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Esther Trujillo

Founding partner of PlanBet
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I have always had a personal purpose in life: to know that I am useful to others and feel that my work is helpful, promoting values and improving situations. With time and experience, I have become something akin to a “facilitator of relational change”” In other words, I am dedicated to helping people and organizations with who they are and what they are looking for, and to manage their relations and values in order to achieve their goals.

How did I get here? Well, I have tried to use all I have learned and take the best from each experience. What I do is directly related to what I have done.

I started my career in the field of education, specifically teaching foreign languages.  This is where I simply learned how to work. After that, I worked for Telefonica for 12 years, where among many other different experiences, I played a leading role in the creation of the Social Responsibility Project at a time when this field was totally unexplored, a real challenge.  Suddenly, I felt I needed a change, and I went in for leading the public positioning strategy for Melia Hotels International, including its vision of sustainability. For the next four years I was in charge of social responsibility, relations and dialogue with stakeholders and other institutional matters. From these two experiences I learned how big corporations and people react to change; but most importantly, I took away the experience of work, based on the practical application of core values, and a handful of friends that I will keep forever.

Working in large corporations has given me a global vision and the chance to have first-hand experience of their impact on our society and on individuals. As a result, my main professional interest has been to ensure that this impact and these relations are positive.

Therefore, in May 2012 I decided to create PlanBET Estrategias. PlanBET allows me to serve the purpose of being useful every day by developing what I consider my authentic professional vocation: managing and improving relations among individuals and organizations, with a strong sense of ethics and values. It was also in 2012 that I was trained under the methodology of Relational Transformation Model ©, which helped me to understand and apply a more technically complete vision of managing relations. I also work as a management advisor through the Instituto Relacional, to which I’m proud to belong and represent in Madrid as a Member of the Executive Board.

As a result, from a practical point of view, the topics that most interest me and for which I can provide most support are:

  • Development of corporate identity and culture, institutional vertebration: mission, vision, and values.
  • Relational strategy, frames of interaction with stakeholders.
  • Mechanisms for dialogue and active listening
  • Management advice for change processes. Personal relations management.
  • Stakeholders relations management. Conflict resolution.
  • Social responsibility. Social involvement.
  • Business Ethics
  • Strategic Communication
  • External / International Relations. Corporate Diplomacy

Writing is my passion:  I have published on the above mentioned subjects in both the economic and specialized press.  Most are in Spanish, but you can see what I wrote here. In an earlier time, I used a pseudonym; it was a fun and different way of writing.

I am still involved in education. I truly enjoy it because I believe it is the best way to learn and to keep up to date. I work with ESADE, the Escuela de Organización Industrial, Deusto Business School, Bureau Veritas Business School, the University of Murcia, the University of Granada, Castilla La Mancha University, University of Alcalá de Henares and Afundación Business School.

Additionally, I am member of the Board of Experts for the Business and Economics Ethics Chair (ICADE), and of the Aula de Liderazgo Público (Public Leadership Forum); I’m a member of the Steel sector Sustainability Council, a volunteer member of the board for UNICEF Spain and a Member of the board of ABE (Association for the Search for Excellence)

And I am always willing to keep on learning.