Hey there!

II’m a multidisciplinary design leader with over a decade of experience building brands, leading creative teams, and connecting design with business impact.

I’ve developed brand systems, led cross-functional design operations, and optimized content production through automation and data-driven strategies. My approach combines creativity, strategic thinking, and a passion for exploring emerging technologies like generative AI to scale design efficiently and intelligently. Some highlights:

Art directed IKEA Catalogue in studio and 3D production
Localized Aliexpress brand in Europe to make it relevant to the target audience
Created Miravia e-commerce brand in Spain
Manage a team of 9 designers in 4 different locations (Madrid, Paris, Hangzhou and Singapore)

Currently, I’m the Design Team Manager at Alibaba Group (Miravia) in Madrid, where I focus on uniting creative excellence with measurable results.

Previously, I spent nearly a decade in Sweden as a Visual Designer and Art Director at IKEA’s global headquarters, shaping one of the most iconic design identities worldwide.

Let’s talk!

alex.fabuel@gmail.com
+34 623 00 91 33