Salesforce appoints Natalia Escobedo as General Manager of Iberia

Salesforce has appointed Natalia Escobedo as Senior Vice President and General Manager of Salesforce Iberia. Escobedo succeeds Enrique Polo de Lara, who led the Iberian subsidiary for over 12 years.

Escobedo, who previously spent over 11 years at Microsoft in various leadership roles, will be responsible for driving growth strategies in Spain and Portugal. Her primary focus will be accelerating the adoption of agentic AI, data, and CRM technologies to help organizations transform customer relationships and increase productivity.

The appointment comes as Salesforce anticipates significant growth in the region driven by AI. The company is promoting its Agentforce platform, which allows businesses to implement autonomous AI agents. This move aligns with market trends in Spain, where spending on AI technologies supporting digital work is projected to reach $35.9 billion by 2030.