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Rafa Romero Medal is an experienced technical lead currently driving digital transformation at IKEA in the Customer and Market Insights department, overseeing two teams of up to 15 members to develop data products. Previously, Rafa served as Team Lead of Data and Development at Armada Music, where automation of internal processes and CRM integration were key achievements. Additional roles include Team Lead and Software Developer at Booking.com, Technical Team Lead at FUGA focused on modernizing development processes, Senior TV Developer at Liberty Global working on applications for television services, and Software Developer at Cinfo, specializing in digital television applications. Rafa holds a degree in Telecommunications Engineering from Universidade de Vigo and has completed multiple certifications in Music Business, Audio Engineering, and Business Administration.