Greater Madrid Metropolitan Area
Executive leader with more than 20 years of experience building, scaling and optimizing retail and distribution businesses across sports, outdoor, fashion and health industries. My career combines commercial direction, multi-brand distribution, strategic expansion, hands-on operational leadership (large-format stores up to 4.000 m²) and national category management (~€20M turnover). I have led: - Sales networks of up to 11 agents and 1.300+ customers - Nationwide purchasing for 40-store chains (€20M) - Business units with full P&L responsibility - Network expansion projects closing 800+ affiliation agreements in one year - Lean (Kaizen) transformation initiatives across headquarters structures - Founded and scaled 4 franchise units with 50 employees As Commercial Director (Iberia), I scaled Iberian sales turnover x20 in 5 years through structured sales strategy, brand portfolio optimization and disciplined financial control (margin, stock, EBITDA). I specialize in: - Business growth & strategic sales planning - Network development & key account negotiation - Retail profitability & stock optimization - Process improvement (Lean methodology) - Team leadership and cultural alignment I am passionate about building strong structures, developing people and creating sustainable growth in competitive environments. Sport has shaped both my personal and professional life — resilience, discipline and continuous improvement are not slogans but habits. Open to leadership roles, strategic advisory or transformation projects in retail, distribution and multisite businesses. All the best.
Responsible for leading and expanding the Iberian market through the distributor, representing premium brands such as ROTOR, KASK, KOO, Amix, Morgan Blue and IGPSport. • Led commercial strategy for Iberia, managing a sales network of 8 agents and a portfolio of 1.200+ active retail accounts. • Developed structured growth plans by brand, aligning marketing, sales and distribution to maximize market penetration. • Strengthened relationships with key accounts, buying groups and leading e-commerce players, increasing long-term strategic partnerships. • Coordinated annual commercial and marketing plans, defining pricing, promotional strategy and sales objectives per brand. • Implemented performance monitoring systems (KPIs, sell-out tracking, margin control) to ensure sustainable profitability and inventory efficiency. Focus: commercial acceleration, brand positioning and channel optimization in a competitive multi-brand environment.
Responsible for the Iberian commercial strategy and full P&L oversight in a multi-brand distribution environment. • Designed and executed a structured commercial growth plan, contributing to a twentyfold increase in company turnover over five years. • Led and developed a national sales team of 11 agents, managing 1.300+ active accounts and nearly 1.800 unique visits. • Direct management of key accounts, buying groups and leading e-commerce operators, strengthening long-term partnerships and revenue stability. • Full financial responsibility: annual budgeting, margin control, stock optimization, EBITDA monitoring and monthly KPI review. • Expanded and optimized brand portfolio through negotiation and onboarding of strategic brands such as Continental, Shimano, Ritchey, SMITH, AGU, CONTEC and Squirt Cycling Products. • Coordinated marketing strategy, trade actions, fairs and media exposure aligned with sales growth objectives. • Board Member of AMBE (Association of Bicycle Brands of Spain) and member of the company’s Board of Directors. Core focus: scalable commercial growth, structured distribution expansion and financial discipline.
• Designed and executed the national expansion strategy, scaling the partner network through structured acquisition and segmentation planning. • Closed 800+ affiliation agreements within 12 months, including 16 of the largest fitness chains in Spain. • Built and coordinated regional membership initiatives, aligning commercial messaging and negotiation frameworks. • Developed long-term partnership models increasing partner retention and value creation. • Rrepresenting the company at industry events and professional forums. Core focus: rapid ecosystem expansion, structured B2B negotiation and scalable partnership growth.
Nationwide purchasing for a national chain of 40 stores, product and brand decisions, adapting ranges for each store for the Spanish market, with a total business turnover close to €20M in those categories (The North Face, Columbia Sportswear, Salomon, Helly Hansen, Ice Peak, Barts, Trango, Merrel, Nike ACG, Asics,...) Daily monitoring of sales and sell-out levels by category and brand, together with the analysis of margins and profitability, P&L. Control and monitoring of stock levels in warehouses and stores, ensuring no breakages and the correct days of coverage. Pricing and competitors actions. Definition and coordination of specific marketing actions and campaigns for the managed categories. Coordination with product manager teams in the development of new products and specific ranges for the national market. Impact: strengthened category profitability and improved inventory rotation across a national retail network.
• Led Lean transformation initiatives at headquarters level. • Standardized operational processes to increase productivity and reduce inefficiencies. • Delivered cross-functional coaching across SONAE retail brands. Impact: structural operational optimization beyond commercial scope
• Built the national training department from scratch. • Structured onboarding systems for store openings and commercial alignment. • Supported expansion into the Canary Islands with full team capability development.
- Head of department customer service and station services. - Management, coordination and monitoring of the online sales department. - Management and administration of the hands-free ticketing system SkiData. - Supervision and control of groups of accounts and companies.