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Graduated in Business & Economics

Fundación Universitaria San Pablo C.E.U. of Madrid


Travels, reading, movies, ski, mountain-bike, diving, tennis, golf, etc.

Additional Courses & Education

2007       Executive training sessions on

2006       Team working course . Wilson Learning. Madrid.

2005      DALE CARNEGIE Course. Madrid.

2003      Proyect Management Course. E.O.I. Madrid.

2002      Executive Masters Degree in "E-Business, CRM and E-Commerce". ESIC. Madrid.

2002      Business Economical and Financial Management Course. CEF. Madrid.

2001      Course "Development of new services in Telecomunications" I.E. Madrid.

2001      Negociations Skills Course. IESE. Madrid.

2000      Conferences EMTEL 2000. Marketing Strategies in Telecomunications.

                By Institute for International Research.

1999       Presentation Skills Course. Tea Cegos. Madrid.

1999      Direct Marketing Executive Course. ESIC. Madrid.

1998      Conferences IT Channel '98. Marketing & Sales on the IT Distribution Channel.

                By Institute for International Research.

Computer knowledge

  • Microsoft Windows Office Suite (Excel, Word, Access, PowerPoint), Lotus Notes, MS-DOS.
  • Internet advance user.
  • Advance user of CRM
  • Regular user of software COGNOS Business Intelligence.


  • English: high level written and spoken.

                Masters Diploma on Commercial and  Business English. British Chamber of Commerce in Spain.

                Diploma Cambridge First Certificate.

  • French: good level written and spoken.

                D.E.L.F. " Diplôme Elémentaire de Langue Française"

Work experience

Jul 2006Dec 2008

Sales & Country Manager


Management of the Spanish subsidiary of the SaaS (Software as a Service) video, audio and web conferencing services company within the territories of Spain and Portugal.

  • Creation of the business plan for the spanish and potuguese markets including sales targets, yearly budgets, marketing plan, segmentation of clients and customer targets.
  • Direct responsability for the annual sales targets as defined on the business plan.
  • General responsability for marketing actions like: price strategies, promotional activities, internet marketing, etc.
  • Accounts management of both direct sales and channel partners.
  • Ensure achievement of results throughout a weekly monitoring of the KPIs.
  • Business development actions to increase pipeline and funnel on direct and channel sales.
  • Recruiting, training and sales development of  new human resources if necessary.

Some improvements  achieved:

  • Increase in sales of 34% over the previous fiscal year for the iberian subsidiary.
  • Incremental usage of the web services by installed based customers up to 114% encourage by the presales and sales force teams.
  • Better follow up of the sales cycle and forecast metrics, as well as an accurate pipeline.   
  • Integration of partners on the sales deals and daily work with account managers.
  • Planning , develop and execution of  marketing and demand generation activities on both on-line and off-line versions.
  • Better focus on a partners recruitment plan of companies capable of working on a SaaS business model.
Sep 2003Jul 2006

Channel Business Development Manager


With a team of 4 persons, focused on sales and business development within the channel partners both wholesaler and resellers, either for the enterprise accounts market as well as for the Mid - Market business.

  • Sales and marketing industry channel programs.
  • Finance programs for both the channel and end users.
  • Channel sales rebates and incentives programs.
  • Business development actions and campaigns to promote software and hardware solutions with channel partners.
  • Increase investment ratio and better allocation of channel marketing funds and incentives.
  • Recruting program of business on mid-market.
  • Development of new business alliances to increase  Mid- Market sales:  co-selling models , partnership within  ISVs and hosted partners , etc.   
  • Direct sales and business development focus on any other industries with no industriy  BDM assigned like retail, automotive, consumer package goods, etc.
  • Assure channel model implementation and execution along the different types of partners, as well as better allocation  and usage of requeriments, processes, programs and tools for the channel.
  • Development and launch of Sun´s VPD (Volume Product Distributor)  recruiting and business activities to increase Sun´s revenues on mid-market industries.

