Patricia San Miguel Arregui has a degree in Advertising and Public Relations from the Complutense University of Madrid and a PhD from the University of Navarra, specializing in the analysis of consumer behavior and the processes of opinion leadership and influence among individuals.
She is a Digital Marketing professor and academic coordinator of the Executive Master in Fashion Business Management and the Fashion Digital Marketing Program at ISEM Fashion Business School.
After completing the Executive Fashion MBA at ISEM, she created the observatory of analysis of the digital impact of fashion brands Digital Fashion Brands, of which he is currently responsible. Since ISEM has developed projects for companies such as Mayoral, Amazon Fashion, PuroEgo, Mustang MTNG or Stylelovely, among others.
Her teaching and research focuses on Digital Marketing (Social Media Marketing and Influencer Marketing) and its application to the fashion industry. She teaches at ISEM and in the Marketing degree at the University of Navarra. In addition, she is a visiting professor at the Italian Università della Svizzera. She has been Visiting Scholar at the Fashion Institute of Technology of New York and University of Florence-Department of Economics and Management; as well as speaker at various fashion and communication conferences, both nationally and internationally.
For five years she worked in the communication and promotion department of ISEM, developing projects in the area of digital marketing, corporate communication and the launch of new programs.