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Work Background
Revenue SquaredCommunity member
Jun. 2024EspañaRevenue Squared is a private community for sales professionals.
The goal is to help sales professionals at every step of their career to reach their full potential.
Community of Business development professionals from top tech companies in Spain operating
worldwide.
We Find GroupSenior Advisor Strategy & New Global Business
Jun. 2024Madrid, SpainI help WFG to identify and develop new global services in talent management with students and universities, professionals and enterprises.
Reporting to the CEO, I work defining resources needed, commercial approach and financial structure, all aligned with corporate strategy.
Ultima Displays SpainHead of Global Sales
Mar. 2023 - Jun. 2024Madrid y alrededoresI joined Ultima Displays Spain, a leading European supplier of Visual Communication solutions for Events, Trade Shows and Retail, to lead and manage the existing commercial team and drive sales in two key business areas: 1. Providing display solutions imported from China for distributors and printers, in a sales and account management role.
2. Creating modular and custom visual communication solutions manufactured in Europe for marketing and events agencies, retail operators, and trade show contractors, in sales development and account management roles. Thanks to our efforts, the Spanish sales team achieved a sales record in 2023 with over 7% growth compared to 2022, making it one of Ultima's fastest-growing business units in Europe that year. Between 2023 and 2024, we reached out to over 40 prospects in Events and Retail, and successfully onboarded more than 25 new clients in these areas, significantly increasing our order value. We also spearheaded custom projects for trade shows and events that were previously unprecedented in the Spanish market, bringing in new types of clients who had not been approached in Spain before. I acted as the main point of contact between Spanish clients and Ultima's production plants in France and Poland, providing detailed briefings to the Budgeting and Operations teams abroad and maintaining strong client relationships during project executions. We were the 2nd best sales performer after UK in all Ultima's European business units in the launch of a new modular solution imported from China FastFrame (https://www.ultimadisplays.com/fastframe) from October 2023 to June 2024. Furthermore, I managed commercial alliances with distributors and printers, based on stock availability and yearly pricing.
Pinkplate Impressão, SACommercial & New Business Director in Spain
Jan. 2020 - Nov. 2022Madrid, Comunidad de Madrid, EspañaPinkplate Iberica is the Spanish commercial subsidiary of Pinkplate Impressao SA, OOH & POS graphic production marketing services Portuguese Group. Reporting to the Country Director in Spain, member of the Spanish Steering Committee, recruited, trained & developed the Spanish commercial team, including in-house design services, implementing the new business model and sales management system, consolidated new business, increased existing client satisfaction, and directing sales efforts to a profitable POS commercial strategy. 2019 - sales record in Spain with turnover > 6 million €.
2020 & 2021 - we defended well pre-pandemic results with sales of 94% (20 -19) and 96% (21 - 20).
2022 - exceeding objectives>141% compared with 2021 with Point Of Sale meaning >70% of total sales.
Pinkplate Impressão, SAComercial and New Business Manager in Spain
Jul. 2014 - Dec. 2019Madrid, Comunidad de Madrid, EspañaReporting to the Country & Commercial Director in Spain, I joined Pinkplate to identify and develop new business opportunities mainly in the Banking, Insurance, Pharma, Packaging, Retail, Food & Beverage industries demanding POS & Retail communication services.
Pinkplate Spain did not have at that time a structured sales team. Therefore, my two main achievements:
1. Creating and managing New Business meaning >1 million €.
2. Creating a commercial team once total sales of the company were > 6 million €. We started working with long-term contracts in the financial and insurance, IBEX 35, and multinational listed companies.
My contribution to managing the new and existing business during these years grew consistently to reach sales >1,1 million € in 2019.
RecreartMarketing Consultant & Advisor
Apr. 2007 - Jun. 2014Madrid, Community of Madrid, SpainRecreart, a consulting boutique focused in 3 main areas oriented towards clients and suppliers: 1. To provide out-of-the-box solutions in Retail Communication to clients, including design, project management, purchases, production and quality control. 2. To help companies in the Design and Graphic Production Industry to identify and develop new business opportunities based on new materials, state-of-the-art digital technologies, and expand their traditional activity, geographically and in new markets. 3. To provide consultancy services to identify clients' needs and the right suppliers to attend to them, delivering project management services to secure lead times, quality, competitive pricing, and results exceeding clients' expectations.
