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Rosa Ortí Lladró is the VP of Execution EMEA_APAC at BeWay - The Behavioral Way. She also serves as the Behavioral Science Lead in Spain at IE University, where she is an Adjunct Professor teaching Behavioral Economics & Decision Making. In addition, Rosa is a Collaborator at the Behavioral Economics Observatory, where she is responsible for the Gender and Diversity area. With a background in Market Research, Consumer Behavior, and Sociology, Rosa has experience working in various companies and institutions, conducting research, training, and managing customer experience projects. Her educational background includes degrees in Market Research, Political Sciences, and Sociology from prestigious institutions.