This new business unit will be led by Paco Martínez-Cosentino Alfonso, who will become Global Head of Digital Business. The Digital Business Unit (DBU) will globally lead all of the company’s digital business initiatives, previously split between the Strategy, Marketing, and Systems teams. This new business unit also encompasses the management of the Salesforce functions within the company, the management of the CBU (Business Strategy Consultant) department, and will implement new strategies, such as the Call Centre strategy for potential customers and prospects.