Spain's tech scene: An interview with Daniela from NEVERHACK
Spain's tech scene is booming, attracting international attention and investment—and that’s why many businesses are expanding to the country. We spoke with Daniela Verenzuela, Head of Marketing & Communication for Iberia and Mexico at NEVERHACK to gain a deeper understanding of this dynamic market.
Based in Madrid, Daniela offers a front-line view of the opportunities and challenges for global tech companies operating in the region (and spread worldwide, too). From navigating the talent landscape to understanding the importance of local culture, Daniela's insights provide key insights for anyone looking to engage with Spain's growing tech ecosystem.
Meet Daniela, a Marketing and Communications specialist
Daniela: I’m a marketer with experience in the tech industry, specializing in B2B environments. My focus has consistently been developing marketing strategies that align with the company’s purpose, values, and business objectives.
Currently, I serve as Head of Communication and Marketing for Spain and Mexico at NEVERHACK, leading initiatives around brand positioning, demand generation, and strategic communication. One of my key strengths is deeply understanding our clients’ needs and the value of what we offer—and turning that insight into strategies that truly resonate in the market.
I originally started my career in account management and business development, which gave me a strong foundation in client relationships and commercial thinking. Over time, I naturally moved into strategic marketing and communications, where I could combine that business perspective with a more creative and brand-driven approach to demand generation.
BRIDGE IN: If you were to choose the most important skill as Head of Marketing and Communication in multiple countries, what would that be?
Daniela: I’d say curiosity, empathy, and attention to detail. Curiosity is key in a constantly evolving industry like ours—it drives us to keep learning, stay ahead, and adapt quickly. Empathy is essential to truly understand both our clients and the solutions we offer, allowing us to create meaningful connections. And attention to detail is critical for delivering high-quality work and ensuring consistency across projects and teams.
BRIDGE IN: I’ve noticed you worked hybrid at NEVERHACK. Are you still doing so? And how does your team work?
Daniela: Yes, both my team and I work in a hybrid model, and we find it works very well for us. It allows us to meet in person when needed for brainstorming or project reviews, while also giving us the flexibility to manage our daily responsibilities effectively. Ultimately, we believe people are more than just the hours they work—flexibility enables creativity and balance.
BRIDGE IN: As you’re based in Madrid, what are the challenges of managing a distributed team? Or is yours fully based in Madrid, too? If not there, where in Spain?
Daniela: In my current role, my team is fully based in Madrid, which is a great advantage, especially in terms of time zone alignment and coordination. However, I’ve worked with globally distributed teams across different time zones throughout my career. It all comes down to planning, setting clear priorities, and making the most of the time you do have together.
The talent pool in Spain and Mexico
BRIDGE IN: NEVERHACK is present in almost every continent, particularly in Spain. How do you describe the talent pool in Iberia vs. Mexico?
Daniela: Both Iberia and Mexico are experiencing a growing demand for cybersecurity professionals, but each region presents different challenges and strengths. In Iberia, particularly in Spain, we see a solid foundation of technical education and increasing public-private initiatives around cybersecurity. However, the market is competitive, and top talent is often quickly absorbed by large corporations or international firms.
In Mexico, while the ecosystem is still maturing, there's a vibrant and rapidly growing community of young professionals eager to specialize.
At NEVERHACK, we take advantage of our global footprint and decades of experience to bridge these gaps, nurturing local talent and ensuring we stay agile and innovative in both regions.
BRIDGE IN: Do you see many people relocating to Spain to work at NEVERHACK?
Daniela: Not particularly. Since we follow a dynamic working model, we’re able to attract talent from all over the world while still maintaining a strong sense of connection within our local teams.
BRIDGE IN: Spain has developed a robust tech ecosystem, but the English language remains an obstacle for international companies. Given your experience, does this remain true? Or would you say only Spanish is needed to work at NEVERHACK?
Daniela: It depends on the sector, but in general, Spain has become increasingly comfortable with English, especially in international companies with local branches. At NEVERHACK, as a global company with multilingual teams, English is our common language for collaboration and communication.
BRIDGE IN: How competitive is the market for attracting and retaining top tech talent in Spain compared to other European countries or Mexico?
Daniela: The competition is quite intense, especially in areas like cybersecurity, where demand often exceeds supply. Spain offers a strong quality of life and a growing tech ecosystem, which helps attract talent. However, companies must still work hard on employer branding, career development, and flexibility to retain top professionals.
BRIDGE IN: Are there any specific government policies or initiatives in Spain that you believe are supporting the growth of the tech sector and talent development?
Daniela: Yes, there have been several public and private initiatives aimed at digital transformation, startup support, and reskilling. Programs like Digital Kit or initiatives to attract international remote workers are helping to strengthen the tech ecosystem and broaden the local talent base.
BRIDGE IN: What advice would you give international companies looking to establish or expand to Spain?
Daniela: Understand the local culture and market dynamics—Spain is a relationship-driven market, and building trust is essential. Invest in local talent, be flexible in your approach, and make sure your teams have a strong local presence to complement any global strategies.
