From de beginning of year 2006 and until January 2007 I was Chairman of the Board and Executive Director in all companies integrating the group. This company had an approximate turnover of € 70 millions, being its main activity brand extension operations mainly focused in the media industry. My main objective was to reorganize and restructure the whole business, including the 10 affiliated companies, built a new management team, in order to recover the business from heavy losses and launch it into a successful new stage. My goal was achieved in record time. After only six months headcount was reduced from 110 to 41, gross margin was improved remarkably a 50% and running cost dramatically reduced in a 60% during very difficult times due to internal fights between shareholders and external changes in the market.All changes were firmly but softly implemented without generating any conflict within the staff or suppliers.
Personal skills applied: reorganization and realignment in adverse market and corporate environment, sales and marketing oriented general managing, product innovation, vision, anticipation,value proposition redefinition, capacity to increase rapidly gross margins and reduce drastically running costs, sales and marketing innovation, medium long term planning, systems implementation and integration, PR with authorities, media players and establishment, applying global view, leading international expansion, research capacity, M&A negotiations
Jan 2007 - Present
This consulting firm has a deep expertise in enterprise transformation – operations realignment, value proposition re-definition, technology capitalization – for mid-market companies.
Within the Corporate Development area, since 2007, we advise relevant young Internet entrepeneurs, helping them to develop strategy, business plan and find investors.
The firm also pioneered the introduction and diffusion in Spain of Scientific Marketing techniques. Personal skills applied: start up rich experience, sales and marketing oriented general managing, product innovation, vision, anticipation, PR with authorities, industries players and establishment, applying global view, leading international expansion, research capacity, M&A negotiations, IPO negotiations (AIM)
1997 - 2005
Executive International VicePresident
Initially, I worked as an external Advisor to the Board, helping the Group in their businesses in various Latin American countries, such as Argentina, Colombia and Chile. I was strongly attracted by the philosophy and forward thinking of the group founder, Mr. Stenbeck. METRO represented in 1995 a huge revolutionary trend in the conservative media sector. I could then envision the wide chances of success and opportunities of rapid global expansion. Free press is the major change element that challenged the newspaper industry in the last 100 years.
In September 2000, I was appointed Vice-president for Business Development, in charge of the Iberian Peninsula and Latin America. In January 2001, I was also nominated CEO for the Iberian Peninsula. One year later I was in charge of launching the Metro newspaper in Argentina, Spain, Italy, and Portugal as well as supervising Chile’s operation turnaround, re-launch and territorial expansion. These initiatives became some of the most successful within Metro; in fact they became a best-practice internally, as they reached profit in less than 14 months, a remarkable achievement in the sector during a very critical time in the advertising industry.
Since the beginning of 2003 until mid 2005, I was CEO for Southern Europe and Latin America, accountable for subsidiaries in Spain, Italy, France, Greece, Portugal and Chile. I was also in charge of negotiations for new launches in China, Brazil, Venezuela and Mexico. The area represents more than 50% of Metro’s turnover and became one of the most profitable all over METRO.
METRO SPAIN was also a pioneer within the group in graphic design, new advertising formats, adding “below the line” campaigns, improving the distribution system and sales organization.
I was able to develop, together with my team, a business model that required only 30% of the typical funds needed to start-up new free newspaper operations and was also committed to prepare an international reorganization and restructuring plan which is actually in practice.
In September 2004, I was appointed Executive Vice-president of METRO INTERNATIONAL Ltd., retaining my position as CEO for Latin America and South Europe and Managing Director for Spain. I was a Board member in Metro France, a joint venture with TF1 and Metro Portugal a joint venture with MEDIACAPITAL S.A.
Personal skills applied: start up organization in oligopoly and adverse market environment, sales and marketing oriented general managing, product innovation, vision, anticipation,value proposition redefinition, corporate reorganization and realignment, sales and marketing innovation, medium long term planning, ultra rapid growth push, systems implementation and integration, PR with authorities, media players and establishment, applying global view, leading international expansion, research capacity, M&A negotiations, reorganization and realignment planning.
1992 - 1995
Television Education Network Ltd.
I started this business together with two other partners as a diversification when I was at LA LEY. TEN leadered the continuing professional development multimedia distance learning market (CPD) for six professions in the UK; lawyers, economists, chartered accountants, management accountants, chartered surveyors, architects and engineers. Initially, the company used television and later moved to on-line and other interactive platforms. Turnover reached $ 8 million approximately. The company was sold to a German Group; The Einstein Channel Plc. TEN was the first company in UK providing multimedia education programmes.
