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Work Background
Scott and IrwinFounder & Chairman
Jan. 2024San Sebastián, Basque Country, SpainFunction as a business advisor to set the company’s vision and objectives, meeting with the leadership team biweekly. Provide insight into the latest AI/AR/VR technologies, help with business development, and provide company representation at events and keynote speaking opportunities.
▪ Secured major sales for 2024 and executed projects for blue-chip brands such as Mercedes, Formula 1, and San Miguel.
re.setFounder & CEO
Sep. 2021Spain, Mexico, United StatesOversee business and operational aspects of the start-up with a presence in Spain and the US. Coordinate with clients to define value propositions, reorganize business units into multi-disciplinary squads, implement agile routines and tools, deliver talent development programs, and synchronize the entire organization to share OKR progress. Direct a team and run daily operations focused on business development and client relationships.
Trained a large number of people in the agile management system, adapting the training to ensure cultural relevance across various regions. Conceptualized, designed, and oversaw the development of an AI application to facilitate collaboration within ADEGI.
▪ Increased revenue significantly by leveraging client search for new working models post-COVID.
▪ Boosted revenue through a talent development program for a global advertising holding company, where leaders implemented client development projects using an agile system.
▪ Achieved improvements in productivity, organic growth, and employee satisfaction after implementing a proprietary business agility methodology in multiple organizations.
▪ Enhanced OKRs for a leading advertising company in Spain by implementing the company’s agile management system across the whole organization.
University of DeustoMarketing & Innovation Professor
Feb. 2020San Sebastian, BilbaoAs a Part-Time Professor at the University of Deusto, I offer extensive experience to executive education courses, teaching a broad spectrum of subjects from marketing practices to innovation skills. My role includes advising students on their projects and coaching participants in transformative initiatives within their companies. Additionally, I contribute to advancing the university’s Innovation Department, leveraging my expertise to foster growth and innovation.
KENDU | Visual Communication Solutions for RetailCEO
Jan. 2019 - Sep. 2021San Sebastián / New York / Miami / London / Paris / SinpaporeSet the vision for enhancing retail experiences through innovative in-store communication solutions. Directed a retail marketing company with a large team and global offices. Managed a substantial revenue company with prestigious clients such as Primark, Aldi, FNAC, Timberland, and Nespresso. Led a leadership team and focused on organizational growth. Oversaw changes in people policies and negotiated with labor unions to maintain a productive workforce.
▪ Generated significant sales by leveraging existing relations with clients in the US and EU after launching a new operation in APAC.
▪ Drove a considerable increase in revenue with Primark by launching a SaaS platform.
▪ Increased productivity significantly by restructuring the company and creating a new working model based on OKRs and agile routines and tools.
▪ Maintained operations during COVID by renegotiating a collective bargaining agreement with the labor union and securing new lines of credit.
DigitasLBiChief Strategy Officer - North America
Sep. 2015 - May. 2016Greater New York City AreaReporting to the company’s CEO, organized the strategy function into three areas, overseeing a team in multiple locations. Coordinated with the chief creative officer, oversaw department operations, and was directly involved in key projects for clients, from the creative brief to the campaign execution. Developed a new creative brief process and a training program, implemented across all Digitas offices.
▪ Generated additional revenue through leading key projects and securing business wins.
▪ Received numerous creative awards by working directly on campaigns for major brands.
Ogilvy & MatherGroup Managing Director and Head of Customer Engagement & Commerce
Mar. 2012 - Dec. 2018Greater New York City AreaLed customer engagement and commerce projects across Ogilvy USA. Reported to the CEO, set practice vision and objectives, and managed a substantial budget. Developed client communication plans and new business strategies, reorganized the practice into four strategic areas, and built a community of experts.
▪ Delivered substantial new business globally by designing, developing, and implementing Ogilvy One’s strategy operating system, DAVE.
▪ Produced significant incremental revenue by building the first engagement and experience planning department at Ogilvy One New York.
▪ Earned numerous awards at prestigious creative shows through the strategic work of the CE practice.
▪ Increased revenue for the CE practice through organic growth and new business wins with clients such as Philips Healthcare, Philips HUE, and Southwest Airlines.
OgilvyOneManaging Director - Head of Engagement Planning
Mar. 2012 - Aug. 2015Greater New York City Area
The Bakery Communications New YorkChief Idea Officer
Mar. 2011 - Mar. 2012
NXTChief Idea Officer (SVP Head of Ideation)
Feb. 2010 - Mar. 2011Greater New York City Area
Dieste Inc.SVP Executive Director of Interception
Feb. 2008 - Feb. 2010Dallas/Fort Worth Area
ContrapuntoBBDOSVP Alternative Advertising Director
Jun. 2005 - Feb. 2008Madrid Area, Spain
Proximity MadridSVP Client Services Director
Oct. 1999 - Dec. 2004Madrid Area, Spain
ad hoc, comunicación y marketingAccount Supervisor
Nov. 1996 - Nov. 1999San Sebastián, Spain
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