Greater Sevilla Metropolitan Area
I am a Business Development & Sales Leader with over 25 years of experience driving revenue growth, leading cross-functional teams, and delivering integrated solutions in healthcare, life sciences, and medical device sectors. As a Trusted Business Advisor and Business Process Changer, I’ve evolved from simple product selling to tailored solution consultancy, drawing on a background that spans capital equipment, software/data/AI solutions and professional services—all supported by tender management and contract law expertise. Throughout my career at Elekta, Philips, and Medistim, I have consistently exceeded sales targets by aligning clinically relevant products with the strategic goals of healthcare providers. Highlights include managing cross-functional teams of sales & service specialists, converting competitor accounts, and winning multi-million-euro public tenders. I thrive in complex clinical environments—from critical care and cardiology to oncology and surgical specialties (trauma, orthopedics, cardio, neuro)—where consultative selling, stakeholder engagement, and thorough regulatory knowledge are essential. Over the course of my professional journey, I’ve secured €80M+ in combined product, solution, and service sales at Elekta—achieving a 7x increase in service revenues, expanding SaaS portfolios, and consistently surpassing annual targets in highly competitive markets. At Medistim, I built a service business from scratch, establishing new value-based standards and reinforcing my commitment to customer-centric growth. I am committed to continuous learning and knowledge sharing, and I have a strong determination to do my best in helping create a better healthcare future. My mission is to help organizations unlock sustainable growth by combining innovation, compliance, and customer-centric solutions. I’m a results-driven leader with a hunter mindset and proven success in business development, and always eager to connect with fellow professionals interested in shaping the future of healthcare, life sciences, and medical technology.
Philips Healthcare is a global leader in connected care, clinical informatics, and advanced patient monitoring, enabling data-driven, patient-centric healthcare delivery. Role Overview In this role, I drive the adoption of Philips’ Connected Care and Hospital Patient Monitoring (HPM) solutions, supporting hospitals in their transition from standalone devices to integrated, data-driven clinical ecosystems. My focus is on enabling clinical digital transformation, ensuring continuity of patient data across the full care pathway—from emergency and critical care to general wards and beyond. Key Responsibilities • Connected Care & Strategic Sales: Position monitoring as part of a broader ecosystem combining devices, software, and analytics. • Patient Journey & Data Continuum: Enable continuity of clinical data across departments to support earlier detection and better decision-making. • Clinical Workflow & Interoperability: Support integration with EMR/HIS systems, central stations, and digital platforms to optimize workflows. • Public Tenders & Complex Projects: Manage value-based proposals, technical specifications, and contracting in regulated environments. • Cross-functional Execution: Coordinate sales, clinical, service, and IT teams to deliver end-to-end solutions. Positioning This role reflects my continued evolution toward software-enabled, connected healthcare solutions, where value is driven by integration, data, and clinical outcomes rather than standalone devices.
At Janito Superby / Rebel Planet—a vibrant cultural and leisure hub offering books, comics, manga, strategy and adventure games, collectible card games (MTG & LCG), merchandising, and collectibles—I served as a partner and co-owner. In this role, I was responsible for steering the business’s strategic evolution, adapting our operating model to changing market trends and customer preferences. I developed and implemented customer-centric strategies to optimize product offerings, drive engagement, and sustain growth. This entrepreneurial venture, though distinct from healthcare, has significantly complemented my sales career. It enhanced my strategic planning, market analysis, and stakeholder engagement skills—qualities that are directly transferable to the healthcare sector. The experience refined my ability to innovate, manage diverse teams, and drive sustainable business performance, reinforcing my overall expertise as a sales and business development leader.
Medistim (est. 1984) is a global leader in intra-operative QA solutions for cardiology and surgeries, specializing in Ultrasound TTFM and imaging systems for clinical decision support. Role Overview Recruited to transition from indirect (distribution) to direct sales across Spain. In this Business Process Changer role, I develop value-based strategies, establish a service business, and expand market share in a competitive environment. Responsibilities include stakeholder management (surgeons, C-level, government bodies), public tenders, pricing/contracting, and in-OR product demonstrations and training. Key Achievements & Responsibilities • Strategic Business Set-Up: Built new processes and quality/audit frameworks to support direct sales; devised sales & marketing strategies for public and private (B2B) contracts, pricing, and value-based solutions. • Territory Management: Led the commercial strategy and sales performance, collaborating with different stakeholders to meet targets. • Public Tender Success: Negotiated and secured high-value solutions, surpassing annual goals. • In-House Service Model: Created a €240K+/year recurring revenue stream, setting new standards in value-based growth. • Training & Engagement: Conducted clinical sessions, in-OR support, and hands-on training for surgeons, nurses, and C-level. • Market Access & Compliance: Coordinated with regulatory bodies to obtain/renew authorizations and created internal processes to consolidate compliance. • Revenue Milestones: Exceeded €1M in sales (TTFM, US Imaging, AI/Big Data Software), with an 80% public to 20% private sector split. Select Highlights • Drove €1M+ in revenue by establishing direct sales operations, boosting overall market share. • Secured the highest-value single-device public tender and multi-site public tender deals (2024), outperforming annual forecasts. • Optimized customer satisfaction through close collaboration with cross-functional departments, tailoring OR-based activities.
