In life, many great paths often begin by chance. That’s how Isabel Arrabal remembers it — today she leads the Marketing and Communications department at DENEVA (ICON Multimedia). “My relationship with the audiovisual world started almost by accident, but I quickly discovered that it was an industry that combined everything I love: technology, communication, and creativity,” she says.

Destiny led her first to the world of security and technology, and later to a sector that not only captivated her but inspired her to grow. “What makes me proudest is having helped position our local company on a global level within the audiovisual industry,” she points out.

Isabel also highlights the influence of others along the way: “It hasn’t been just one person, but many. I’ve been lucky to meet incredibly generous professionals who shared their experience and trust with me. I still see many of them at industry events and trade shows, which allows me to stay connected and keep learning — something that’s both comforting and enriching. I’m also inspired by the growing number of women who are taking up important roles in this industry, proving that creativity and leadership know no gender.”

Challenges, Achievements, and Lessons Learned

One of her greatest challenges has been giving visibility to a B2B brand in such a competitive environment as the AV industry. “The challenge has been finding a language that connects with every audience without losing our essence. I’ve overcome it thanks to creativity, persistence, and above all, surrounding myself with a team that brings different ideas and perspectives,” she explains.

Among all the projects she’s worked on, one fills her with particular pride: taking the DENEVA brand to major international shows like ISE, InfoComm, and this year, InfoComm Latin America. “For me, seeing a visitor recognize our brand or seek out our booth is a sign that we’ve done our job well,” she says with satisfaction.

A Female Voice in the AV World

Talking about Isabel also means talking about resilience and finding a place in a sector that, as she admits, remains largely male-dominated. “It’s been a path with both light and shadows. The sector is still quite masculine, yes, but more doors are opening little by little. I’ve learned to make myself heard, to trust my ideas, and not let impostor syndrome hold me back,” she shares.

That’s why she encourages young women interested in this field not to underestimate themselves: “Don’t doubt your voice or your talent. Learn, ask questions, stay curious, and surround yourself with people who inspire you. And above all, don’t wait for everything to be perfect before you start — the path is built step by step. In such a fast-changing sector, it’s essential to always be willing to learn and reinvent how we communicate.”

Finding Balance Behind the Agenda

Beyond projects and events, Isabel speaks candidly about the importance of maintaining balance between work and personal life. Her days are usually filled with a variety of tasks — graphic design, digital campaigns, sales support, and event coordination — but she always finds an outlet in sports.

“My days are quite varied, and that’s what I love most. In one day, I might be designing a graphic, preparing a digital campaign, supporting the sales team, or coordinating an event. Marketing in a company like ours means wearing many different hats, and that’s part of the challenge and the motivation. When the workday ends, what helps me disconnect is exercise... and lately, playing padel, which has become a great outlet. I also make time for family and friends — they’re an essential part of my day-to-day life.”

To achieve balance, she sets clear boundaries: “Nowadays, we have everything on one device — work emails, social media, notifications — and that makes it hard to disconnect. That’s why it’s important to set a clear ‘stop ’point. Separating work from personal life is vital to reset, connect with everyday life, and allow fresh ideas to come the next day.”

She adds one simple but powerful habit: walking. “Going for a walk gives me that alone time I need. It helps me organize my thoughts and come back with renewed energy.”

Looking Ahead

In the coming years, Isabel dreams of a more inclusive and human AV industry. “I’d like to see the AV sector focus on more human-centered solutions — ones that truly connect with the people who use them, not just technology for technology’s sake,” she says.

She also aims to keep positioning DENEVA as a global benchmark while helping more women find their voice in technical and leadership roles.

Beyond Work

Outside of trade shows and events, Isabel describes herself as passionate about traveling. “It helps me reconnect with myself and get to know myself better. Learning from other cultures, getting lost in new places, and living different experiences is personally enriching — and it adds a lot of value to my work,” she says.

And as her life motto, she holds onto a phrase that has guided her through every stage: “Every ending is a new beginning.”

Would you like to connect with other inspirational women? Learn more about the AVIXA Women’s Council!