Team

Juan Díaz is the CEO of SOFT LINE and a key figure in the company's evolution and consolidation since its inception. He leads the organization's strategic vision and actively participates in the decisions that shape SOFT LINE's growth, innovation, and operational excellence. His approach to leadership goes beyond mere management: Juan firmly believes in the value of people, teamwork, and the importance of coordinating different departments to move forward efficiently and in alignment. He supports teams, drives continuous process improvement, and fosters an environment of trust, close collaboration, and commitment. With extensive experience in the technology sector, Juan represents SOFT LINE's values ​​and objectives to clients, partners, and collaborators, always prioritizing lasting, honest, and close relationships. For him, every project is an opportunity to learn, improve, and continue building solutions that deliver real value to businesses. Outside of his professional life, Juan is passionate about golf, a sport with which he feels especially connected and in which he finds a clear parallel with the business world: perseverance, a positive attitude and the ability to enjoy the journey as much as the result.

Susana Jiménez is part of the sales department at Soft Line, where she works in direct coordination with the sales management team. Her professional background includes experience in areas such as financial control, data analysis, accounting, administration, and sales, giving her a comprehensive understanding of business operations and needs. She found her primary motivation in sales: helping clients identify technological solutions that optimize processes and simplify their daily operations. She advocates for close relationships and constant dialogue, convinced that understanding the client's day-to-day operations is the foundation for designing effective solutions aligned with their objectives.

Luis leads the Support area, where he coordinates technical assistance and direct service to clients in the IT sector. He stands out for his proactive, empathetic, and detail-oriented approach, as well as his ability to listen, understand client needs, and offer effective solutions with clear and approachable communication. As head of the department, he fosters agile and high-quality service, focused on the rapid resolution of incidents, guidance in the use of tools, and personalized attention. His goal is to guarantee a professional, friendly, and efficient support experience, acting as a bridge between technology and people so that everything runs smoothly.

Inés Díaz is responsible for defining and executing the digital strategy for SOFT LINE and its clients who trust the company to improve their online visibility and performance. Her work focuses on making marketing work: analyzing data, identifying opportunities, and transforming business objectives into digital actions. She designs and manages organic search engine optimization (SEO) projects, advertising campaigns, and marketing strategies tailored to each company's specific needs, avoiding standard solutions and prioritizing what truly adds value. She develops content, creative approaches, and visual guidelines to ensure that digital communication, designs, and messaging remain consistent across all platforms. For Inés, digital marketing is about communicating better, positioning brands meaningfully, and ensuring that brands thrive in today's online environment.

With over 30 years of experience at SOFT LINE, she has worked in various departments within the company, giving her in-depth knowledge of the organization and its internal operations. This experience allows her to coordinate and integrate key areas, providing a comprehensive vision focused on efficiency and service continuity. She maintains close and strong relationships with many of our clients, possessing a detailed understanding of their needs and a proven ability to offer tailored solutions. At SOFT LINE, she manages various client services—such as domains and hosting, antivirus software, Digital Kits, and other complementary services—and is Head of the Data Protection Department, overseeing both client compliance and the company's internal compliance.