Cutera is a global leader in medical aesthetics, specializing in innovative laser and energy-based solutions for vascular diseases, skin rejuvenation, hair removal, and other aesthetic treatments. The company designs and manufactures advanced systems for dermatologists, vascular & plastic surgeons, and other healthcare providers. With a focus on precision and patient safety, Cutera delivers cutting-edge solutions for enhancing clinical outcomes. Role Overview Recruited to consolidate and elevate the brand in Spain after transitioning from an indirect sales model, I was tasked with driving business development, growing the service segment, and expanding market share in a highly competitive environment. My responsibilities included stakeholder management (C-level executives, vascular surgeons), pricing and contracting, and delivering onsite product demonstrations and training across a predominantly B2B market (95% private, 5% public). Key Achievements & Responsibilities: • Sales Strategy & Execution: Led sales initiatives in Spain, consistently surpassing targets by capturing market share from competitors and expanding the customer base. • Customer Engagement: Maintained direct, regular interactions with C-level executives, clinical, and technical staff to enhance user experience. Delivered tailored education and training programs to drive customer loyalty and long-term retention. • Revenue Growth: Achieved €0.7M in product and service sales through a value-based approach and after-sales support. Select Highlights: • Differentiated the brand as a premium solution through value selling and expert consulting in vascular laser surgery. • Expanded brand recognition by delivering cutting-edge solutions and personalized support. • Optimized customer satisfaction via close collaboration with cross-functional teams. This role reinforced my expertise in business development within healthcare while complementing my broader career in integrated sales and strategic growth.
Elekta is a Swedish company specializing in radiation therapy, radio-neurosurgery, and oncology informatics to enhance cancer and brain disorder treatments. The company delivers innovative solutions that improve clinical workflows and cost efficiency. Role Overview In my role as EMEA Strategic Account Manager—part of the VFCL Task Force—I led strategic projects in Spain and Portugal to convert competitor accounts to Elekta. As a Trusted Business Advisor, I provided solution consulting, project management, and developed tailored sales and marketing strategies across multiple product lines, including consulting services, capital equipment, lifecycle solutions, IT/software deployment, workflow optimization, financial solutions, remote services, education & training, and post-sales support. Key Achievements & Responsibilities: • Sales Strategy & Execution: Developed and executed disruptive sales strategies to flip competitor accounts, aligning high-end premium solutions with the task force’s regional goals. • Market Focus: Concentrated on Spain and Portugal, collaborating with cross-functional teams across EMEA to capture new opportunities. • Sales Targets: Managed a combined sales target of €6M in products and service contracts, maximizing market share and driving long-term customer engagement. Select Highlight: • Negotiated and led the Advanced Radiosurgery System project at Virgen de las Nieves Hospital—a 4-year initiative installing the first dedicated intracranial radio-neurosurgery system in Southern Spain (Granada) under a €3.03M contract funded by the Regional Government of Andalusia.
Elekta is a Swedish company specializing in radiation therapy, radio-neurosurgery, and oncology informatics to enhance cancer and brain disorder treatments. It delivers innovative solutions designed to improve clinical workflows and cost efficiency. Role Overview In my role as Area Sales & Marketing Manager, I managed key account relationships, drove sales, and delivered integrated sales and service projects. As a Trusted Business Advisor, I provided solution consulting, project management, and developed tailored sales and marketing strategies across multiple product lines, including consulting services, capital equipment, lifecycle solutions, IT/software deployment, workflow optimization, financial solutions, remote services, education & training, and post-sales support. In this business process changer role, I also led the marketing strategy during a full rebranding that introduced a game-changing IA-driven solution. My focus areas included brand positioning, business development, and new solution pitching. Key Achievements & Responsibilities: • Team Leadership: Directed a cross-functional team of sales specialists, service engineers, and back-office support, fostering high performance. • Customer & Territory Management: Engaged with government officials, C-level executives, and clinical/technical staff to deliver tailored solutions and exceed targets. • Project Management: Led capital equipment projects from installation to final acceptance with seamless execution. • Digital Transformation: Expanded service offerings (Professional Services, SaaS, AI-driven solutions, CDR software) transitioning from hardware to software/service sales. • Sales Performance: Achieved over €10M in product/service sales (75% public, 25% private), capturing 80% market share. Select Highlights: • Record fiscal year with €25M in sales, securing multiple public tenders. • Negotiated the Andalusian Oncology Plan (€18.76M) and the Extremadura Oncology Plan (€10.91M).