Selected work
Selected work
A selection of projects in which I created new structures, redesigned organisations, developed data systems and turned strategic ideas into operational results.
The sectors and contexts are different, but the work often begins in the same place: an important challenge, incomplete information and no ready-made solution.
Featured case study
Initial cross-departmental restructuring plus a four-year master plan for the whole organisation
Delivering an ambitious transformation by sequencing: restructure first, master plan next
Led the initial cross-departmental digital restructuring of an organisation moving into a new competitive tier under strict compliance pressure, and designed the four-year master plan that guided the rest of the transition.
→Initial restructuring delivered and a four-year digital master plan set for the whole club
Digital TransformationE-commerceClub OperationsLaLiga ComplianceView case study
Governance, brand, distribution and stakeholders — recovery methodology across four editions
Turning around an institution at risk of closure
Recovered a historic Academy Awards-qualifying film institution through governance and operational restructuring, a digital-first distribution strategy and consistent media and stakeholder work across four editions.
→4 editions directed · Oscar-qualifying · 30%+ audience growth · thousands of media appearances
Institutional TurnaroundFestival DirectionDigital TransformationMedia & StakeholdersView case study
Identifying an unaddressed gap in an established industry and giving it a defensible position
Creating a new category from zero, without budget or backing
Identified a gap no international platform was addressing, defined a defensible position, built its artistic direction and grew a community around it — through six international editions, later replicated by universities in other countries.
→6 editions (2005–2010) · first worldwide reference · replicated internationally
Founder & DirectorArtistic DirectionInternational ProgrammingTalent DiscoveryView case study
DETACÓN
Building a cross-sector venture around an emerging category
Identified an underserved audience and combined formats that usually live in separate industries — publication, hospitality space, merchandise, events, documentary and a team — into a single branded ecosystem, before that audience became mainstream.
→A multi-format concept developed before women's football entered the mainstream
New VenturesConcept DevelopmentHospitalityContent & CommunityView case study
Sport, operations, data, brand and community treated as one
Designing an organisation from zero as a single integrated system
Designed a multi-year model connecting sporting development, talent pathway, contracts, integrated data, brand identity, community and commercial cross-selling as a single system — recognised for governance, sporting results, social and communicative impact.
→6 teams · 3 consecutive promotions to the national Segunda RFEF · 2 further promotions with reserve and development teams · 3 Copa de la Reina qualifications · 8× budget growth
Football StrategyOrganisational DesignTalent DevelopmentBrand & CommunityView case study
Marketing, communication, loyalty and community as a coordinated system, not campaigns
Creating demand where a market does not yet exist
Built local demand by treating marketing, communication, loyalty and community activation as a coordinated system rather than isolated campaigns — driving 6,000 spectators to a fourth-tier fixture before elite competitive status did the work.
→6,000 attendees at a fourth-tier fixture
Marketing CampaignsCommunity BuildingLoyaltyAudience DevelopmentView case study
Functional leadership from the women's football area, bridging operational need and technology development
Leading a data-driven transformation across football operations
Led the functional definition and coordinated the implementation of a modular intelligence ecosystem from the women's football area, connecting external platforms, internal sources, proprietary indices and alerts into a single way of working for scouting, sporting direction, performance, health and operations — later adopted by the men's first team after proving its value.
→7 seasons in use · piloted in women's football · adopted by the men's first team
Organisational TransformationData StrategySports OperationsDecision SupportView case study
Experience Across Sectors
Senior Creative, Annie Bonnie Digital Agency
Creative strategy, brand identity and campaign direction for online, offline and transmedia campaigns for national and international organisations including UNICEF, Massimo Dutti, Mapfre, Allianz, El Corte Inglés, Signus Ecovalor and Peugeot España.
Building the inaugural squad for Queens League
Advised Porcinas FC during the inaugural Queens League season on squad composition and player recruitment.
Editorial Secretary, Cahiers du Cinéma España
Comprehensive view of how a periodical publication runs, from editorial coordination and content production to advertising, subscriber management, customer service and distribution. I drove the digitisation of processes by developing a proprietary CRM and implementing digital communication tools.
Film Festival Jury Member
Invited to serve on selection and official juries for film festivals in Spain, Mexico and Costa Rica, evaluating audiovisual works and production projects. Including juries at ALCINE (Madrid), Costa Rica International Film Festival, Universidad Autónoma de México and Government of the Canary Islands.
Institutional Relations & Executive Communication
Represented organisations before institutions, governing bodies and the media, while translating operational work into clear reporting and strategic communication for boards, sponsors and public stakeholders.