Greater Madrid Metropolitan Area
My professional journey has been shaped by a passion for transformation, growth, AI adoption and international business. As former Global CEO of the tech consulting firm VASS, and over the past 25+ years I have had the opportunity to lead and evolve organizations across the finance, telecommunications, technology, and business services sectors. Throughout my career, I have focused on transforming and modernizing companies while expanding their international footprint. This has included leadership roles such as CEO for the DACH region at MAPFRE, COO at Orange Spain, and CEO for EMEA in private equity-backed companies like Atento and Transcom, where driving sustainable growth and operational excellence has been at the core of my work. Beyond executive roles, I have also contributed at the governance level as an independent board director within Bain Capital’s portfolio, and I currently serve as Chairman of the Board of a company backed by the European renewable infrastructure fund Marguerite. My entrepreneurial spirit began early. In 1994, I co-founded Bodegas Señorío de Nevada, building the business from the ground up and successfully exiting in 2006—an experience that continues to shape my perspective on value creation and long-term vision. With a truly international background, I am fluent in English, German, Spanish, and French, and I bring a global mindset to every organization I engage with.
SotySolar is Spain’s leading solar energy solution company. We deliver turnkey photovoltaic, aerothermal, and EV chargers solutions in subscription model mainly for B2C customers across Spain and Portugal.
Digital Transformation leader / 356M€ revenue / 5.000 employees / 26 countries
BPO Market Leader in Spain / Turnover 288M$ / Employees 14.000 Atento is the Spanish market leader in Contact Center services and Customer Experience process digitalization, with operations in Spain, Morocco and Colombia. Market leader in the Telco, Finance, Energy and Public Administrations industries. Achievements: ✓ Increased Multisector (non Telefonica) revenues by 14% CAGR, enabling client diversification from Telco into the energy, banking, insurance, public administration, retail, logistics and travel & leisure industries. ✓ Turned around Atento EMEA, loss making in Spain H2 2013 and H1 2024 2014, to an average EBITDA of 12% ✓ Founded Atento Digital in 2018, helping our clients to automate, digitalize, ominchannel and provide AI CX services. ✓ Digitalized Tefefónica’s B2C and B2B Customer Service processes, partnering with EY, through the largest Blue Prism project worldwide (+1500 Bots)
Global Clients / 800M$ / Employees 78.000 In parallel to the EMEA CEO role, I managed Atento’s Global Accounts being fully accountable for 60% of the group’s revenue and indirect P&L responsibility in 17 countries. Our main global accounts were Telefónica, BBVA, Meta, Google, Samsung, TikTok and Alibaba. Achievements in 2023: ✓ Extended 3 years the Telefónica MSA - TCV 1,35 Billion€ ✓ Carved Out the Spanish BBVA operation - TCV 120M$ ✓ Google recognized Atento’s operation as worldwide Best Practice.
Independent Board Director - NOVA AUSTRAL / BAIN CAPITAL - ALTOR / 110M€ In parallel to the roles at Atento, Bain proposed me as an Independent Board Director and Secretary of the Board of Directors at Nova Austral, a Spanish company participated by Bain Capital. Nova Austral is in the business of sustainable salmon farming. The enterprise raises high quality salmons in Chilean Arctic waters.
General Manager - Orange Spain / 5,3 Billion€ / 22 Million Customers General Manager of Customer Operations (Contact Center, Shops, Mobile and Online), Billing and Credit Management, reporting to the CEO, managing a 220M€ budget with 1.500 direct employees in the area plus 20.000 outsourced customer service representatives. Achievements: ✓ Digitalized, automated and introduced AI in all customer and billing processes saving 30% OPEX, while improving NPS ✓ Digital Champion Group Award 2012 and 2013