In the traditional landscape of Spanish business, the title “Secretaria de Dirección” evoked an image of a highly professional, discreet, and efficient administrator, primarily responsible for managing an executive’s diary, correspondence, and office. This role was foundational and respected. However, with Spain’s emergence as a leading European tech sector hub—spurred by initiatives like the Digital Spain 2026 agenda and a boom in startups in Madrid and Barcelona—the expectations for executive support have been radically transformed. The classic Secretaria de Dirección is evolving into a modern, strategic Executive Assistant (EA) who is less of an administrator and more of an operational and business partner.

This evolution of the EA role is driven by the unique demands of the tech sector: rapid scaling, a globalized workforce, a data-driven culture, and the automation of traditional administrative tasks. Today’s tech executives don’t just need a gatekeeper; they need a co-pilot who is tech-savvy, commercially aware, and capable of managing complex projects. This shift has created a high-demand, high-value career path, with specialist EA recruitment services actively seeking a new profile of candidate. For EAs themselves, personal EA services are increasingly focused on upskilling to meet this new, strategic standard.

This article explores the profound evolution of the Secretaria de Dirección into the modern tech sector EA in Spain. We will analyze the key skills now in demand, the cultural and operational shifts driving this change, and how this new breed of EA is becoming an indispensable asset to Spain’s most innovative leaders.

The most fundamental change in the EA role is the shift from “doing” to “managing.” Automation and AI tools, which are central to the tech industry, are now adept at handling routine tasks like scheduling, email filtering, and even travel booking. This has liberated the EA from the purely administrative, allowing them to focus on higher-value work that technology cannot replicate.

The Automation of Traditional Tasks

A modern EA in a Spanish tech firm is not valued for their typing speed; they are valued for their judgment. They are expected to leverage AI and software to automate routine scheduling, freeing up their time. Their role is no longer to just use tools like Microsoft Office, but to orchestrate a whole suite of modern tech. As 2025 tech skills reports for Spain highlight, the entire economy is pushing for digital transformation, and the EA role is at the forefront of this shift within the executive office.

The Rise of the “Technology Orchestrator”

Today’s EA in the tech sector must be a “technology orchestrator.” This means they must be fluent in the company’s full tech stack. They are expected to manage complex collaboration platforms like Slack and Microsoft Teams, utilize project management software like Asana or Trello to track executive initiatives, and understand CRM tools like Salesforce to prepare briefing notes for client meetings. As noted by industry experts, this advanced technological proficiency is now a core competency, not just a “nice to have.”

As the role evolves, a new set of strategic skills has become essential for success. EA recruitment services in Spain now actively screen for these competencies, often prioritizing them over traditional administrative experience.

Advanced Project Management

The modern Spanish EA is a project manager in all but name. They are often responsible for coordinating key company initiatives on behalf of their executive—be it an all-hands meeting, a product launch event, or the integration of a new software. They must be able to create project plans, manage timelines, coordinate with diverse stakeholders (from engineers to marketing), and ensure the project is completed successfully, all while handling their core executive support duties.

Business Acumen and Strategic Thinking

Unlike the traditional Secretaria de Dirección, who was shielded from the core business, the modern tech EA is expected to have strong business acumen. As noted by global talent platforms, the most valuable EAs think like business operators. They understand the company’s revenue model, its key objectives, and its competitive landscape. This allows them to make strategic decisions on behalf of their executive—such as prioritizing a meeting with a potential investor over an internal review—because they understand the “why” behind the schedule.

High Emotional Intelligence (EQ) and Cultural Fluency

The Spanish tech sector is incredibly international, with teams in Madrid and Barcelona often comprised of dozens of nationalities. This makes emotional intelligence and cultural fluency critical. The EA must be a master communicator, capable of navigating different cultural norms, building relationships, and acting as a diplomatic “bridge” between their executive and the diverse team. They are the guardians of the executive’s internal reputation and a key driver of team morale.

While the title “Secretaria de Dirección” is still widely used and respected in Spain, its practical meaning has evolved, especially in international tech firms.

