ONE CAREER, SEVERAL CONNECTED PROFESSIONAL PERSPECTIVES
I am a strategist working across organisational change, innovation and partnerships, AI and data, and football. One career, several connected professional perspectives, built inside clubs, festivals, startups, public institutions and transformation programmes.
I stay involved from the first conversation until the project can stand on its own, leaving behind a structure, a set of alliances and a team capable of continuing without depending on me.
A career spent turning complex ideas into working projects — by developing people, building alliances and shaping the structures that hold the whole picture together.
About
My experience spans professional football, digital strategy, data systems, culture, creative work, entrepreneurship and hospitality, combined from an early age with continuous education and professional development. I started working at fifteen, running operational roles alongside my studies, which shaped a way of working grounded in responsibility, adaptability and direct contact with how organisations really function.
That background is why my work today moves easily between very different environments: football clubs, sport technology companies, consultancies and cross-sector organisations. Hospitality is not a separate service for me. It is evidence of years of operational experience, trust, teamwork and dealing with unpredictable, high-pressure environments, all of which now sit behind my strategic and organisational work.
Challenges I have worked on
I work best in situations where something important needs to be created, improved or reconsidered and where the answer cannot simply be bought off the shelf.
A new department, programme, product, system or organisational capability needs a clear model, structure and route to implementation.
Roles, processes and decisions no longer match the organisation's current size, ambition or complexity.
The conventional response is not addressing the real problem, and the challenge needs to be reframed.
You need practical use cases for data, digital tools or AI, connected to operations, users and measurable outcomes.
You need to create, professionalise or transform a football structure, talent pathway or sporting model.
A complex initiative requires shared priorities across leadership, operations, technical teams, partners or institutions.
Selected work
A sequence of four transformations: recover what was at risk, create a category that did not exist, combine disconnected disciplines into one system, and turn a complex organisation into a digitally capable structure.
Governance and operational restructuring, brand renewal, digital distribution and sustained stakeholder work across four editions of a historic cultural institution.
→Continuity secured, first online edition and 30%+ audience growth.
Identified an unaddressed gap in an established industry, defined a defensible position and grew an international community around it.
→Six editions, first worldwide reference of its kind, later replicated internationally.
Publication, hospitality space, merchandise, events, documentary and a team, unified under a single brand ecosystem before that audience became mainstream.
→Multi-format concept validated; documentary selected at ten international festivals.
Initial cross-departmental restructuring under strict compliance pressure, plus a four-year master plan to guide the rest of the transition.
→Initial restructuring delivered in one season; four-year master plan agreed as the roadmap.
Functional model, requirements translation and coordinated stakeholders around a modular platform built for real workflows, not reports.
→Seven seasons in continuous use, scaled from amateur to top-flight professional.
Sport, operations, contracts, data, brand and community developed as one connected system across a multi-year plan.
→6 teams; 3 consecutive promotions with the first team to the national Segunda RFEF; 2 further promotions with the reserve and development teams; 3 Copa de la Reina qualifications; 8× budget growth; recognitions across governance, results, social and communicative impact.
How I work
The same method applies across industries: understand the real problem, design the structure that can hold it, and stay involved until the work operates on its own.
Structured discovery with the people closest to the work, before proposing anything.
Map responsibilities, decision points and the informal ways teams actually coordinate.
Separate symptoms from causes and reframe the challenge into a workable question.
Shape the strategy, structure or system with the people who will use and sustain it.
Bring leadership, operations and partners to a shared set of priorities and trade-offs.
Sequence the work into realistic phases and stay involved until it operates on its own.
Areas of expertise
Designing strategies, structures and operating models that help organisations move from ambition to coordinated action.
Reframing complex challenges and combining ideas from different sectors to create new products, services, programmes and models.
Helping organisations identify where technology and data can genuinely improve operations, information flows and decision-making.
Creating and transforming football structures through sporting strategy, talent development, professionalisation, data and organisational design.
How I transform organisations
Not a sector specialism, a way of thinking that turns very different organisations into something more capable.
Creating structures able to grow and compete from zero aligning strategy, leadership, people and execution. Applied across professional football projects and cross-sector ventures.
Designing new operating models, integrating technology and data, and turning complexity into systems that improve how the organisation performs and decides.
Building relevant projects that generate reputation, identity and community with limited resources from cultural institutions to matchday products and international festivals.
Making projects possible by aligning organisations with different interests — universities, public administrations, foundations, federations, sponsors, technology partners and research groups — into initiatives that can actually be built and sustained.
Building high-performing teams, identifying the right talent for each challenge and shaping working cultures capable of executing complex, long-term strategies.
Sectors & organisations
Four types of organisation where the same way of working applies.
Speaking
I speak about innovation, AI, football, data, leadership and the practical realities of building and transforming organisations.
AI, Innovation & Strategy
How organisations can move from AI curiosity to practical use cases connected to strategy and operations.
Women's Football & Sports Technology
Building sustainable women's football projects and using technology and data to support sporting decisions.
Leadership, Creativity & Future of Work
How teams organise, decide and stay creative as their work, tools and expectations keep changing.
Media & Public Engagement
Contributions to media, panels and public conversations on football, innovation and organisational change.