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Work Background
PICNIC. Purpose-driven Growth™Project Director
Sep. 2023Spain, MadridAs Sports Project Director at The Picnic, I lead the strategic development and execution of brand and sponsorship initiatives for elite football clubs including LALIGA, Atlético de Madrid, Sevilla FC, Valencia CF, RCDE Espanyol, UD Almería, and Granada CF. My role involves designing integrated activation plans aligned with each club’s marketing objectives, managing projects from concept to delivery, and building data-driven fan engagement strategies that enhance loyalty and visibility. I also craft tailored sponsorship proposals that optimize asset value and drive commercial growth, while maintaining close relationships with marketing directors and key stakeholders through regular strategic updates and performance reporting. This position allows me to combine creativity and strategy to deliver high-impact, purpose-driven campaigns that connect clubs, fans, and brands in meaningful ways.
ESBS European Sport Business SchoolProfessor
Sep. 2022Madrid, Comunidad de Madrid, EspañaIn my class, you will uncover and activate the most powerful insights in the sports world, transforming passion, identity, and culture into strategic ideas. My focus is on building strong, purposeful sports brands that connect deeply with audiences and stand out in a competitive market. I guide students in turning insights into concepts, and concepts into effective communication, blending strategy, creativity, and cultural relevance to drive real impact. Through real-world cases and hands-on learning, I prepare future marketers to lead with purpose in the sports industry.
Geneva Business SchoolProfessor
Sep. 2022Madrid, Comunidad de Madrid, EspañaIn my class, you will uncover and activate the most powerful insights in the sports world, transforming passion, identity, and culture into strategic ideas. My focus is on building strong, purposeful sports brands that connect deeply with audiences and stand out in a competitive market. I guide students in turning insights into concepts, and concepts into effective communication, blending strategy, creativity, and cultural relevance to drive real impact. Through real-world cases and hands-on learning, I prepare future marketers to lead with purpose in the sports industry.
Escuela Universitaria Real Madrid Universidad EuropeaDirector Master in Sports Marketing
Mar. 2022 - Sep. 2023Madrid, Comunidad de Madrid, España
AutónomoAthlete and Brand Marketing Manager
Sep. 2020Madrid, Comunidad de Madrid, EspañaManage athlete and brand accounts end-to-end, developing marketing strategies, leading partnership deals, and activating campaigns across digital and social platforms, as well as traditional media. I work closely with talent, brands, and creative teams to deliver high-impact content, negotiate sponsorships, and drive performance aligned with commercial goals in the sports industry. A key success case has been building and activating the personal brand of Colombian football player Leicy Santos through strategic collaborations and digital growth.
Escuela Universitaria Real Madrid Universidad EuropeaProfessor - Master in Sports Marketing
Nov. 2019 - Jun. 2024Alcobendas y alrededores, EspañaIn my class, you will uncover and activate the most powerful insights in the sports world, transforming passion, identity, and culture into strategic ideas. My focus is on building strong, purposeful sports brands that connect deeply with audiences and stand out in a competitive market. I guide students in turning insights into concepts, and concepts into effective communication, blending strategy, creativity, and cultural relevance to drive real impact. Through real-world cases and hands-on learning, I prepare future marketers to lead with purpose in the sports industry.
ACB (Asociación de Clubs de Baloncesto)Brand Marketing Team
Sep. 2019 - Jun. 2022Madrid, EspañaLead the creative and strategic development of the brand across all key competitions, including: Copa del Rey, Liga Endesa, Playoffs, and Minicopa. I was responsible for the ideation of visuals, copywriting, and integrated campaigns, ensuring brand consistency and cultural relevance. I created original content, developed sponsorship activation ideas, and brought to life experiences that deepened fan engagement and delivered value to partners. As brand guardian, I ensured every touchpoint reflected the identity, passion, and energy of Spanish basketball.
Real Madrid C.F.Marketing Internship
Feb. 2019 - Apr. 2019MadridI had the opportunity to do my Master's internship in this incredible team, where I was able to demonstrate my skills to create powerful concepts that resulted in valuable campaigns for the company, such as the Tour Bernabéu 20th Anniversary campaign.
sancho bbdoCreative Director
Jun. 2017 - Oct. 2018Bogotá D.C., ColombiaRecognized as the most effective agency in the world and one of the most creative in Latin America, I worked as Creative Director, leading major national and regional accounts. I was responsible for driving creative strategy and execution for brands like Mercedes-Benz and Bayer across Latin America, as well as Chevrolet, Decameron, and others. My role combined team leadership with a deep focus on insight-driven ideas, aiming to deliver work that was both creatively bold and commercially effective.
Young & RubicamCreative Director
Jun. 2016 - Jul. 2017ColombiaAfter several years of delivering strong creative work, I took on the role of Creative Director at VMLY&R, leading a talented team and embracing a new stage full of challenges and opportunities. Together, we worked on accounts that allowed us to build bold, strategic ideas with real impact. In recognition of my experience and brand understanding, I was appointed to lead creative strategy for Adidas and Reebok in Panama, developing marketing concepts tailored for the Latin American market. My focus has been on blending insight, culture, and creativity to build work that resonates across the region.
Young & RubicamCopywriter
Jul. 2013 - Jun. 2016Responsable for creating campaigns for brands such as Hyundai, Adidas, Reebok, Citroën and LG. During this period we participated in multiple festivals, winning two awards at El Ojo de Iberoamérica and being nominated in many others.
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