Elena León is currently the Director of Partners & Strategic Alliances at Time Out Spain . His professional life is anchored in the world of marketing and communication. He has been fortunate to be able to develop his career in large communication groups (Lagardére, Bertelsman, PRISA) and consulting (KREAB, Inforpress -now Atrevia-, ADN -now KPMG ADN-). Publicis Groupe was their last stop before Time Out. As Communications Director. Currently, from Time Out, I work on brand positioning through the development of links with institutions and companies in related sectors: culture, leisure, gastronomy and tourism. Storyteller as a vocation. Astonishment as raw material. Her great hobbies - she says - are reading and writing, a photography apprentice and a great observer. And, Mom of two little ones, too.
What is your favorite aspect of working as Director of Partners & Strategic Alliances at Time Out in Madrid and what motivates you to continue innovating and growing in this role?
It is inspiring. My position allows me to understand the city from new perspectives. There are many people who work every day to make Madrid the best city to live in and Time Out, as an agency and as a magazine at the same time, has the ability to connect and amplify. My mission is to establish synergies that allow us to continue inspiring the people of Madrid. And I consider it a gift to be able to work for it.
What are the unique challenges facing cultural and leisure management in a city like Madrid?
Madrid has been working for some time, through associations, institutions, public administrations and partners, to ensure that the cultural offer is of quality and is renewed regularly. It has been working for some time to make accessibility possible regardless of age and social status. And creativity comes into play, not only in this continuous redesign of programming but in the proposal of solutions for the challenges that appear. Examples of current challenges? Carlota Álvarez Basso, head of Institutional Relations at the Museo Nacional Centro de Arte Reina Sofía, recently summarized them very well: the overload of information that stuns, the development of an AI that makes inappropriate use of the work of artists and writers, the working conditions of the workers. of Culture, its financing models and cultural consumption and leisure habits. Nothing less.
How do you think technology is impacting the way people enjoy leisure in the city?
I believe that technology is being a great ally in the enjoyment of the city and, in addition, it represents an opportunity for the sector: it allows democratization of culture (music, podcast, cinema, gaming, etc., within reach), it allows that the citizen easily finds out what is happening to be able to choose (newsletter, radio, RRSS, etc. impact every day with proposals), allows cultural creation in new dimensions, allows the connection between people and the interaction between them, allows the knowledge, allows feedback on the proposal made by the city... The cultural and leisure sector, sometimes so "artisanal" has taken a turn. Human beings have incorporated technology into their lives and culture, leisure, gastronomy, could not be oblivious to this.
What is Time Out's role in promoting and supporting the local cultural and gastronomic scene in Madrid?
Time Out's role is threefold: on the one hand, we are part of the conversion funnel. We promote the consumption of culture and leisure through our ability to amplify messages and establish relationships of trust with our readers. On the other hand, we help connect citizens with brands and institutions that make value propositions. And, sometimes, Time Out makes its own proposal. An example? the Time Out Fest, the largest gastronomic festival in Barcelona, or the Time Out Market that plans to open this summer.
This mix of professionalism and personal passion makes Elena León a leading figure in the field of communication and an inspiration to those who know her. From the todoestaenmadrid.com team we want to congratulate you on your professional career and thank you for sharing with us your favorite route to "Madrid seen by".
