Zaragoza, Aragon, Spain
International profile with extensive experience leading commercial strategy, category growth and business management in complex, multicultural environments. Throughout my career, I have connected strategy with execution, driving omnichannel growth and leading go-to-market initiatives across European, LATAM and global markets. Used to aligning cross-functional teams and diverse stakeholders around common goals, with a strong focus on business impact, results and data-driven decision-making. I have led multicultural teams and worked across several languages, combining strategic thinking with a people-focused leadership style and strong execution mindset.
Lead the Football category strategy across retail and eCommerce channels, overseeing assortment planning, buying, pricing, distribution and category performance. Define and execute commercial strategies to drive revenue growth, margin optimization and inventory efficiency across multiple markets. Partner with leading global brands including adidas, Nike and Puma to develop seasonal assortments, commercial initiatives and go-to-market plans. Analyze business performance and consumer trends to identify opportunities, optimize product allocation and improve category productivity. Collaborate cross-functionally with Planning, Retail, eCommerce, Marketing and Operations teams to ensure seamless execution and a consistent omnichannel consumer experience. Lead and develop the category team while driving alignment across key stakeholders to deliver business objectives.
Lead assortment planning and commercial optimization strategy across Retail, eCommerce and Franchise channels in Europe, managing assortments of up to 25,000 products per season. Drive seasonal assortment planning processes, ensuring alignment between consumer demand, commercial objectives and brand strategy. Partner with Merchandising, Planning, Finance, Digital and Market teams to optimize product productivity, inventory efficiency and consumer relevance. Use data-driven insights to improve assortment decisions, enhance sell-through performance and support profitable growth across channels. Lead cross-functional projects focused on simplifying processes, improving planning capabilities and increasing organizational effectiveness. Influence senior stakeholders across European markets to align priorities and deliver commercial objectives.
-Define and implement category strategy for the Sports Accessories and Kids Apparel categories across the European market, leading business strategy and category development across multiple channels, key accounts and markets. -Adapt global plans to regional commercial needs, balancing growth opportunities, profitability, product segmentation and consumer trends. -Lead a team of 3 and coordinate cross-functional stakeholders to ensure strategic alignment and effective execution of category priorities across Europe.
-Coordinate the global Go-to-Market process for the Business Unit, aligning product, design, marketing, digital and merchandising teams to deliver key seasonal milestones. -Influence and coordinate multiple global stakeholders to translate category strategy into executable plans, leading strategic concepts and key launches from commercial storytelling definition through to the preparation of tools and deliverables for markets. -Orchestrate the global sell-in process, including the preparation and execution of international market meetings to ensure alignment, commercial readiness and consistent implementation of category priorities.
• Manage the dairy products category across Central America and the Caribbean, analyzing market trends and optimizing the product portfolio for regional growth. • Partner with strategic customers to develop new business opportunities, driving the implementation of category management strategies across retail and wholesale channels. • Conduct market analysis and create commercial pitches using market data to enhance product penetration and growth in the region.
• Lead the creation of advertising campaigns for Nestlé, developing communication strategies, BTL activations, and promotional materials that align with brand identity. • Collaborate with marketing and design teams to create content for ATL advertising, digital, and print media, optimizing campaign effectiveness and reach.