Victor Bayata is Head of Mobile Solutions at IKEA. In his role, Victor leads the business development and digital strategy at IKEA. He initiates pre-studies and projects that ensures that IKEA is the first natural choice to consumers for home furnishing advice and products on the web and mobile space. Most recently, Victor is leading the digital transformation project which capitalizes on mobile technology and evolving customer behavior and focuses on the mobile experience. Mobile is one of the key enablers for the future of IKEA in the multichannel/omni-channel.

Prior to joining IKEA, Victor held leadership roles at SONY, London Consulting Group and  Tecnológico de Monterrey with focus on Business Development, Content Management, Digital Media and Online Commerce.