent. Agility is also a key factor in adapting and shifting focus; it’s like artificial intelligence (AI). Every day, new legislation appears, and new topics emerge, and you need to be open to continuous learning and to working in a team. Within sustainability, it’s impossible to move forwards without collaboration and cooperation across departments, competitors, and stakeholders. Now, it is more about evaluating people’s soft skills than their knowledge of the land, because you can learn with curiosity, productivity, and a passion for the sector.
Has anyone ever tried to stop you from learning and developing in your professional life, or has the tech sector been supportive?
No one has actively tried to stop my development, but I did start taking on positions of responsibility at a very young age, often in fairly traditional sectors. In those early years, I did encounter some barriers, particularly as a young woman stepping into roles that required driving change and influencing more established ways of working.
Over time, I realised that progress is not about pushing harder, but about trusting the process. Acting with strong values, humanity and staying true to yourself usually helps you find a way to reach your objectives. Experience also teaches you to pause, reflect and choose the right approach for each situation, rather than reacting impulsively.
As the years go by, you naturally refine those strategies, making conversations easier and change more effective. That learning journey has been key to my professional growth and has helped me build confidence, resilience and a constructive way of working with others.
Have you ever faced insecurities and anxieties during your career, and how did you overcome them?
Of course, and it has been key for me to understand the processes and find the strategy to overcome whatever issues I had and to reach my goal. For each person or department you need to collaborate with, understand them and find a way to work with them. You may need more time than you think, or you may need to take another approach, but it is important to stay positive. I have always told myself not to put limitations on my abilities. You need to believe in yourself and your ability to learn, adapt and overcome.
Entering the world of work can be daunting. Do you have any words of advice for anyone feeling overwhelmed?
Feeling overwhelmed at the start of your career is completely natural. My main advice would be to look for passion — we spend many hours working, so finding something that motivates you, gives you purpose or simply makes you feel at peace really matters.
It is also important not to limit yourself. Very often, we are the ones who place boundaries on our own potential. Trust your abilities, stay curious and don’t be the first person to say no to an opportunity.
Finally, never underestimate the importance of disconnecting. Taking time for friends and family, travelling, doing sport or simply living an active and healthy life helps you gain perspective, be more creative and continue learning from the world around you. Balance is key for long-term growth and wellbeing.
What advice would you give other women wanting to reach their career goals in technology?
While progress has been made in reducing the gender gap in technology, there is still a long way to go. As technology evolves, particularly with the growth of AI, human skills such as creativity, critical thinking and empathy are becoming increasingly important. Diversity plays a key role here, and different perspectives help create better and more responsible solutions.
It is also crucial to give visibility to female talent, as representation creates role models for future generations. Encouraging girls from an early age — starting at home and through education — to be curious, ambitious and open to technology makes a real difference. Seeing women in these roles helps young people believe, “I can be there too.”
Ultimately, it’s about empowering more women to define their own path and feel that they belong in the technology sector.
