As part of my work at Philips, I created and implemented the Design Strategy Competence within Philips for the first time, becoming its first Design Strategist ever and making Design a part of the Executive board.

  • Definition of competences, skills & behaviours.
  • Definition of programs, collaborations and budgets within Philips Lighting.
  • Organizational design embedding Design Strategy within the current I2M processes.

Theoretical model of Design Strategy within the design competence

Cristina’s passion for Strategic Design and light brought her to the Strategic Design team in Philips Lighting. With her intelligence, drive and determination, Cristina creates impressive results. She is equally at home with conceptual thinking as well as facilitating workshops and hosting customer events.
— Laura Taylor, Design Director for Innovation, Philips Lighting