About
Isabel M. Báez Gil
Customer experience and service design leader. I’ve shaped experiences on both sides of the screen: a hotel that competed with five-star properties, a digital studio for global brands, and a platform with 16M+ members.
Customer experience and service design leader. I’ve shaped experiences on both sides of the screen: a hotel that competed with five-star properties, a digital studio for global brands, and a platform with 16M+ members.
I set customer experience direction, and then I do the work myself: the research, the journeys, the service blueprints and the standards. I bring teams and senior stakeholders with me, and I turn what customers say into decisions the business acts on.
I work natively in Spanish and English, across European, Latin American and international teams, and I bring generative AI into customer experience, with people kept in charge.
Hospitality, digital studios, platforms and AI look like different worlds. The job was always the same: understand people, then design the service around them.
I ran a bulletin-board (BBS) online community before I was 13.
Twelve summer seasons running a three-star hotel that competed with five-star properties, on experience rather than budget.
Read moreCo-founder and COO. Grew the studio from 3 to 25 people, for clients including Mailchimp and Yeti Coolers in their early growth years.
Brought the voice of the customer from sales into product, as VP Business Development.
Including a one-week workshop as Adjunct Professor on the IED Master in Strategic Design & Innovation.
President, voluntary. A non-profit against rural depopulation, and the home of EmprendePlan.
Read moreOne target member experience for nine merging platforms and 16M+ members.
Read moreFounder and CX research lead: 170+ interviews, an evidence-led pivot, and an agentic AI product validated with users.
Read moreBusiness Operations Associate, bringing service design to the back stage of an industrial manufacturer.
I find where a problem actually starts, not just where it hurts.
I stay until the change is real, not until the report is delivered.
Front stage and back stage are one service.
AI listens at scale; people decide what to do.
Since 2020 I’ve led Asociación Tus Aldeas, a non-profit against rural depopulation. In 2026 we launched EmprendePlan, a free online business school for rural women entrepreneurs, with training, AI tools, networking and one-to-one mentoring.
I also read anthropology for pleasure. It taught me to look at routines, roles and the work nobody sees, which is where most customer problems start.
Teaching & mentoring