A Coexistence of Titles

In many multinational or large EA role Spain tech sector companies in Spain, the title “Executive Assistant” or “Senior Executive Assistant” is now preferred, as it more accurately reflects the role’s international, strategic scope. Job postings, like those found on Jooble or from specialist recruiters like Victoria Selection & Search, often list “Executive Assistant” when seeking bilingual, tech-savvy professionals for C-suite support.

The Evolution of the Traditional Title

However, the Secretaria de Dirección title remains prominent, especially in more traditional or Spanish-founded companies. Even here, the expectations have evolved. A 2025 job description for a Secretaria de Dirección at a high-end firm, for example, will still list classic duties like agenda management but will now also include “preparing reports,” “coordinating logistics for internal and external meetings,” and “managing confidential documentation,” all of which require a high level of autonomy and professionalism. The title persists, but the job itself has become a high-level EA role.

The tech sector in Spain is the perfect catalyst for this evolution, due to its unique operational demands.

A Culture of Speed, Agility, and Scarcity

Startups and scale-ups in Spain operate at high speed and with lean teams. Executives cannot afford to be bottlenecks. They need EAs who are highly autonomous and resourceful. A tech CEO needs an EA who can solve problems independently, not one who needs constant direction. This fast-paced environment naturally selects for EAs who are proactive and solutions-oriented.

Data-Driven and Tech-Native Environment

Tech companies are data-driven by nature. EAs in this environment are expected to be comfortable with data, helping to prepare performance reports, track KPIs, or manage dashboards. They must be “tech-native,” not just “tech-literate,” able to adopt new tools and platforms quickly. This aligns with Spain’s “Digital Spain 2026” agenda, which emphasizes the need for advanced digital skills across the entire workforce.

The International Talent Pool

The tech sector in Spain is a magnet for international talent. An executive in Barcelona may manage teams in Berlin, London, and San Francisco. This globalization makes a bilingual (Spanish/English) EA with high cultural intelligence not just a preference but an absolute necessity for managing cross-border communication and operations.

The evolution of the EA role has created a significant gap between demand and supply. Specialist EA recruitment services in Spain are crucial in finding this new profile.

Moving Beyond the Traditional Candidate Pool

Recruiters can no longer rely on the traditional pool of career secretaries. They must now actively source candidates with diverse backgrounds—perhaps from project management, marketing, or operations—who also possess the core organizational and communication skills of an EA. They look for candidates who demonstrate proactivity and business acumen.

Assessing for Strategic and Technical Skills

The vetting process has changed. Recruiters now test for proficiency in project management tools, assess a candidate’s business acumen with scenario-based questions (“How would you prioritize these three conflicting executive requests?”), and deeply evaluate their emotional intelligence and communication style. This is a far more complex assessment than simply testing typing speed or diary management.

The Candidate Perspective: Upskilling for the Future

For ambitious EAs and Secretarias de Dirección, this evolution represents a massive opportunity. Personal EA services and professional associations in Spain are increasingly focused on upskilling. They coach EAs to master new technologies, learn project management frameworks, and develop their business acumen, preparing them to make the leap from a support role to a strategic partner role and command the higher salaries that come with it.

The evolution of the Secretaria de Dirección in Spain’s tech sector is a clear indicator of a broader economic shift. As Spain cements its role as a digital leader in Europe, the demand for high-level executive support will only grow. The modern EA is no longer just a support function but a strategic role, requiring a sophisticated blend of technological mastery, project management capability, and high emotional intelligence.

For Spain’s tech sector leaders, recognizing this shift is key to hiring effectively. By seeking out these evolved EAs—often through specialist EA recruitment services—they gain more than an assistant; they gain an operational partner who can manage complexity and drive business objectives forward. For the EAs themselves, embracing this change is the key to a more dynamic, valuable, and rewarding career.

While Spain’s tech industry is redefining the Secretaría de Dirección with digital innovation, Switzerland showcases another side of excellence — confidentiality and high-value service. For a deeper look into that world, read EA in Private Equity: The Specific Skill Set Required in Luxembourg’s Financial Hub