About
A career built across disciplines
I help organisations turn complex opportunities into projects that work — by building the people, partnerships and structures needed to make them possible and keep them running.
That capability has been shaped by professional football, hospitality, creative industries, technology, entrepreneurship and organisational transformation — each adding a different way to understand how organisations operate, how people work together and how ideas become practical systems.
01
Where it started
I grew up in a working-class neighbourhood, kicking a ball around and dreaming of becoming a footballer. I came through the public education system, and from the age of fifteen I was already working because studying outside my hometown depended on it.
What shaped the way I work was not that early start, but what came after: throughout my university years I sustained four demanding responsibilities at the same time — studying away from home, working to finance those studies, holding on to a Spanish Ministry of Education scholarship, and founding and directing UNIFEST, an international university film festival, at twenty.
Those years were a continuous exercise in responsibility, organisation, execution and learning under real constraints. My way of working was built there.
02
Hospitality as operational experience
I worked across very different hospitality environments: traditional restaurants, roadside service, terraces, nightlife, multicultural teams, high-end dining, racecourse, local festivals and large private events, including a setting serving an unusually broad social and economic cross-section.
The work included bar service, dining room, terrace, dishwashing, cocktails, cash responsibility, event service and trusted cover shifts while I was already working in the creative industry.
Later, I opened a small healthy-food restaurant inside the DETACÓN project, a space that brought together sport, culture, food and community. That step moved hospitality from a job into something I was shaping myself: a place where people, timing, atmosphere and operations had to work together for a single experience.
The lessons did not stay in the restaurant. I began designing similar experiences in other contexts — film festivals, matchday hospitality and VIP boxes, events where the guest experience, operational flow and coordination between teams matter as much as the product itself. What started as service work gradually became a way of reading spaces, anticipating needs and building moments that hold together under pressure.
- →Working effectively under pressure
- →Adapting quickly to different clients and social environments
- →Understanding informal roles inside teams
- →Earning responsibility and trust
- →Maintaining standards during intense operations
- →Coordinating with people from different cultures and backgrounds
- →Combining several professional responsibilities at the same time
What I learned here did not stay in hospitality. The same instincts — reading a room, holding standards under pressure, coordinating people who barely know each other, recovering when something breaks — later shaped how I ran international festivals, matchday and hospitality operations in professional football, sponsor and guest relations, and the operational side of complex projects. It was the first time I noticed something I would repeat later: principles that work in one environment often work in another, once you understand what they are really doing.
03
Football was the first ambition
Football was my first passion and I wanted to become a professional player. A serious leg injury changed that path and led me towards film, communication and storytelling.
Football later returned as the environment in which I built teams, structures, systems and long-term strategic projects.
- 01Former football player
- 02Assistant coach
- 03Team manager & Field delegate
- 04Technical secretary
- 05Head of Football Data & Systems
- 06Digital Development Director
- 07Sporting Director (8 seasons)
- 08General Director of Women's Football
- 09External Sporting Consultant
04
Learning across sectors
Each stage added another way of understanding organisations rather than replacing the previous one.
- Hospitality01
Operations, service, trust and performance under pressure.
- Creative industries02
Turning complex objectives into clear concepts and communication.
- Film03
Narrative, audience understanding and project production.
- Entrepreneurship04
Creating ideas, products and operating models from zero.
- Football05
Performance, talent, structure, competition and stakeholder complexity.
- Digital transformation06
Changing how organisations work through systems, platforms and information.
- Big Data07
Turning evidence into decisions and measurable action.
- AI08
Identifying practical opportunities for automation, analysis and new ways of working.
05
The common thread
Across these sectors, I repeatedly worked on similar challenges:
- →creating something that did not yet exist;
- →improving an organisation whose current model was no longer sufficient;
- →connecting strategy with daily operations;
- →aligning people with different priorities;
- →translating information into decisions;
- →and developing practical solutions when standard approaches were not enough.
The sectors changed. The type of problem often did not — and the answers usually came from carrying what worked somewhere else and adapting it to a new context.
06
How I approach organisations
I begin by observing how the organisation actually operates and how people function inside it.
I look at workflows, decisions, information, responsibilities and the gap between formal structures and everyday reality.
I also assess the real roles people occupy inside the group: how they relate to the work, how they influence others, how they respond under pressure and where their strengths can contribute most effectively.
This helps separate symptoms from causes before designing a solution.
08
Education driven by practical questions
I study when a new professional question requires deeper knowledge, not simply to accumulate qualifications.
Data & Technology
- Master in Big Data in Sports
- Master in AI & Innovation
- AI & Innovation in Sports
- Executive Programme in Blockchain Business Models
Football
- UEFA B Coaching Licence, including UEFA C
- FIFA Agent Licence exam preparation
Leadership & Behaviour
- Coaching training
- Creativity coaching
- Ongoing study related to psychology, behaviour and decision-making
Communication & Creativity
- BA in Audiovisual Communication
- Screenwriting
- Film direction
- Documentary filmmaking
- Cinematography
09
Selected projects beyond executive work
01 — Cross-sector venture
DETACÓN
An integrated venture spanning women's football, hospitality, publishing and storytelling — including SAGÔL, an award-winning documentary selected at ten international festivals, and Remontada, a crowdfunded book of football stories including my own.
