Senior Marketing Executive with over 22 years of professional experience in multinational B2B / B2C corporations and own consultancies.

Business Development | Commercial & Marketing Strategy | Portfolio Strategy | Brand Development and Management | CRM | Digital Communication (web development and Social Media) | Commercial Performance Measurement | Market Research & Information | Organisational Development and Specialised Training.

Strengths in strategic thinking and development of new commercial business models, leadership of ideas and people, change management and effective communication. Experience working under great uncertainty and driving paradigm shifts in very conservative environments. Working knowledge of more than 30 countries. Lived in Argentina, Holland, UK and Spain. 

Work History

Work History
2010 - Present

Partner & Director of the Marketing Strategy Unit

Merydian - Marketing & Digital Communication Consultancy

Responsible for business development, project management, corporate image and external communication of the firm.

  • Developed the marketing strategy area to complement the digital communication service of the firm, with an increase of 50% in number of clients and projects vs. 2009.
  • Executed projects on commercial and marketing strategy, CRM, personal branding, promotion & communication, web design and online presence for clients in tourism, pharma, construction, online and retail sales, social networks, online directories, health and fashion.
2009 - 2010

Founding Partner and Director of Spain Office

Trasa - Commercial Strategy Consultancy

Responsible for business development, intellectual property, project management platforms and corporate image of the firm.

  • Designed and developed the firm’s technical portfolio and management platforms.
  • Developed the communication strategy, including design and implementation of online presence.
  • Developed a network of external partners to complement the firm’s services.
2006 - 2009

Regional Marketing Director, EMEA & Asia Office


Responsible for the Regional development, with focus on marketing strategy & execution, brand development, performance measurement, pricing, market research, CRM, R&D and sales force management.

  • Developed & deployed a complete marketing management process with significant improvements in effectiveness and efficiency of marketing investment. Included marketing strategy development, all functional definitions of roles, templates, metrics and KPI, and integration with the commercial transactional systems.
  • Developed a measurement system to track marketing performance, with significant improvements in the quality of marketing strategies and the accountability of the Marketing and Sales functions.
  • Led the regional business definition of a full CRM model with several interaction channels (internet, sales force and Service Centre) & functionalities (order taking, Set-up, customer assistance).
  • Led the development of a Regional R&D management model to support New Product Development, with efficiencies in technical R&D and synergies in commercialisation.
  • Led the CEMEX brand migration in Europe after the acquisition of RMC (2005).
2002 - 2006

Global CRM Manager

British American Tobacco

Responsible for the global development & rollout of a new marketing model for the Company, to bridge the traditional mass marketing approach with a 1-to-1 permission based CRM model.

  • Developed the strategic & operational marketing framework. Included planning processes, metrics, organisation (structure, roles, career plans) & technology (marketing planning software).
  • Developed and led the change management programme and the internal communication strategy, leading the internal resources and the external management consulting firms. Full implementation in pilot markets and ready to roll-out in 40+ countries.
1995 - 2001

Global Consumer Research Manager

British American Tobacco

Responsible for the global Consumer Research function, including processes, systems and human resources for more than 100 countries. Company annual Research budget: c. €90m.

  • Managed the research programme for all centrally managed brands (Lucky Strike, B&H, Kent, Pall Mall, Dunhill, Rothmans) including global re-positioning, communication and portfolio strategy.
  • Managed the global research network (60+ local teams, with 19 direct reports). Designed global organisational principles and co-ordinated recruitment, training & career development. Audited local research capabilities providing specific development plans.
  • Optimised the Company's market research portfolio & designed specific methodologies, with special emphasis on market segmentation and NPD. Managed all global research agencies.
  • Developed the market research function in difficult environments (E. Europe, C. Asia, Latin America), providing technical support to Company staff.
  • Designed and delivered training programmes for senior executives (global management board, product development, finance, corporate affairs, etc).
1990 - 1994

Consumer Research Manager / International Brand Manager

British American Tobacco

Responsible for the Consumer Research function and for International (Camel) & local brands (Jockey Club, Derby, RYO) representing 40% of turnover. Annual budget c. USD3m.


1991 - 1991

Resident Programme

1983 - 1987

(Hns) BSc Psychology

Del Salvador University