Greater Murcia Metropolitan Area
With more than 20 years of experience leading companies and advising executive teams, I am currently serving as Managing Director at LemonConcentrate, a world-class company in fruit concentrates for the food and beverage industry, operating in more than 125 countries. Former Management Consultant and Executive Director, with experience in both multinational corporations and as a strategic advisor for medium and large enterprises, focused on business transformation, profitability, and sustainable growth. Specialized in designing and executing strategic business plans across finance, marketing, sales, innovation, operations, and people management. I’m used to working closely with Owners, Partners, and CEOs, reporting to Boards of Directors on performance, deviations, and results aligned with corporate objectives. With a strong technical background in engineering, I now lead the digital transformation of all core processes, integrating data, innovation, and global market intelligence into everyday decision-making. My expertise includes Turnaround Management, working in collaboration with M&A firms, and extensive international experience in Sales, Marketing, and Business Development. I believe that true leadership means seeing challenges as opportunities, fostering a culture of agility, creativity, and human connection — building an atypical company within our sector, where technology and authenticity move in the same direction.
Full executive responsibility across all divisions: R&D, international sales, IT, finance, operations, quality, and corporate relations. Leading the company’s end-to-end digital transformation with a strategic and engineering mindset focused on efficiency, scalability, and long-term sustainability. Spearheaded the development of a modular, in-house ERP system integrating all business processes from supplier to customer. Promoting a dynamic and innovative company culture, fostering creativity, agility, and a shared sense of purpose across teams. Driving strategic partnerships with clients and suppliers in over 125 countries, strengthening the company’s global footprint and reputation within the food industry. Key Achievements • Implemented a fully integrated digital management model aligned with global expansion. • Created real-time data and performance analytics structures for better decision-making. • Established long-term partnerships with key global players through a collaborative approach. • Achieved sustainable growth and diversification in high-value international markets. • Built a strong, multicultural team with innovation and accountability as core values. Personal Interests Sailing, sports, culture, live music, and projects that combine innovation, authenticity, and human connection.
Management consulting as a freelancer focused on the design and implementation of strategic business plans and turnaround Management including finance, marketing, sales, innovation, operations and people management. Working with partners or reporting to executive board on achievements, deviations and results in regards to business plan.
Member of the Executive Board: Marketing Director including the responsibility on the processes of R&D and Sales/New Business Development.
Creator and Head of a Heineken Spain-owned Business Unit (REFRIVAL). Manager and New market opportunities Researcher. New opportunites and business plan: - Strategic consulting:Business plan development and implementation - Marketing: Marketing plan design and implementation. Markeging stategy for new opportunities - Sales:Generation of sales leads, to negotiating and closing deals