Belén Arranz Sobrini
GTM Strategy & Business Leadership | Tech · AI · Industry · Energy | ex-AWS | PDD IESE | PMP
Amazon Web Services (AWS)Mex-My Bags & MeFor 20+ years I've combined commercial vision with rigorous execution — always in emerging technologies: AI, cloud, IoT, and building/home automation.
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I've built markets from scratch and operated in complex global structures — from managing global product strategy for Smart Buildings at Telefónica globally, to building the entire IoT market in Spain from scratch across multiple industries, to driving partner growth in Energy & Utilities, Sustainability and IoT across EMEA at AWS. Where I add most value is turning strategy into measurable business outcomes: shaping go-to-market strategy and operations, and developing alliances, ecosystems and new business with commercial judgement. Currently stepping into director-level leadership through the PDD Executive Programme at IESE Business School.
GTM Index
- AMAZON WEB SERVICES (AWS)JOB
- EMEA Senior Partner Develo…1Y 11M
EMEA Senior Partner Development Lead — AI & Digital Transformation | Energy & Utilities
Amazon Web Services (AWS)
Led EMEA partner strategy for the Energy & Utilities vertical across the full cloud stack — from core infrastructure to AI and GenAI applications. Managed strategic relationships with GSIs, regional SIs, and ISVs across 7 EMEA markets, driving joint GTM execution, co-sell programs, and partner enablement. Selected highlights: 35x pipeline growth · $75M ARR driven through partner-led motions across EMEA · 217% partner solutions portfolio expansion · 111% recovery growth post-restructuring · GenAI Hackathon (64 participants, 18 partners, 11 solutions) · Enlit Europe 2025: $1.8M+ in opportunities identified, 212% of target
- EMEA Partner Development S…1Y 9M
EMEA Partner Development Specialist — IoT & Sustainability | Energy, Smart Buildings & Smart Cities
Amazon Web Services (AWS)
Drove IoT and Sustainability partner ecosystem development across EMEA, working with ISVs and technology partners to accelerate adoption of IoT solutions in Energy & Utilities, Smart Buildings and Smart Cities, and cross-industry sustainability solutions helping customers reduce their environmental impact. Built joint GTM strategies, co-sell programs, and enablement plans with regional SIs and technology partners.
- MY BAGS & MEJOB
- Digital Transformation Lea…2Y 5M
Digital Transformation Lead (side project)
My Bags & Me
Joined a family e-commerce as the operations and technology lead. Rebuilt the entire customer journey from scratch — migrated the web platform, digitized order management (from 80% WhatsApp-based to 95% online), implemented analytics and launched Instagram as a new sales channel. A hands-on exercise in product thinking, lean operations, and customer obsession.
- SIGFOXJOB
- GTM Strategy & Partner Eco…6Y 4M
Go-To-Market Strategy & Partner Ecosystem Manager
SIGFOX
As the Spanish market matured and the local team grew, evolved the role from market development into GTM strategy and structured partner ecosystem management. Defined go-to-market plans by vertical, structured the partner channel, and led the commercial transformation of the business. * Structured the partner channel and defined vertical GTM strategies for key industries, shifting focus from early-stage pilots and PoCs to full-scale deployments * Built packaged end-to-end solutions for 20 use cases, cutting offer-to-proposal time from 3-4 weeks to 1-2 * Evolved the commercial model from connectivity vendor to full service provider, increasing topline 20% and margin 30%
- Market Development Lead2Y 6M
Market Development Lead — IoT Spain (First employee)
SIGFOX
Built the Spanish IoT market from scratch as Sigfox's first and sole employee — covering commercial development, ecosystem building, network deployment, and market positioning across all verticals. * Negotiated and signed a 5M-device contract with Securitas Direct (€2.3M) within 4 months, and led the partnership with Abertis Telecom (now Cellnex) to deploy the Sigfox network across Spain, reaching 94% population coverage in under 1 year * Developed and managed a full partner ecosystem spanning HW manufacturers, SW integrators, chip distributors, and solution providers * Established Sigfox's market presence in Spain as the IoT reference — representing the company at industry conferences and…
- TELEFÓNICAJOB
- Global M2M PMM1Y 1M
Global M2M Product Marketing Manager
Telefónica
Defined global product strategy for M2M solutions in Smart Building, Smart Home, and Smart Metering across 25 countries in Europe and Latin America. Worked closely with commercial and product teams in each market on localization, launch, and go-to-market execution. * Contributed to Telefónica UK's bid for the Smart Metering Implementation Programme (SMIP) — a 15-year contract with €1.78bn TCV * Led Smart Home RFQ process, achieving €8M+ in equipment cost savings in under 3 months * Negotiated and closed a global alliance with a strategic partner for Smart Building in 4 months
- Autonomic Communications I…2Y 5M
Autonomic Communications Innovation Engineer
Telefónica
Research role focused on autonomous network management and semantic web technologies — an early exploration of machine-readable knowledge structures that foreshadowed modern AI applications. Published two technical papers and developed a final engineering project on ontology-based autonomous telecoms service management.
