Natalia Marmolejo
Design Strategy Lead at Rabobank
Natalia Marmolejo works at the Dutch cooperative Rabobank, where she leads the Employee Experience Design Team. In this role, she collaborates closely with HR to reimagine the workplace, streamline employee experiences, challenge policies, and shape everyday work life for thousands of staff across the organisation.
Originally from Mexico, Natalia is fuelled by complex problems and connecting the dots between cross-functional teams, research, and strategic goals. With diverse experience in startups, consultancy, and in-house design teams, her passion for research and making things tangible for the business has proven effective in changing roadmaps and bringing new products and services into existence. Most recently as Design Director at frog, and now in her current role, she bridges high-level strategy and hands-on execution, transforming insights into powerful experiences that elevate employee well-being and productivity.
Natalia Marmolejo
Design Strategy Lead at Rabobank
Natalia Marmolejo works at the Dutch cooperative Rabobank, where she leads the Employee Experience Design Team. In this role, she collaborates closely with HR to reimagine the workplace, streamline employee experiences, challenge policies, and shape everyday work life for thousands of staff across the organisation.
Originally from Mexico, Natalia is fuelled by complex problems and connecting the dots between cross-functional teams, research, and strategic goals. With diverse experience in startups, consultancy, and in-house design teams, her passion for research and making things tangible for the business has proven effective in changing roadmaps and bringing new products and services into existence. Most recently as Design Director at frog, and now in her current role, she bridges high-level strategy and hands-on execution, transforming insights into powerful experiences that elevate employee well-being and productivity.
Sessions
Designing expertise at scale: building strategic influence at Rabobank
How do you scale design in a legacy-heavy, highly regulated environment, and move from delivering solutions to shaping strategy? At Rabobank, we’ve grown a design team of over 100 professionals and built design maturity not as a destination, but as a continuous journey. This case study talk shares how we’re embedding service design across the organisation, not just as a practice but as a mindset; transforming how teams collaborate, how policies are shaped, and how human complexity is addressed through systems thinking. From employee experience to backend tooling, we show how a journey-first approach is helping us reimagine the inner workings of the bank.
We’ll also share how we work with product teams to shift from product thinking to lifecycle thinking; supporting farmers, entrepreneurs, and consumers through services that meet real human needs. Through real-world case studies, you’ll hear what it takes to drive customer-centricity in large-scale financial services, influence across silos, and make design matter in places where regulation, risk, and legacy systems are the norm. This session is for designers, strategists, and design leaders working in complex or regulated settings—anyone curious about building strategic design capability that scales, sticks, and transforms.
Design leadership
Journeys & ecosystems