Craft has appointed Audrey Amselli as Managing Director in Spain, reinforcing its commitment to a smarter, more innovative production model aligned with evolving business needs.
From her base in Madrid, Audrey has led some of Craft’s most transformative projects for clients such as L’Oréal and Swarovski. These include the launch of Europe’s first Content Factory ecosystem, the centralization of operations across more than 30 markets, and the implementation of AI-powered automation and scalable production solutions—paving the way for Craft Spain’s new direction.
With over 20 years of international experience and a strong strategic-operational profile, Audrey has held key positions in London, Paris, Mexico City, Rio de Janeiro, and Copenhagen. In Madrid, she has championed a high-performance culture that integrates efficiency, creativity, and technology to deliver measurable impact for global brands. Under her leadership, Craft Spain has become a key production hub within the network.
Renowned for her disruptive mindset and ability to challenge the status quo, Audrey has led global initiatives that have redefined how creative production is conceived and delivered. In Madrid, she has driven a culture of transformation that prioritizes not only creativity but also real operational efficiency. By turning innovation into a strategic tool, she has generated measurable impact for both clients and teams.
Before stepping into this new role, Audrey led top-tier brands such as L’Oréal and Swarovski, partnering with them to implement modern, tech-enabled production models that supported their growth and enhanced creative consistency. Her passion for smarter, more agile production helped these brands rethink how work gets done—without compromising on quality.
Lali Koehler, Global CEO of Craft Worldwide, highlighted Audrey’s deep business impact: “From the moment I met Audrey, I saw exceptional potential. She brings clarity, energy, and focus to every team she leads. Her global experience informs her strategic thinking—but what truly stands out is how she’s helped brands evolve across Europe, blending creativity with operational rigor to drive real results. I’m excited for this next chapter and confident in the future she’ll help us build.”
Audrey Amselli commented: “I have a clear vision of where we’re headed. The way we collaborate and the attention we bring to every detail gives us real strength. In this new chapter, my goal is to drive the growth of our talent, our tools, and our partnerships—while continuing to champion purposeful, intelligent, and impactful work.”
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