Description

Strategic consultant with 20+ years leading growth, retention and digital transformation in service and technology companies. Former CEO and Managing Director in large-scale organizations. I help scale-ups and mid-sized businesses accelerate revenue, reduce churn, improve customer value and implement data-driven and AI-enabled processes.

My approach combines strategy and hands-on execution, always focused on measurable results and building strong internal capabilities.

Languages

Spanish
Native or bilingual
English
Fluent

Workplace preferences

Can work on-site

Madrid (up to 50km)

Freelancer
Independent Consultant & Executive Advisor
September 2025 - Today (9 months)
Madrid, Spain
• Supporting scale-ups and mid-sized companies in growth, retention and customer value projects, with a strong focus on loyalty, subscription models, digitalization and AI driven value acceleration.
• Working closely with leadership teams to define strategy, activate execution plans and strengthen internal capabilities.
• Providing executive mentoring and advisory support to management teams navigating transformation.
Digital Transformation Liderazgo de equipos Change and Transformation Management Digital Transformation Corporate Strategy
QDQ Group
CEO
January 2022 - January 2025 (3 years)
Madrid, Spain
• Appointed CEO of QDQ Group (qdqmedia, Optimizaclick, and Trazada). Led a team of 220 employees.
• Led the end-to-end design and execution of a company-wide transformation strategy, including organizational restructuring, P&L responsibility, automation, value base management and scalable digital solutions — driving a full business turnaround.
• Reduced customer churn through a new customer base model and targeted retention and cross-sell campaigns.
• Founded and scaled the internal AI Lab, launching both AI-powered products and process innovations to drive productivity and efficiency.
• Strengthened the Partner Program, securing strategic alliances with Telcos, Financial institutions, and national Associations.
• Significantly enhanced brand visibility through rebranding, public presence (e.g. keynote at MWC), and a 10x increase in digital traffic.
• Fostered a performance-oriented, growth mindset and collaborative culture, with a strong focus on talent development, innovation, and cross-functional alignment.
Digital Transformation Innovation Management Corporate Strategy Digital Transformation
Vodafone Spain
Senior Base Marketing Director, Consumer
January 2021 - January 2022 (1 year)
Madrid, Spain
Scope: CVM for 5M+ base (postpaid, prepaid, SOHO); 80 FTEs + vendors.
• Owned and executed the CVM plan for Consumer (postpaid, prepaid, SOHO), covering lifecycle, prevention, retention and monetization.
• Scaled AI-led marketing automation (Pega) with real-time, hyper-personalized recommendations across inbound and outbound, orchestrated via omnichannel CX (digital, telesales, retail).
• Defined the end-to-end lifecycle and cross-sell / up-sell playbooks based on market trends and clients' needs; Scaled and monetized loyalty program and started marketplace evolution.
Customer Loyalty/ Retention Artificial Intelligence (AI) Loyalty Programs