#WomenWithTech Cristina Flores: finding the best industrial solution for every client

As a Sales Consultant at Geprom, part of Telefónica Tech, Cristina specialises in industrial digitalisation, applying and improving advanced technologies such as MES and MOM systems, among others. Thanks to her extensive experience in process consulting and more than 10 years working directly on factory floors, Cristina offers tailored solutions to optimise tasks, increase profitability, and support companies in their digital transformation. Her strategic approach and passion for continuous improvement make her a key professional in modernising industry.

______

What’s your area of expertise? How did you end up doing what you do today?

I specialise in the digitalisation of industries across all sectors, focusing on improving production processes where there’s a need to optimise tasks and boost profitability.

I never would have imagined I’d end up working in this field. I started out in sales and consulting in the retail sector and, after a change in direction, I found myself working in process consulting within industrial organisations. That said, it’s something I’m now truly passionate about, and after more than 10 years of “setting foot” in factories, I wouldn’t change it for anything.

What inspired you to pursue a tech-related career?

What really motivated me was realising how much there was still to do in the industrial world, seeing companies I had assumed were highly automated or digital still relying on notepads and paper throughout their facilities. That became a personal challenge for me, knowing how much work lay ahead and that I could be part of their journey.

I never would have imagined I’d end up working in this field... but after more than 10 years on factory floors, I wouldn’t trade it for anything. I love what I do.

How important is consulting in the technology field?

It’s a strategic and essential role within companies. Every project needs proper analysis: root causes, areas for improvement, strengths, where they want to be in X years, where they are now… All of those aspects are crucial and need to be unpacked and put down on paper, involving all departments. Consulting is the foundation for any successful project.

What role does technology play in the development of society?

A very important one, though it’s true that some disruptive technologies, like AI, still need time to mature before we can fully trust many of their applications. In general, though, I see technology as a powerful enabler that improves our day-to-day lives across many areas.

In the healthcare field especially, I think it’s incredibly relevant, and we should continue investing in this area for the benefit of all. It has the potential to save lives and greatly improve the quality of life for people who are dependent or in need of daily care.

In general, I see technology as a powerful enabler that improves our day-to-day lives across many areas.

How would you describe your career path so far, and what are the key skills you apply at Geprom, part of Telefónica Tech?

Over the past few years, my career has been fully focused on technology and industry, learning from every challenge and every project. Communication with clients is a crucial part of my day-to-day, clearly and simply explaining how we can help them is key to connecting and making them feel understood.

It’s essential to provide real examples so clients can relate, and above all, to build trust by delivering value.

Cristina supports industrial companies in their technological transformation and process optimisation.

How do you think your experience in industrial digitalisation and working with clients from different sectors can inspire more women to join the tech field?

It’s genuinely a fascinating world that never stops evolving, and you learn so much from it every single day. Every visit, every meeting, I always take something away with me.

There’s also a lot of recognition in our work now, which wasn’t so common before because we operated in a space that was almost entirely male. Now, I interact with more and more women on a daily basis, and that’s really encouraging. It means we’re making our mark in a space where we truly stand out.

Every day I interact with more women, which I love, because it shows we’re gaining ground in a space where we also stand out.

Your international experience gives you a global outlook: how do you view Telefónica Tech’s efforts in diversity and inclusion?

I think the work we’re doing at Telefónica Tech is essential, especially considering that globally, inequality, poverty, and cultural differences are still very real issues. There’s still a lot of work to be done in terms of education and awareness, because not every country offers the same opportunities, or believes people can be part of the tech world, simply because of what’s been instilled in them for generations.

The world is evolving, and with that, people should be able to move forward with equal opportunities for employment. It doesn’t matter where you come from, what matters is who you are and the skills you bring to the table.

Consulting is the foundation for any successful project.

Which Telefónica Tech initiatives would you highlight when it comes to gender diversity and inclusion, and what impact do they have on your day-to-day work?

What stands out most to me is Telefónica Tech’s genuine commitment to gender diversity and inclusion. It’s not just about outward-facing campaigns, there are real programmes and concrete actions, like #WomenWithTech, to promote female talent in the tech sector; career development plans that offer equal opportunities; and networking and mentoring spaces that help more women grow in the industry.

On a personal level, it gives me confidence to know I’m working at a company that genuinely supports equal opportunities. I feel like I can grow professionally while staying true to who I am.

What motivated me was realising how much there was still to do in industry seeing companies I thought would be fully automated still working with paper and notebooks.

What does the #WomenWithTech initiative mean to you?

To me, #WomenWithTech is more than just an initiative, it’s a way to give visibility, inclusion and voice to women in a sector that still has a long way to go in terms of equality. It’s about creating spaces where female talent is recognised, role models are made visible, and more women are encouraged to pursue careers in tech.

What do women bring to STEAM professions, and what advice would you give to others who want to pursue a career in this field? What skills do you think are key to succeeding in tech?

Gender diversity brings a wealth of value because it introduces different ways of thinking, problem-solving, and communicating. My advice to other women would be not to let stereotypes or barriers —still present today— hold them back.

Technology is a sector full of opportunities, and we need more women’s voices and talent in the mix.