Greater Barcelona Metropolitan Area
Marketing Director with 10+ years of experience in B2C & B2B strategy, brand management, digital transformation, and sustainability communication across industries such as Nestlé, Sara Lee, Vueling, and Ariston Group. Skilled in communication, mass media campaigns, digital communication, customer journey design, content strategy, marketing automation (Pardot), and CRM (Salesforce), with proven impact in the Spanish, Italian, and Portuguese markets. Currently leading Marketing Iberia at Ariston Group, a global renewable energy leader with €1.99B revenue and 9M products sold across 42 countries (2023), where I drive digital transformation, brand growth, and market development. Passionate about education and mentoring: lecturer in Digital Marketing (Jesuit Higher Professional Education) and former Teaching Assistant at ESADE (MIM Program, FT ranked #16 worldwide). Active mentor with FPdGi, ESADE and ZING, guiding young professionals in their career development. Seeking to connect with leaders and projects driven by purpose, innovation, and sustainability.
Managing an entire digital transformation of three brands: Ariston, Chaffoteaux and Fleck. In charge of a five people-team in Spain and Portugal: • Responsible for B2C &B2B brand’s strategy • Managing the execution of omnichannel campaigns across digital (SEM, programmatic and social media) and offline areas: ATL and BTL campaigns on mass media, PR and trade marketing (POS and promotions) • Leading a digital transformation by developing a digital analytics area (Google analytics and Google Tag manager), marketing automation, 3 websites renovations and one logged area • In charge of external communication and content/inbound strategy. Also supervising the CRM and loyalty program
I teach Digital Marketing at Jesuit Higher Professional Education, guiding students aged 18–20 through a project-based learning approach that connects theory with real business challenges. I began last year with 8 months of hands-on internship, and this year I was invited to lead Digital Marketing, project-based courses, seminars, and digital skills, helping students gain practical experience and confidence. I am passionate about preparing the next generation of marketers.
Teaching assistant at MIM - Master in International Management (Nº1 in Spain/ 16th in the World according to the Financial Times) Subject: Global marketing: analysis and strategies + Marketing challenge (Ariston) The distinguishing feature of the Master is the student's educational experience, based on a unique teaching method and ongoing contact between students and leaders and the best-known companies.
Project coordinator for transformational projects: • Renovation of Vueling products and family fares, specially the Business fare: research, support on the strategy design and managing the day-to-day implementation, coordinating the commercial, operations and crew departaments • Brand positioning project involving all IAG brands: Vueling, Iberia, Level, Air Lingus and British Airways • Marketing and promotions strategy (supporting on 5 years plan, annual brand strategy, planning, monitoring and analysis of awareness and sales performance) • Process enhancements like supporting on the new customer journey design • Business owner (between commercial, IT and Data) developing the execution & follow up of projects through Agile methodology • Vueling Academy instructor training more than 1000 employees on the brand values and strategy.
Double position: 1. International Marketing, Branding and Events in the Italian Market (ATL & BTL): • Marketing Plan creation and coordination of international events in the Italian Market, working with Havas as media planning and McCann Erickson as creative agency • Managing a 5M€ budget and 2-people-team • Negotiation of 19 Italian airports agreements (media, ads and events) and negotiation of barters (visibility in exchange of flights) with other companies and international institutions 2. Research Market Manager (reporting directly to the Marketing Director): • Brand Health Tracking - 7 markets + creativities assessments • Market diagnosis + re-branding research • Benchmarking studies, competitors analysis and advertising investment studies
• Product manager responsible for life product: new product development (innovation) and switch management (renovation: format, denomination or recipe changes) • Managing the external communication: website and blog contents, newsletter release, event planning and promotional materials like leaflets, catalogues and creativities validation • Supporting on definition of transfer prices and promotions to different areas: Spain and Canarias • NAM coordinator supervising data validation and labelling correction