Aura – Telefónica’s AI Assistant
Project Overview
Aura is Telefónica’s proprietary artificial intelligence: a sophisticated digital assistant designed to transform the customer experience. The platform runs as an enterprise-grade conversational system deployed across multiple international markets, including Germany, the UK, and South America, and it plugs directly into Telefónica’s service portfolio to enhance customer interactions at scale.
I held a dual role on the programme, acting as both Project Manager and Scrum Master to drive adoption, delivery cadence, and operational efficiency.
The Challenge
The challenge was twofold. On the delivery side, I had to orchestrate complex software deployments while reconciling divergent market strategies and stakeholder expectations across geographically dispersed teams. On the operating side, I needed to establish Agile practices to lift technical transparency and output, while managing an emerging operational model spread between German and Spanish offices. Cross-border coordination, competing local priorities, and the need to standardise processes made every launch a governance exercise as much as a technical one.
My Role & the Solution
International launch and stakeholder management. I coordinated more than 6 major releases, synchronising technical milestones and timelines between the German and UK teams and using MS Project to track dependencies and mitigate risks.
- Agile framework implementation. I introduced Scrum and Kanban across an 8-person multidisciplinary team of engineers and analysts, and standardised GitLab as the delivery backbone to raise transparency and increase velocity.
- Cross-border operational leadership. I unified the operational model between Germany and Spain, negotiating technical responsibilities and contractual frameworks, and putting governance structures in place that both offices could actually run against.
- Continuous improvement & team empowerment. I facilitated regular retrospectives and iterated on the process based on the team’s feedback, strengthening delivery resilience and giving the team ownership of how it worked.
Results
- 400M+ yearly interactions
- 150k+ monthly active users
- 6+ international launches successfully executed
- Unified cross-border operations across Germany, Spain, and the UK