Gabriel Ladaria, until now Marketing Director of Ikea Spain, has been appointed Marketing and Communication Director at ING Spain. His incorporation into the company will become effective as of next May 15, when he assumes the responsibilities that until now have fallen to Luis González Soto, Director of Marketing and Brand Management since 2021.
In his new position, Gabriel Ladaria will report directly to Alfonso Tolcheff, CEO of ING Spain and Portugal, and will be in charge of leading a newly created division in the financial institution that will integrate the bank’s marketing and communication teams in our country.
ING highlights its long history in the marketing of leading multinationals
Regarding the incorporation of Ladaria, ING highlights his long career in the marketing sector in leading multinational companies and, as they have indicated in a statement, ensures that his profile “combines solid experience in brand development and reputation management with advanced measurement and analysis of its impact”.
The move marks the end for Gabriel Ladaria of a period of almost 20 years at Ikea. The manager has made a brief assessment with a publication on LinkedIn. “I have been lucky enough to come across managers who have stretched me, with incredible teams and forever companions. Thank you all very, very much”; he commented. “Ikea is an incredible place, much more beautiful inside than outside and for that, I am always grateful”.
He joined the company in 2007 and has held various positions related to communication, advertising, marketing and commercial management. Among other things, he has held positions such as Advertising and Media Manager, Store and Market Manager or Marketing Director. In this last stage, which began in 2021, he has been in charge of the company’s comprehensive marketing, communication and customer strategy in Spain.
From reason.Why We have contacted Ikea and sources from the communication team have indicated that the company is currently in the process of appointing the person who will assume the marketing role and that the appointment will be communicated soon.
Under the leadership of Gabriel Ladaria, Ikea has promoted its omnichannel strategy by exploring new channels and shopping territories. Among other things, it has opted for the development of live shopping, or live commerce, to complement its network of stores and its online store. The company has also renewed the Ikea Family loyalty program and established the “Preowned” second-hand program.
All of this has contributed, as he recently commented in conversation with reason.Whyto build “one of the most powerful omnichannel offers in Spanish retail“However, the company plans to continue its expansion.”Ikea’s mission is to create a better everyday life for people. Based on that purpose, we have established the commitment to be less than 30 minutes on foot, 15 minutes by motorized transport or two clicks away from any Spanish consumer.”Ladaria pointed out.
These are initiatives that, among other things, led Ikea to win Gold in the “Sales Strategy” category at the 2025 National Marketing Awards. And in the advertising field, Gabriel Ladaria has also favored the company’s creative strategy in our country, which since 2024 and together with the McCann Spain agency, have led Ikea’s communication in the 31 markets in which the Swedish firm operates.
Before joining the Ikea team, the manager worked at PepsiCo as Senior Brand Manager of the Tropicana, KasFruit and Greip brands; and between 2002 and 2005 he was part of British American Tobacco, in the position of Brand Marketing Executive of Lucky Strike.
For their part, ING states that Luis González Soto, “c“He has had an extensive professional career here.”after being part of the company for 20 years. In its statement, the bank states that “has played a key role in the positioning and evolution of ING in SpainBefore that, he worked at SelfBank, Barclays and Unilever.
