Madrid, Community of Madrid, Spain
I specialize in growth strategy, business development, digital transformation, and strategic partnerships across the music, entertainment, real estate, and technology industries. My work focuses on helping organizations scale, expand into new markets, and leverage innovation to create new revenue streams. With experience in music festivals, creative industries, proptech, smart cities, and venture development, I have advised companies, designed business models, and led transformation initiatives for startups, multinational corporations and government agencies. I am also deeply engaged in exploring the fair and responsible use of AI in the creative industries, entertainment, and urban development. As AI reshapes marketing, content creation, audience engagement, and business strategy, I actively test and assess real-world applications to ensure sustainable and ethical innovation. Beyond my advisory work, I am passionate about education and mentorship. I collaborate as a professor with institutions like IE School of Architecture & Design, Berklee School, and Random House, sharing insights on business strategy, digital transformation, and the intersection of entertainment, technology, and urban development. Key Areas of Expertise: 🔹 Business & Corporate Strategy – Growth, international expansion, product & service innovation, revenue optimization, strategic partnerships, and investment strategies. 🔹 Music & Entertainment – Festival strategy, live music business models, ticketing, sponsorships, and brand partnerships. 🔹 Real Estate, Proptech & Placemaking – Venue development, experiential space design, smart cities, urban development, and mixed-use entertainment hubs. 🔹 Digital & Business Transformation – Data-driven programs to optimize operations, customer engagement, and monetization strategies. 🔹 AI & Innovation in Creative Industries – Fair use of AI in music, entertainment, and real estate, ensuring responsible and effective integration. 🔹 Leadership & Team Development – Building cross-functional teams, spotting top talent, and fostering high-performance cultures. 🔹 Public Speaking & Thought Leadership – Speaker at global conferences on music business, entertainment, digital transformation, smart cities, and real estate innovation. Looking to collaborate with visionary companies, investors, and industry leaders to shape the future of music, entertainment, real estate, and technology.
About Fever Fever is the leading global entertainment discovery platform, present in 40+ countries with more than 3,000 team members. The company co-produces top immersive exhibitions, creates the worldwide success of Candlelight concerts, partners with major sports organizations, and is a reference partner for music promoters thanks to its breakthrough ticketing technology and demand generation expertise. My role At Fever, I am responsible for leading institutional relations and strategic partnerships in Spain, with a focus on: ► Building collaborations with public institutions, cultural organizations, and private partners. ► Supporting cities in leveraging their creative and cultural ecosystems fostering sustainable cultural tourism practices. ► Strengthening Fever’s partnerships across culture, live entertainment, sports and music. ► Continuing my engagement with the MusicTech ecosystem, driving innovation at the intersection of culture, technology, and live experiences.
IE School of Architecture and Design, one of five schools within IE University, is an innovative, international institution, which embraces expanding roles for architecture and design to meet the challenges of today and tomorrow. https://www.ie.edu/school-architecture-design RESPONSIBILITIES: Professor of “Digital Trends and Tools for the City” in the Master in Real Estate Development, developing the syllabus and course content. The course revolves around topics like Big Data, Innovation, Smart Cities, and the Digital Transformation of the Real Estate industry (PropTech) The Master in Real Estate Development examines the various aspects of the development process and relates them to the broader context of the city. https://www.ie.edu/school-architecture-design/programs/graduate/master-real-estate-development
Providing strategic advisory services to companies across the music, entertainment, real estate, and tech industries, with a focus on growth and product strategy, business development, and partnerships. Supporting organizations scale their operations, expand into new markets, and leverage innovation to drive competitive advantage. Key Focus Areas: • Expansion into new verticals and geographies • Strategic partnerships, M&A opportunities, and investment strategies • Business model innovation and revenue optimization • Digital transformation and audience engagement strategies • The intersection of real estate, entertainment, and proptech. Excited to collaborate with forward-thinking teams to shape the future of live entertainment, content, real estate, and technology.