Some improvements achieved:

  • Better follow-up of the sales cycle of the distribution channel via sales metrics and pipeline measurement. 
  • Better focus on a partners recruitment plan of companies capable of working as ISVs on the Mid-Market arena.
  • Integration of partners on the sales deals and daily sales work with account managers.
  • Revival of alliances with strategic value ISVs like Oracle and SAP.
  • Develop and execution of  marketing and demand generation activities of the channel partners for the different industries, as well as the leads follow-up and pipeline management on Siebel.
  • Positioning of Sun Microsystems as a real player on mid-market projects and deals: AMD, Opteron, different industries business solutions for medium sized companies, etc.
Jan 2002Sep 2003

Business Development and Services Manager


New Services Area.

Managing  a 5 product managers team to develop products and business opportunities on mobile internet services for enterprises.

  • Market research and analysis.
  • Define the marketing plan for enterprise products and services.
  • Define commercial proposals and partners model.
  • Coordination of the GPRS launch for the enterprise market.
  • Develop and follow up of the partners channel business plan.
  • Investment projects with consultancy and services partners.
  • Define and develop the Reward and Loyalty client program.
May 2000Dec 2001

Business Development and Services Manager

AMENA (lately taken over by Orange Plc)

Marketing Department.

Managing a 3 product managers team to develop products and business opportunities on mobile voice services for big accounts.

  • Define, create and develop voice and SMS product and services.
  • Define and follow up of  the marketing plan for enterprise products.
  • Research of the markets competitors.
  • Added value services investment projects.
  • Develop and follow up of the partners channel business plan.
  • Define and coordinate pricing and communications plan.
Jul 1999May 2000

Marketing Services Manager


Marketing communications and  marketing services.

Coordination of a 6 persons team working on the following areas:

  • Direct Marketing , promotions and client/partners events.
  • Media plan, press relations and publicity.
  • Market Intelligence.
  • Database Services: database and lead trakking.                                                                           
  • Web Marketing.
  • Telemarketing.
  • Task force team coordinator.
  • Sun Developer Connection country marketing manager.
  • Year 2000 marketing program.
  • Quality representative at the marketing department.
Jul 1998Jun 1999

Marketing Programs Manager


Definition, development and follow-up of the marketing and sales programs.

  • District sales and marketing programs with channel partners.
  • Sun Developer Connection country manager.
  • Year 2000 marketing program.
  • Channel marketing activities and events.
  • Campaings and promotions of the software and hardware solutions.
  • Define and develop the Reward and Loyalty client program.
Jan 1997Jun 1998

Marketing Manager SunSoft - Spain and Portugal


Coordinate a 3 members team carrying out the following:

  • Direct marketing, press and communications: clients and partners events, mailings, media plan, business seminars, commercial & promotional materials, etc.                                 
  • Bundle and pricing of the products and services.
  • Marketing and promotions plan for the distribution channel.
  • Southern Europe Call Center campaings manager.
  • Coordination and development of the localized channel and    partners certified qualification program.
Oct 1995Dec 1996

Account Manager


Direct sales on key accounts.

  • Search for prospects within multinational companies.
  • Demonstrations and presentations of the software.
  • Follow-up and closing sales negociations.
  • Design of commercial and promotional material.
  • Coordinator of attendance at SIMO TCI fair.
Jul 1994Sep 1995

International Sales & Marketing department

  • Product Management projects: development and improvement of software functionality to Spanish requirements, functional research of competitors, quality control, testing of the software.
  • Define strategy and commercial collaborations to start business in Spain.   
  • Attendance international software fairs.
  • Pre-sales tasks with international clients, commercial correspondence, prospecting of clients, etc.
  • Marketing-mix of the Spanish version of  the software.
  • Coordinator of the translation of the software, manuals and commercial material to Spanish.
Jul 1994


Traineeship sponsored by the "Fundación Universidad Empresa" and AIESEC. Market research of the Spanish ERPsoftware market.