- ICMA - INGENIEROS CONSULTORES MEDIO AMBIENTE SLJOB
- Energy Efficiency Consultant5M
Energy Efficiency Consultant
ICMA - Ingenieros Consultores Medio Ambiente SL
Energy audits and LED retrofit projects for commercial clients, including technical analysis, financial modelling, and installation coordination.
- FUDOMO ESPACIOS INTELIGENTES SLJOB
- BD Mgr & Project Eng3Y 5M
Business Development Manager & Project Engineer
FUDOMO Espacios Inteligentes SL
Dual role covering technical project management and commercial development for Building and Home Automation solutions. Designed tailored KNX-based systems, managed project delivery end-to-end, and developed relationships with leading architecture and construction firms. * Closed flagship project for the Official College of Architects of Madrid (COAM) * Awarded Best Smart Building Project and Best Home Automation Project in Madrid (2008, 2009, 2010)
- CISCOJOB
- Internship in Advanced Ser…6M
Internship in Advanced Services
Cisco
Project Office Support in Advanced Services Department. Document management and processes improvement. Collaboration with sales team.
- Job: Amazon Web Services (AWS) — EMEA Senior Partner Development Lead — AI & Digital Transformation | Energy & Utilities · 2024-05 – 2026-04 · 1y 11mo — Led EMEA partner strategy for the Energy & Utilities vertical across the full cloud stack — from core infrastructure to AI and GenAI applications. Managed strategic relationships with GSIs, regional SIs, and ISVs across 7 EMEA markets, driving joint GTM execution, co-sell programs, and partner enablement. Selected highlights: 35x pipeline growth · $75M ARR driven through partner-led motions across EMEA · 217% partner solutions portfolio expansion · 111% recovery growth post-restructuring · GenAI Hackathon (64 participants, 18 partners, 11 solutions) · Enlit Europe 2025: $1.8M+ in opportunities identified, 212% of target
- Job: Amazon Web Services (AWS) — EMEA Partner Development Specialist — IoT & Sustainability | Energy, Smart Buildings & Smart Cities · 2022-08 – 2024-05 · 1y 9mo — Drove IoT and Sustainability partner ecosystem development across EMEA, working with ISVs and technology partners to accelerate adoption of IoT solutions in Energy & Utilities, Smart Buildings and Smart Cities, and cross-industry sustainability solutions helping customers reduce their environmental impact. Built joint GTM strategies, co-sell programs, and enablement plans with regional SIs and technology partners.
- Job: My Bags & Me — Digital Transformation Lead (side project) · 2021-10 – 2024-03 · 2y 5mo — Joined a family e-commerce as the operations and technology lead. Rebuilt the entire customer journey from scratch — migrated the web platform, digitized order management (from 80% WhatsApp-based to 95% online), implemented analytics and launched Instagram as a new sales channel. A hands-on exercise in product thinking, lean operations, and customer obsession.
