‘NO WOMAN IS AN ISLAND.’

Nuria Tarré’s career has taken her from telecoms to aviation to tourism to football. The Chief Marketing and Fan Experience Officer at City Football Group tells us about taking risks, discovering her style and learning to be vulnerable.

ON HER CHILDHOOD: I was born in the south of France to Spanish parents. My father worked in finance and his job took us between the two countries; I loved experiencing different cultures and grew up speaking fluent French, Spanish, Catalan and English. As an only child, I was very close to my parents and soon realised that home isn’t about furniture, it’s about family. I was always a numbers person and very analytical. I did an MBA at Esade in Barcelona and thought I’d follow my father into the finance profession.

ON HER EARLY CAREER: I did an internship with the research team at Hewlett Packard and started using data and analytics to uncover consumer insights. That’s when I fell in love with marketing. I started my career working for a small consulting firm specialising in telecoms which was then acquired by one of the largest strategy consulting firms. I became the youngest elected partner in telecoms and media and was hand-picked to open and lead the Paris office.

I spent 13 years at that company before moving into a role in aviation, I then moved to Andorra to become CEO of ski resort Nevasa Grandvalira. My remit was to attract more international visitors, grow revenues and carve out a space as a top resort globally. It was a big career pivot but I’ve never been afraid of taking risks and my husband is hugely supportive. We loved living in the mountains and our third child was born out there.

ON HER CURRENT ROLE: I’m currently Chief Marketing and Fan Experience Officer at City Football Group. If someone told me ten years ago that I’d end up working in football, I’d have said, “No way!” But I’ve known Ferran Soriano [CEO of City Football Group] for decades – he was one of my first bosses – so when he told me about the job opportunity, I took it seriously. City Football Group was looking for an outsider to come in and find new ways to engage its community of passionate fans. When I joined in 2015, City Football Group had three clubs; we now have 12 clubs in major cities across the world including the UK, New York City FC in the US, Melbourne FC in Australia and Yokohama F. Marinos in Japan. The growth has been spectacular.

ON HER PROUDEST MOMENT: In 2018, Manchester City launched the Same City, Same Passion campaign, promoting women's football by demonstrating that the same skills, same excitement and same passion exist wherever a ball is kicked. One of our first moves was to merge our social channels, providing supporters with access to all things City from one place. We wanted to send the message that it’s not men’s football. It’s not women’s football. It’s just football. That campaign was a bold move. It took people by surprise, it earned us huge kudos and, importantly, it changed the narrative around the game. I’m so proud of that.

‘I love to look elegant and feminine. I want my personality to shine through my clothes.’

‘As an only child, I was very close to my parents and soon realised that home isn’t about furniture, it’s about family.’

‘As an only child, I was very close to my parents and soon realised that home isn’t about furniture, it’s about family.’

ON HER STYLE: I discovered my style while I was living in Paris. I had an apartment in the city centre so I was surrounded by amazing boutiques and started taking more of a risk with my outfits. Working in male-dominated industries, I love to look elegant and feminine. I want my personality to shine through my clothes.

ON PREPARATION: Preparation is crucial. The best presentations are ones that look natural but are rehearsed. Before a big meeting kicks off, I’ll always spend a few minutes chatting to everyone; I think it’s important to feel relaxed and comfortable with the people around you.

ON UNWINDING: I had a knee injury a few years ago and was advised to try pilates. What started as rehab has become my routine. I now have my own pilates coach and do it, without fail, every week. I also got into cooking during the pandemic. My signature dish is Spanish-style bolognese, cooked overnight with chorizo and lots of secret ingredients. I think family meals are hugely important; it’s where all the best conversations happen.

ON HER TOUGHEST MOMENT: I got married in Barcelona in 2006 and my husband and I had planned a three-month around-the-world honeymoon. But sadly, the day after our wedding, my father suffered a stroke and passed away so I spent those three months looking after my grieving mother. I felt lost. My father was such a big role model to me. I never used to talk about my feelings but now, as a mother of teenage girls, I’ve learned how important it is to be vulnerable and share your weaknesses.