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.
Highlighted result
→4 editions directed · Oscar-qualifying · 30%+ audience growth · thousands of media appearances
My role
The Huesca International Film Festival — one of the oldest and most significant film festivals in Spain and an Academy Awards-qualifying festival for short film — faced a serious continuity risk. After serving as Artistic and Communication Direction alongside its General Director, I was appointed General Director for four editions (42nd–45th).
Context
The institution needed a credible recovery model, stronger operations, renewed stakeholder confidence, a modernised public identity and a way to reconnect with audiences — without losing its Oscar-qualifying status or its relationship with the foundation behind it.
What I identified
Sustaining international relevance required combining governance and operational restructuring with a brand and media strategy, and using digital distribution as a recovery lever before streaming was standard.
What I did
I led governance and operational restructuring, national and international benchmarking, brand identity renewal, a new digital-distribution strategy, stakeholder management and the leadership of seasonal teams of 20–50 people per edition.
What changed
- 01Governance and operational processes
- 02Business and delivery model
- 03Brand identity and public positioning
- 04Digital distribution (first online edition)
- 05Audience strategy
- 06Communication and media relations
- 07Institutional, political and press stakeholder work
- 08Seasonal team leadership (20–50 people per edition)
- 09Reporting to foundation and stakeholders
Documentation
Outcome
- Four editions directed (42nd–45th)
- Institutional continuity secured and Oscar-qualifying status sustained
- First online edition launched
- Audience reach increased by more than 30%
- Thousands of media appearances over four years
- Stakeholder confidence rebuilt
- This figure refers to interviews and media appearances I handled personally, not total media impressions
What this demonstrates
That large cultural institutions can be turned around with the same operational rigour as a business — governance, brand, distribution, team and stakeholders — without losing artistic credibility.
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