- Job: SIGFOX — Go-To-Market Strategy & Partner Ecosystem Manager · 2016-03 – 2022-07 · 6y 4mo — As the Spanish market matured and the local team grew, evolved the role from market development into GTM strategy and structured partner ecosystem management. Defined go-to-market plans by vertical, structured the partner channel, and led the commercial transformation of the business. * Structured the partner channel and defined vertical GTM strategies for key industries, shifting focus from early-stage pilots and PoCs to full-scale deployments * Built packaged end-to-end solutions for 20 use cases, cutting offer-to-proposal time from 3-4 weeks to 1-2 * Evolved the commercial model from connectivity vendor to full service provider, increasing topline 20% and margin 30%
- Job: SIGFOX — Market Development Lead — IoT Spain (First employee) · 2013-09 – 2016-03 · 2y 6mo — Built the Spanish IoT market from scratch as Sigfox's first and sole employee — covering commercial development, ecosystem building, network deployment, and market positioning across all verticals. * Negotiated and signed a 5M-device contract with Securitas Direct (€2.3M) within 4 months, and led the partnership with Abertis Telecom (now Cellnex) to deploy the Sigfox network across Spain, reaching 94% population coverage in under 1 year * Developed and managed a full partner ecosystem spanning HW manufacturers, SW integrators, chip distributors, and solution providers * Established Sigfox's market presence in Spain as the IoT reference — representing the company at industry conferences and…
- Job: Telefónica — Global M2M Product Marketing Manager · 2012-06 – 2013-07 · 1y 1mo — Defined global product strategy for M2M solutions in Smart Building, Smart Home, and Smart Metering across 25 countries in Europe and Latin America. Worked closely with commercial and product teams in each market on localization, launch, and go-to-market execution. * Contributed to Telefónica UK's bid for the Smart Metering Implementation Programme (SMIP) — a 15-year contract with €1.78bn TCV * Led Smart Home RFQ process, achieving €8M+ in equipment cost savings in under 3 months * Negotiated and closed a global alliance with a strategic partner for Smart Building in 4 months
- Job: ICMA - Ingenieros Consultores Medio Ambiente SL — Energy Efficiency Consultant · 2011-12 – 2012-05 · 5 mo — Energy audits and LED retrofit projects for commercial clients, including technical analysis, financial modelling, and installation coordination.
- Job: FUDOMO Espacios Inteligentes SL — Business Development Manager & Project Engineer · 2008-03 – 2011-08 · 3y 5mo — Dual role covering technical project management and commercial development for Building and Home Automation solutions. Designed tailored KNX-based systems, managed project delivery end-to-end, and developed relationships with leading architecture and construction firms. * Closed flagship project for the Official College of Architects of Madrid (COAM) * Awarded Best Smart Building Project and Best Home Automation Project in Madrid (2008, 2009, 2010)
- Job: Telefónica — Autonomic Communications Innovation Engineer · 2005-09 – 2008-02 · 2y 5mo — Research role focused on autonomous network management and semantic web technologies — an early exploration of machine-readable knowledge structures that foreshadowed modern AI applications. Published two technical papers and developed a final engineering project on ontology-based autonomous telecoms service management.
- Job: Cisco — Internship in Advanced Services · 2004-12 – 2005-06 · 6 mo — Project Office Support in Advanced Services Department. Document management and processes improvement. Collaboration with sales team.
- School: IESE Business School — PDD, Business Administration and Management, General
- School: Technical University of Madrid — Master of Science (M.Sc.), Telecommunications Engineering
- School: Project Management Institute Chennai Chapter — Project Management Professional credential (PMP)®
- School: Technical University of Madrid — Máster Degree, Domótica y Hogar Digital
- School: Rheinisch-Westfälische Technische Hochschule Aachen — Communications Engineering, Elektrotechnik und Informationstechnik
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