Half economist, half marketer. Half consultant, half teacher.
Half economist, half marketer. Half consultant, half teacher.
My professional life is full of dualities.

HERE YOU WILL FIND EVERYTHING ABOUT ME, WITH A BLOG AS THE EPICENTER OF MY PERSONAL BRAND, IN WHICH I WRITE EVERY DAY SINCE 2013.
About me
Nonconformist, proactive and dynamic. That’s how I define myself. I enjoy my day-to-day work in the world of marketing and strategy.
I am a real fan of the world of brands, consumer behavior, the digital environment and the symbiosis between creativity and innovation.
Half economist, half marketer. This causes the angel and the devil to coexist in my mind, giving me a balanced vision of functionality and emotionality.


Innovator
I love changing business environments full of uncertainty, sharing great and constant experiences as a consultant with my partner Paco Lorente in our joint project, Sinaia Marketing.
I consider it essential to develop the personal brand to compete with guarantees in the professional world. Therefore, since 2013 I write every day in my personal blog, where I share experiences, knowledge and learning.
Teacher
Another of my great professional motives is teaching, where I live intensely every opportunity in Spain and other Latin American countries such as Colombia, Mexico, Chile or Argentina.
I am very fortunate to be part of ESIC Business School, the business school of reference in marketing in Spain, with great international prestige.

What is behavioral strategy?
My career in marketing and strategy has taught me many things. I am a strong advocate of practicality based on solid variables grounded in the essentials.
My daily experience as a consultant and teacher has led me to create my own model, which I have called behavioral strategy.
It is a set of areas transversal to any type of project and brand, which is formed by 6 approaches on which my work is based, which are: