Arantxa Jimenez is a Project Manager in HR at Santander Bank Spain. She is currently in charge of innovation and training development. She is from Madrid, she graduated in 2000 in Media Studies at South Bank University London. She comes from a marketing and media background and has been working in gamification developments for the last 2 years. She says she was gamified as a kid without even realizing it. It was her mother who first showed her the potential of gamification in changing habits. Changing habits and behaviours is what she´s been involved with in her last project at Santander.