I help leadership teams connect strategy, AI and culture to drive business growth — turning the decisions that matter into priorities, capabilities and execution.
Technology changes what is possible. People decide what is worth doing.
Creative agencies taught me to challenge conventions. Brands taught me to understand customers and organizations. Growth businesses taught me to connect decisions with numbers. Leadership taught me that execution is ultimately about people.
Today I bring those perspectives together when working with executives and organisations facing a simple but difficult question: what should we do next — and what will actually create value?
Not from a single discipline. I connect business, people, technology and creativity to bring focus to complex situations and move from ambition to measurable impact.
Strategy, prioritisation, business models, expansion and the decisions that create sustainable growth.
AI applied where it creates value: decisions, operating models, capabilities, products and new ways of working.
From executive teams to operating models, culture, talent and the organisational conditions required to execute.
Brand, relevance, customer understanding and creativity used as genuine levers for commercial advantage.
23+ years of operating experience across business, growth, marketing and transformation — from creative agencies and global brands to board-level leadership, international networks and AI advisory.
Strategy, creative direction and client leadership across leading agencies, working with brands including Nike, Audi, FC Barcelona and Pepsico.
Managed €20M in media investment while driving digital adoption, data capabilities and customer-focused transformation inside a large FMCG organisation.
Led growth, brand, eCommerce and product across 21 countries, with board responsibility and a €5M investment generating ~€25M in revenue.
Global leadership across 25+ countries, combining strategy, growth, talent, expansion and M&A with business and AI advisory for executive teams.
Leading a network across 25+ countries: strategy, product, growth, talent, expansion and M&A.
Business and AI advisory for leadership teams, focused on where technology can improve decisions, operations, products and growth.
Brand, eCommerce, performance and retention across 21 countries. €5M investment generated ~€25M in revenue.
Managed €20M in media investment and helped move the organisation toward a more digital, data-driven and customer-focused model.
Fourteen years across creative and digital agencies, leading strategy, digital transformation and client work for brands including Nike, Audi, FC Barcelona, Pepsico, eDreams and CaixaBank.
It brings together the same things that define the broader positioning of this site: strategic thinking, practical adoption of AI, executive conversation and measurable business impact.
Rather than positioning AI as the destination, the focus is on using it to improve judgement, sharpen priorities, evolve operating models and unlock real growth opportunities.
This section is designed to grow into a real archive of thought leadership: business, AI, leadership, marketing and the changing shape of work.
Creativity, culture and where the real value of the festival now happens.
A reflection on where the real value of the world’s largest creativity festival increasingly happens — outside the official stage, closer to conversation and context.
Opportunity, reinvention and the growing importance of human judgement.
A conversation on how AI changes organisations while making human judgement more — not less — important.
Behaviour first. Technology second. Transformation starts with people.
Why digital transformation starts by understanding people and their changing habits, not by adding technology for its own sake.
Skills, adaptability and why careers no longer follow one single lane.
An early reflection on startups, skills, adaptability and the changing relationship between careers and organisations.
Giving face and voice to the digital self in an increasingly synthetic world.
On identity, communication and the increasingly blurred frontier between physical and digital presence.
Transformation is not the goal. Growth, relevance and better decisions are.
A perspective on why real transformation is structural, not simply technological — and why business impact should remain the real destination.
Why AI-mediated decisions shift the competitive game from visibility to eligibility, recommendation and trust.
A perspective on speed, adaptability and why organisational models can become a competitive advantage.
How senior marketing roles are evolving as growth, innovation and transformation move closer to the centre of business strategy.
A media roundtable on branded content, attention, relevance, measurement and the growing role of AI in the creative ecosystem.
A reflection after contributing to a 20minutos feature on how AI is reshaping consumer behaviour and marketing practice.
Conversations, workshops and stages across different moments of the journey.
Open to conversations around business advisory, AI strategy, executive workshops, boards and selected speaking opportunities.