SCH

Soraya C Hidalgo

CANVA

Country Manager

Soraya Castellanos is the Country Manager of Canva Spain, where she leads the company’s strategy and growth in one of Europe’s most dynamic creative markets. Recognised by Forbes as one of the 100 Most Creative People in Business in Spain, she has built her career at the intersection of technology, creativity, and community. Prior to joining Canva, Soraya spent six years at TikTok, where she led operations in Spain and Portugal, playing a key role in the platform’s expansion and market development. She later took on regional leadership responsibilities across EMEA, scaling the business and strengthening the creator and partner ecosystem at a regional level. A strong advocate for the Creator Economy and inclusion as drivers of innovation, Soraya now champions the use of creative technology and AI at Canva, empowering creators, entrepreneurs, organisations, and educators to transform their ideas into meaningful impact.
All sessions
Arena Stage
Jun 4, 2026
10:00 AM10:30 AM
Tech Shift

Post AI Brands: The New Rules of Building Global Brands

Christof SchminkeJob&TalentSVP Global Marketing and CommunicationsMarina SpechtMarina SpechtBoard member and Senior AdvisorJaime Del ValleL'OrealGlobal Head of GEOSoraya C HidalgoCANVACountry Manager
Description
The rules of brand building have changed. Generative AI is reshaping content production, agentic systems are rewriting the customer journey, and GEO is quietly displacing SEO as the discovery layer that matters. This session explores what it takes to build iconic, globally resonant brands when the tools, channels, and creative processes are all moving at once.
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