I am an international business leader with experience across entrepreneurship, B2B sales, FMCG, retail, telecom services, strategic accounts and operational transformation.
My career has not been linear by sector, but it has been consistent in substance: commercial growth, execution, forecasting, negotiation, operations, team leadership and decision-making under pressure.
Most recently, I founded and operated La Cucharona, a Madrid-based foodservice business where I managed strategy, pricing, logistics, customer experience, supplier management, cost control and daily execution. I also built practical AI/BI workflows using Odoo, Google Apps Script, Shopify and Gmail to improve reporting, forecasting and operational decision-making.
Before that, I led international B2B sales at Kaelis, managing complex strategic accounts across Europe and North Africa, including airline and rail customers such as IAG, Iberia, British Airways, Renfe, Air France, TAP Portugal and Royal Air Maroc.
Earlier roles included commercial leadership at Laïta Iberia, retail activation and field execution at Fast Moving Group, telecom retail and MVNO operations at Brightstar 20:20 Mobile, and FMCG retail/distribution roles at Arla Foods and Groupe Andros.
I have lived and worked across several countries and business environments. That international exposure shaped how I think about adaptation, trust, execution and cultural context.
Today, I am especially interested in the intersection between business judgment and AI-enabled execution.
I believe AI will not simply reward technical knowledge. It will increasingly reward clarity, context, experience and the ability to connect decisions with operational reality.
This site is where I write about business transformation, execution, leadership, AI and modern business complexity.