04 — Organisational Impact
I design measurement, evaluation and communication systems that give leadership teams a clear, honest view of what is working — and what to do next.
Focus areas
Capabilities
Selected achievements
Selected work
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.
Education & qualifications
Data & business intelligence certifications
Applied to elite sport contexts
Monitoring, evaluation and impact frameworks
Applied research and practice
Speaking
The Future of Business: AI as a Driver of Change
Practical AI use cases in football and sport
Aggity Talk — Female leadership in technology
Female leadership in technology and sport
El talento, palanca de crecimiento económico
Experience from the Executive Programme in Blockchain Business Models
Sports Data Forum 2023
Data ecosystems in women's football
Football Analytics 2023 — Universidad Rey Juan Carlos
Data ecosystems in women's football
Past, Present and Future of Aragonese Football
Roundtable alongside leading figures from Spanish football
Tour Universo Mujer Huesca — Foro Universo Mujer
Appointed Official Ambassador for the Huesca edition, speaking alongside Olympic medallists
11F — International Day of Women and Girls in Science
Educational activities and publication
Gender Equality in Sport
Five educational workshops for primary and secondary schools
Factoría de Innovación — EOI Seville
Storytelling: where ideas come from
FIFA Women's World Cup Final — Live TV Commentary
Live TV commentary
Mujeres Líderes campaign
Promoting women in leadership and executive positions
El fútbol todo lo-cura
How the SD Huesca women's football project was created and has evolved
I Jornada de Empresas y Fútbol Femenino — Networking
Convening companies and clubs to build the business case for women's football
Women's Empowerment in the Economy
Panel on female leadership beyond clichés, from institutional and business perspectives
Business and Sport — Tax Incentives for Sports Patronage
How companies can support sport through the tax-incentive framework for patronage
Contact
Tell me what you're working on. I'll respond within a few days.
CV and profiles
One multidisciplinary career, presented through different areas of experience.
Sporting direction, structure development, talent growth and professionalisation of women's football projects.
Strategy, consulting and project management for clubs, federations, leagues and companies in the sports ecosystem.
Design of solutions, new products and transformation processes connecting business, technology and people.
Design and execution of strategic projects, change management and coordination of teams and complex organisations.