02 — Public engagement
Speaking & Media
Public speaking, panels, workshops and television commentary across innovation, technology, data, leadership and women's football.
03 — Forthcoming book
40 de Fiebre
A forthcoming autobiographical work exploring late-identified neurodivergence, professional life, creativity, adaptation and identity.
—
Selected publications
- "Prohibido prohibir" (chapter)
Remontada — eight stories on women and football, prologue by Verónica Boquete · pp. 15–25
Libros.com(2017)
- "Paradoxes and challenges of a transition: the crisis of original-version exhibition"
Cahiers du Cinéma España, nº 43 · pp. 49–53
Caimán Ediciones, Madrid(March 2011)
- "Short film in film schools"
El cortometraje español en 100 nombres (ed. Eduardo Cardoso)
Ministerio de Cultura, Madrid(November 2010)
- "From word to deed: short film in schools / training in short film"
La medida de los tiempos. El cortometraje español en la década de 2000 (ed. Jara Yáñez) · pp. 227–298
Festival de Cine de Alcalá de Henares / Comunidad de Madrid(October 2010)
- Appendix I: "The production team" and terminology glossary
La aritmética de la creación. Entrevistas con productores del cine español contemporáneo (Jara Yáñez, con la colaboración de Luis L. Carrasco)
Festival de Cine de Alcalá de Henares / Comunidad de Madrid(November 2009)
- Contributing article, teaching guide
Un día de cine — audiovisual literacy and personal growth programme (ed. Ángel Gonzalvo, with Ángeles González-Sinde)
Gobierno de Aragón & IES Pirámide, Huesca(October 2007)
10
40 de Fiebre
Forthcoming
My forthcoming book explores the experience of late-identified neurodivergence through autobiographical analysis and specialist clinical co-reading.
It examines how new information can lead a person to reinterpret identity, work, creativity, relationships and previous life experiences.
—
Experience, industries and future interests
My interests extend from the industries where I have built my career to emerging fields where strategy, technology, creativity and human behaviour are changing how organisations work.
- SPORTS INDUSTRY & WOMEN'S FOOTBALL
- SPORTSTECH, DATA & PERFORMANCE
- CULTURAL & CREATIVE INDUSTRIES
- MEDIA, ENTERTAINMENT & LIVE EXPERIENCES
- ARTIFICIAL INTELLIGENCE & AUTOMATION
- HEALTH TECH & LIFE SCIENCES
- SUSTAINABILITY & CLIMATE
- FUTURE OF WORK & LEARNING
- EMERGING TECHNOLOGIES & NEW MARKETS
What connects them is a single question: does this make a project, a process, or the legacy left for the next generation, better?
On blockchain specifically — see my 2022 executive programme on blockchain business models.
11
Working principles
Successful projects are not built by ideas, but by the right teams capable of executing them.
- 01
Strategy only matters if it can be implemented.
- 02
Successful projects are not built by ideas, but by the right teams capable of executing them.
- 03
Operational reality is more useful than assumptions.
- 04
People need to understand change before they can support it.
- 05
Technology should respond to a real decision or operational need.
- 06
Understand how a system actually works before changing it — most useful answers already exist in another context, waiting to be adapted.
12
Recognition and public contribution
Recognition
Individual
Best Directive — Province of Huesca — 2022
Huesca Sports Press Association (APDH)· Official announcement
Individual recognition voted by members of the Huesca Sports Press Association for leading SD Huesca's women's football section.
Individual
Miguel Ángel Tolosana Trophy — 2023
Aragonese Coaches Committee — Aragonese Football Federation· Coverage
Awarded by the Aragonese Coaches Committee for the trajectory leading SD Huesca's women's football section.
Individual
EQUALISM — Selected National Reference (Erasmus+ Sport) — 2024
University of Zaragoza · Erasmus+ Sport · European Commission· Project note
Selected as one of three women representing Spain in EQUALISM, a European project on equal opportunities in sport management led by the University of Zaragoza and funded by the European Commission.
Speaking and public engagement
Professional opportunities and collaboration
I'm comfortable leading when a project needs it, and equally at home contributing inside multidisciplinary teams — through programme management, strategic projects, partnerships or organisational development. My focus has always been the same: strengthening the organisation, not occupying a particular role.
If the challenge needs strategic clarity, organisational understanding and a practical route forward, I'd be glad to hear about it.
CV and profiles
CV and professional profiles
One multidisciplinary career, presented through different areas of experience.
General CV (English)
The complete professional record across every area of experience. Available shortly.
- 01View profile
Women's Football: Strategy and Direction
Sporting direction, structure development, talent growth and professionalisation of women's football projects.
- 02View profile
Strategy and Development in Sport
Strategy, consulting and project management for clubs, federations, leagues and companies in the sports ecosystem.
- 03View profile
Innovation, Data and Digital Transformation
Design of solutions, new products and transformation processes connecting business, technology and people.
- 04View profile
Organisational Transformation and Project Leadership
Design and execution of strategic projects, change management and coordination of teams and complex organisations.