This week, we dive into human-centered leadership and authentic communication with Cristina Salvador, founder of BOTH. From building multiple agencies to transforming ideas into meaningful connections, Cristina’s journey is driven by curiosity, empathy, and a commitment to a more human and sustainable world.
Cristina Salvador reflects on the experiences that have shaped her life and career. Growing up in Barcelona, a cosmopolitan city by the sea and close to nature, she was raised in a family that nurtured curiosity, a love for books, and an international perspective. Her parents encouraged her to explore, experiment, and take risks, instilling the courage to try new things and the resilience to learn from both successes and failures.
She emphasizes the importance of surrounding oneself with people who challenge your ideas, broaden your thinking, and support your growth. Cristina thrives in environments where curiosity prevails over fear, where individuals constantly push boundaries, and where diversity of thought sparks innovation. Mentorship is a key value for her, and she finds inspiration in Gen Z, admiring their unique approach to commitment, creativity, and problem-solving.
Outside of work, Cristina prioritizes meaningful relationships, hobbies, and quality time with friends and family, integrating balance and joy into her life. She sees Barcelona not merely as a city but as a mindset—a philosophy of openness, curiosity, and optimism that shapes how she interacts with others and leads her teams. This mindset guides her vision for the workforce of the future: a world where people remain curious, resilient, and ready to embrace change, combining personal growth with professional achievement.
Cristina Salvador is Founder of Both People & Comms (a Newlink Company), you can connect with her on Instagram @crissalvador and on LinkedIn