Primavera Sound is a leading entertainment and media group, best known for its flagship Primavera Sound Barcelona and Primavera Sound Porto music festivals. For over two decades, Primavera Sound has consistently delivered world-class music events. From its modest beginnings, the Barcelona-based promoter has maintained a strong commitment to innovative, eclectic, and risk-taking programming, ensuring that audiences across generations can fully experience the power of live music. Building on the success of its global music brand, Primavera Sound has evolved into a diversified and international company. Since 2018, it has expanded into new creative ventures, launching: • Vampire Studio – a creative agency • Vampire Films – a video production studio • Radio Primavera Sound – a digital radio platform • And several other business units forming a dynamic creative ecosystem In 2022, Primavera Sound continued its global expansion, launching festivals in Los Angeles, São Paulo, Buenos Aires, and Santiago de Chile. Key Responsibilities: • Driving the design and execution of business and digital transformation strategies. • Developing and managing strategic alliances. • Creating and launching new business models and business units. • Optimizing existing business units to enhance efficiency and impact. •. Strengthening brand equity and global positioning. • Advising the Board of Directors and shareholders on strategic decisions.
► Regional Government of Madrid (Comunidad de Madrid). Ministry of Environment, Local Government and Regional Planning. ► Land development (logistics, industrial, commercial), Urban Planning, Regional Investment Programs, Civil Engineering, Technology Parks, Real Estate Asset Management, Building Restoration and Renovation. Responsibilities include design and execution of the Digital Transformation program and new business models. Research and POCs on the following topics: Smart Cities, Sustainable Mobility, Real Estate Big Data, Blockchain for Government and Real Estate, Open Data, BIM, Energy Efficiency, Citizen Engagement.
► Regional Government of Madrid (Comunidad de Madrid). Ministry of Environment, Local Government and Regional Planning. ► Land development (logistics, industrial, commercial), Urban Planning, Regional Investment Programs, Civil Engineering, Technology Parks. RESPONSIBILITIES: • Reporting to the CEO. Member of the Board of Directors. • Committees: Compliance Committee. Web Content Committee. • Coordinating: Transparency Portal; Competitive Intelligence and Market Research; eAdministration. • Leading Digital Transformation: improving user experience, digitization of operations, IT and business strategy alignment, digital skills development, measurement and continuous improvement. Business and IT architecture. • Managing IT operations, budget, vendors and procurement. Product benchmarking. Digital communications. • Collaborating in the definition and execution of strategies for business development and international investment attraction. Generating investor leads. • Collaborating in the design and execution of a Multichannel Marketing Plan. Impact analysis. RELEVANT PROJECTS: • Implementation of corporate ERP, CRM, ECM and BI (KPIs, analytics, dashboards, reports). • 12 ERP migrations (Technology Parks). • Development of 14 web pages and 2 iOS and Android apps to support sales and branding. Web analytics. • Transition to Agile Project Management and IT Service Delivery. Improving control, speed and capacity. • Design and implementation of IT security. No warnings in the annual security audits performed by Big 4 auditors. • Data Center and IT Services consolidation. Hybrid cloud. 45% reduction in infrastructure and operational costs. • Successful completion of an inherited GIS project. Migration to open source platform, negotiation and conflict solving, knowledge and product transfer. • Market research using Big Data. Led to a redefinition of product development and sales strategies. • Leading research on Smart Cities opportunities. Business model design.
► Regional Government of Madrid (Comunidad de Madrid). Ministry of the Presidency. Ministry of Environment, Urban Development and Regional Planning. ► Land development and commercialization (logistics, industrial), Regional Investment Programmes, Urban Planning, Civil Engineering. RESPONSIBILITIES: • Reporting to the CEO. Member of the Board of Directors. • Design and execution IT strategy. Digital Transformation. • Managing IT operations, budget, vendors and procurement. Product benchmarking. RELEVANT PROJECTS: • Designing the IT Department from scratch. Building 2 Data Centers. 100% Server virtualization. • Designing and owning of governance framework based on ITIL and COBIT. • Designing IT Security, Business and IT Architecture, Digital communications. • Digital Transformation of the PMOs of the Regional Investment Programmes (2006-2007 and 2008-2011). €1,2 Billion in funding: - Process reengineering and implementation of ERP, BPM, CRM, BI, ECM, project management. - Integration with corporative ERP, Consolidation accounting. - Digitization of administrative procedures. 60% increase of processing speed and doubling capacity. Control improvements. - Stakeholder Communications Plan. Web development. Real time information of construction projects status.