My journey through the years I was born in Madrid in 1981, the youngest of 10 siblings and father of 3 daughters. Since my childhood I have always cultivated an entrepreneurial spirit. In the year 2000, before I came of age, I created the first virtual community of Spanish-speaking young people (meparecebien.com), at the height of the Internet boom. This helped me to get, at the age of 20, my first job in one of the main Internet companies in Spain. From that experience I discovered what kind of leader I wanted to be in the future. Until the creation of Findasense in 2007, I created and sold three companies. Therefore, the attributes that best define me are: technologist, self-taught entrepreneur and infinitely curious. I have been involved in management and digital business transformation for more than 20 years. In this area I have put special focus and proof of this is my ability to create omnichannel strategies, integrating both the customer experience and the consumer journey of people. I am currently focused on aspects that seem to me to be crucial, such as ethics, transparency, conscious capitalism and achieving a positive impact on society. My teaching vocation keeps me active in associations, universities and business schools such as IESE, Instituto de Empresa (IE) and ESIC, where I share my experiences acting as an entrepreneur, mentor or advisor. In 2019 and 2020 I was among the Top 100 Speakers in Spain by Thinking Heads. As a communicator, I collaborate in various international communication spaces, such as El País, Business Insider Spain, Emprendedores, Portafolio in Colombia, El Financiero Costa Rica or Forbes Central America, among others. My passion for technology, the advantages of automation and the challenges for the world of education led me to write the book ¿Qué robot se ha llevado mi queso? in 2018 (published by Planeta), in which I delve into issues as sensitive for society as the future of work. The book spent 12 weeks among the top 100 best sellers in the categories of "business", "strategy", "management" and "economics" on Amazon in Spain. My continuous search for excellence led me a few years ago to become an active member of YPO, a global leadership community created in 1950 and made up of 28,000 executives of large companies and their families, with a single motto that guides our path: "Better Leaders through Lifelong Learning and Idea Exchange". Since 2019 I am part of the board of YPO Madrid. ABOUT FINDASENSE: I founded Findasense in 2007 with my partner Tommy Lorsch as a marketing, communications and digital transformation agency and since then it has grown exponentially. We have more than 350 employees and are present in more than 20 markets, with an annual turnover of 19 million dollars, thanks to a sustained internationalisation strategy that has earned me the trust of clients such as Coca-Cola, Movistar, Bimbo and Tetra Pak, among others. In 2022 I sold Findasense to Majorel, a world leader in next generation customer experience services for digital native brands. Since then I am a member of the Board of Majorel X and continue to serve on the Findasense Board of Directors as Chairman. I can proudly say that today we are the global benchmark in customer experience and digital transformation. Our goal remains focused on expanding our market expansion. However, one of the achievements that stands out the most in my professional career is having promoted and implemented in the company a proprietary methodology called EPIC (Strategy, Purpose, Identity and Culture). It all started with understanding who we were and defining our identity. We are Innovation Leaders and EPIC is in the DNA of our organisational culture, which is based on self-management, transparency and empowerment for all employees. Its original business model and a growth story that presents many of the dilemmas that a professional services firm faces have led Findasense to be chosen for the first time by IESE as a case study within the sector.

My Mentoring Topics

• Entrepreneurship
• Startups
• Scale-ups