This is a session at Innov8rs Miami, 20 – 21 February 2019

All speakers and sessions here: https://innov8rs.co/miami/speakers-sessions

Transformation Experience at HP Inc. following the “Insight to Innovation” Model

Corina and Elena will present HP’s story of transformation; in the PC business first and the printing business later: the key variables, the learnings, the roadblocks and the tools and practices to overcome them.

They will explain the “Insights to Innovation” model, created from this experience and meant to provide managers and teams with the vision, skills, tools and process needed for this cultural and organizational change.

Corina Almagro

Innovation Coach at ExO Works

Elena Rodríguez

WW Marketing Segment Manager at HP

Corina Almagro is an Innovation Coach for medium and large corporations that are seeking to transform their business towards a more agile and customer-centered approach. Prior to this, Corina was the Innovation Manager of the HP Business PC portfolio, a multi-billion-dollar business for HP, in Silicon Valley. In this role, she was responsible for driving innovation and disruption in the category.

With more than 12 years of marketing experience in Europe and US, Corina has worked for the past 7 years teaching and applying the latest innovation methodologies in multiple teams and business units within HP, and more lately in companies such as Visa, Stanley Black & Decker and Santander Bank, transforming the way teams work and innovate within the organization.

She holds a Bachelor degree in Business Administration from the University of Granada (Spain), a Master degree in Marketing from INSEEC Paris (France) and the SCRUM, ExO, Management 3.0 and Neo Lean UX certifications. Corina currently lives between Santiago de Chile and Palo Alto, California.


Since the beginning of 2018, Elena Rodríguez works in HP as a WW Marketing Segment Manager for the Large Format Printing Business. Her main mission is to develop a future portfolio roadmap of solutions that are a win for customers and for HP. In order to do that, she is leading an “Insights to Innovation” process in the company with the aim to truly become a customer centric company as a primary driver of business strategy and execution.

Prior to this, Elena has worked in HP for different types of business, like home/office printing solutions, Personal Computing, and lastly Supplies, acting as Customer and Market Insights lead. She holds a 15-year career experience linking the real needs and aspirations of customers with business priorities.

She holds a Bachelor degree in Business Administration from the University of Barcelona, a master in Qualitative Research from the Market Research Society in London, UK, and a PdC from ESADE Business school from Barcelona. She is currently studying Anthropology in Universidad Oberta de Catalunya. Elena lives in Barcelona, Spain.