Grupo PanoramaManaging Director
Jan. 1998 - Mar. 2007Madrid, Comunidad de Madrid, EspañaReporting to the President & CEO, member of the Steering Committee, my responsibilities during these years were: 1. Leading the commercial team to identify and develop business opportunities with new services and products, to take full advantage of the production capacities of the company due to recent investments in new technologies, besides supervising and helping to improve performance, results, and satisfaction with existing and new clients, employees and partners. 2. Selecting and managing the new technological application, supervising and putting into operation ERP & CRM software to create reliable just in time data to improve business intelligence for supporting strategic decisions, monitoring performance, and improving quality in all company processes and business areas, and direct commercial effort towards the most profitable identified business lines with existing and new clients. 3. Working in close relationship with a third-party consultancy partner, supervising, and obtaining ISO 9001 Certification (March 1999) and ISO 14001 Certification (January 2005) as an alignment with clients' demands, to improve the position of the company and strengthen a culture of permanent improvement in all business areas, to increase profit from creating high clients' satisfaction and fidelity and reducing dramatically Non-Quality costs. 4. Identifying, negotiating, and creating alliances with reliable industrial partners to expand the portfolio of solutions that the company would offer to its clients, and supervise their relationship with the production and logistics teams in the company. I was Managing Director leading a staff of >90 professionals including Supply Chain, Production, Quality Control, Commercial, Financial and back-office teams. During these years the turnover and profit of the company grew strongly reaching double-digit EBITDA and sales >12 million € in 2006 & 2007.
Grupo PanoramaCommercial and New Business Director
Jan. 1995 - Dec. 1997Madrid, Comunidad de Madrid, EspañaReporting to the President and CEO, member of the Steering Committee, I participated actively in redefining and implementing the company's strategy involving new investments and commercial reorientation of the business. I recruited, trained & led a commercial team to put into work this new business strategy, moving commercial effort from OOH graphic campaigns towards POS marketing services for clients in the Retail Industry (General and Specialized Distribution, Fashion, Food and Beverage, Banking and Insurance, Entertainment...) leading the identification of qualified new business opportunities and strengthening the existing business based on new materials and new production and service possibilities. During these years the business of the company grew consistently in new markets involving productions of Point Of Sale projects based on cardboard, vinyl, and plastics, besides maintaining a good volume of business in traditional paper OOH graphic campaigns. We gained large volume and long-term contracts for new corporate image production and implementation for 4 top Ice Cream Companies in Spain and started to work regularly with 7 top retail companies in Fashion and General and Specialized Distribution. Turnover did grow steadily during these years with sales increasing > 12% per year, exceeding the business planned EBITDA during this period.
Grupo PanoramaSales Executive
Jan. 1990 - Dec. 1994Madrid, Comunidad de Madrid, EspañaReporting to the Commercial Director, I joined the Panorama Group sales team to manage a short list of existing clients in the OOH graphic advertising industry and also to increase business with new clients with similar needs as the existing ones, due to the solid position of the company in that market. This was a hard task because other competitors had aggressive pricing policies due to lower structural costs, better industrial equipment, or larger commercial teams, competing strongly with us. I was able to create trustful relationships with clients I was responsible for that helped me to achieve my volume sales goals, although the profit obtained from these projects frequently was not good enough. The commercial effort was oriented to obtain a small profit per project with a big volume of activity in the existing business scenario. Within this process, I identified new clients and new business opportunities with existing clients based on alternative products and services that the company could easily provide if new small investments were made. I brought this information to the Top Management and organized meetings with several key clients that could place orders based on new products and services, to analyze these possibilities and the potential new business involved. This consultancy process quickly initiated a rethinking of the commercial strategy in which I participated working with the Commercial Director, the Financial Director, and the CEO/President. Several investment decisions were made and the company increased its business and profit with existing clients and new clients in 1992, 1993, and 1994. This situation was the starting point of a new business strategy and commercial reorientation of the company that ended up with stronger investments and my designation as Commercial and New Business Director in December 1994, starting in January 1995. The previous Commercial Director did retire.
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