Experience

GRUPO LANTERO

• Spain
• Packaging and Containers Manufacturing
• 1 - 100 Employee

• Innovation, Marketing and Sustainability Director

  • Apr 2022 - Present

  Imaginar, identificar, explorar, testar y proponer productos o servicios, modelos de negocio o tecnologías que nos permitan alcanzar y mantener el liderazgo en el mercado global de envases sostenibles Imaginar, identificar, explorar, testar y proponer productos o servicios, modelos de negocio o tecnologías que nos permitan alcanzar y mantener el liderazgo en el mercado global de envases sostenibles



MIDE | Madrid Innovation Driven Ecosystem

• Spain
• Philanthropy

• CEO Managing Director & Founder

  • Sep 2016 - May 2022

  MIDE (Madrid Innovation Driven Ecosystem) is formed by a multi-stakeholder team and aims to develop the Entrepreneurship and Innovation Ecosystem of Madrid region with a global perspective. It was born from the REAP (Regional Entrepreneurship Acceleration Program) developed by MIT. We seek to be a platform for the main stakeholders of the ecosystem to be connected (Startups, Corporates, Universities, Venture Capital, Government and other relevant agents). We aim to unify efforts among them in the improvement of the Global Competitive Position of Madrid and the generated IMPACT in terms of innovation and entrepreneurship. Members of the GIN (Global Innovation Network) of Massachusetts Institute of Technology, currently connecting with more than 45 cities around the world within the REAP program. This is not about creating. This is about connecting. Show less



Food Strategy Associates

• United Kingdom
• Business Consulting and Services
• 1 - 100 Employee

• Independent Business Consultant - Market expert for Spain

  • Oct 2020 - Dec 2020

  In depth analysis of Spanish market to understand the market attractiveness and the ability to win and to define the key success factors and requirements to successfully access the market. In depth analysis of Spanish market to understand the market attractiveness and the ability to win and to define the key success factors and requirements to successfully access the market.



Universidad Europea

• Spain
• Education Management
• 700 & Above Employee

• MBA Professor: Innovation and Entrepreneurship

  • Jan 2018 - Jan 2020



Pascual

• Spain
• Food and Beverage Services
• 700 & Above Employee

• Disruptive Innovation and Digital Transformation Director

  • Jun 2015 - Feb 2019

  Responsible of the most Disruptive Innovation, beside existing categories, in all areas, from new products or services development to new processes or business models. I changed the innovation model and culture into a more open and collaborative one, having launched innovative initiatives for our industry as - Pascual Startup (3 editions and more than 700 projects reviewed), - Pascual Startup Intrapreneurship (over 800 business proposals with 7 projects presented to the Board of Directors - Collaboration agreements with Universities and Technological research centers - Having launched MIDE (Madrid Innovation Driven Ecosystem) to boost the entrepreneurial ecosystem in Madrid region. At the same time, responsible for the Digital Trasnformation process, aligned with the long term Company's strategic goals to guarantee the business impact. in the areas of: Consumer, Customer, People, Productivity, Sustainability and Internationalization. I've launched innovative solutions like: - Use Blockchain technology for traceability with the giant Alibaba - Big Data to improve knowledge and user experience with COnsumers - IoT to improve the operations across the full value chain - Use of Artificial Intelligence to create a solid relationship model with customers Show less



The Coca-Cola Company

• United States
• Food and Beverage Services
• 700 & Above Employee

• New Ventures Entrepreneur - ZICO Europe Director

  • Sep 2010 - Jun 2014

  Responsible for identifying new growth opportunities in Europe and developing and launching new products through M&A, import or organic development. Set up new sales and distribution models, including on-line sales tracking systems. Specifically for ZICO start-up I´m managing a team of 16 people across Europe and gained 15% of market share in the first two years since launch. I´m also improving the Supply Chain to become more efficient and to make the full business more sustainable from an environmental point of view (CSR). Show less

• Business Development Marketing Manager Europe

  • Jan 2009 - Jan 2011

  Successfully developed partnership with key global customers. Through the beverage platform developed for Shell and executed in their franchises in 32 countries worldwide, Coca-Cola obtained the recognition of being "Preferred partner".

• Shopper Merchandising & Marketing Manager Europe

  • May 2007 - Feb 2010

  Applied shopper insights to leverage new opportunities in the market. Worked closely with key global customers like Carrefour, having developed the shopper marketing program that was key for creating a joint Strategic Business Plan and turned into positive the previous negative results.Worked as Strategic Consultant for several countries including Iceland, France, UK or Ireland.

• Revenue Growth Management Manager

  • May 2004 - Apr 2007

  Responsible of defining the Brand, Price, Package and Channel strategy to maximize growth in terms of volume and value according to consumer and purchaser preferences.

• Channel Marketing Manager

  • Jan 2003 - May 2004

• Marketing Manager

  • Mar 2001 - Jan 2003

  Increased 4 points of market share building on Brand Preference through local PR programs, Communication, advertising, sales and distribution and pricing strategy redefinition.

• Internet & New Technologies Manager

  • Jul 2000 - Mar 2001

• Channel Marketing Manager

  • Jun 1998 - Jul 2000



Genesis (Joint Venture Banco Santander and Metropolitan Life)

• Marketing Executive

  • Oct 1992 - Jun 1998