Hey there!

Design manager & brand-driven creative leader with 10+ years shaping visual identities, scaling design systems, and directing multidisciplinary teams across global markets. I specialise in building distinctive brand worlds that are culturally relevant, strategically grounded, and consistent across all touchpoints — including digital ecosystems, social content, print, merchandising, and large-scale campaign systems. I combine creative vision with operational structure, improving workflows through AI-enhanced production, automation, and data-supported decision-making.

Key achievements:

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, 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