Personal skills applied: start up organization in a oligopoly market environment, sales and marketing oriented general managing, product innovation, vision, technological anticipation,value proposition definition, reorganization and realignment, sales and marketing innovation, medium long term planning, rapid growth push, systems implementation and integration, PR with authorities, professional institutions and establishment,M&A negotiations, IPO structuring (AIM).
1990 - 1992
Sorondo & Associates
As an associate and leading international advisor I supported this company from a strategic point in their consultancy role to the large telecom American operator US West in their negotiations with the Italian telecom monopoly STET. The negotiations were conducted in order to get a license for operating cable TV in some areas in Italy. Negotiations where extremely difficult and US West did not succeed to reach any agreement with STET though later they started operations in UK where they became a very successful operation under the name Telewest.
Personal skills applied: start up organization in fast changing market, sales and marketing oriented advisory role, vision, technological anticipation, reorganization and realignment advice, sales and marketing innovation advice, PR with authorities, industry players and establishment, M&A negotiations.
1978 - 1992
Executive Vice Chairman and CEO
I established this company in Madrid being the controlling shareholder (80%). This was also a subscription based business and remarkable cash generator. This venture represented for me also a major challenge as I was intending to break a historical monopoly in the legal publishing Spanish market, which I accomplished in two years. The company operated by a very professional management team, grew very rapidly and successfully, becoming the leading legal publishing house in Spain, with offices in all provinces. Workforce reached 250 employees and turnover was up to Pts. 20.000 million (euros 120 million), with an EBIT over 25% on a consistent basis. LA LEY pioneered the development of the legal database market in the Spanish speaking world through the development of COMPULEY, a case and legislation database on CD ROM launched during the fall of 1987. A strategic joint venture with Philips was key for the success. After launch, in just 3 years, 80% of new sales came from electronic publishing. I was able to finance growth by myself until 1992 when the company was successfully sold to Wolters Kluwer.
Personal skills applied: start up organization in a monopolistic officially protected market environment, sales and marketing oriented general managing, product innovation, vision, technological anticipation, operations full set up, value proposition definition, sales and marketing innovation, medium long term planning, rapid growth push, PR with authorities and establishment,M&A negotiations.
1968 - 1985
Executive Vicepresident and CEO
La Ley was then a family owned, subscription based business and great cash generator. The company is still a leading publishing house in the Spanish speaking world. I started working in the company with the objective of professionalizing its management, building a management team and transforming the business into an international operation. I progressively bought out the other shareholders and took a controlling position of 80% of the capital. LA LEY became the leading professional publishing company in Argentina, with a turnover growing from u$ 2 million to u$20 million in just 5 years. The company was sold to Thomson Group (UK).
Personal skills applied: reorganization and realignment, new value proposition developed, sales and marketing oriented general managing, product innovation, negotiations capacity with unions and authorities in very difficult circumstances, PR with establishment, systems implementation and integration, internationalization with a global view, vision, team building, medium/long term planning
1976 - 1980
I established and run this company together with two minority partners. The company had as main activity the plantation of several large land extensions (1,500-2,000 hectares each) and industrial scale exploitation of camomile flowers in order to produce essential oils for the cosmetic and pharmaceutical industry. We designed to measure, all the industrial equipment from the harvester machine to the drying ovens and finally the flowers and pollen separators together with a distilling plant in order to extract the three different kinds of essential oils. Four years later the company together with the industrial licenses for the machinery was successfully sold to a leading Italian company in the sector
Personal skills applied start up organization, new industrial technology international sales negotiations, value proposition definition, sales and marketing oriented general managing, product and production chain innovation, operations set up, team building, medium long term planning
1970 - 1973
Papel del Tucuman S.A.
In 1970, I founded this company, a us$ 2 billion investment in newsprint paper and pulp, in Argentina. This material was considered a strategic commodity for the country due to the heavy dependency from imports. As CEO, I was in charge of negotiating funding, technology, energy and raw materials supplies for a revolutionary industrial method of producing long fibre pulp and newsprint paper from sugar cane. I also took over the negotiations with the national authorities in order to secure special long term financing with funds coming from VAT and substitution of energy source (sugar cane for natural gas).
Personal skills applied: conflictive start up organization, new industrial technology international research and negotiations, value proposition definition, sales and marketing oriented general managing, product innovation, negotiations capacity with industrial sectors, unions and authorities. IPO structuring, team building, medium long term planning