Greater Madrid Metropolitan Area
Strategist with 16+ years of experience across brand, media, digital and communications, working with both global and local brands across sectors such as banking, automotive, FMCG, telco, health and B2B. My work sits at the intersection of business, people and culture: helping brands understand shifts in behaviour, identify meaningful opportunities and build strategies that are relevant both commercially and culturally. I am particularly interested in how brands can move beyond repetition and category codes to create more distinctive, resonant and forward-looking narratives. Currently Head of Strategy & Acceleration at OMD Spain, I bring a transversal perspective shaped by creative, digital agency, advertiser and media environments, as well as direct experience building, evaluating and submitting award cases for national and international festivals. I also combine my professional work with teaching in strategy, trends, culture and storytelling. My core areas of expertise include brand and media strategy, effectiveness, consumer insights, cultural intelligence, data-informed decision-making, innovation and integrated communications. Fluent in both Spanish and English.
In my role as Head of Strategy & Acceleration at OMD Spain, I lead strategic thinking across brand, media and communications, helping clients navigate shifts in behaviour, culture and category dynamics, with a focus on business growth, relevance and effectiveness. I identify opportunities for brands to become more relevant, distinctive and forward-looking, while staying grounded in real business needs. I work closely with cross-functional teams to translate insights into integrated strategies, communications frameworks and growth platforms. Working directly with clients like McDonald's, Pepsico, Aliexpress, Renault, Philips or Canva. I also play an active role in new business across OMD and OMC, in strategic development, and in the evolution of OMD’s offering to clients.
Leading strategic thinking across brand, social, influencer, PR and communications, helping clients like address business challenges through integrated and effective brand strategies. Some of these clients are: Miravia, Aliexpress, Lidl, Springfield, LÓréal, Facundo, Alsea, Diageo, Revlon, Hinge. Working on the development of strategic frameworks that connected audience understanding, brand ambition and channel dynamics. Collaborating closely with cross-functional teams and disciplines to shape clear strategic direction across projects and clients.
I helped connect disciplines across a fast-growing agency, bringing together brand, social, influencer, PR and communications into more cohesive strategic approaches. I worked closely with different teams to align capabilities, identify common ground and translate client needs into integrated proposals and solutions. I also contributed to strengthening the agency’s strategic product and helping define more joined-up and competitive offers for clients and prospects.