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Hi, I'm Alba!
Athletes and organizers, media and operations, culture and institutions, Sstorytelling and strategy. And over time I've realized that most challenges aren't content problems.They're people problems.
I've spent most of my career moving between worlds.
MY STORY
For almost two decades, I've worked across action sports as a journalist, photographer, editor, moderator, communications lead and event operator.
I've covered the world's biggest snowboard events, led editorial teams, coordinated media operations, worked with brands, and supported complex international projects behind the scenes.
What started as a passion for snowboarding gradually evolved into something bigger: a fascination with the people, systems and decisions that shape the sports we love.
The further I moved behind the scenes, the more I realized that great events, organizations and communities aren't built by content alone. They're built by people who can align different priorities, create clarity and help others work together.
WHAT I DO
Today, I help the people behind action sports work better together.
I work at the intersection of:
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Events
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Media
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Communications
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Culture
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Operations
Helping organizations align people, priorities and systems so they can create stronger outcomes with less friction.
Sometimes that looks like supporting an event team during a critical period. Sometimes it's helping stakeholders find alignment around a shared goal.
Sometimes it's connecting communication, storytelling and operations so they reinforce each other instead of competing for attention.
WHAT I BELIEVE
I believe that:
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Culture matters.
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People matter.
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Systems matter.
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Communication matters.
And none of those things should come at the expense of the others. The best organizations don't choose between authenticity and professionalism. They find ways to strengthen both.
WHY THIS MATTERS
Action sports have always been built by passionate people, but passion alone doesn't solve complexity.
Events grow, teams expand, sponsors have expectations and media landscapes change.
Often times, knowledge gets trapped in one person's head, then everyone becomes busy and suddenly organizations find themselves reacting rather than leading.
I've spent years moving between riders, organizers, sponsors, media teams and institutions. That perspective allows me to spot disconnects, translate between different groups and help create the conditions for better collaboration.
BEYOND WORK
Snowboarding has shaped much of my life.
Not because I wanted to become a professional athlete, but because I fell in love with the freedom, creativity and community it offered.
That passion eventually led me into journalism, events, media production, moderation and leadership roles across the industry.
It also taught me something I still believe today:
The most interesting stories aren't always happening on the podium.
They're often happening behind the scenes, where people are working together to build something bigger than themselves.
Whether I'm supporting an event, leading a conversation on stage, working with a communications team or exploring how the industry is evolving, my goal is always the same:
To help the people behind action sports work better together.
