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Hi, I'm Alba!
I help action sports events and brands turn content into real value.
ABOUT
I work at the intersection of action sports, events, and media.
Over the past 15+ years, I’ve built platforms like SBES MAG, worked with brands like Red Bull Media House, and led media production across international events, including O Marisquiño.
I’ve been inside the industry from multiple angles (content, teams, athletes, brands, and events) not just observing how things look from the outside, but how they actually run. And I’ve seen the same pattern again and again:
A lot of effort, strong content, and talented people… but a gap when it comes to turning that into real value.
Content gets created but not fully used. Sponsors don’t get the impact they could. Teams work hard, but without a clear structure behind it.
Over time, I became less interested in just producing content,
and more interested in understanding why things weren’t working as well as they could.
WHAT I FOCUS ON NOW
Today, I work with action sports events and brands to improve how their content, media, and storytelling actually perform.
That might mean:
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identifying what’s not working and why
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bringing clarity to content and communication strategies
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improving how teams and workflows are structured
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helping connect content to audience growth and sponsor value
My approach is grounded in real-world experience, not theory.
I’ve worked in fast-paced, high-pressure environments where decisions have to be made quickly, teams need to align, and everything has to come together in real time.
That experience shapes how I think, and how I work.
HOW I SEE THE INDUSTRY
Action sports has always been driven by culture, creativity, and community.
But as the industry evolves, there’s a growing need to connect that with:
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clearer strategy
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stronger structure
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and more sustainable ways of delivering value
Not more content, but better use of what already exists.
If you’re working on something that should be delivering more , ’m always open to a conversation.
